RODRIGO REYES
CONTENT, CULTURE & ENTERTAINMENT SENIOR MANAGER
Cuauhtémoc,CDMX
Overview
8
8
years of professional experience
4
4
years of post-secondary education
1
1
Certification
1
1
Language
Work History
Content, Culture & Entertainment Senior Manager
Diageo Mexico
2021.07 - Current
- Created and implemented the Culture & Entertainment strategic framework for Johnnie Walker and Smirnoff, guiding and inspiring our brand teams and agencies into a new way of brand building by focusing on three pillars:
- Culture strategy – partnered with a global Culture agency to define our brands’ role in culture and territories, how to enable action and measure our impact in culture.
- Culture & Entertainment Originals – developed and implemented cultural platforms for brands (focus in participation) activating paid and earned content, influencers, collaborations/partnerships and experiential.
- Brand programs – elevate brand local/global campaigns from a cultural angle.
Content Senior Manager
Diageo Mexico
2020.12 - 2021.06
- Lead the Content strategy for Diageo’s brands focusing on putting our brands into the local culture – contributing to brand and business growth through disruptive programs and identifying new opportunities to improve our brands relevance.
- Reframed top brand’s digital ecosystems to have a relevant, consistent, and cohesive social media engine that responds to brand’s positioning, global and local cultural cues, and audiences and their content consumption.
- Designed along with Twitter, Diageo’s brandvoice bootcamp, engaging brand teams and agencies into a new way of connecting with consumers.
Buchanan's Deluxe Brand Manager
Diageo Mexico
2018.10 - 2020.11
- Succeeded in delivering brand strategy (based on brand health and profitability), both in short and long term.
- Prepared annual game planning, and executed brand communication strategy, ATL and BTL to lead conversation through Buchanan’s purpose to build cultural relevance.
- Agencies management to develop true partnership.
- Lead The Next Game Changers campaign featuring global celebrity J Balvin and 4 new Latin American talents. Campaign consisted in a 5-episode documentary released in owned social media channels and streaming platforms. Implemented a strong 360 cultural platform which involved strong partnerships with label records and music streaming platforms.
- Lead Buchanan’s limited-edition design in record time, delivering a strong strategy which was consistent with brand purpose through a 360 comms execution: TV, digital, PR and digital stunt. Also delivered commercial execution on time, delivering +7% of incremental sales during this period.
- Lead and executed experiential at festivals and events: Pal’norte music festival, with a meaningful experience and PR/ influencer and digital amplification pre, during post festival, delivering +12MM impacts; San Marcos fair (biggest fair in Latin America and second worldwide) with +12 touchpoints around the fair, PR/ influencer and digital amplification delivering +103MM impacts.
Shopper Marketing Manager
Diageo Mexico
2016.12 - 2018.10
Commercial Innovation Specialist
2015.03 - 2016.12
Shopper Marketing Trainee
2013.08 - 2015.03
Education
Bachelor’s Degree - Marketing
Universidad Anáhuac México Norte
2010.08 - 2014.12
Skills
Culture Transformation
Content Strategy
Certification
Yoga Alliance certified teacher
Timeline
Content, Culture & Entertainment Senior Manager
Diageo Mexico
2021.07 - Current
Content Senior Manager
Diageo Mexico
2020.12 - 2021.06
Yoga Alliance certified teacher
2020-10
Buchanan's Deluxe Brand Manager
Diageo Mexico
2018.10 - 2020.11
Shopper Marketing Manager
Diageo Mexico
2016.12 - 2018.10
Commercial Innovation Specialist
2015.03 - 2016.12
Shopper Marketing Trainee
2013.08 - 2015.03
Bachelor’s Degree - Marketing
Universidad Anáhuac México Norte
2010.08 - 2014.12