JUANA MARÍA OTÁLVARO HURTADO
Ciudad De México
Summary
Brand Manager with strong background in developing and executing brand strategies. Successfully led multiple product launches and rebranding initiatives, enhancing market presence. Demonstrated proficiency in market research and consumer insights to drive brand growth and team leadership to deliver cohesive marketing campaigns.
I am a creative, innovative, and result-driven professional with the ability to make decisions under pressure. Experienced in working with multinational and multilatin companies, leading cross-functional collaboration and building initiatives that drive long-term business impact.
Overview
10
10
years of professional experience
Work History
Brand Manager Don Julio Blanco
Diageo México
05.2025 - Current
- Led the Margarita Season campaign, driving communication, media planning, and digital engagement.
- Spearheaded the launch of new formats to capture market opportunities and strengthen brand presence.
- Currently leading the Don Julio World Cup Campaign, managing local workstreams and ensuring a fully integrated 360 platform.
Brand Manager Mezcal Unión & Casamigos
Diageo México
09.2024 - 08.2025
- Developed and executed the marketing plans for both brands, achieving growth with a limited budget while consistently monitoring brand health using Kantar, Nielsen, and Iscam.
- Designed and launched “Tardes y Noches de Unión” and tropic activations, boosting awareness and sell-out.
- Built the business case for new profit pools, leading a cross-functional team to identify white-space opportunities, resulting in new formats and product development for Diageo.
Assistant Brand ManagerTanqueray, Zacapa, Baileys & World Class
Diageo México
02.2023 - 08.2024
- Actively involved in the development of strategic brand plans, leading preliminary research, collaborating with trade teams, and supporting action plans; managed the annual budget with monthly tracking and analysis.
- Monitored and analyzed brand performance and competition, identifying trends and proposing initiatives to improve market share.
- Developed and coordinated brand events and campaigns, including World Class México, Baileys’ “Sí, soy una señora”, and Tanqueray’s “Tan Magnífico”.
Brand & Product Manager – ArepaRepa
La Soberana Colombia
01.2021 - 07.2022
- Drove the positioning and growth of Arepa Repa through annual marketing plans and online/offline activations, including Management of suppliers, influencers, digital agencies, and BTL agencies.
- Led the development of new products, managing market research and pilot production to reduce uncertainty, and designed the pricing strategy for the company’s portfolio to maximize margins.
Product Marketing Manager - Legamaster
Edding Colombia
07.2018 - 10.2020
- Managed the Legamaster brand nationwide, developing positioning and recognition campaigns, building alliances with brands, clients, and distributors, and executing marketing plans to achieve sales objectives.
- Also, Monitored and analyzed sales and budget performance, implementing corrective actions to meet targets.
Material Process and Delivery Leader
Procter & Gamble Medellín
09.2017 - 08.2018
- Area Leader in the MPD department, coordinating initiatives and savings in packaging and production processes while ensuring efficient use of resources, schedules, and scopes.
- Acted as the main communication channel between the plant and regional/global support teams, escalating needs and aligning improvements to optimize operations.
Product Development Analyst
Crystal SAS
06.2015 - 09.2017
- Coordination of the garment development process for various international clients, prioritizing constant teamwork with different internal areas of the company.
- Acting as the direct contact between the client and the company, facilitating the flow of information.
Education
Master's - Marketing
Eafit University
01.2023
Postgraduated degree - Marketing
Eafit University
01.2019
Product Design Engineer - undefined
Eafit University
01.2016
Skills
- Market analysis
- Brand strategy
- Agency management
- Microsoft Office
- Adobe Illustrator
- Adobe Photoshop
LENGUAGES
Spanish
English
STUDIES AND VOLUNTEERS
2012 Diploma in fashion marketing EAFIT University and Inexmoda
Timeline
Brand Manager Don Julio Blanco
Diageo México
05.2025 - Current
Brand Manager Mezcal Unión & Casamigos
Diageo México
09.2024 - 08.2025
Assistant Brand ManagerTanqueray, Zacapa, Baileys & World Class
Diageo México
02.2023 - 08.2024
Brand & Product Manager – ArepaRepa
La Soberana Colombia
01.2021 - 07.2022
Product Marketing Manager - Legamaster
Edding Colombia
07.2018 - 10.2020
Material Process and Delivery Leader
Procter & Gamble Medellín
09.2017 - 08.2018
Product Development Analyst
Crystal SAS
06.2015 - 09.2017
Postgraduated degree - Marketing
Eafit University
Product Design Engineer - undefined
Eafit University
Master's - Marketing
Eafit University