Created and implemented procedure manuals for the finance area which allowed for reduction of mistakes by 20%.

Developed a new product for the lower social class called Vivalac, development of brand, packaging, product, marketing and commercial plans, within the first year achieved 10% of market share.

Detected the need for the creation of a training plan for the production team, developed the training plan that included creation of the manuals and training of the whole crew within 6 months, this allowed for the production of the company to increase by 30%; this was presented as a thesis and received publication and honor degree, as well as a secure position in the company.

Created marketing strategies for the luxury portfolio. Implemented marketing programs and measured the commercial and marketing indicators for the portfolio in the entire LAC region (Zacapa, Don Julio, Tanqueray 10, Ketel One, JWBlue). Successful management of Diageo and Ketel One, Joint Venture, achieving the brand launch in the whole region. Developed new positioning, advertising and Public Relations campaigns, consumer programs and test markets for Ciroc, Ketel One, Don Julio and Tanqueray in the entire LAC; these developments were used globally and regionally which implied the development of new image and marketing and commercial programs, incrementing the brand awareness by 4% and the sales by 35%. Hired, trained and developed the entire Brand Ambassadors community in the region, a total of 15 Luxury Ambassadors. Show less

Management of strategy and marketing activities of Diageo rum portfolio for the LAC region Incremented the rum portfolio profit in the region by 52%, through the development and implementation of the LAC Rum strategy, launching and managing the different brands in the portfolio (Cacique, Pampero y Captain Morgan) in different countries. Incremented the Zacapa sales in the region by 300%, developing a new rum category through the successful management of the Zacapa and Diageo Joint Venture. Developed the new positioning, campaigns and marketing plan, training all the countries in the region for the launch and management of the brand. Show less

In charge of the sales of the portfolio in the Zone 3 Lara. Decreased the exposure period of the assets from 60 days to 30 days in route, through the development of great relationship with the main buyers of the key accounts.

Management of luxury brand marketing strategies, creation and implementation of marketing programs and measurement of marketing indicators for all portfolio brands in LAC (Zacapa, Don Julio, Tanqueray 10, Ketel One, JWBlue). Developed and implemented the vodka strategy for the LAC region, managing and successfully launching Ketel One, Ciroc and Smirnoff in different counties; this was a success as it decreased the growth of the primary regional competitor. Detected, developed and implemented a bartender training program, ¨World Class¨, for 7 markets, successfully training more than 500 bartenders in these countries within the first year. Increased Diageo portfolio sales by 25% (Zacapa, Ketel One, Ciroc, Tanqueray 10 and Don Julio) in the entire region, positioning Latin American as a global reference for these brands executions. Show less

Responsible for the new products development for the region, detection of needs, evaluation of concepts, development of products, brands, liquids and marketing and commercial plans for all new proposals. Detected the development needs of two new products in order to create two new categories, a ready to drink for rum and a brand premiumization, creation of concept, packaging, liquid, brand and marketing and commercial plans for Cacique Libre and Buchanans Red Seal. Launch and management of the two products developed, both achieved leadership in their category within their first year. Show less

In charge of the brand management and implementation of brand activities for the brands in the portfolio UHT long live. Developed and launched Mi VACA BIO, development of concept, product, brand, packaging, and marketing and commercial plan, the product achieved 4% of market share within the first year. Developed the growth category strategy, with the creation of new concept, liquid and brands

* Responsible for strategy management and marketing activities of the long live UHT brands. Detected new market opportunities, implemented different concept studies, launched Mi Vaca sachet and pasteurized. During first year, the sales of the sachet presentation increased by 26% and the pasteurized presentation achieved 5% of market share. Developed MI VACA yogurt and fiber. Creation of concept, liquid, packaging design, brand and marketing and commercial plans.

Responsible of creating the marketing strategy for the school, creation and implementation of marketing campaigns and programs, successful management of communication with parents, students and different publics through traditional and digital channels. Development of the Entrepreneurship strategy for the school. Construction of the innovation and entrepreneurship center and development of the different programs of the center: after school classes, entrepreneurship summer programs, entrepreneurship competitions, speakers sessions, maker space programs, pitch sessions, mentoring programs for projects and incubation of key developments of students. Management of the Alliance with Babson College and creation of different programs and competitions. Show less

* Responsible of creating the marketing strategy (traditional and digital) for the brand, creation and implementation of marketing campaigns, management of leads (acquisition, nurturing, and conversion), Management of digital strategy. * Creation of new a brand architecture, a new marketing campaign and definition of the communicational language. * Development and implementation of an In house digital agency, development of digital campaigns, managing of SEO,SEM, inbound, outbound and programmatic strategies * Salesforce implementation for the marketing cloud, being able of nurturing more than 60.000 leads with specific information, in order to improve the conversion rates from 5% to 8% * Development of Annual marketing plans, coordinating communication strategies, pricing, product and branding. * Development of new products for the Costa Rican market. Show less

In charge of managing the through the line agenda for bar tenders in the region. Development of the capabilities agenda (soft and hard skills), development of execution standards for the on and off trade and measurement and evaluation of programs. Created and promoted training and development of plans for the Latin America and cariibean communities of Bartenders, increasing their level of execution by 50%. Prepared bar tenders of the region for global competition in Aug 2015. Creation of a digital training program for more than 2k bar tenders, marketing and commercial employees in the luxury brand management at regional level. Show less

Responsible for the launch of new products, detecting the consumer needs and satisfying them with Diageo products from other countries. Developed, implemented and measured the marketing and commercial strategies. Surpassed the new products sales target by 62% and the profit target by 7% Premium status in the vodka, rum, tequila and gin category through the successful launch of Smirnoff Black, Pampero, Ciroc, Don Julio and Tanqueray 10. Obtained 15% market share for Haig Supreme. Detected the needs, developed the product from concept, brand, packaging and liquid to marketing and commercial plan. Show less

In charge of the marketing and commercial brand management, as well as the measurement and evaluation of all activities. Increased the market share by 3% and the profit by 17%, through change of image of the brand. Increased the brand awareness by11% through the development and implementation of new communication strategy supported by different marketing activities such as TVC, Billboards, newspapers, magazines, consumer promotion, sales promotion and the development of a new campaign.