Summary
Overview
Work History
Education
Skills
Timeline
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Dafne Rodríguez

Senior Brand Manager
Mexico City,CMX

Summary

Marketing Specialist with over 10 years of experience in implementing innovative and profitable strategies to achieve market leadership and increase market share. Skilled in designing strategic and tactical marketing campaigns to drive engagement, boost efficiency, and improve conversion rates. Well-versed in both online and traditional marketing approaches, with strong expertise in finance, market research, and digital marketing.

Overview

11
11
years of professional experience
1
1
Language

Work History

Brand Manager Sr Mexico and ROW(Rest Of The World)

Mezcal Amarás
01.2024 - Current
  • Spearheaded the development of 360° strategies to achieve sales KPIs both in Mexico and globally, driving business growth through seamless collaboration with stakeholders while maintaining a strong focus on marketing excellence and brand fundamentals.
  • Transformed insights into actionable strategies by analyzing performance and market trends and competitors, boosting and capitalizing market share, brand awareness, and penetration through brand unique selling points, positioning and messaging.
  • Monitored and evaluated marketing and advertising campaigns to support brand consistency and engagement focus on the brand’s P&L, optimizing marketing budgets to ensure profitable growth and deliver measurable ROI.
  • Developed strategic partnerships with complementary brands, expanding market reach and driving collaborative promotions.
  • Worked & cultivated relationships with key stakeholders, vendors and industry media / influencers to create positive brand experiences and press coverage for events or new product releases.
  • Developed new products and innovations to create a strong differentiator within the category, strategically tailored by channel, client, or country.

Brand Manager Multivitamins

Bayer Consumer Health
03.2022 - 12.2023
  • Responsible for developing and executing the brand plan, leveraging market analysis and insights to identify trends and opportunities.
  • Collaborated with agencies to create digital, point-of-sale, and PR campaign assets, continuously analyzing performance to improve execution and outcomes.
  • Led various launches, including new campaigns, packaging updates, and product introductions, with a specific focus on doctors through tailored strategies such as in-office activations, events, conferences, and educational materials.
  • Designed tailored strategies by channel and customer type, optimizing profitability through precise pricing strategies and fostering strong client relationships.
  • Developed brand image overhauls and spearheaded product launch strategies to ensure differentiation and maximize impact within the category.
  • Coordinated the development of materials in collaboration with Medical, Regulatory, and aligned with the needs of the sales force to effectively support strategic objectives.
  • Established relationships with key opinion leaders, organizing congresses, events, and creating specialized educational materials tailored to their associations or hospitals.
  • Managed the brand's P&L, A&P budget, and sales forecast, ensuring alignment with business objectives and driving sustainable growth.

Brand Manager

Everest Wines & Spirits
09.2021 - 03.2022
  • Led diverse teams across Mexico, France, Spain, Chile, and Canada to position the importer as the #1 in Mexico, driving category growth and increasing SOM through strategic 360° marketing plans.
  • Directed marketing strategies across multiple channels, including On Trade, Off Trade, Ecommerce, Digital, and Influencer campaigns for wineries and premium brands.
  • Conducted data-driven analysis using Sell In, Sell Out, ISCAM, NIELSEN, and monthly P&L tracking to identify growth opportunities and ensure brand performance alignment.

JR. Brand Manager

Concha Y Toro
10.2018 - 08.2021
  • Devised innovative product packaging designs, elevating overall brand aesthetics.
  • Monitored industry trends to maintain a competitive edge in marketing strategies and tactics, leveraged by ATL and BTL campaigns, employing tactical methods to effectively reach target audiences.
  • Organized successful product launch events, generating buzz and excitement around the new label working with PR agencies and winemakers.
  • Collaborated with Havas Media on pay TV, radio, and digital advertising campaigns, delivering a robust 360° hotspot strategy.
  • Implemented innovative digital strategies, including e-commerce, Google Ads, YouTube, delivery apps, and sponsored social media content.
  • Conducted monthly reviews to ensure brand and company P&L profitability, optimizing KPIs such as Contribution, ROI, and Gross Margin.

Trade Marketing Executive

Jugos Del Valle - Sta Clara
02.2017 - 09.2018
  • Managed six Coca-Cola brands, leading commercial strategies for Non-Carbonated Beverages (NCBs) in the modern trade channel through promotional packs, POP materials, activations, and 360° marketing plans to drive awareness, connection, and consumer loyalty.
  • Optimized return on investment with careful budget management and cost-effective promotional activities such as tastings, cross-category and brand alliances, developing innovative concepts aligned with buyer trends based on market studies and insights..
  • Strengthened customer relationships through regular communication, providing training, and addressing concerns promptly.
  • Enhanced product visibility by negotiating prime shelf placements and creating eye-catching in-store displays.
  • Designed and executed strategic plans to support new product launches and expand the product line.
  • Developed strong partnerships with retailers to ensure optimal stock levels and timely distribution of products.

Oral Care Trainee

GlaxoSmithKline Consumer Healthcare
10.2015 - 01.2017
  • Conducted analysis to identify opportunities within the category and brand, developing ad hoc strategies to increase sales and market share using tools such as Knobloch, ISCAM, and IMS.
  • Managed the monthly administration of the brand's advertising and promotion (A&P) budget and forecast projections.
  • Designed and executed ATL and BTL brand activations.
  • Oversaw the A&P budget and provided key insights to understand the brand's performance in terms of channel, customer, dosage, price, and category trends.
  • Developed new packaging and implemented brand image changes, tailored to the client and/or brand strategy, in collaboration with the headquarters.

Oncology Trainee

Bristol-Myers Squibb Pharma
06.2014 - 10.2015
  • Led the relaunch of a high-specialty product, including the preparation and distribution of promotional materials, visual aids, reprints, and gimmicks.
  • Planned and executed promotional events to enhance brand visibility and engagement.
  • Analyzed brand market share and monitored inventory movement, replenishment orders, and patient data to ensure efficient operations.
  • Managed the budget for promotional materials to maximize impact and cost-effectiveness.

Education

Specialist And Bachelor's Double Degree - Administration And Marketing

Universidad Panamericana
CDMX
05.2001 -

Skills

Brand strategy

Timeline

Brand Manager Sr Mexico and ROW(Rest Of The World)

Mezcal Amarás
01.2024 - Current

Brand Manager Multivitamins

Bayer Consumer Health
03.2022 - 12.2023

Brand Manager

Everest Wines & Spirits
09.2021 - 03.2022

JR. Brand Manager

Concha Y Toro
10.2018 - 08.2021

Trade Marketing Executive

Jugos Del Valle - Sta Clara
02.2017 - 09.2018

Oral Care Trainee

GlaxoSmithKline Consumer Healthcare
10.2015 - 01.2017

Oncology Trainee

Bristol-Myers Squibb Pharma
06.2014 - 10.2015

Specialist And Bachelor's Double Degree - Administration And Marketing

Universidad Panamericana
05.2001 -

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Dafne RodríguezSenior Brand Manager