Daniel Rodriguez Serrano

Experience

• 

  Walt Disney World

  Aug 2010 - Jan 2011

  Disney College Program Intern
• 

  U.S. Department of Veterans Affairs

  Jun 2011 - Dec 2011

  The Washington Center Intern
• 

  Enactus

  Aug 2011 - Mar 2020

  Implemented +50 business ventures in Latin America, including Puerto Rico’s first Autism Center for adults, bracelet recycling program in Haiti, and educational schools in El Salvador & Honduras, resulting in +$100K as new sources of income and +$10M in economic & environmental impact, improving the quality of life of +100 communities.

  • Business Advisor (non-profit)

    May 2015 - Mar 2020

  • Project Manager (non-profit)

    Aug 2011 - May 2015
• 

  Army & Air Force Exchange Services

  Jun 2013 - Sept 2013

  Retail Management Intern
• 

  Walgreens

  Oct 2013 - May 2014

  Assistant Management Program
• 

  The Clorox Company

  Jun 2014 - Sept 2014

  Sales Analyst Intern

  Produced market research & feasibility study on expanding Hidden Valley Ranch into K-12th education segment.

• 

  Hertz

  Nov 2014 - May 2015

  Fleet Analyst
• 

  Burger King

  May 2015 - Feb 2023

  •Led national & market test campaign strategies across TV, digital platforms, & online video, managing a $25M production budget and overseeing a $300M national media spend.•Developed new brand positioning and launched consumer-facing tagline and music jingle, "You Rule™", marking the largest creative framework change since the original "Have It Your Way".•Achieved a +30% YoY improvement in creative effectiveness, a +25% YoY increase in social engagement and web search, and secured 1st rank QSR SOV in NFL Football and 3rd rank QSR overall in national TV SOV, up from 7th rank YoY. Show less •Led sales and expansion strategy for the fastest-growing service channel channel, achieving +$300M in annual system-wide sales, an increase of 150% YoY.•Increased delivery sales by +120% year-over-year through national restaurant expansion (+30% to +80%), introduction of multiple providers per restaurant, negotiation of new fee structures, and launch of white-label delivery service within the app.•Managed 2 direct reports and cross-functional teams of over 15 members spanning technology, operations, and field marketing. Cultivated key partnerships with Uber Eats, DoorDash, Grubhub, Postmates, and Bringg. Show less

  • Director of Advertising, Burger King US

    Aug 2021 - Feb 2023

  • Senior Category Manager, Beef & Plant-Based, Burger King US

    Apr 2020 - Aug 2021

  • Senior Manager, Digital Marketing, Burger King US

    Dec 2018 - Apr 2020

  • Marketing Lead, Mexico, Calendar Planning & Analytics, Burger King LATAM

    Apr 2018 - Dec 2018

  • Marketing Lead, Mexico & Caribbean, Burger King LATAM

    Dec 2017 - Mar 2018

  • Senior Analyst, Marketing Analytics, Burger King LATAM

    Nov 2016 - Nov 2017

  • Senior Analyst, Operations Analytics, Burger King LATAM

    Apr 2016 - Oct 2016

  • Analyst, Compensation & HRIS Analytics

    May 2015 - Mar 2016
• 

  Yum! Brands

  Aug 2023 - now

  •Achieved +10% SSS FY 2023 & +8% SSS in H1 ‘24 through redesign of regional marketing calendar, launching a new brand positioning, and creating new performance analytics platform to better support franchisees.•Launched key strategic accelerators such as Nuggets, revamping the value proposition framework, and enhancing local brand-in-culture strategies for greater franchisee adaptability.•Designed new Drive-Thru and Kiosks marketing & development guidelines to accelerate growth.

  • Head of Digital & Technology - KFC Latin America & Caribbean

    Feb 2024 - now

  • Director of Marketing Strategy & Brand Communications - KFC Latin America & Caribbean

    Aug 2023 - Feb 2024