Barcelona, Catalonia, Spain
Senior marketing and communications leader with 18 years of experience spanning FMCG, government communications, tourism, international trade, and economic development. I combine brand strategy, regional and global campaign leadership, and high‑impact stakeholder engagement with deep expertise in integrated marketing, content, digital, and reputation management. I have led complex, multi‑market programmes across Latin America, Europe, and Central Asia, often in highly matrixed environments, delivering measurable commercial impact. Highlights include: • £24M in exports generated through the UK & Brazil Year of Science and Innovation campaign (ROI 162:1) • Honourable Mention at the UK Green Trade Awards for leading the Clean Growth marketing campaign • Leadership of 360° MarComms transformations, turning event‑led cultures into insight‑driven, digital‑first functions • Strategic management of cross‑regional marketing hubs and delivery teams of up to 50+ posts (Embassies, Consulates and High Commissions). As a people leader, I am recognised for building high‑performing teams, guiding transformation, and empowering others through clear processes and a collaborative, human leadership style. My work is often commended for clarity, decisiveness under pressure, and ability to influence senior stakeholders across organisations. I’m passionate about brand purpose, innovation, and using strategic communication to drive economic and social value. Outside of work, I volunteer in education initiatives focused on social mobility and economic development, a perspective that strengthens my commitment to inclusive and responsible leadership.
• Led the Marketing and Communications Hub restructure and development of processes and activities, shifting the pure events/tradeshows culture to a 360 MarComms approach, focusing on digital and content marketing. • Led the first 360 MarComms campaign for the UK Government in the region focused on Clean Growth, shifting perceptions and generating commercial leads, for that was granted an Honourable Mention in the Green Trade Awards. • Led 5 sector digital marketing campaigns generating more than 600 enquiries for the commercial teams. • Management of a team of 8 staff across the Latin America region leading the planning, monitoring and delivery of high impact plans and activities to support the commercial teams to implement the regional trade plan and translating the Marketing Communications Strategic Framework into action; • Upskilling Marketing Communications capabilities in the region by pursuing and implementing tools and resources, plus facilitating training. • Direct line management of two Marketing Campaign Managers; • Engagement and alignment with other HM Government departments in the UK and in the Latin America & The Caribbean region. • Main point of contact for troubleshooting Marketing Communications issues between the region and HQ (UK); • Support country directors and sector teams in the planning of their Marketing & Events activities overseeing budget expenditure in partnership with the Operations team; • GREAT Britain & Northern Ireland Campaign lead and brand manager in the region; • Development, localization and implementation of processes, campaigns and plans led by HQ in the region.
•Led the Marketing and Communications strategy for the UK & Brazil Year of Science and Innovation, project that generated over £24 million in exports to the UK, having a return on investment ratio of 162:1. •Increased brand compliance in Brazil, Argentina and Chile from March 2016 to April 2018 • Brazil: 65 to 84% • Chile: 70 to 79% • Argentina: 100% • Led planning and delivery of the Football is GREAT Campaign through the GREAT Challenge Fund generating incremental national and market city specific impressions through earned media generation and amplification of the messaging through VisitBritain and DIT/FCO owned media channels in Brazil, plus creating networking opportunities for business and community stakeholder to engage with DIT and FCO and supporting Visit Britain in the creation of a platform that allowed tour operators to develop and offer experiential travel product to engage a new travel consumer. - 100,001,994 Earned Media Incremental Potential Impressions - 643,535 Owned Media Incremental Potential Impressions • Planning and implementation of Brazil, Chile and Argentina-led Latin American marketing strategies supporting the overall UK Government’s business vision in the region as well as the objectives of each commercial sector, ensuring to reach target audiences effectively. • Development of integrated marketing campaigns with Brazil and Latin America networks` liaising the delivery with the local communications teams. • Events planning and deployment. • Guidance to sector teams based on marketing best-practices. • Identification of strategic opportunities to expand marketing efforts, pursuing value for money partnerships. • Deployment of local eventual campaigns led by the Head Quarters, localization. • DIT and GREAT Britain brands manager. • Measurement and reports - marketing results.
• New business development • Communications Account Management • Public Relations for destinations/attractions/products: strategy, execution and reports – focus accounts: Travel Nevada, Orlando Magic – Press releases, media pitching, editorial calendar development, meetings, reports; • Press & Fam Trips organization; • Influencer’s relationship strategy development and execution; • Coordination of marketing activities: Briefings, negotiations, recommendations, key visuals, promotions, sampling, contests and co-branded events and actions; • Market Analysis; • Content Development; • Digital & Inbound Marketing; • Coordination of national and regional online and offline media campaigns; • Special Projects development and leadership; • Trainings for operators and travel agents; Main Achievement: • Nevada headlines Tourism sections in Folha de S. Paulo and O Globo — Brazil’s biggest newspapers
• Led the 3 Corações marketing campaign launch in 2015 “Cupido”; • Led brand activation Cafeteria 3 Corações in Campos do Jordão, winter 2015, and events Campus Party Brasil 2016 and YouPixCon; • Developed co-branding product with Arcor: Kid’s Coffee 3 Corações. • Coordination of marketing activities: Briefings, negotiations, recommendations , key visuals, promotions, sampling, contests and co-branded events and actions; • Coordination of PR strategy and activities; • Support the Category Manager in the management of a group of products - 3 Corações Nationally and other brands regionally. • Analysis, recommendations and tracking of tactical and strategic action plans with the category manager, discussion of customer insights for trade and marketing plans, discussions with analytics and e-commerce teams to understand campaign insights and take the best decisions. • Development together with trade marketing team of special and campaign POS materials; • Communication, promotion and events planning, execution and tracking (i.e.: 3 Corações cafeteria Campos do Jordão 2015, Yescom street run races, Campus Party and Youpix); • Management of the brand digital presence together with digital area and agency; • Coordination of national and regional online and offline media campaigns; • Nielsen, Neogrid data and ad-hoc analysis, diagnosis and recommendations. • Brand health and consumer research monitoring and analysis; • Budget management and report.
White Horse and Black & White whiskies. • Implementation and tracking of the strategic plan for brands. • Monthly activity reviews with volume, price, profitability (P&L) analysis and action plans recommendations. • Support on the definition of pricing strategy. • Coordination of marketing and trade activities: Briefings, negotiations, planning, recommendations, pop activities and materials development, tracking of brand activations with other areas involved: channels team (On, Off, events). • Responsible for On Trade campaigns; • Activities KPIs development and tracking with Measurements and achievements of all activities. • Planning and coordination of events activations. • Local media planning support and tracking according to the brand objectives. • Nielsen, Neogrid, GFK, BTS (Millward Brown) and Genexis data analysis, diagnosis and recommendations. • On and Off Trade channel visits to track, indentify opportunities and propose improvements on Brand positioning and availability on the channels for a better performance along the customers and consumers. • Advertising & Promotion budget control. • Participation in new products development and import processes in partnership with other areas (Innovation, R & D, Supply Chain, Quality) and countries. • Interface with finance, sales, supply, quality, innovation, channels, communications and regional teams. Main Achievements: • Management of On Trade activation “Mestre White Horse” in Belo Horizonte to trigger a main growth driver, with significant increase of penetration, trial and awareness as results. • New White Horse Campaign 2015 "Para os amigos, tudo"