Led the comprehensive marketing strategy, commercial planning, and brand portfolio for high-volume entertainment and hospitality business units. Responsibilities included budget optimization, omnichannel campaign execution, and data-driven customer retention strategies. Key Responsibilities & Achievements: Strategic Marketing & Campaign Management: Conceptualized and executed omnichannel promotional campaigns, high-impact events, and nostalgia-themed activations that significantly increased foot traffic and venue engagement. Data-Driven Retention & CRM: Managed VIP customer loyalty and retention programs by extracting and analyzing transactional data via Wigos systems and advanced Excel, directly tracking churn rate, redemption, and customer lifetime value (CLV). Digital Strategy & Growth: Built and launched the official TikTok channel from scratch, authoring dynamic video scripts and original content that boosted organic brand reach and engagement. Budget & KPI Control: Oversaw marketing budgets, performing analytical tracking to maximize Return on Investment (ROI) and align commercial initiatives with corporate financial goals. Team Leadership: Directed cross-functional teams of up to 17 professionals, including graphic designers, media production staff, event hostesses, and international personnel.

Coordinated commercial marketing strategies, retail distribution networks, and brand positioning across salon networks and physical points of sale. Key Responsibilities & Achievements: Commercial Expansion & Partnerships: Prospectively identified, negotiated, and closed strategic co-marketing agreements with new affiliated businesses, salons, and key retail distributors to expand market coverage. Trade Marketing & Visual Merchandising: Designed and implemented point-of-sale activations, promotional mechanics, and visual merchandising strategies aimed at increasing average ticket size and product turnover. Supply Chain & Inventory Supervision: Monitored retail inventory logistics and stock replenishment across branch networks to prevent stockouts and ensure seamless commercial execution. Corporate Training & Events: Coordinated educational workshops and specialized training programs in partnership with commercial allies to boost product adoption and brand loyalty.

Johnny Walker, Don Julio, and Old Parr activations; Strategy evaluation for RTDs and beers; Monthly sales reports; Requisitions and purchase orders; E-commerce activity tracking

Identifying areas of improvement within the team and implementing enhancements; Tracking and evaluating the performance metrics of the operations team to ensure productivity and quality; Providing training to employees and fostering their professional development to enhance skills; Addressing and resolving operational issues and challenges as they arise.

Focused on corporate brand positioning, messaging architecture, and brand identity alignment across digital and traditional touchpoints. Key Responsibilities & Achievements: Brand Identity & Architecture: Led branding workshops (utilizing frameworks like Golden Circle) to define core corporate values, brand narrative, and value propositions. Omnichannel Communication: Consolidated and audited corporate communication channels to ensure consistent brand messaging and alignment with commercial sales targets. Strategic Alignment: Partnered with cross-functional teams to structure dynamic pitch decks and marketing collateral for business development.