As part of the celebrations for Hispanic Heritage Month for tequila Herradura with the objective of celebrating the community in Los Ángeles, i developed and managed activations and promotions in trade key accounts, distributor education and two key events:
El Jimador, as official sponsor of the Mexican National Team, celebrated around the biggest celebration in soccer with local activities in Los Angeles.
Sponsorship: The Association LA
3000 engaged consumers
Media Partner: ESPN Deportes
Trade: Activations, menu features, promos in key accounts and watch parties
Community partner: Carecen
Exhibition at the Mexican Consulate celebrating the Mexican National team
Trade partnerships across different neighborhoods of Los Angeles
Media Partnership with DoLA
Sponsored events with cultural partners
Digital amplification through partners, media and brand
Executed trainings for tequila Herradura and El Jimador, providing education about the brand and category to staff, consumers, distributor, partners and key stakeholders in Los Angeles, San Diego and Coeur D’Alene, Idaho. These trainings were part of multiple campaings for trade (on premise, off premise), event partnerships, B2B activities and B2C activities.
Developed an effective marketing strategy for all departments of The Well, including fashion retail, beauty-lifestyle and events
Created and developed in-house creative agency
Established KPI’s for campaigns to track, strategize and optimize performance for ongoing campaign development and planning
Lead the project “Bodega Jack” for Jack Daniel’s: Developed concept, curation of talent, production and marketing strategy for the series of shows focused in creating a new platform for multicultural millennials
Integration of multicultural marketing strategies
Developed and executed strategy for Paid Social Media and data analysis for all departments and events
Integration and execution of sponsors into events, including consumer product brands such as Jack Daniel’s, Peroni, Red Bull and music/lifestyle brands such as Complex, NYLON Español, Dirtybird, Insomniac, among many others
Production lead for events from concept to execution, including pre-production planning and on-site execution, focusing in budgeting/cost control, vendor coordination, scheduling, and more. Events ranging from hundreds to more than 200,000 people
Development of digital strategy, content and influencer PR for Skyline Festival in Downtown LA
Development of marketing strategy for Night on Broadway Festival 2018 and event production for the festival in 2016 and 2017
Developed project status reports, presentations and debriefings for clients
2013-2015: Digital leader for Diageo & Nespresso: Buchanan’s, Captain Morgan, J&B, Black & White, Old Parr, Don Julio & Smirnoff.
Developed and executed successful campaigns including the repositioning of J&B, the launch of Black & White and Captain Morgan’s strongest campaign, always integrating the digital sphere with all marketing areas of the brands through 360 strategies.
Lead all steps of digital campaigns from research, conceptualization and ideation to execution and recapping.
Lead digital integration of campaigns with experiential brand activities.
Lead a 12-people team including the creation of a Social Media Buying team for the Diageo accounts; approve plans and presentations created by
Developed the Festa Carioca campaign, World Cup campaign initiative focusing in the pop culture relevance of the sport, integrating the entire
Diageo portfolio and digital, On-Trade, Off-Trade, Ad buying and live content creation.
Worked with legal and business partnerships to ensure all our initiatives are compliant with regulations
Collaborated directly with Diageo and COFEPRIS on industry self-regulation agreement.
2011 – 2013: Project manager and creative leader for Buchanan’s and Nespresso.
Developed and executed the digital strategy for Buchanan’s, Nespresso and Whisky Festival México with outstanding results.
2009 – 2011: Project manager and community manager for Captain Morgan.
Developed the social media and digital strategy for the launch of Captain Morgan in México and established the account as the #1 spirits Facebook Page in Mexico.
2015: Buchanan’s, Captain Morgan, and NESPRESSO awarded as part of the top ten fan pages in Mexico according to Millward Brown. 2014: Diageo Agency Award for Excellence in execution
2013: Diageo Agency Award for innovation