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Work Background
Casa LumbreDirector of Innovation and Business Development
Jan. 2023Mexico City, MexicoResponsible for driving the Casa Lumbre Spirits’ early-stage brand development strategy including
- Category insights and gap analysis
- New business/brand ideation
- Business Plan
- Financial Modeling
- Strategic fit / Exit Strategy
- New product development
- Launch and development of early stage brands
Moët HennessyEMEA & GTR Commercial Development & Education Director
Sep. 2021 - Apr. 2022Paris, Île-de-France, FranceCommercial analysis of EMEA+GTR region P&Ls for the Estates and Wines portfolio (8 wineries -40 SKUs) and managed business growth with key markets leadership teams.
Translated global wineries strategies and communication plans for market implementation and reviewed relevant key markets brand plans.
Led education gap analysis and plan to redeploy new engaging content for easier comprehension of brand history and platforms by Moet Hennessy global sales teams, including incentive plans to assure training completion.
Moët HennessyPrestige Brand and Business Development Manager
Mar. 2020 - Sep. 2021London, Greater London, United KingdomGrew the Hennessy and Dom Perignon Prestige business and brands in the UK market through effective brand planning, channel activation, paid media, and consumer recruiting.
Developed a D2C strategic analysis and route to consumer planning to attract and recruit UHNWI
Moët Hennessye-Commerce Manager UK
Jun. 2017 - Mar. 2020London, United KingdomLaunched and grew new UK e-commerce channels selling Moet Hennessy portfolio products and experiences.
Proximo SpiritsConsultant
Aug. 2016 - Jun. 2017Jersey City, NJ• Lead Hangar 1 Vodka brand development including management of site re-launch, establishing media campaign budget, and executing on-trade marketing promotions
• Plan to grow brand revenue through the set-up of distillery tours operations and ongoing digital strategy, generating return visits through on-site events, and sourcing of branded merchandise program
• Analyze portfolio data analytics to measure the opportunity of direct-to-consumer platform while negotiating developments with different vendors with aim to double current online sales conversion rate
Tequila Casa DragonesConsultant
Sep. 2015 - Nov. 2015Greater New York City AreaBusiness development project focused on Digital, e-Commerce, CRM
• Devised online business development strategy focusing on corporate gifts and concierge level added value to top clientele
• Implemented CRM tools to decipher customer segmentation to grow top-line growth through cross-sale and up-sale
• Developed new marketing and sales strategy for Casa Dragones Joven sipping tequila through partnerships with fine dining on-premise accounts focusing on chef collaborations promoting increase in social media engagement
DiageoMBA Summer Intern
Jun. 2015 - Aug. 2015Mexico City Area, Mexico• Created strategy for the launch and future iterations of thebar.com.mx, a digital platform promoting portfolio brands through lifestyle content, bartender exclusives, and promotions calendar
• Managed digital agency program briefing, selection, negotiations; maintaining positive relationships while pushing for further breakthrough developments leading to a best-in-class platform
• Received executive support of in depth proposal including a planned multi millions dollars (+21%) sales boost via market analysis, consumer insights, and free cash flows modeling
Sucker for Socks L.L.C.Founder
Jan. 2012 - Jan. 2015Greater New York City Area• Launched and managed a niche concept e-commerce retail site for luxury hosieries having spotted the growing trend of colorful socks sales in the US market, differentiating myself by lifestyle imagery and European quality • Created business plan and financial forecast to fundraise initial investment round
• Analyzed sales patterns to negotiate buys with current vendors, develop promotion schedules, and enhance offering to expand revenue streams (eg. subscription model, value packs) • Managed all areas of business marketing (email and social) to grow brand awareness, customer loyalty, and repeat sales
A.P.C.e-Commerce Director
Jan. 2012 - Jan. 2014Greater New York City Area• Head APC.fr North American $4M in sales website, overseeing all e-commerce/social media/digital operations and budget
• Grew the business 2 consecutive years by 70% vs. LY, implementing order management operation and sales promotions • Doubled our site visits vs. LY and increased conversion rate via online email marketing and product merchandising • Launched online recycled raw denim collection program to propel a 25% sales grown in naturally aged denim
Hermèse-Commerce Manager
Jan. 2009 - Dec. 2012Greater New York City AreaPerform all facets of e-commerce for the Hermès US website
• Supervised $12M sales of the hermes.com website; specialized in fashion accessories, men’s ready-to-wear, equestrian etc.
• Grew watch yearly sales by 50% for 2 consecutive years by optimizing assortment, web exposure, and marketing • Launched and managed analytics of women’s scarves microsite increasing category traffic by 20%
Macy's Merchandising GroupExecutive Associate
Jul. 2008 - May. 2009Part of a selective Executive Development Program, reported directly to senior management through several Macy's department including
Merchandising, Marketing, and Human Resources
Macy's Merchandising GroupProduct Assistant
Sep. 2007 - Jul. 2008
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