Experience

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  Oxxo

  Jun 2009 - Jun 2010

  Procurement analyst

  Analyst in the procurement department, responsible for purchasing followup of new store equipment.

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  Sodisa

  Jun 2010 - Jan 2011

  Commercial executive

  Commercial executive responsible for sales, development of current clients and amplifying client portfolio.Development and launch of digital marketing strategies. Design and construction of webpage.

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  Cuauhtémoc-moctezuma

  Oct 2011 - Aug 2014

  Responsible for the overall adaptation and development of the global marketing strategy and campaign rollout in Mexico focused on building premium credentials to justify the brand’s 140 prize index.• Two-time leader of the 360° UEFA Champions League program focused on associating premium sports to the brand. Recognized #1 worldwide in digital engagement for the "Champion The Match" campaign and launched 2nd UCL supermarket exhibition contest recording more than 600 executions nationwide. • • Support in the “Enjoy Heineken Responsibly” short video campaign in Mexico, winner of three “Círculo de Oro” awards and 4 Effies for creativity in social media, viral publicity and user experience for digital commercial “The Dance More Experience”.• Co-leader of the “Extra Cold” on-premise tap beer expansion achieving over 600 installations in top end bars with full brand visibility aided by digital campaign focused on awareness of the brand, driving to purchase and building premium credentials.• Leader of the JAMES BOND SPECTRE partnership program helping the franchise with massive awareness campaign throughout packaging and the launch of the first 6-city simultaneous premier in coordination with all regional teams achieving a PR return of over 8 million MXN in free publicity. Show less

  • Heineken Brand Manager

    Jan 2013 - Aug 2014

  • Marketing Services Procurement

    Oct 2011 - Jan 2013
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  Cuauhtémoc-moctezuma

  Mar 2016 - Sept 2017

  Sol brand manager

  Brand manager responsible for the overall brand strategy, development and execution of the master brand and line extensions like Sol Clamato, Michelada and Chelada.• Implemented the key transformation of the master brand to a regional brand maximizing the sales potential of the evolving beer portfolio, shifting on-premise visibility, sponsorships, share of visibility and promotional periods; successfully switching consumers amongst the companie’s portfolio and maintaining market share vs competitors.• Leading the innovation pipeline for the brand in the mixed beers segment with launch of the first ever Sol Michelada and Sol Chelada achieving over 13% of market share during first 3 months helping balance the financial and volume challenges of the overall megabrand. Show less

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  The coca-cola company

  Sept 2017 - Apr 2021

  Brand lead of the refillable and entertainment segment for Coca-Cola Mexico and responsible of the annual brand plan overseeing the overall development of the business strategy, communication campaigns, commercial execution in coordination with channels and main clients while tracking brand performance, budget and financial results.• Managed a cross-functional 6 people team to deliver annual brand plan focused on overachieving revenue and volume objectives by targeting growth to the most profitable SKUs in one of the less developed consumption occasion for the brand, leisure at home.• Developed and lead one of the most important initiatives of the year to mitigate the potential volume loss of refillables due to the changes in packaging legislation helping protect more than 30% of the refillable bottle fleet during Q4 2020, while leading the overall sustainability campaign development.• Head of the “Coke Studio Sessions” global entertainment campaign in Mexico leading the creative, key accounts, sponsorships and media teams reaching more than 32 million people and ranking top 3 in consumer engagement & views amongst all participating countries. Show less Creative, media and communications strategy lead for Powerade in Mexico, responsible for the overall campaign development and implementation across all ATL and BTL channels and key partner in the development of annual brand plans.• Creator of the 2019 “PODER” 360° campaign making a full redesign of the brand’s positioning and creative strategy focused on increasing the emotional connection with Mexican consumers delivering important equity results and winner of the “Ojo de Iberoamérica” prize for campaign production.• Lead the Powerade and Under Armour promotional creative and communications strategy recording the highest ever consumer participation for the brand and is still a benchmark for national pincode promotions.• Creative and execution strategy lead for the 2018 FIFA World Cup 2018 full IMC campaign which registered the all-time share of market and share of value records for the brand in Mexico as well as becoming #4 associated with the FWC and the #5 associated with the Mexican soccer team. Show less

  • Coca-Cola Sr. Brand Manager

    Jan 2020 - Apr 2021

  • Powerade Integrated Marketing Communications Manager

    Sept 2017 - Jan 2020
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  Diageo

  Apr 2021 - now

  Sr. Brand Manager for Buchanan's Mexico, responsible of the planning and execution of the Buchanan’s portfolio in Mexico.• Developed & executed the 2022 omnichannel brand strategy & business plan for all Buchanan's variants & innovations through differentiated communications & recruitment strategies while maximizing revenue generation through P&L management, resulting in double digit value growth for 2022, bringing in new consumers & increasing brand equity as the #2 most loved brand in Mexico. Show less

  • Head of Buchanan's

    May 2025 - now

  • Sr. Brand Manager Buchanan's Mexico

    Mar 2022 - Jun 2025

  • Sr. Brand Manager Black & White

    Apr 2021 - Apr 2023