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:
Lead and developed sponsorship of the Cultural Center at the Mexican Consulate, promoting the arts and Culture from Mexico and by Mexicans in Los Ángeles, engaging with the Mexican and latinx community and artists, influencers and cultural advocates within this community.
Oscars celebration for Mexican film makers
Gabriella Sánchez, “Almost Not Quite”
Goles y Pasiones
Lead sponsorship and of AAFCA Awards:
Sampling for attendees at after party
Branding and giveaways at after party
Bottle gifting for award winners during ceremony
Website and social media content
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
Lead negotiations and innovation content strategy to involve YouTube popular vloggers, Los Polinesios, in official Fanta promotional assets and commercials.
Named one of the best campaigns of the year by Merca 2.0
As Label Manager, coordinated and supervised Mexican artists signed by Arts & Crafts México.
Record releases and singles strategies
Press and communications
Concerts, festivals and fan engagement events