Executed 360° omnichannel marketing activations for key brands (Camel, LD, Winston), aligning with commercial objectives and boosting brand equity and consumer engagement nationwide. Managed a $500K annual marketing budget for events and HoReCa channels, optimizing resources and reducing cost per contact by 50% from 2021 to 2024 through data-driven efficiencies. Led 155 brand activations and experiential campaigns, including large-scale consumer events, seasonal activations (e.g., Carnival), and sponsorships in high-impact venues, in collaboration with sales, creative, and external partners. Designed and implemented custom trade marketing materials, including merchandising, retail furniture, POS displays, and visual assets for key points of sale, HoReCa, and wholesalers, enhancing brand visibility and shopper experience. Led the end-to-end launch of Winston in Bolivia, overseeing event planning, merchandising, POP material development, and brand ambassador training (including scripting), resulting in a 5% increase in market share within the first-year post-launch. Developed and executed training programs for sales teams, trade marketing reps, and brand ambassadors, improving conversion rates from 30% to 60% through optimized messaging, strategy, and field execution. Monitored and analyzed campaign KPIs, ROI, and consumer engagement metrics to continuously refine future activations and ensure alignment with business goals. Collaborated cross-functionally with sales, brand, and regional teams to execute impactful marketing initiatives while supporting joint business plan objectives with key distributor partners.

Led the development and execution of regional marketing strategies for national brands (Derby and Casino), increasing market penetration in key regions through consumer-driven campaigns and local activation plans. Conceptualized and launched Casino 2 en 1, a product innovation aimed at revitalizing the brand portfolio. Oversaw the full go-to-market strategy, including trade materials, packaging, promotional support, and messaging achieving a 7% market share within two years of launch. Coordinated product rollout and communication strategies across retail, wholesale, and indirect channels, ensuring alignment with sales goals and regional growth plans. Led market research initiatives and competitive benchmarking to identify opportunities, refine positioning, and guide commercial decision-making. Developed packaging and POS materials, working closely with creative and trade teams to maximize brand visibility and conversion at the point of sale.

Led the marketing and trade marketing strategy for key clients representing 40% of La Paz's total sales volume, driving in-store visibility, sell-out, and customer engagement. Executed tailored promotional campaigns, visual merchandising, and POS improvements to enhance brand presence across wholesale and retail accounts. Developed and delivered monthly sales and performance reports, identifying opportunities for in-store optimizations and promotional effectiveness. Collaborated closely with trade marketing and sales teams to align efforts, ensuring cohesive execution of national strategies at a regional level. Conducted daily market visits to assess retail compliance, competitor activity, and execution standards, providing insights to improve field effectiveness.

Planned, coordinated, and executed nationwide BTL campaigns and events for brands like Paceña, Corona, Marlboro, Banco Mercantil, UBER, and Coca-Cola. Managed logistics and on-site execution to ensure impactful brand activations and consumer engagement.

Executed, managed logistics, and supervised BTL projects for brands like Viva, Paceña, and Sofia, ensuring effective brand presence and field activation.