Daniel Rodriguez Serrano Email & Phone Number

San Juan, Puerto Rico

• Achieved +10% SSS FY 2023 & +8% SSS in H1 ‘24 through redesign of regional marketing calendar, launching a new brand positioning, and creating new performance analytics platform to better support franchisees.
• Launched key strategic accelerators such as Nuggets, revamping the value proposition framework, and enhancing local brand-in-culture strategies for greater franchisee adaptability.
• Designed new Drive-Thru and Kiosks marketing & development guidelines to accelerate growth.

• Led national & market test campaign strategies across TV, digital platforms, & online video, managing a $25M production budget and overseeing a $300M national media spend.
• Developed new brand positioning and launched consumer-facing tagline and music jingle, "You Rule™", marking the largest creative framework change since the original "Have It Your Way".
• Achieved a +30% YoY improvement in creative effectiveness, a +25% YoY increase in social engagement and web search, and secured 1st rank QSR SOV in NFL Football and 3rd rank QSR overall in national TV SOV, up from 7th.

Miami, Florida, United States

• Led marketing strategy for the brand’s largest category, achieving record-breaking sales in H1 '21 with +11% 2yr and +30% 5YR growth. Key initiatives included restructuring the Your Way value menu and Whopper value.
• Managed and influenced cross-functional teams of over 25 members across innovation, operations, supply chain, communications, legal, & field marketing.
• Established strategic partnerships with Coke, Impossible™ Foods, Mondelēz, Hershey’s, and Mars.

Miami, Florida

• Led sales and expansion strategy for the fastest-growing service channel channel, achieving +$300M in annual system-wide sales, an increase of 150% YoY.
• Increased delivery sales by +120% year-over-year through national restaurant expansion (+30% to +80%), introduction of multiple providers per restaurant, negotiation of new fee structures, and launch of white-label.
• Managed 2 direct reports and cross-functional teams of over 15 members spanning technology, operations, and field marketing. Cultivated key partnerships with Uber Eats, DoorDash, Grubhub, Postmates, and Bringg.

Miami, Florida

Perform marketing turnaround plan for Burger King Mexico, leading the market’s overall calendar planning &, and execution of key marketing processes such as performance analytics, merchandising, coupons, & key partnerships.

Miami, Florida

Lead franchisee marketing support on calendar planning, brand management, & performance analytics in Mexico and the Caribbean, which includes countries such as Puerto Rico, Dominican Republic, & Jamaica.

Miami, Florida

Marketing and Financial analytics for Latin America's North Division, which includes Mexico, Puerto Rico & the Caribbean.

Miami, Florida

Designed & implemented operations analytics platform for Field Management and Franchisee teams in Latin America, providing operations performance results & insights on main opportunities.

Miami, Florida

Lead general HR analytics & insights, & compensation bonus calculations for restaurant and corporate employees in North America.

San Juan, Puerto Rico

San Juan, Puerto Rico

Implemented +50 business ventures in Latin America, including Puerto Rico’s first Autism Center for adults, bracelet recycling program in Haiti, and educational schools in El Salvador & Honduras, resulting in +$100K as new sources of income and +$10M in economic & environmental impact, improving the quality of life of +100 communities.

Naples, Florida, United States

Pleasanton, CA

Produced market research & feasibility study on expanding Hidden Valley Ranch into K-12th education segment.

Carolina, Puerto Rico

Fort Buchanan, PR

San Juan, Puerto Rico

Master Of Business Administration - Mba

2-Year Professional Weekend MBA

Bachelor'S Degree, Business Administration, International Business

Activities and Societies: Enactus UPR Humacao