Miguel Arango Email & Phone Number

Bogotá, Bogota, Co

Colombia

Accountable for Colombia, Ecuador, and Venezuela General Management (oversee Commercial, Marketing, Supply, Finance, Legal and People agendas). Responsible for leading relations with local key stakeholders -as the third-party distribution partners- through who Brown-Forman addresses those markets, as well as industry trade associations (Governance).Scope: USD 15M in sales; 160k 9L cases; USD 4M A&P investment; Customer Management; Sales and Operations Plan; Co-lead Country and Brand plans; Negotiate Distribution Agreement terms and KPIs; RTM and Channel Development; Portfolio strategy (with focus in Whiskey and Tequila). Team of 2 direct / 7 indirect reports.

Colombia

Accountable for the long-term strategy implementation in Colombia. Deliver 4x NSV / +37% and 3.5x Volume / +30% 5Y CAGR, by 2027. Continue enhancing market’s relevance to become Top 4 country within Latin America - the fastest growing Emerging International region for the company.Achievements: +36% NSV and +40% Volume growth (FY23 vs FY22). Co-led Colombia’s next 5-year strategy aiming to maximize growth potential. Strategically aligned work plan together with the distribution partner aiming to substantially evolve distribution, geographic expansion, brand positioning and trade execution. Sustained El Jimador momentum and gained Premium segment leadership (Top 3 Market for Brown-Forman Global).

Colombia

Responsible for leading the marketing planning process for the region; accountable of the Brand plans alignment with internal and external stakeholders. USD 5M in sales; 67k 9L cases; USD 1M A&P/Trade investment. In charge of the communicational efforts in both Mental and Physical Availability fronts, as well as accountable for strengthening brand training for direct and indirect groups of people (customers and staff). Media; Consumer research; and market research data analysis and translation into implications for the markets.Achievements: +15% NSV and +17% Volume growth (FY21 vs FY20). High level of engagement with Brand Managers from the Distributor partners; Best in class Facebook recognition to Jack Daniel’s ‘It’s Jack campaign’; 100% Investment management and control being recognized for cycle planning effectiveness.

Responsible for leading a multi-layer and interdependent managing role for Brown-Forman brands (Jack Daniel’s, El Jimador, Herradura, Finlandia and Woodford Reserve), evolving its relevance within GWS’ portfolio. Improve consumer demand through a 360° touchpoint execution. Accountable for all the key processes of the business, including Demand Planning; International Trade; Local Governance (Regulations); Commercial, Marketing and Trade Marketing planning, execution and measurement –and being able to work in supplier’s and distributor’s corporate cultures.Achievements: +21% NSV and +27% Volume 5Y CAGR (FY15 - FY20); business size from 16k 9L cases (FY15) to 54k 9L cases (FY20); surpassing 50k 9L cases threshold was worth to build the case for Colombia to become priority market at Brown-Forman. Jack Daniel’s Tennessee Whiskey Vol. market share 2.2%. El Jimador Tequila Vol. market share 15% - Top 1 brand for GWS and Top 5 market for B-F. Evolved S&OP process from 50% to 80% of Lead time Accuracy.

Responsible for leading Brand Communications for premium+ portfolio (including Johnnie Walker, Buchanan’s, Old Parr; Don Julio; Zacapa, Tanqueray, and World Class Competition). Accountable for creating and sustaining long lasting relations with Media; influencers; key opinion leaders and event promoters. PR agency management. Design and implement cross-functional innovative processes for the brands to address executional ideas to become ‘hero contents’ and ‘conversation starters’ to communicate with their audiences.Achievements: USD 4M in Earned Media Value with double digit growth year over year. 150+ events planned and executed per year across brands. Built a PR business model to establish strategic pillars and drive value to Marketing team.

Bogotá, Distrito Capital, Colombia

Responsible for leading Internal Communications including regional Newsletter, employee engagement activities and corporate communications.Achievements: Led an internal program to improve employee’s motivation and work life balance, which contributed to a better evolution within the Great Place to Work ranking. Maintained excellent content standards in the internal newsletter, ‘Our Passion’, making Colombia’s news relevant across the Latinamerican region.

Master Of Business Administration - Mba, Business Administration And Management, General

Master Of Business Administration - Mba, Business Administration And Management, General

Diploma, Marketing

Bachelor'S Degree, Journalism And Communications