Adrián Estrada Email & Phone Number

Jundiaí, São Paulo, BR

Los Angeles, California, US

• Responsible for the marketing strategy and project execution (equity and product campaigns, D&I initiatives, trademark usage) aimed to users and non-users in LatAm Spanish speaking countries (mainly Mexico).
• Point of contact from marketing for cross functional teams’ projects implementation in the country: Public policy, Comms, Product marketing, SMB’s marketing, Operations, Sales, B2B Marketing, among others.
• Defined the H2’23 and 2024 marketing strategy for TikTok Mexico aligned with the global objectives and bringing insights on how to overcome the current barriers among users and KOL in the country.
• Managed the sponsorship implementation of 4 B2C marketing projects (TikTok Awards MX 2023 and 2024, Pride MX 2023 and Drag Sync BR 2023) in collaboration with the B2B marketing team.

Greater Chicago Area, IL, US

• Responsible for the Bubblegum & Candies business (Bubbaloo, Halls, Deemint) worth 112M USD, including brand strategy, P&L, SOM, NPDs, comms campaigns, pricing, portfolio management, etc.
• Achieved growth above 2021 objectives including portfolio NR recovery vs pre COVID levels.
• Defined the 5-years plan for 3 categories (Bubblegum, Refreshing Candies, Joyful Candies) including Strategic Planning, Growth Avenues, and Innovation pipeline.
• Launched the “Equis no pasa nada” campaign for Bubbaloo and the “Lolita Ayala” partnership with Halls becoming best practice cases and winning several industry awards such as IAB, EFFIES, FOMLA, and YouTube Awards.

Greater Chicago Area, IL, US

• Responsible for the Bubbaloo (gum and candy) business, including brand strategy, P&L, SOM, NPDs, comms campaigns, pricing, portfolio management, etc.
• Positioned Bubbaloo among the Mondelez leadership team as a full confectionery brand, going from a secondary brand to a strategic brand for the company.
• Launched the Sponge-Bob partnership, connecting with the Gen-Z through memes.
• Achieved record SOM going from third to the second gum brand in Mexico (+1.9pp) in 2020.

Greater Chicago Area, IL, US

• Responsible for the Other Gum business (Clorets, Bubbaloo, Max Air, Chiclets) business, including brand strategy, P&L, SOM, NPDs, comms campaigns, pricing, portfolio management, etc.
• Relaunched Clorets under Clorets Plus with results of +5% vs plan and growing SOM in the Modern Trade (+1.7pp)
• Launched the Bubbaloo high cash portfolio (Mega Bubbaloo) bringing 100% incremental NR for the brand and becoming 5% of total brand revenue; Bubbaloo growing SOM (NR +0.7pp, +1.1 volume).

Bellavista, Nuevo León, MX

• Led the strategy for the Bohemia & Craft portfolio in Heineken Mexico (Bohemia, Noche Buena, Lagunitas, Tempus, Jabalí, and imported brands) including brand positioning, communication campaigns, portfolio management.
• Managed the Lagunitas beer launch in Mexico City in only 3 months and the Bohemia 12oz can launch.

Bellavista, Nuevo León, MX

• Accountable for the Innovation agenda within Heineken brand, successfully launching and developing the communication strategy for several innovation projects.
• Responsible for the Music (Live Out), Lifestyle (Fashion Week), and F1 sponsorship strategy including ATL and BTL.
• Launched Heineken Light in the north of Mexico and Grand Heineken 1L (first returnable bottle for the brand in Mexico).

Bellavista, Nuevo León, MX

• Responsible for the Boxing sponsorship strategy including ATL and BTL activities, accountable for the brand’s digital strategy and execution, taking Tecate to the next level in digital.
• Launched the “Te Hace Falta Ver Más Box” campaign, becoming a cultural phenomenon in Mexico.

Bellavista, Nuevo León, MX

• Accountable for several integrated communication campaigns for Tecate brand (#1 Heineken Mexico beer brand).
• Responsible for several campaigns: Tecate Calendar 2015 (becoming a “best practice” case on Facebook), Tecate – FC Barcelona, Tecate 70 anniversary, and local Sports Sponsorship communication efforts.

Bellavista, Nuevo León, MX

• Project manager for marketing campaigns implemented in the point of sale, coordinating cross-functional teams through all the project stages to ensure successful implementations.

Saint Priest, FR

Lean Manufacturing intern for the Stamping Unit, in charge of several projects:- SMED project with conveyor's suppliers to reduce the setup time.- Implementation of 5s Standards for the Stamping Unit.- Autonomous maintenance implementation.- Operations process standardization.- Support and follow up of Kaizen projects in general.

Bachelor Of Science, Industrial Engineering And Management., Industrial Engineering

Certificate, Diversity And Gender Equity

Bachelor Of Science, Industrial Engineering, Industrial Engineering