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Work Background
StoriBrand Director
Oct. 2024Mexico
BankayaChief Marketing Officer
Feb. 2022 - Mar. 2024Mexico
Kuaishou TechnologyGeneral Manager Kwai Latam
Feb. 2021 - Oct. 2021Mexico City, Mexico
TikTokTikTok Country Manager
Jun. 2018 - Dec. 2020Mexico City Area, Mexico
UberSenior Marketing Strategist Latam
Aug. 2017 - Jun. 2018Mexico
DiageoHead of Johnnie Walker
Aug. 2016 - Jul. 2017Bangkok Thailand• Oversee Johnnie Walker portfolio business performance, build brands that sustain growth in the long term and deliver powerful and distinctive propositions to targeted customers. • Develop grounded platforms on local insights, channel complexities and consumers behaviors. • Guardian of brand health and wealth. • Mobilizing cross functional teams (strong focus on sales and agencies) behind winning Johnnie Walker strategies. • Understanding of market trends and consumer preferences. • Develop annual marketing plan and budget to ensure each brand is fully supported.
DiageoSenior Global Employer Brand Manager
Feb. 2015 - Jul. 2016London, Reino Unido• Responsible for the creation and implementation of global Diageo’s Employer Brand in line with Brand Diageo Strategy.
• Create a consistent presence across the digital ecosystem to drive awareness and consideration among top talent. • Develop and evolve global creative campaigns for global and local use. • Content creation and strategy for FB, LinkedIn and Instagram.
DiageoInnovation Manager, Baileys Western Europe
Oct. 2013 - Jan. 2015• Lead best in class execution of Bailey’s innovation across 8 countries in Western Europe. • Development of new concepts and product variants to recruit and re recruit women into Baileys Portfolio. • Development of gifting and limited editions for Western Europe. • Put the brand in culture in key Western Europe markets through digital and PR.
DiageoBrand Manager, Johnnie Walker
May. 2012 - Sep. 2013Diageo• Oversee the development of marketing and trade marketing programs to stimulate demand for Johnnie Walker Red Label. • Lead cross functional teams to flawlessly execute the marketing and trade marketing programs. • Data analysis, consumer, market and customer trends to make recommendations. • Coordination with global communities for brand alignment and search and spin. • Leadership of agencies and cross functional teams. • Measurement and evaluation of marketing plans. • Budget management
DiageoBrand Manager, Old Parr
Apr. 2011 - May. 2012Diageo• Position Old Parr as the best value for money deluxe whisky, playing as a flanker to Chivas Regal 12
• Develop marketing and customer marketing programs and expand distribution nationwide.
DiageoBrand Assistant, Buchanan´s
Jun. 2009 - Apr. 2011• Support to the project manager of Buchanan´s Forever program and Learning for life. • Lead On and Off trade implementation of Buchanan´s Forever Mexico
DiageoBrand Assistant, Reserve
Mar. 2008 - Jun. 2009• Brand Lead of Johnnie Walker Super Deluxe portfolio. • Launched Johnnie Walker Green Vision.
• Support for the launch of Johnnie Walker King George V.
• Lead experiential activation of Johnnie Walker Blue Label in the Off trade.
DiageoTrainee, Johnnie Walker
Jan. 2007 - Mar. 2008• Started working and understanding the spirits industry. • Lead On Trade execution of Red Mix platform.
• Lead development and implementation of VAPs.
• Support in the Responsible Drinking Platform.
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