Madrid, Community of Madrid, Spain
Cheerful and brand-driven. Experience in Marketing, Trade Marketing, Commercial and Communication. I thrive on creating meaningful connections, driving impact, and inspiring positive change. Known for my people-centric mindset, collaborative spirit, and dedication to enjoying every moment.
Accelerating the growth of Diageo’s Celebro Nurture Brands across Eastern Europe, including Don Papa, Ron Santiago de Cuba, and other premium spirits. • Connect global brand strategies with local distributor execution across Eastern Europe, ensuring relevance and consistency in activation. • Support partners in adapting commercial and brand toolkits to market realities, driving visibility and performance across On & Off Trade. • Develop sell-in stories and materials that strengthen customer engagement and commercial impact. • Facilitate alignment between global, regional, and local teams to ensure seamless communication and execution. • Identify insights and opportunities to refine RTM approaches and brand presence in key markets. • Build distributor capabilities through best practice sharing, training, and performance feedback loops.
Global role covering both brand management and customer marketing for Ron Santiago de Cuba, driving commercial and brand growth across key markets. The role bridges strategic marketing initiatives with execution across digital, advocacy, and trade engagement. • Digital presence & eCommerce: managing the brand website and eCommerce platforms to strengthen footprint, optimize user experience, and drive sales conversions across channels. Additionally, expanding digital reach in key markets to enhance brand awareness and accessibility. • Advocacy & trade engagement: leading the development of "Casa de Daiquiri", an advocacy platform designed to engage industry professionals and showcase bartender creativity through Ron Santiago de Cuba signature cocktails. • Incentives & commercial activation: Executing customer and distributor incentive plans to drive brand adoption, strengthen trade relationships, and enhance commercial performance across European markets.
• Designed and executed On-Trade activation campaigns to drive brand engagement and sell-out in premium outlets. • Led the Diageo Bar Academy program, creating education and engagement content for bartenders and hospitality professionals. • Supported trade marketing strategy for key brands: Tanqueray, Johnnie Walker, Don Julio and Smirnoff. • Worked cross-functionally with commercial and brand teams to implement data-driven initiatives.
• Developed and executed engagement and internal comms strategies across 25+ markets in EMEA, LATAM and Africa. • Promoted Inclusion & Diversity through global campaigns focused on purpose, belonging and employee advocacy. • Built internal branding initiatives aligned with corporate messaging and tone of voice. • Worked closely with marketing, HR and comms teams to align storytelling across the organization.
• Essential support in areas of communication, talent, learning and development, organizational processes for INM Office, extendable to the other +22 entities of which AXA's International & New Markets division is composed globally. • Lead of Inclusion & Diversity for INM Global, following the development of initiatives, metrics and best practices from INM entities. • Monitoring, reporting, support and analysis of the Employee Mood Survey for INM Global, conducted quarterly globally within AXA. • Employer, personal and team branding support, creating and advising strategies to achieve greater impact within the AXA world and in social (media) networks. • Engagement strategies support for INM Office and INM Entities, working alongside the HR and Communication Directors.
Led the end-to-end delivery of a flagship branded event with 1,700+ attendees, managing production, logistics and on-site execution - Coordinated multiple partners, suppliers and internal teams to deliver a high-quality experience - Managed budget and achieved +15% cost efficiencies - Ensured brand consistency across all event touchpoints - Delivered +88% satisfaction rate, reinforcing engagement and brand culture
- Coordinated execution of a large-scale internal brand event with 1,300+ attendees - Managed logistics, activity zones and supplier coordination - Delivered +90% satisfaction rate and achieved +20% cost savings - Event recognized as finalist in Dircom Ramón del Corral Awards
Managed strategic digital campaigns for high-profile clients including Fossil Group, SAMBIL Curacao, and Galium Capital, covering SEM, e-commerce optimization, UX, and employee experience design. Led digital marketing and performance projects for clients across North America and Latin America, including Fossil Group, SAMBIL Curaçao and Galium Capital. Managed end-to-end campaigns across Google Ads, Meta, SEO/SEM, content, e-commerce and UX, working closely with founders, clients and internal teams to drive brand growth, lead generation and digital transformation. • Designed and launched multi-market paid media campaigns across Google and Meta, aligned with brand, performance and lead generation goals. • Led a team of marketers and performance specialists across campaign planning, execution, optimization and reporting. • Managed digital enhancement projects for new business accounts, improving briefing, planning and delivery processes. • Created integrated online–offline brand experiences, including influencer-led UGC and experiential campaigns for Fossil Group. • Supported e-commerce growth through UX, content and conversion improvements across the customer journey.