Lorena Díaz Guerrero Ramírez Email and Phone Number

Responsible for the marketing plan, defining marketing strategies to promote products and services at the restaurants, planning and executing the marketing budget, analyzing market information and measuring actions for decision making, leading the marketing team.

Real State Company with thousands of apartments developed or under construction in Mexico, owner of three different residential brands.• Achieved 200% leads increase from online sources via a Facebook campaign over the course of a month. • Launch of the Bora by Zaha Hadid development through a complete strategy, which included the set up of a show room, events, social media, online campaign, PR & media plan. In a record time of 4 weeks, with immediate lead results of 250 and 6 sales within the following six weeks.• Set up of the sales show room and model apartment in Puerto Vallarta in a record time of four weeks managing to set a new standard for the brand.

Leader and Project Manager for selected strategic initiatives leading a high-level multidisciplinary team. In charge of market research and proposals for strategic businesses. In charge of the creation of a new hotel brand including the product definition, brand promise, image, and value proposition. Defined new location strategies, identified locations for new developments and propose them for selection of the Board. • Led the concept creation of a new hotel brand, including: Market research plan, prototype production, brand image and presentation of the proposal managing to get the approval of the project by the board in record time of ten months.• Led a high-level multidisciplinary team to open a new business aimed at bringing 32% of the growth objective of the company for the next 5 years. • Created the business case for investors of the newly owned hotel brand, as well as sales material for its promotion. Team work with the Development Director and managed to bring in an investor, including an intent letter, within the following 7 months.• Coordinated a high-performance team in charge of defining operative standards and processes, commercialization strategy, IT and human resources, all for the management of a new hospitality business in a record time of 12 weeks.

In charge of defining the key strategies and objectives for each brand in order to fulfill the Balance Score Card, and develop a solid brand portfolio. Management of the marketing budget, including: Market research, communication, advertising, digital marketing & innovation. Guardian of the brand experience at each company’s hotel brand. For the last year, member of the Office of Strategic Planning in charge of executing the strategic plan for redesigning the guest room for the Urban Upper Luxury brand including market insights, design, prototype production, evaluation and P&L.

- Direction and analysis of market investigations and competitive landscape, tracking worldwide market trends and hosting workshops to generate ideas, identify value propositions and propose actions.- Help manage the implementation of initiatives to improve the guest experience and return to investors by aligning the efforts of various business units to deliver on the promises of the brand. - Track each brand's market segment and ensure that each has the appropriate market research and strategies to stay on brand.

- Create and measure Mind Share and Top of Mind metrics and brand health (Brandynamics) for each brand. Monitor the impact of brand management on company sales. Develop new concept brands like Live Aqua, and One Hotels.- Launched the Live Aqua brand with its first hotel in Cancun. Developed the communication strategy and positioning for the company's new “lifestyle” segment. Positioned the brand, media campaigns and PR strategy in Mexico and the U.S.- Increased revenues for Fiesta Inn from the U.S. market through an image and communication campaign executed with Travel & Leisure magazine. - Created and executed two new promotional campaigns – Summer and Night Life – that generated the best ROI in the company in the last five years. - Relaunched the “Fiesta Kids Club” through a partnership with Piccolo Mondo to raise service standards and realize operational efficiencies.

Management and coordination of market research for company brands and products, as well as new hotel openings.

Responsible of sales and client service for Unilever, Kraft, L'Oréal, Varta, Sanofi, Effem. Developed the “on site” service model and launched the program for Unilever in Cuernavaca.