Marta Lorena Guerra Email & Phone Number

Washington, United States

Managed annual brand budgets and 2024 brand plans.Developed and lead product marketing strategy, including shopper marketing campaigns and media plans resulting in +164% growth of follower base.Collaborated in pricing strategy that allowed +8% growth in sales.Facilitated visibility and reporting of Private Label items to sales teams.Coordinated and documented package refresh process from conception to finalizing materials.

United States

Managed and executed 2023 brand plans for the Antinori import portfolio, leveraging volume and super luxury SKUs.Developed price strategy for back vintages and private cellar items.Leveraged IRI, Power Bi and Kantar data to develop competitive sets, create growth targets, and avoid cannibalization among Estates.Collaborate with cross-functional teams to bring sales objectives to completion.Manage and strengthen sponsorships/partnerships with other luxury brands like Ferrari of North America.Support transition process with business analysis and 2024 brand plan creation.

Developed and implemented paid media plans for CM Heineken Mexico brand portfolio (8 brands) and effectively managed their annual media budget, including budgets above $5MM USD.Elaborated amplification plans for music festivals and sponsorships nationwide, and lead the field marketing team into the correct execution of these.Focused on effective communication and best practices in the market to deliver share of voice objectives, completion rates for digital platforms, data collection and impact on brand equity.Performed as a key actor in the communication strategy of Molson Coors's addition to the portfolio; developed media plans from the ground up that resulted in a +1.1 approval points in the first trimester.Implemented the first national influencers campaign with Amstel Ultra that streamlined the process for future campaigns for the rest of the portfolio.Developed innovative projects with digital, TV and OOH partners.

Secure market share through the establishment of new businesses.Find strategic locations in four different cities inside the state of Nuevo Leon.Coordinate the participation and teamwork of different departments in the company for every new store to obtain sell-out objectives.B2C negotiations and follow-up on franchise stores to detect new necessities for the business to succeed.

Key Account Executive. B2B negotiations. Prospection and investigation to identify new markets that developed in business opportunities.Attainment of sales goals.

Lic. En Relaciones Internacionales

Activities and Societies: Basketball, Handball

Undergraduate International Exchange Programme

Activities and Societies: Bushwalking Club