Juan Eduardo Lopez Sela Email & Phone Number

Mexico City, Mexico

• Commercial and Marketing Head
• Strategic, innovation, operational and commercial consultancy for worldwide interests in the Mexican Spirits space.
• Representing and managing interests for Tequila, Mezcal, Bacanora, Sotol, Rum and Gin players, both inbound (Investors) and outbound (Brands and suppliers).

Mexico City, MX

• Chief Marketing Officer
• Global Brand Marketing Head for the largest independent Mezcal in the World.
• Managed the worlwide expansion, brand building efforts, innovation pipeline and P&L of the company's portfolio.

Mexico City, Guadalajara And New Jersey, N/A International, MX

• Premium/Luxe Brands Head for Mexico
• Led Marketing efforts for priority Tequila Portfolio: Maestro Dobel (Top growth brand for José Cuervo), Centenario (Largest Brand for the company), and Reserva de la Familia (Company flagship).
• Led the Deluxe Brands business unit, achieving over double the portfolio's profitability.
• Developed the company's owned e-commerce and UX capabilities through the first company-owned DTC platform in the country.Marketing Head for South America, Central America, and the Caribbean.
• Developed José Cuervo's portfolio across 32 countries, in a region of high cultural and linguistic complexity, spearheading the construction of the Tequila and Mezcal categories in the region.

Mexico City, Guadalajara And New Jersey, N/A International, MX

• Premium/Luxe Brands Head
• Led marketing and business efforts for Premium+ Tequila portfolio; accelerating Maestro Dobel to its highest historic sell-out level, making Gran Centenario the #1 Tequila brand in volume share in the country, and.
• Managed International Business Partners Edrington, Mast-Jägermeister SE, and Lucas Bols; accelerating The Macallan to be the #1 Single Malt Scotch in Mexico, turning around Jägermesiter to achieve growth after months.
• Designed and launched the Deluxe Brands business unit for Mexico; effectively achieving internal and external clients buy-in of a highly-profitable portfolio.

Foster City, California, US

• Consumer and Client Marketing Director
• Responsible for B2C/B2B Marketing efforts in Mexico, with main focus on Affluent (Top tier products: Visa Infinite, Visa Platinum), Mass (Rest of Portfolio), and Cross Border (International) portfolios.
• Managed the full Visa Mexico Marketing Budget, effectively steering traditional Media to maximize reach and penetration in traditional targets, while driving Partnership with Digital Global Players (Google, Facebook.
• Management of Global and Local Sponsorship Assets (FIFA, NFL, Olympics, Femexfut, etc.) and responsibility for relationships with stakeholders, spokespeople and athletes.
• Developed and implemented the first Cross-Border Digital Campaign for Mexico in USA, delivering Best in Class Results (Awareness, TOM) with less than half the investment of local players.
• Achieved Brand Preference Growth after a steady decline of +1 year, growing double digit, and broadening the Gap vs main competitor in Key Targets (Millenial, Affluent)

New York, New York, US

• Hair Care Marketing Manager
• Brand, Commercial and Innovation Pipeline (Formula, Packaging, A&P) Management for Caprice Hair Care Brand: the #1 Shampoo Brand in Mexico with over 60% penetration, and the largest HC brand for Colgate Worlwide.
• Brand reactivation: Caprice stops SOM decline after 4 years falling, and recovers 2 points in a single year.
• Margin enhancement: Through reformulation and Commercial efficiencies, reverted margin loss (+1 Margin points after 5 years of losses, and a plan for additional points) without compromising product quality and usage.

New York, New York, US

• Personal Care Brands Group Manager
• Brand and Commercial management for Female deodorants. (Lady Speed Stick, Teen Spirit, Neutro Balance)
• Implementation of portfolio strategy, reducing complexity and raising average productivity by more than 20 points.
• Brand reactivation of LSS: Brand achieves growth after 6+ years of stagnancy, surpassing highest historical share.
• Redirection of Female Digital Strategy results in LSS Mexico having the highest Engagement metrics among global FB Pages (Cosmetic and Beauty Categories).

New York, New York, US

• Personal Care Innovation Group Manager
• Leadership of the Multidisciplinary team in the development of Innovation Pipeline: Technology, Supply, Consumer Insights, Regulatory and Legal, Marketing, Go-To-Market, External Suppliers (Agencies, Fragrance Houses)
• Development and population of Male Deodorants Innovation pipeline for 2011-2015 for Speed Stick Brand with the highest consumer ratings historically obtained (Purchase Intent, Uniqueness).
• Leadership of the development of Line Extensions (Product+TTL Campaign) for LatAm in 2011-2012, making every Launch the top-selling variant for the brand after 3 months in market in average.
• Brand reactivation after 10 years of stagnancy: Speed Stick grows 20% (+2 points SOM) with “ADN” Line Extension.

Ciudad De México, MX

• New Ventures Commercial and Marketing Manager
• Developed and implemented commercial strategies for Coca-Cola's Premium Portfolio, stemming from TCCC's acquisition of Glacéau.
• Glacéau Vitaminwater achieved a 30% Brand Awareness among target in a single year leveraging on organic PR strategies. Media outcome exceeded US$1.5MM with no investment in ’09.
• 50% trial to purchase rate achieved via trial-based activities and without Mass Media efforts.
• Restructured Road to Market, decreasing dedicated distribution cost by 50% and tripling route efficiency (Visits with a sale, Drop size) while maintaining service levels in priority brand-building channels.

• Partner and General Manager
• Commercial strategy development for the NCB Mexico Expo, including tropicalization of US strategy and platform, pricing strategies design, sponsorship management, and strategic alliances between clients, and/or agencies.
• Development and operation of a CRM, client database and market intelligence-oriented call center.
• Development and administration of all relations with US and Mexican investors, sponsors, authorities and non-profit organizations.

Paris, Ile-de-France, FR

• Marketing Manager, Rums & Liquors
• Revamped Havana Club rum’s national market strategy. The brand doubled its distribution rates within 12 months and grew 22% in depletions vs. the previous year, reversing 4 years of continuous losses.
• Restructured Kahlua liquor’s pricing strategy. Developed a marketing plan allowing growth in spite of price increases.
• Re-launched Malibu rum for the Mexican market. Developed sampling and consumer reward programs that accelerated brand growth to a steady 13% in depletions vs. the previous year.
• Developed and revised new global platforms for Kahlua liquor and Malibu rum.Marketing Coordinator, imported brands
• Detected a market opportunity within the VS segment of the cognac category. Proposed and developed Courvoisier VS cognac’s TTL launch, delivering a 400% growth vs. previous year for the brand.

Cincinnati, Ohio, US

• Trade Marketing Trainee, Oral and Personal Care
• Developed and executed Crest Calci-dent toothpaste's self-services launch plan; including product logistics, in-store efforts, and POS materials. The product shipped 48% additional volume over objectives in this channel.
• Designed and executed all self-service plans for Charmin tissue paper. SOM loss was stalled and eventually reversed.

• Account Executive
• Marketing consulting for Textilera El Asturiano. Brand design and market strategies for male formalwear brand Enzo di Valli.

Master Of Business Administration - Mba

Master Of Business Administration - Mba

Communication