Daniel Carr Email & Phone Number

Mexico

Lead the development and execution of strong growth drivers and innovate brand experiences in the On Trade and 3rd space, developing an outstanding team to bring the strategy alive and celebrate life everyday, everywhere.

Mexico City, Mexico

Accountable for the Coca-Cola Trademark (CCTM) marketing agenda across Mexico and the sparkling flavored (Fanta, Sprite, Mundet and Joya) for the north region.Team leader of the north Marketing portfolio activators (4 collaborators). Influencing multifunctional areas (commercial strategist, media and digital, shopper marketing agencies and bottlers (commercial partners), executing holistic brand plans.• Developed and led the recovery plan on 2021, that addressed an incremental volume of 15% and net revenue of 18%, developing a creative concept that supported the launch of an entry package and delivering a holistic plan that reignited the sales force, executing a powerful plan.• Built an Omnichannel campaign to support the launch of new flavors for Coca-Cola, using digital media as the core to connect with consumers. Gaining +2pp of the consumer base and delivering a volume growth of +25%.Inspiring the teams to built around consumer centric brand plans, technologies such as QR code under the labeland twitch channel.• Successfully maximized the local and global partnership such as FIFA, FEMEXFUT and Panini, delivering an outstanding performance of +28% vs PY and an incremental of Brand love of +1.6pp.

San Jose, Costa Rica

In charge of developing and executing the regional brands strategies of the entire beverage portfolio: Coca-Cola Trademark (CCTM) Dasani, Fanta, Sprite, Tropical, Powerade and Del Valle Juices. External liaison, connecting and ensuring brand strategy with key accounts, e-commerce, creative, shopper agencies and bottlers to ensure holisticactivation, consumer engagement, innovation and business results.• Drove sustainable volume growth of 12% and +1pp of SOM gain for CCTM focusing on Consumer OccasionBrand Marketing, launching new ways to engage consumers such as Coca-Cola Alphabet, being digital centricand building around e-commerce that accelerated 25% sales revenue and volume.• Co-led the traditional trade reactivation plan post Covid lockdown, a purposeful initiative that educated costumers and giving them tools to reopen their stores, involving partners such as Mondelez and Colgate-Palmolive, coordinating with digital and trade marketing teams, reaching 65% of reopened stores in 3 months.

Guatemala And Panamá

Accountable for developing and executing brand strategies of the entire beverage portfolio: Coca-Cola Trademark (CCTM) Dasani, Fanta, Sprite, Powerade and Del Valle Juices. Connecting and leading cross functional teams: key accounts, creative, shopper agencies and bottlers to ensure holistic activation, consumer engagement, innovation and business results.• Accelerated Coca-Cola leadership in both markets, leading Coca-Cola No sugar regional launch, Leading the rollout of “Share a Coke” in both markets simultaneously, coordinating multi regional agencies and digital teams,addressing +45% of incremental volume and reaching the highest Brand Love score.• Accountable for launching Coca-Cola For Me digital app, a new technology that engaged with consumers, incentivizing their loyalty and obtaining data analytics, reducing in 25% DME and reaching +15% of incremental volume for Coca-Cola No Sugar.• Led brand experiences such us Copa Coca-Cola in Guatemala, obtaining the highest participation in the region and FIFA World Cup Trophy Tour in Panama, massive event that delivered more than 50% of ad value and also address an incremental volume of 3%.

Leader for the marketing strategy for Meals and Cultural Relevance for Coca-Cola, working together with LATAM brand equity keepers, briefing creative, media and shopper agencies, coordinating key account teams teams and delivering strong marketing programs that supported the 31 markets of the region. • Accountable for the new brand positioning of Coca-Cola Meals, leveraging on data, consumer tensions which resulted on delivering a business plan that addressed at home penetration in 15pp, distribution coverage of +5pp and consumption frequency in 8%.• Worked together with the local team of Venezuela to launch a new value proposition for Coca-Cola and support the affordability strategy on a critical economic context. The plan included a brand activation that got a Guinness World Record “the biggest Meal table”, engaging with consumers and ensuring product availability on a difficult political context.

Responsible for the brand development, marketing plans and P&L for Oreo, Chips Ahoy!, Club Social and Ritz for the region. Worked in collaboration with the Global Brand Equity keepers, creative and media agencies, R&D and local activation teams.• Delivered double digit growth for Biscuit Category during 2 consecutive years by setting an explorer mindset, engaging teams to think out of the box and using my project management skill to deliver strong programs on time. • Won the recognition of “Marketeer Innovator” in Latin America during 2012 by creating from scratch and launchinga special edition Oreo that connected brand purpose, consumption ritual, delivering a never seen experience behind the product, obtaining a sales record and margin improvement of 3pp.