Greater Chicago Area
Results-driven, agile senior marketing executive with exceptional track record managing businesses across multiple industries and Fortune 500 companies. Seasoned leader with +20 years of extensive experience and a proven track-record of creatively effective marketing – driving brands in culture, leading turn-arounds and building breakthrough innovations. Skilled at navigating organizational complexities and fast-paced environments, as well as influencing and collaborating with agencies, sales & distributors to balance long-term strategic planning with commercial results. Digital native leader who is adept at building new capabilities, developing campaigns with consumer stopping power and leveraging cutting edge technologies. Bring a strong POV with ability to listen and optimize quickly, delivering bold marketing to drive brands forward. Empathetic and inclusive leader, with a major focus on development and building high-functioning teams. Recognized as Forbes Top 50 Entrepreneurial CMOs, Forbes World’s Top 50 Most Influential CMOs, Campaign’s Top 50 CMOs, Chicago Ad Federation’s Ad Woman of the Year and Crain’s Top 40 Under 40 in Chicago. Team’s work has been awarded at Cannes, One Show and Effies US 2024 Top Marketer. Canadian-Uruguayan Latina, fluent in Spanish with a passion for learning and brand-building.
Lead a $9B portfolio of +40 brands across North America; report into CEO and member of Senior Leadership Team. Oversee team of ~300 (Brand, Field, Innovation, Digital/Social, Internal Agency, Media) and extensive x-functional teams; oversee LATAM brand strategy
Achieved 2 consecutive years of revenue growth (7.6% in 2021) and category share growth through a challenger mind-set and an unwavering commitment to live ‘Beer’s Beer’ brand purpose through breakthrough campaigns. Drove cultural relevance by balancing evergreen campaigns with modern in-culture brand acts, including award-winning Super Bowl Hacks and industry-leading collaborations all driving significant earned impressions and efficient ROIs. Spearheaded ‘Es Jose Time’ partnership with J Balvin, leading to 7% growth among Latino drinkers Partnered with 3000+ team of sales/distributors to activate brands in major tentpole moments and passion points; Led global-integration of Miller Lite (strategy & positioning) across the Americas
Led emerging channels innovation strategy for $5Bn Nutrition business including Quaker, Tropicana, Naked, and Kevita brands. Developed vision and strategy to build PepsiCo’s nutrition business in emerging channels, securing C-level alignment and traction. Developed pipeline of short- and long-term innovations, leveraging consumer insights, new R&D/supply chain capabilities (direct-store-delivery/frozen/foodservice culinary), and innovative partnerships (joint ventures and innovation incubators)
Oversaw a $440MM P&L, including Quaker Chewy (#1 kids snack bar in US). Led team of five reports and multiple cross-functional partners to turn around the Bars portfolio, achieving 2% growth while category declined -4%. Owned a $30MM advertising, marketing and media budget, including developing TV and digital creative, media mix plans, national partnership with Disney and in-store promotions.
Led Cap’n Crunch re-positioning and strategy to embrace brand roots; led multiple agency partners to launch Cap’n Crunch Talk Show platform, garnering 1 billion earned media impressions (appearing on CNN, Colbert, Leno, Fox News, NPR, TMZ, etc.) and several industry awards (PR News Digital Awards, Digiday Sammy). Led successful turnaround plan of RTEC business to become the only growing manufacturer in a challenged category
Built strategy to transform commodity product (bacon) to a marketable packaged good with a true consumer focus; led “Republic of Bacon” an integrated national campaign (TV, Social Media, Promotions, PR, Trial) delivering +8% sales increase. Led cross-functional team to launch first major bacon innovation (stay-fresh packaging) in +10 years, securing $5MM in Capex
Launched Simply Fresh Pasta Shakers, a transformative innovation into a new category (chilled) utilizing first-to-market, ultra-high-pressure technology. Led consumer research, package design, product development and communication plan.
3-year rotational program, providing diverse job placements in different facets of business to build cross-functional understanding, take on real responsibility and drive results. Rotations included: - International Business Development - Financial Risk Management Analyst - Assistant Marketing Manager