Experience

Bankaya

• Mexico
• Financial Services
• 100 - 200 Employee

• Chief Marketing Officer

  • Feb 2022 - Present



Kuaishou Technology

• China
• Technology, Information and Internet
• 700 & Above Employee

• General Manager Kwai Latam

  • Feb 2021 - Oct 2021



TikTok

• United States
• Entertainment Providers
• 700 & Above Employee

• TikTok Country Manager

  • Jun 2018 - Dec 2020



Uber

• United States
• Internet Marketplace Platforms
• 700 & Above Employee

• Senior Marketing Strategist Latam

  • Aug 2017 - Jun 2018



Diageo

• United Kingdom
• Beverage Manufacturing
• 700 & Above Employee

• Head of Johnnie Walker

  • Aug 2016 - Jul 2017

  • Oversee Johnnie Walker portfolio business performance, build brands that sustain growth in the long term and deliver powerful and distinctive propositions to targeted customers. • Develop grounded platforms on local insights, channel complexities and consumers behaviors. • Guardian of brand health and wealth. • Mobilizing cross functional teams (strong focus on sales and agencies) behind winning Johnnie Walker strategies. • Understanding of market trends and consumer preferences. • Develop annual marketing plan and budget to ensure each brand is fully supported. Show less

• Senior Global Employer Brand Manager

  • Feb 2015 - Jul 2016

  • Responsible for the creation and implementation of global Diageo’s Employer Brand in line with Brand Diageo Strategy.• Create a consistent presence across the digital ecosystem to drive awareness and consideration among top talent. • Develop and evolve global creative campaigns for global and local use. • Content creation and strategy for FB, LinkedIn and Instagram.

• Innovation Manager, Baileys Western Europe

  • Oct 2013 - Jan 2015

  • Lead best in class execution of Bailey’s innovation across 8 countries in Western Europe. • Development of new concepts and product variants to recruit and re recruit women into Baileys Portfolio. • Development of gifting and limited editions for Western Europe. • Put the brand in culture in key Western Europe markets through digital and PR.

• Brand Manager, Johnnie Walker

  • May 2012 - Sep 2013

  • Oversee the development of marketing and trade marketing programs to stimulate demand for Johnnie Walker Red Label. • Lead cross functional teams to flawlessly execute the marketing and trade marketing programs. • Data analysis, consumer, market and customer trends to make recommendations. • Coordination with global communities for brand alignment and search and spin. • Leadership of agencies and cross functional teams. • Measurement and evaluation of marketing plans. • Budget management Show less

• Brand Manager, Old Parr

  • Apr 2011 - May 2012

  • Position Old Parr as the best value for money deluxe whisky, playing as a flanker to Chivas Regal 12• Develop marketing and customer marketing programs and expand distribution nationwide.

• Brand Assistant, Buchanan´s

  • Jun 2009 - Apr 2011

  • Support to the project manager of Buchanan´s Forever program and Learning for life. • Lead On and Off trade implementation of Buchanan´s Forever Mexico

• Brand Assistant, Reserve

  • Mar 2008 - Jun 2009

  • Brand Lead of Johnnie Walker Super Deluxe portfolio. • Launched Johnnie Walker Green Vision.• Support for the launch of Johnnie Walker King George V.• Lead experiential activation of Johnnie Walker Blue Label in the Off trade.

• Trainee, Johnnie Walker

  • Jan 2007 - Mar 2008

  • Started working and understanding the spirits industry. • Lead On Trade execution of Red Mix platform.• Lead development and implementation of VAPs.• Support in the Responsible Drinking Platform.