Maya Rubalcaba Email & Phone Number

United States

United States

Miami, Florida

Florida

United States

Global Brand Manager – Tequila: Deerfield, IL, 2009 – 2012• Developed and launched House of Brands portfolio strategy, Casa Sauza. Defined the strategy, positioning, look & feel and implementation. • Responsible for global brand strategy development for the tequila portfolio: Sauza, Hornitos, Tres Generaciones and 100 Años. • Created global tools and training programs for sales and activation staff on Tequila, how Beam brands differ from our primary competitors, key product differences, brand superiority and how to drive growth.• Instituted global best practices into the Tequila portfolio and assisted local markets with creating local strategies.• Enhanced the Sauza Heritage Center consumer experience and profitability.• Liaised with Operations team to determine a 5 year plan forecast per brand and sku.• Accountable for budget management and allocation.

Responsible for global brand strategies development and portfolio strategy for the Sauza business. Local brands are only supervised as part of a portfolio approach Approve all markets brand plans in terms of communication, business opportunities and growthShare global best practices and support all markets resourcing creative solutions for local challengesIdentify global synergies and negotiations that will leverage brand investmentDevelop global tools and training programs for various contact points. Enhance on a year by year basis the consumer, trade, marketing, press, executive members and whom ever may attend the Sauza Heritage CenterLiaison with Operations team to determine a 5 year plan forecast per brand and skuBuild cross functional teams to ensure positive results in terms of costs and time tables on any project. This also entails all the needed information is available to all partiesAccountable for budget management and allocation

Mexico CityResponsible for the tequila business in the Mexico Corporate offices

Beam Global Spirits & WineBrand Group Manager - Tequila: Mexico City, 2007 – 2009• Accountable for all tequila business which entails Sauza, Tres Generaciones, Hornitos, 100 Años, Conmemorativo, Hacienda; regarding all its activities and results for the Mexican market such as depletions, distribution, training programs, on and off premise, brand activation, media plans, creativity, PR, research, brand ambassadors.• Launched new test tequila product, “H”, winning an Effie.• As part of the Global Brand Team, was responsible for the development of global strategic platforms and building local programs that comply with marketing and communication objectives. • Developed all brand plans for local activity and supervise operation and implementation.• Responsible for all budget allocation and expenditure throughout the year.• Coordinated Beam’s relationship with eight different agencies and our Distributors

Mexico City - Part of Publicis GroupeA through the line agency with active internal business units for a 360 degree communication platform approachResponsible for all Allied Domecq brands (Tequila, Whisky and Brandy); later Beam Global Spirits & Wine. Oversaw all fee or project based accounts: Bic, Minute Maid (Coca-Cola), Nestle, Warner Brothers, Hamilton Beach among others

Mexico City - Local creative agency known by it's owners Raul Olver a and Alejandro Gonzalez I.Responsible for a group of accounts: Volkswagen, Bacardi, Coca-Cola (Fresca, Nestea, Beat), Sico, Funerarias J Garcia Lopez, Schering-Plough, Altavista Films, etc

Responsible for all communication strategy development, production, annual investment and results for the following clients:Beverages: Bacardi, Coca-ColaAutomotive: VolkswagenHealth: SICO, Schering-PloughMovies: Altavista FilmsFashion Industry: Tenis CharlyServices: Satmex, Chedraui, Funeral Services J. García LópezIn charge of all new business presentations and follow throughManagement and professional development of 11 people

Development of marketing and communication strategiesPortfolio managementAccountable for all brand creativity and productionAnalysis, planning, negotiation and implementation of mass mediaResponsible for all the marketing budget, annual forecast and monthly controlEstablish communication and control systems for each region, as well as supervise local budgetsIn charge of measuring promotion results and brand research

Pegaso SA de CV – Local Telecommunications Company, today Telefonica MovistarAdvertising and Media Brand Manager - Mexico City, 2001 – 2002• Responsible for:o Portfolio management.o Development of marketing and communication strategies, accountable for all brand creativity and productiono Analysis, planning, negotiation and implementation of mass media. o Marketing budget, annual forecast and monthly control.o Establishment of communication and control systems for each region, as well as supervision of local budgets.o Measuring promotion results and brand research.

Responsible for the following accounts: Home Products for Kimberly Clark, Fashion Industry with Emyco, Pro-Bono IFAW, Pronatura and Telecommunications for MaxcomDevelopment of integrated communication strategies for all brands under the companies vision 360º

Ogilvy & Mather – Global Advertising AgencyAccount Director, Supervisor, Account Service - Mexico, 1999 – 2001• Responsible for the following accounts: o Home Products for Kimberly Clarko Fashion Industry with Emycoo Pro-Bono IFAWo Pronaturao Telecommunications for Maxcom• Developed integrated communication strategies for all brands under the companies vision 360º

Responsible for all Coca-Cola brand communication (consumer, outlets, accounts, social responsibility and corporate communication)Development of communication strategiesCreation of internal communication plans and implementation

In charge of building a competitive media analysis department, focused on the following brands: Hasbro, Azteca, Procter&Gamble and Nissan

Degree, Communication Sciences

Thesis in "Comunicación de Programas Sociales y la Juventud Mexicana" (Social Programs Communication and Mexican Youth), with honors

Bachelor Degree, Fashion Design

Education record