Experience

• 

  Greenhouse

  • Head of Marketing & E-commerce

    • May 2023 - Present

    - Leading the Marketing & E-commerce team.

• 

  A.C.E MARKETING CONSULTING

  • Marketing & Commercialization advisor

    • Aug 2021 - Present

• 

  Mera Cannabis Corp.

  • Toronto, Ontario, Canada

  • Vice President Marketing and Sales

    • Aug 2021 - Sep 2022
    • Toronto, Ontario, Canada

    -Led the Marketing and Sales departments for Mera and white label brands in the medical and adult recreational cannabis market, inclusive of brand management, innovation, digital transformation, commercialization, field sales, cannabis boards management, key accounts & sales strategy.-Over-delivered business results quarter over quarter by 30% growth, outpacing the market by driving top-line growth, increasing 115+ listings across Canada and delivering 53+ innovations in less than a year. -Transformed the marketing and sales department by bringing talent to the organization, integrating a hybrid sales model, demand planning and project management to deliver revenue growth of 150%+ vs. 2021.-Developed and aligned multi-year revenue strategy for Mera to accelerate growth and become a top Legal Cannabis Producer in Canada. -Revitalized Mera’s Brands “Countryside & Avana” by bringing to life a new brand archetype and disruptive innovations: top 3 infused pre-rolls and live resin vapes in the market by July 2022.

• 

  Tilray

  • Toronto, Ontario, Canada

  • Director, Marketing Direct-To-Patient & Adult Recreational Cannabis Brands

    • May 2019 - Sep 2021
    • Toronto, Ontario, Canada

    - Built & led a department of 8 people accountable for brand management, pricing, innovation, creativity, project management and packaging, delivering revenue growth and multi-year plan strategy for Tilray’s portfolio of brands.- Constructed the portfolio strategy for Adult Rec. by simplifying the business model and accelerating the growth of 20%+ quarter over quarter for the core brands: Canaca and Marley Natural, while creating brands from scratch in the most ambiguous and volatile market: The Batch and edibles brand Chowie Wowie, accomplished 3rd biggest edible brand in 2021.- Launched successfully 20+ new products quarter over quarter in collaboration with operations and R&D, in an ever-changing and regulated environment tapping into four categories: vapes, edibles, pre-rolls and flowers.- Accomplished cost savings to deliver positive EBITDA target by re-thinking packaging materials, re-structuring internal team and finding efficiencies with agencies and partners. - Implemented breakthrough digital campaigns to fuel the funnel and achieve conversion rate during Canada Day and the launch of the Chowie Wowie brand, achieved 24%+ sales lift and increased 5pp+ of awareness.

• 

  E. & J. Gallow Winery

  • Toronto, Canada Area

  • Marketing Team Lead- Commercial Premium & Popular Wine brands

    • Oct 2016 - May 2019
    • Toronto, Canada Area

    - Responsible for 70% of Net Revenue for E. & J. Gallo, re-launching brands such as Apothic & Barefoot wines (+8% vs. PY) and innovations: Longshot wines became the #1 selling new wine brand in 2018.- Relaunched Apothic Wines by rethinking product, positioning, visual identity and communication strategy for Canada and Europe, drove 6pts+ of awareness, volume 8%+ vs.PY and brand lift [YouTube 35%+]- Built in less than two years the most robust innovation pipeline ever seen at E&J Gallo- by completing 10 innovations and new formats in the market, achieving 6%+ of total Revenue growth.- Improved sports sponsorship ROI by leveraging digital, social media strategy & content factory to drive association, awareness, and sales with key partners: Blue Jays & Oilers (increased wine consumption by 28%+ since 2016)- Led and expanded a team from 2 to 5 Sr. brand managers and trade managers by defining new roles and processes to support innovation pipeline, white spaces and market research. - Led key research initiatives such as Canadian wine segmentation, campaigns research evaluation, innovation trackers and price elasticity to ensure maximum in-market success.

• 

  Labatt Breweries of Canada

  • Sr. Brand Manager Budweiser

    • Dec 2014 - Oct 2016

    - Managed Budweiser’s brand strategy, innovations, and marketing media plans nationally and developed a team of three direct reports.- Initiated, negotiated, and executed Metallica’s partnership to drive association with Music by launching a commemorative tailgate, digital & social media campaign and limited-edition beer (44MM+ impressions, 2pts+ market share in QC). Awarded ABInBev Global Marketing Best Practice in partnership with Anomaly agency. - Executed the transformation of “The Amphitheatre” venue for Budweiser to be the lead sponsor of the iconic 25 years old outdoor music venue, inclusive of the brand name “Budweiser Stage”, rebranding of the venue, activation of bars, improvement of consumption experience and media strategy in collaboration with Live Nation.- Developed and spearheaded the launch of Budweiser 0.0%transforming the non-alcoholic category and increasing the share of throat. Launched the “enjoy freely” campaign via digital, TV, OOH, social media and PR accomplishing 60M+ earned media and becoming the #1 non-alcoholic brand. Awarded ABInBev's best innovation of the year. - Launched Bud & Burger omnichannel campaign accomplishing 2pts+ market share during summer and 3pts+ of awareness - awarded Best Integrated Marketing Campaign by LCBO.- Managed three direct reports, coaching and mentoring their development resulting in fast track 
promotion for two of my reports.

  • Brand Manager - Bud Light and Michelob Ultra

    • Apr 2014 - Nov 2014

    *Accountable for brand growth, strategy, positioning and integrated marketing campaigns for Michelob Ultra and Bud Light Music strategy and plans. *Led and developed new brand ideal, positioning and campaign for Michelob Ultra to drive consideration (+7pts and market share +0.1pt)*Responsible for Bud Light passion points with LDA’s (EDM) by launching Sensation in 2014 and devolving strongest digital content factory through multiple festivals by driving outstanding engagement levels in digital and brand awareness (#1 video most watched in Youtube in 2014)

• 

  Mondelēz International

  • Toronto, Canada Area

  • Brand Manager

    • Apr 2012 - Apr 2014
    • Toronto, Canada Area

    *Accountable for delivering business objectives for Crackers Portfolio by strategically developing & implementing Wheat Thins brand plans and by successfully launching Potato Thins (Growth +5%). *Led the development, positioning, strategy, campaign “eat it up” and commercialization of “Potato Thins”, representing the biggest launch for the company [+20% volume vs. forecast and increased share of market by +2pts]*Successfully executed the commercialization of Wheat Thins Baked with Real Vegetable. Significantly delivered on 2013 target: +1.5 points of share, annual contract above +75%, penetration +6 pts. Innovation won “Best New product award”.*Successfully led downsizing recommendation and commercialization for Crackers Team for 2013 in market execution in order to improve margin and offset risk of not pricing.

• 

  Mondelēz International

  • United States
  • Food and Beverage Manufacturing
  • 700 & Above Employee

  • Jr Brand Manager Club Social

    • Nov 2009 - Aug 2011

    Jr Brand Manager “Club Social” (leader salty cracker in local market 39% SOS)KRAFT FOODS, Caracas, Venezuela*Established and strengthened Club Social portfolio strategy through development and launch of two new platforms of growth (+1.5% share of market, +150% incremental volume versus budget and 6MM USD advertising investment). One directed report.*Launched “Sandwich” platform that included product development, as well as new distribution channel. Led advertising and promotion agencies to develop an integrated communicational program. Increased market share +1.1% in two months and Club Social was trendy topics in Twitter.*Designed digital platform aligned with relevant consumer insights and social media tendency. Facebook fan page achieved 31.063 fans in less than 6 months.*Developed and executed flavor’s platform for Club Social including architecture of flavor’s strategy, product development, promotional and communicational campaign. Increased +4pp brand awareness and +30% incremental volume. *Implemented with a multifunctional team an innovative promotional activity “Your First Time” using digital media as a main vehicle to interact with young consumers. Increased +4pp brand awareness, +15pp advertising awareness and +8pp brand equity.*Awarded “Best Integrated Marketing Communication” for Club Social Flavors launch in 2010

  • Belvita Assistant Brand Manage

    • Apr 2008 - Nov 2009

    *Executed Belvita’s key projects and supported brand strategy by delivering business objectives (+1.2% share of market, +36% Net Revenue and 2MM USD advertising investment)*Managed commercialization and launch plan for Belvita Oats and Newtons, included product development, media campaign execution and massive sampling.*Created health and wellness innovation funnel for Belvita to strength and deliver healthy credentials through the years. *Developed packaging design to increase distribution for NPD’s in traditional trade channel. *Led brand planning process for Belvita, including brand plan presentation to Business Unit President, which plans were approved and successfully implemented.

• 

  Reckitt Benckiser

  • Caracas

  • Assistant Brand Manager Health Care and Home Care

    • Sep 2006 - Mar 2008
    • Caracas

    *Accountable for delivering business objectives of home care and personal care brands (Veet, Vanish, Pinolin, Harpic and Cherry) by implementing key projects and integrated programs.*Executed Vanish launch campaign, POS activity and massive sampling in Venezuela and conducted market research for a new category of non chlorine bleach. In six months the brand achieved outstanding results in volume and awareness. *Led commercialization and launch of Veet Spa supported by a joint venture with Farmatado (convenience/drug store) and Univeler (Sedal brand) to leverage from both company personal care credentials. *Negotiated and implemented exhibition plan (category management) for Veet in top 25 Farmatodo’s stores. Sell out increased 15% in three months.