Daniela Espinal Email & Phone Number

Mexico

■ Lead the mezcal, tequila and sake brands portfolio

Dublin, County Dublin, Ireland

■ Responsible for the strategic and creative management of the brand on digital channels (+3K monthly new users)■ Enhancing the efficiency of the company's communication channels, including platforms like LinkedIn and FB.■ Development of the content strategy and optimization of digital campaigns (Social Networks, Google Ads).■ Establishing a direct association with advertising, digital, and media agencies.

México

■ Lead a multi-functional team in charge of launching the Bacardi Official Store in Mexico, from conceptualization to full implementation, first as a virtual store and then as a physical store with 2 direct reports managing the store and reaching 7 million pesos in revenue and 12,000 registered users in the first year becoming a showcase and model for best practices in Latin America.■ Prepared, presented, and received approval for a business case to launch new products in the Ready-to-Drink category with an initial target of reaching a 2% market share in 2024. The initiative included executing extensive market research. ■. Managed and became the connector of external agencies such as digital, creative, and public relations which allowed the preparation of meaningful business and creative briefs for advertising campaigns that helped achieve double-digit revenue growth.■ Spearheaded sponsorship and communication campaign for the 2022 Latin Grammys® alongside the Bacardi USA marketing team (+95M impressions/ +600K views / +40M reach). Participation was decided at the last minute and received recognition for the quick response and quality of the work.

Mexico City, Mexico

■ Developed go-to-market strategy for Nescafé®, Coffee Mate® & Cocoa’s portfolio in the out-of-home & Food Service channels and reaching.■ Responsible for the innovation, ideation, and execution of a winning product portfolio based on OOH market analysis which resulted in 10+ product launches that contributed to the business unit growing sales by over 20% in products such as Abuelita 2Kg, Nestlé Chai Latte 1.2Kg, and Coffee Mate 1.2Kg■ Managed P&L of the products to ensure the profitability of the business, which helped achieved continuous savings, such as 4+ million pesos in efficiency savings in 2020.■ Created positioning, distribution, and awareness strategies for the entire category with active participation in Nescafe’s largest campaign – “Propositos 2022”.■ Supervised and mentored a team of 2+ individuals helping them in their professional development and helping them in their promotion to roles with expanded responsibilities.

México

■ Responsible for strategic and creative management of Epura Con Jugo® Epura Minerale®, Epurita®■ Developed and implemented business plan strategies. (AOP) and marketing activities that helped improve the health of the brand, such as Epura con Jugo becoming the second best player in the category.■ Through an innovation process, detected business opportunities: Ideation, Conceptualization, Development, and Launch of new products, with 3+ new flavors in the category and growing business by 15%■ Monitored Nielsen and market monthly analysis, including Volume, Value, Distribution & Pricing■ Worked on the development of portfolio and commercial strategy in all retail channels and traditional markets.

Mexico City, Mexico

■ Responsible for evaluating and developing new business opportunities that helped increase sales, improve distribution and increase brand penetration.■ Developed a national marketing plan, and analysis of the category and competition (Nielsen/BI).■ Implemented of marketing campaigns to generate demand, awareness, and penetration.■ Developed digital strategy and e-commerce for Cocina LALA® (Google/ FB/ Web)

Mexico City, Mexico

■ Developed communication strategies focused on the development of new products, and achieving #1 market share in TV’s in 2015.■ Prepared marketing plans and visibility in POS to generate demand through ATL/BTL activities, and being recognized as Best Practice 2013 "Smart TV Story Zone " in Best Buy Polanco■ Performed competition analysis, market indicators and sales and direct relationship reports with advertising, digital and media agencies.■ Developed of e-commerce strategy and optimization of digital campaigns (Web Merchandising, Social Networks, Online Shop in Shop)

El Nuevo Marketing 2.0: ¿Cómo Ganar En El Mercado Con Las Nuevas Herramientas De Marketing?, Digital Communication And Media/Multimedia, High Diploma

Social Media Content Generation New Media

Ielts, English Language And Literature, General, C1 Advance

Activities and Societies: 7.5 Grade

Exchange Program, Business Administration And Management, General

Activities and Societies: Internacional Club

Bachelor Of Business Administration - Bba, International Marketing