Alfonso Loza Email & Phone Number

México

Consultoría de Branding, Marketing y Estrategia Comercial para empresas y negocios.Diseño y ejecución de estrategias personalizadas.Desarrollo de marca que generan conexión con el público objetivo y diferencian a las empresas en el mercado.Planeación y desarrollo de campañas omnicanal para posicionamiento, consideración y preferencia de las marcas.Identificación de oportunidades de mercado a través de estudios de tendencias, comportamiento del consumidor y análisis de datos.Supervisión de proyectos de branding y marketing, asegurando su ejecución dentro de los plazos y presupuestos establecidos.Trabajo conjunto con equipos de diseño, ventas y producto para alinear estrategias con los objetivos comerciales de los clientes.Desarrollo de contenido creativo y storytelling que resuena con el público y fortalece la narrativa de marca.Establecimiento de alianzas comerciales y colaboraciones que generan valor agregado para las marcas.Implementación de métricas y KPIs para evaluar el impacto de las estrategias y optimizar resultados.

México, México

Desarrollo y posicionamiento de marca en México.Planeación, ejecución y análisis de campañas de marketing y comunicación.Desarrollo de campañas de marca y de producto.Innovación, desarrollo y lanzamiento de nuevos productos.Responsable del área de servicio al cliente

Mexico

Implemented annual marketing plans for Cuervo's luxury portfolio, including distinguished brands like Tequila 1800, José Cuervo 250, Gran Centenario, Maestro Dobel, Creyente, among others.Built brands and strategically positioned them nationwide, enhancing their recognition and market presence.Designed, executed, and evaluated brand activities/experiences in On-Trade and Off-Trade channels.Evaluated performance and opportunities in modern, wholesale, and duty-free channels, optimizing distribution and pricing strategies.Collaborated in innovating and launching new products, anticipating consumer trends and needs.Coordinated with Trade Marketing for activity execution and PR for strategic events, enhancing brand presence and recognition.Defined and adjusted strategies for each luxury portfolio product, balancing competitiveness, and profitability.Rigorously managed the P&L of each brand, ensuring sustainability and financial growth of the luxury portfolio.

Mexico

Planned, implemented, and analyzed campaigns on paid media platforms such as Facebook, Google, and affiliate channels.Executed comprehensive digital marketing campaigns focused on visibility and sales goal achievements.Optimized investments with a constant focus on efficiency and positive ROAS in digital channels.Monitored and tracked site and app KPIs using tools like Google Analytics, Tableau, Ayden, and Cognos.Formulated and implemented growth marketing tactics to accelerate digital evolution.Managed budgets and optimized paid digital advertising expenditures.Coordinated multifunctional teams to align and strengthen brand strategies.Redesigned and continually updated the website and mobile app, enhancing user experience and operational efficiency.

Mexico

Planned, implemented, and analyzed 360° strategies for holistic and effective communication.Created campaigns, content, and promotions to attract new customers and strengthen relationships in physical and digital stores.Designed and executed omnichannel strategies, ensuring a consistent and seamless experience across various touchpoints.Planned and developed tactics for the entire sales funnel, maximizing conversion at each stage of the buying process.Grew and enriched the CRM, enhancing cross-selling opportunities, upsell, and loyalty programs.Developed and implemented new sales channels, marketplaces, Corner Shop, Rappi, and WhatsApp.Implemented payment options such as deferred payments and buy now, pay later.Created and supervised the brand's visual identity, storefronts, and product marketing in stores and with commercial partners.Managed budgets, ensuring optimal resource allocation and achievement of financial objectives.

Netherlands

Managed store budgets and set sales goals, ensuring financial objectives were met.Planned and executed daily store operations, ensuring smooth and efficient processes.Developed and implemented marketing strategies to strengthen brand positioning in the local market.Formulated business tactics aimed at increasing sales and optimizing operational costs.Supervised visual merchandising and storefront design to maximize product appeal to customers.Ensured exceptional and memorable customer service, overseeing the entire customer experience.Developed and executed training programs for store staff, promoting key skills and knowledge.

Mexico

Managed and supervised major national accounts such as Diageo, Benson & Hedges, and Marlboro.Designed and executed brand activities for On-Trade and Off-Trade, optimizing customer experience and brand positioning.Coordinated national ATL & BTL actions, ensuring visibility, and maximizing impact.Collaborated with brand managers to implement strategies strengthening brand positioning and boosting sales.Prepared and presented detailed sales reports, evaluating brand activation performance.Supervised and negotiated with suppliers for the design and production of materials and experiences.

Mexico City

Implemented nationwide brand education strategies targeting both B2B and B2C segments.Coordinated and executed activations in retail locations, consumption centers, and initiatives with influencers.Managed and optimized product presence in consumption centers, ensuring visibility and customer interaction.Designed and produced presentations, materials, and experiences focused on brand education and customer experiences. Reported and tracked product performance, including price analysis, market displacement, and penetration.

Miami

Directed and supervised daily operations, ensuring efficiency and goal achievement.Managed budgets and tracked financial resources, ensuring optimization and financial sustainability.Designed and implemented business processes, focused on continuous improvement and corporate goal achievement.Actively prospected and maintained customer relationships, ensuring portfolio loyalty and growth.Acquired and negotiated investments to strengthen and expand company operations.

Mexico

Managed and maintained websites and social media for flagship programs: La Academia and Segunda OportunidadGenerated strategic and visual content to enhance user interaction with the programs.Implemented Facebook and Twitter as key channels for sales, communication, and marketing campaign launches.Evaluated and reported digital metrics to identify trends, assess performance, and optimize communication strategies.