Reporting to the CEO, position leads impact in a high-growth company in a fast-moving dynamic marketplace across brewing and distilling. Transformational change has been delivered via team training and development, much needed portfolio and work-process innovation, conducting research, acquiring and applying data to drive consumer insights and business performance reports, while orchestrating the execution with Sales and the greater organization. Responsibilities also include department goal setting, budget allocations, team design, roles, and responsibilities, hiring and training, growing brand awareness and consumer acquisition, launching digital and analog marketing plans, analyzing marketing campaigns, and partnering with outside media agencies and stakeholders to build strategies and relationships.

Chart the course for the long-range strategy, establishing short, mid, and long-term financial and commercial objectives for a $1B affiliate, focusing on achieving sustainable growth and expanding our user base. Formulate brand and portfolio plans, executing commercial and marketing strategies in alignment with overarching corporate goals -12 brands spanning five business categories. Lead a dynamic team of 5 managers overseeing a 25-person workforce, fostering motivation and collaborative efficiency. Take charge of directing launches & sales acceleration initiatives, spearheading digital touchpoint innovation and activation, and diligently tracking performance metrics and insights to continuously refine our approach.

Led comprehensive marketing initiatives across 12 Latin American countries, overseeing growth planning, P&L management, experiential marketing, and sales virtualization. Innovated a new customer-value proposition, while recruiting, training, and mentoring a team of nine direct reports and 42 personnel. Established and managed the company's initial Latin American marketing and communications regional groups. Successfully built brands, enhanced corporate reputation, and implemented impactful sponsorship, loyalty programs, and digital campaigns, resulting in outstanding business outcomes across Latin American operations.

Spearheaded $3M U.S.-Hispanic and general market psychographic segmentation initiative assisted by 6 direct reports. Partnered with qualitative and quantitative research/data vendors and agency teams to formulate differentiated and sustainable long-term goals for Dos Equis and Tecate. Managed overall relationship between Heineken-USA and FEMSA. Served as primary expert for market characteristics, competitive activity, product, pricing and packaging. Noted specific brand/local market potential while creating synergies with Mexican operation.