Years of experience: 23

Marketing DirectorCMOBusiness AnalystCommunications ManagerBrand Marketing ManagerFinance

Trust Score

Exceptionally trusted; proven professional excellence.

80%
Fernando's Career Path
Area Franchise Lead Tim HortonsAug. 2023 -
Present
Restaurant Brands InternationalArea Franchise Lead Tim Hortons
Ciudad de México, MéxicoArea Franchise Lead for Tim Hortons in Mexico, in charge of managing the relation between Corporate and the Master Franchisee. Focused in Brand Expansion (Development), P&L and strategic projects implementation (Ops, Digital, Marketing).
Regional Marketing Director LATAMApr. 2021 -
Jul. 2023
RFRSH BRANDSRegional Marketing Director LATAM
Ciudad de México, CDMX, MéxicoMarketing Head of the JV between CBC (Pepsi & Ab InBev Bottler) & ILG (Zacapa / Botran) a Startup aimed to become a Powerhouse in the RTD industry in the Americas with $18 MUSD sales in year 1. Lead Marketing strategy / Innovation & Consumer insights; +47% growth in year 1, 83% SOM in Guatemala & 46% in El Salvador. Challenged to increase 10X the size of the business by leading the “Go to Mar...
Director de marketingJul. 2016 -
Oct. 2020
La Madrileña SA de CVDirector de marketing
Ciudad de México y alrededores, MéxicoIn charge of Marketing, On-Premise, and Trade Marketing; leading a +20 team with over 30 wine & spirits brands from global leading manufacturers: Beam Suntory, E.J. Gallo, Sazerac, Heaven Hill. Re-engineered WOW with a strong consumer focus, and data-driven plans optimizing the team efficiency by 30%. Created NPD strategy for the short & long term for the spirits portfolio relaunching Tequila...