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Work Background
Pernod RicardSr. Brand Manager
Jan. 2023 - Jun. 2024México
Pernod RicardBrand Marketing Manager
Jan. 2022 - Jan. 2023México
DiageoBuchanan’s Brand Manager
Jan. 2021 - Dec. 2021• Responsible for building the 5-year business and marketing strategy on Diageo
Mexico's first D2C, www.TheBar.com.mx
• Lead in planning and developing annual marketing plan for Buchanan's
portfolio and innovation, defining key growth drivers based on consumer insights taking
ambiguous issues and insights, and translating them into activities.
• Identify and enables opportunities in the market and consumers, to adopt growth drivers aligned with the
main strategy and role of the brand.
• Set strategic priorities and align key stakeholders to enable action.
• Coaches and instills on-going consumer curiosity leading to transformation
marketing success
• Inspires others to create breakthrough ideas and briefs, rich in flair that
drives growth, while aligning teams and agencies around an inspiring vision
and grounded focused briefs, which are built with authentic and robust
relationships and a collaborative spirit across agencies and teams.
• Develop effective strategies to drive a healthy and powerful P&L for the brand
and clients, leveraging building blocks to unlock opportunities.
• Developed a new drink strategy to increase Buchanan's awareness and consideration with a 360° strategy.
DiageoAssociate Brand Manager Sr en Don Julio y Baileys
Apr. 2017 - Jan. 2021México• Build new workstream with other companies to achieve new business that help Baileys brand grow in salience and penetration, while creating 360° strategies for Baileys Treat Bar, achieving 13:1 ROI in PR and growing from 6 drinks average a month to 2,800, becoming the 3rd top On Trade outlet for Baileys. Develop Iced Baileys with Nestlé, where its aligned with the Mother Brand’s strategy, look and feel and campaign, creating TV and digital communication, shopper platform and commercial activities, achieving the nomination of Best Licensing Product of Food & Beverages in the Licensing International Excellence Awards 2020
• Create a business case to purchase Tequila Don Julio’s 1942 Trucks and develop an Out Trade Strategy to reach a younger audience and help rejuvenate TDJ.
• Lead in the sponsorship of TDJ and Buchanan’s in Pal Norte 2019 Music Festival were TDJ was the top-selling spirit brand in the festival, growing 70%. • Develop a simplified On Trade Strategy and Grow Drivers for Baileys where “Baileys Shakeado” grew +244% vs LY in 28 Cervecería del Barrio outlets.
DanoneAssistant Brand Manager Marketing
Mar. 2016 - Jan. 2017• Project leader in Benegastro's migration format from 120g to 240g, where consumer insights were key to ensure the brand's success.
• Project leader in Activia cereal-on-the-side switching from oatmeal to multigrain rings.
• Project leader in Activia's limited edition multi-pack.
• Responsible for brand's monthly reports with key insights to leverage the brand's performance throughout the year.
Philip Morris MéxicoPMM Missioner
Jul. 2014 - Oct. 2014• Analyze BAT's strategy in similar markets and understand their portfolio's role in each price segment.
• Developed the competition's strategy for 2015-2016 within medium and low price segment in Mexico.
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