Led cross-functional teams and agencies to implement tailored 360 marketing plans.Analyzed brand performance and adapted campaigns to meet KPIs and identify growth opportunities.Developed digital/social media strategies and approved media plans for targeted consumer engagement.Developed and led the “Día de Muertos” marketing strategy across LATAM, successfully promoting Mexican culture on a global scale.

Led and execute Diageo’s Mexico Scotch Luxury Portfolio including Johnnie Walker Blue and Buchanan’s 18.Led Mexico’s Gifting Strategy, increasing luxury portfolio sales by 645% during Xmas with minimal investment, reaching 1.8M consumers and generating 2M impacts.Launched Special Editions reaching the correct consumer increasing brand’s relevance.

Led Buchanan’s SuperDeluxe and Malts Portfolio, developing annual brandstrategies and plans, increasing brand share by +8pp in the last 6 months.Directed multifunctional teams to execute an omnichannel strategy, enhancingluxury credentials both inside and outside the company.Maintained a healthy P&L, enabling strategic investments to build the brandand recruit consumers effectively.

Managed Diageo’s Tequila portfolio, focusing on Tequila Don Julio, overseeing P&L, budget, and brand strategy to build brand awareness and ensure outstanding performance.Achieved significant milestones, including Don Julio becoming the #1 most loved spirit brand in Mexico, an 8pp margin improvement, and a 6pp share of value increase. Recognized as Best Marketeer Partner 2020-2021.Executed successful campaigns and strategies, such as the “Antes que Don, Julio” campaign and “Me Quito el Sombrero” Special Edition, leading to high consumer engagement and establishing global benchmarks for omnichannel strategies.

Deep understanding of the whisky category, competitive landscape, and innovationto meet consumer needs. Managed budget, P&L, commercial plans, and brand health.As acting Manager for Bell’s, developed and executed successful brand strategies, identified opportunities and challenges, and led cross-functional teams to influence key stakeholders.Led the Don Julio Reposado Claro (an Innovation Launch) Mental Availability plan, integrating a 360-degree strategy across OnTrade, PR, Digital, and Media channels

Spearheaded promotional strategies and commercial plans to enhance brand visibility and performance.Developed and implemented digital strategies leveraging global insights and continuous communication.Managed budgets and conducted ongoing brand performance analysis to identify opportunities and address challenges.

Handled sponsorships, events, sports activations, and product launches for all Coca Cola Brands.