Experienced consumer insight and brand marketing professional
  • Miami, Florida
  • February 28, 2019

Business leader with cross functional experience in consumer insights, brand management, innovation and business development. Highly skilled in identifying and unlocking new revenue streams for brands through strong vision and entrepreneurial spirit.

Experience working in the US, Canada, Latin America and the Caribbean in CPG and retail with specialty in alcoholic and non-alcoholic beverages.

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Economics @ Insituto Tecnologico Autonomo de Mexico
Aug 1994 — Dec 1999


Field Marketing & Business Development Director LatAm & Caribbean. @ Remy Cointreau Americas
Jul 2016 — Current

Planned, developed, executed the marketing & media plan for the Remy-Cointreau portfolio in Latin America & the Caribbean that delivered yearly business goals above plan.
Double digit growth on Louis XIII- portfolio’s most luxurious brand- through the implementation of a full program targeting HNWI across the region and building a certified network of retailers.
Developed a B2B business plan for luxury resorts and hotels across Mexico and the Caribbean that have delivered incremental new streams of revenue for the company in the region
Launched Remy Martin 1738 in Mexico and key markets in the Caribbean with a customized marketing and media plan that delivered incremental volume to the base VSOP business.
Developed a unique and memorable brand experience in digital & at the point of consumption that returned Remy Martin XO to the path of growth in Mexico.
Implemented the new Cointreau “Art of the Mix” campaign across the region that has delivered double digit growth.

Marketing Director Remy Martin Core Cognacs @ Remy Cointreau Americas
May 2013 — Jul 2017

Achieved 8% CAGR in volume and even higher value growth during tenure by shifting the mix towards the premium variants and exiting the VS segment.
Successfully implemented the House of Remy Martin brand positioning and communication campaign One Life/ Live Them with programs that engaged clients at the point of consumption.
Developed & implement new merchandising standards that delivered a premium shopping experience while educating our clients on Remy Martin’s liquid superiority at the point of purchase.
Reverted the negative trends of Remy Martin V by reconsidering the target client and launching a targeted ATL campaign in key markets.
Identify, manage, and develop the next generation of marketing talent within the organization

Consumer Insights Director @ Remy Cointreau Americas
Jan 2012 — May 2013

Provided a competitive advantage and drive value growth by creating brand strategies based on a solid understanding of consumer's needs, consumption trends and portfolio differentiated strengths.
Support the developed of a new account segmentation model to better identify accounts by using RAD data, distributors data, Spectra and social media.
Established a need state framework to position the portfolio of brand to serve relevant and differentiated consumer needs and consumption occasions.
Provided actionable insights throughout the launching path of Mount Gay Black Barrel in the US market.

Market Research Senior Manager @ Reckitt Benckiser
Jan 2011 — Jan 2012

Drove RB home care portfolio growth in the US and Canada by providing strategic insights and in-depth consumer understanding through collaboration with marketing, sales and new product development teams within the business unit and headquarters.
Provide a meaningful and actionable insights throughout the innovation process that expanded the footprint of Lysol brand into new business categories.

Shopper Strategy Senior Manager @ PepsiCo
Dec 2009 — Jan 2011

Enhanced shopper engagement with PepsiCo brands to unlock portfolio, channel and customer growth by informing shopper strategy, building portfolio advantage within the retailers and enhancing the consumer experience throughout the path to purchase.

Customer Strategy and Insights Manager @ PepsiCo
Aug 2008 — Dec 2009

Drove profitable category growth for PepsiCo and its Grocery customers through industry-leading insights that lead to tailored and actionable shopper centric solutions.
Establish PepsiCo as a trusted source of shopper insights and strategic partner to key grocery accounts throughout the sales planning cycle.

Shopper Insights Senior Manager- Consumables @ Walmart Inc
Sep 2007 — Aug 2008
Knowledge Manager Information Systems @ Walmart Inc
Jun 2006 — Sep 2007
Consumer Insights Manager @ PepsiCo Mexico Business Unit
May 2003 — Jul 2006
Market Research Manager @ Jugos del Valle- Mexico
Apr 1999 — Apr 2003

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