National Marketing Director - Healthtex USA - Miami, FL
(2026-01)
Lead brand strategy, commercialization, and portfolio growth for a diversified portfolio spanning consumer healthcare, personal care, household products, food, beverage, and wine brands across the U.S. market. Partner closely with Executive Leadership, Sales, Trade Marketing, Finance, eCommerce, retailers, and agency partners to develop integrated growth strategies, accelerate innovation, and strengthen commercial performance.
- Direct annual brand strategy, commercialization, innovation, and go-to-market execution for brands including Griffus, Dr. Sana, Kloc, Limpiamax, Knorr, Dr. Mecánico, Pili Personal Care, and premium beverage brands, delivering consistent double-digit growth across key businesses.
- Successfully launched Griffus Intense Hair Care in the U.S., leading the project from concept through commercialization while securing national distribution with Walmart, Publix, and CVS and generating more than $250K in first six months.
- Identify portfolio expansion opportunities through consumer insights, category trends, retailer collaboration, and competitive analysis, leading the successful introduction of new brands and product innovations.
- Partner with Sales, Finance, Trade Marketing, eCommerce, Creative Services, and retail customers to develop integrated commercialization strategies, promotional programs, and customer marketing initiatives that strengthen brand performance and accelerate growth.
- Manage multimillion-dollar marketing investments across consumer marketing, trade marketing, retail activation, agency partnerships, digital initiatives, and promotional programs while maximizing marketing ROI.
- Develop strategic retailer marketing initiatives and digital commerce programs that strengthen brand visibility, improve shopper engagement, and drive sales performance across key national accounts.
Group Trade Marketing Manager EMEA - Manutan International - Gonesse, FR
(2021-01 - 2025-12)
Lead global brand strategy, commercialization, and integrated marketing initiatives across 17 European markets, partnering with regional commercial teams to optimize portfolio performance, accelerate innovation, and drive profitable growth for Europe's leading B2B e-commerce distributor.
- Developed and executed a unified European trade marketing strategy across 17 countries, strengthening brand consistency while supporting commercial growth and digital transformation.
- Led commercialization and portfolio growth strategies across multiple product categories, delivering 57% year-over-year sales growth and increasing market share by 15% through data-driven business planning and customer insights.
- Directed global product launches and private label innovations, aligning Regional Marketing, Category Management, Product Management, Buyers, Creative, and Commercial teams to ensure successful market execution.
- Created and launched the Supplier Marketing Partnership Program, generating more than €2 million in incremental revenue while strengthening strategic supplier relationships across Europe.
- Partnered with Creative and Regional Marketing teams to develop integrated campaigns that increased sales by 40% year over year while ensuring consistent execution across multiple international markets.
- Managed multimillion-euro marketing investments, optimizing pricing strategies, promotional spending, campaign performance, and marketing ROI while supporting long-term commercial growth.
National Marketing Manager - Barton & Guestier, Patriarche & Listel USA - Miami, FL
(2018-01 - 2020-12)
Led brand strategy, commercialization, and integrated marketing for the U.S. portfolio of Barton & Guestier, Veuve du Vernay, and Listel. Managed a $3.5 million marketing budget while driving premium brand positioning, distribution growth, and profitable sales across on-premise, off-premise, and digital channels.
- Architected Barton & Guestier USA's first national brand strategy, creating the award-winning 360° "Love Letters" platform that repositioned the brand through luxury storytelling, integrated marketing, public relations, digital media, and experiential activations, resulting in 40% portfolio sales growth.
- Led commercialization and national launch of the redesigned B&G Côtes de Provence Rosé, partnering with BGPL France's Innovation Team to modernize the brand's visual identity and execute premium launch campaigns across Miami, New York, and Chicago, generating a 15% sales increase within the first three months and contributing to 52% market growth.
- Developed strategic partnerships with Wine Enthusiast Magazine, ThirstyNest, luxury lifestyle influencers, and media partners, strengthening premium brand positioning, expanding consumer reach, and increasing Veuve du Vernay sales by 30% and 27%, respectively.
- Directed integrated consumer marketing, trade marketing, and experiential programs across national accounts, developing annual marketing plans, promotional calendars, sales incentives, and distributor initiatives that increased Barton & Guestier sales by 40% and Veuve du Vernay sales by 65%, while expanding distribution across both on-premise and off-premise channels.
- Managed a $3.5 million annual marketing investment, optimizing agency partnerships, public relations, media planning, experiential activations, digital marketing, and trade programs to maximize brand visibility, consumer engagement, and return on investment.
- Led cross-functional collaboration with Sales, distributors, agencies, creative partners, and global headquarters to develop commercialization strategies, product launches, point-of-sale programs, and retailer initiatives that strengthened customer relationships and accelerated national portfolio growth.
Marketing Manager LATAM & Caribbean - Webb Banks - Miami, FL
(2016-01 - 2018-12)
Led brand strategy, commercialization, and distributor marketing across 14 Caribbean and Latin American markets for a premium portfolio of global wine and spirits brands. Partnered with distributors and brand owners to execute product launches, integrated marketing programs, and commercial growth initiatives.
- Directed brand strategy and commercialization for a premium portfolio including Tito's Handmade Vodka, Casa Noble Tequila, Luc Belaire, Macallan, Highland Park, Brugal, Mionetto, Ruffino, Chloe, Cupcake, Benziger, Illva Saronno, and The Wine Group, developing annual brand plans and market strategies tailored to Caribbean and Latin American markets.
- Accelerated Tito's Handmade Vodka's expansion across the Caribbean while leading market entry initiatives into Panama and Colombia, generating a 40% increase in sales through strategic distributor partnerships, trade marketing, and localized commercialization programs.
- Positioned Casa Noble Tequila as an ultra-premium luxury tequila through immersive consumer experiences, premium on-premise activations, and targeted trade advocacy programs, securing 50 new on-premise accounts and strengthening brand visibility across priority markets.
- Developed regional commercialization strategies with more than 70 distributor partners, providing annual brand planning, marketing support, and execution tools that contributed to 60% regional market growth and a 50% expansion in distribution across on- and off-premise channels.
- Managed regional marketing investments, agency partnerships, and trade marketing programs, leveraging consumer insights, competitive intelligence, and sales performance analytics to optimize commercial execution and maximize return on marketing investment.
Brand Manager - Ballester Hermanos, Inc.
(2012-01 - 2016-12)
Led brand strategy, commercialization, and integrated marketing for a premium portfolio of global wine, spirits, craft beer, and lifestyle brands. Partnered with global suppliers and commercial teams to strengthen brand equity, expand distribution, and accelerate profitable growth across Puerto Rico.
- Repositioned Woodford Reserve as Puerto Rico's leading super-premium bourbon through an immersive multi-sensory launch experience targeting trade partners, media, influencers, and key accounts, generating 40% sales growth and earning Brown-Forman's Best Marketing Campaign in LATAM & Caribbean award.
- Managed brand strategy and commercialization for a premium portfolio including Brown-Forman, Treasury Wine Estates, Beam Suntory, Illva Saronno, Constellation Brands, Marqués de Riscal, Craft Brew Alliance, La Enoteca, and Schwarzkopf, developing annual marketing plans, integrated campaigns, and customer activation programs that consistently exceeded commercial objectives.
- Accelerated portfolio growth through integrated marketing, distributor collaboration, and strategic customer partnerships, delivering 278% case growth for Beringer, 193% sales growth for Ruffino, 83% sales growth for Beam Suntory brands, 38% sales growth for Marqués de Riscal, and 30% market growth for Finlandia Vodka.
- Developed and launched Craft Brew Alliance (Kona, Widmer Brothers, and Redhook) in Puerto Rico, leading commercialization, customer activation, and distributor engagement strategies that secured more than 100 initial customer orders and successfully established the brands in the local market.
- Led agency partnerships, retail marketing initiatives, and premium consumer experiences across on-premise and off-premise channels, creating seasonal programs, value-added packs, point-of-sale materials, and brand activations that strengthened consumer engagement, increased brand visibility, and drove sustained commercial growth.
