Diego Fernández Figaredo Email & Phone Number

Mexico City, Cdmx, Mx

Mexico City, Mexico

Boston, Ma

- Created, launched, & implemented the Full Project Governance process involving cross functional teams (Creative/Sales/Legal/Web) for the entire global network (AMER/EMEA/APAC).- Led a team of 4 Project Managers (Web Development/Design and Copywriting/Demand Generation/Partner Marketing), as well as cross functional teams of +20 members in +200 department projects.- Directed the Brand Relaunch campaign for G-P, managing stakeholder deadlines, creative asset delivery, Paid ad campaign strategy, and website launch within 3 months, generating +10 new completed business deals and +500 strategic leads.- Built the Global Contract to PO process from scratch in collaboration with Legal, Accounts, Finance, & Marketing teams, leading follow-up sessions, information management, reducing process idle time, optimzing vendor setup & payment, and lessening churn by +50%.- Managed the Global Marketing Budget split between 3 VPShips (Product Marketing, Internal and External Comms & PR, and Brand + Sports Sponsorships), overseeing +$20MM USD in expenses/agreements.

Mexico City

- Created and negotiated +4 FY client strategic plans for 2021 executions with Nestlé Retail Sales Team, with at least 2 growth executions per Q. - Partnered with Levi’s to develop retail strategy events nationwide with at least 3 executions per year (2021 – 2022). - Led and developed strategic development and client relations with +10 different multinational clients (Mass Consumption (Nestle, GEPP) / Pharmaceutical (Novo Nordisk, Armstrong) / Digital (Google, YouTube) / Retail (Walmart) / Clothing - Fashion (Michel Domit, Levi’s, Nike). - Oversaw +12 BTL / Digital Promotions with Top Line value of +$21 MM - Developed +10 Virtual Reality / Hybrid (Digital + On – Site) Events for +1,000 viewers/attendants simultaneously. - Managed a Multi-Disciplinary team of +10 members for creative / financial / timing strategies and implementations. - Overviewed +6 digital campaigns with +$500 M Social Network / Digital content strategy investment.

Mexico City

- Led and developed 4 different Private Brands (Aurrera, Great Value, World Table, Extra Special) in 13 different Categories in the Processed Groceries Department, achieving +9.0% Growth vs. YAGO.- Launched +12 new products, generating +1.5 pp in SOM, 2x growth generated by the full Private Brands Department.- Achieved a +35.6% growth in profit through cost and price negotiations, increasing category value for the company.- Designed a World Cup BTL and in-store initiative for the Salty Snacks Category, achieving a +34% sales growth during Jun-Jul ‘18.- Developed partnership with Disney, delivering +9.0% sales growth and +1.2 pp SOM in the Bottled Water Category.

Mexico City

- Developed and implemented the new Cal-C-Tose Brand Relaunch campaign, as well as the creation of the complete digital relaunch campaign (Facebook, Webpage) achieving over a +43% increase in fanbase.- Led OOH (Out of Home) new image campaign with over 3.8 MM daily impacts.- In charge of the Lactum Brand digital Spokesperson campaign with Galilea Montijo, delivering above target interaction rates and views, achieving a +10% brand awareness growth.

Mexico City

- Creation and design of the brand new Inspireka Brand, achieving 2X growth in sales every year since the launch of the brand in 2013.- Drove the Inspireka brand to become the 2nd highest selling platform in Sonric’s through 360º marketing plan implementation.- Developed ATL campaign with +25% unaided awareness growth for the brand.- Achieved over 35% increase in product distribution and 30% increase in product turnover because of the implementation of additional exhibitions on every channel.- Obtained a runner-up nomination for Expansion’s “Monstruos de la Mercadotecnia” 2014 issue for the Inspireka Brand.- Led several in-house promotional/BTL/PR campaigns for Inspireka and for PepsiCo for over 300 people in different simultaneous locations around México.

Mexico City

- Led an extended, multi-disciplinary team in order to reposition Sonric’s Spicy platform in both concept and product design and implementation. - Led the “Mancha-T” ATL and BTL campaign, aligned with the new positioning and brand image with +14% growth in turnover and +10% growth in sales.- Designed a new Promo Pack Model development, with a product profitability increase of + 15pp in NOPBT.

Mexico City

- Coordinated promotion sales with different products, responsible for over 20% incremental sales for Sonric’s.- Responsible for the sales and distribution for the entire Sonric’s platform (+45 SKUs).

Mexico City

- Developed and aided in the design and execution of PepsiCo’s Brand promotions.- Designed the digital and BTL campaign for christmas & summer promotional seasons.