ALEJANDRO GERSHBERG

• In addition to serving as the director of connections (Experience, Data, Media), I've taken on the leadership of the Draftline team, Grupo Modelo's internal agency (87 people). This entails leading a multidisciplinary team focused on adding value to the company's development and enhancing our brands across the entire funnel.

Responsible for:

• Full Media deployment & strategy for the portfolio based on ROI (Performance Marketing)
• Data Performance (B2B2C) full strategy for the portfolio
• Portfolio´s share of attention strategy through entertainment platforms, sponsorships and experiences.

· Leader of the “El Clásico de la Historia” Idea, a 90 minute game created in post-production with the footage of 70 years of the most important soccer game in Mexico (America vs Chivas) *That won a Titanium Lion in the Cannes Lions international festival of creativity

90 Min game https://bit.ly/3tnYk8H Case: https://bit.ly/3fgyPhu

· Created the Quality Platform for Corona #LaCervezaMásFina (content, experience and Entertainment)

· Led the strategy, implementation and comms plan for the top Equity campaigns for Corona: Desfronterízate, Deplastifícate (Better World) Campaign, Desmárcate (Soccer POV) campaign

· Led the 360 World Cup Campaign for Corona ( a 6 months multi platform campaign )

· Led the Corona Capital platform communication and experience strategy

· Developed Desfronterízate 2.0 strategy

· Tasked with the launch of the brand nationwide, Growing more than 60% in sales vs LY.

· Developed new campaign and communication based in a new positioning guideline (unify premium + Active lifestyle)

· Premium and quality attributes growing consistently YoY

· Closed the first sponsorship of the Mexico City Marathon by a Beer Brand

• Responsible of the experience and communication with consumers in passion points (NFL, UFC, Soccer and music)
• Managed Superbowl XLIX, 50 and LI sweepstakes and influencers program
• Launched Unbreakable Fans NFL Campaign (the sponsorship campaign that led Bud Light to grow in awareness and penetration)
• Launched “Epic Battles” the most successful digital campaign in Grupo Modelo in terms of mentions and digital interactions
• Launched the Xolos Sponsorship (Mexican soccer team) with a ROE above average of all other sponsorships within the company.

• Launched Bud Light Ritas in Mexico as part of the Trainee`s program final project
• Rotation program within all areas (Supply, People, Sales, Marketing, Finance, Legal, Logistics)
• Spent 1.5 Months living in Grupo Modelo Zacatecas Brewery (The world’s biggest Brewery) to understand the complete brewing process.

• Launched and leaded the PMO School that ended up with the certification of +120 employees
• Achieved all Key Projects PMO KPI´s for the zone
• Developed the prioritization critical process Dashboard for the area
• Created the new Internal Comms strategy of the PMO Office
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