José Rodrigo Mort Hernández
Mexico City
Summary
Professional marketing & business leader with deep expertise in regional marketing strategies and team leadership. Adept at driving brand growth and market penetration through innovative campaigns and data-driven decisions. Known for fostering collaborative environments and adapting to changing market needs to achieve business objectives. Skilled in strategic planning, digital marketing, and cross-functional team coordination.
More than 15 years of experience at an executive level in companies such as KIA Motors México The Coca-Cola Company, adidas Group, Mexican Football Federation & Kings League Americas / KSOMOS.
Overview
12
12
years of professional experience
Work History
Regional Marketing Director LATAM
Kings League Americas / KOSMOS
02.2024 - Current
- Marketing Director leading the brand & commercial strategy for the Americas region:
- Accomplishments:
- Marketing & Brand Strategy; 38% awareness & 250% brand equity growth in just 9 months
- Licensing & Merchandising; 12 closed deals + $350k usd in revenue for the 1st two splits
- Ticketing; sold out for the 1st split, Final Four & KWC Final in MTY + 12 million viewers
- Online & Offline; 4 mill fan base + #3 global on SN engagement & reach vs others leagues
- Commercial Product Strategy; 80% sell through on adidas jerseys ecomm & retail Innova
Marketing Director
Federación Mexicana de Futbol/LigaBBVAMX
05.2022 - 01.2024
- Strategic Marketing Director for LigaBBVAMX, LigaBBVA Femenil y LigaBBVA Expansión responsible for the League's marketing and commercial area managing the strategies, operation, execution and results that lead to a sustained growth in value for international competitions, teams and tournaments, in addition to the development of the League's platforms and innovation
- Accomplishments:
- LigaBBVAMX: Position La Liga in the top 5 leagues worldwide (attendance, revenue)
- LigaBBVA Expansión: Centralization of rights for the profitability of the League
- LigaBBVA Femenil: Position La Liga in the top 3 in the world and #1 on a social media
- Leagues Cup: Sports and commercial success in North America and worldwide
Head of Marketing & Communications (On, Off & CRM)
KIA Motors México
02.2019 - 05.2022
- Team Leader; responsible for the management, operation & direction of the MarComms business & brand team in terms of strategy planning & execution, for all the company car segments (Cars, Hybrid & SUV) on all the related B2B and B2C platforms
- Online: Digital, media partners, KIA.Com, RRSS, full media negotiations & Kia apps
- Offline: OTV, PTV, OOH, 360 connection plans, full media negotiations
- Business Intelligence: CRM, leads generation, mailing strategy & Big Data analysis
- PR, Local Marketing & BTL: Media relations/negotiations, activation & planning
- Product: Full car & SUV segment pricing, range, allocation, specs & model decision
- Sports, Gaming, Music & Entertainment: Sponsorship, endorsements, events & activation
- Budget control & administration: $24 mdd ($480 mdp) in both media and non-media
- Accomplishments:
- +6 awareness points growth reached 2018 vs 2019 vs 2020 (36%)
- +5% total business growth (revenue) 2018 vs 2019 vs 2020 (pandemic BP) sustained
- 96,000 units sold with an 8 % SOM in 2019 + 75,000 units with an 8.9 SOM in 2020
Head of Marketing & Communications (IMC)
The Coca-Cola Company
09.2017 - 12.2018
- Strategic leader for the creation, management, operation and execution of the most relevant commercial & brand strategy in terms of planning, investment, production, resources, media and ROI for the company (online & offline): The 2018 FIFA World Cup in Russia
- Accomplishments
- Trophy Tour: Planning and execution, working with global FIFA & Coca-Cola leads
- Panini: Created the 9 exclusive stickers collection for the 2018 Panini album
- Mini Mundialistas: Produced the 25 Coca-Cola mini aluminum bottles collection
- Achieved growth of over 120 million transactions for both plans (+11% over BP)
- Mainthrust: Executed the Global brand plan locally; full media + full SKU´s packaging VIS
- Mexico National Football Team: Delivered the Mexico´s most important asset plan
- Reached brand´s football association growth from over 45% to 65% Q2 2018
- Budget management: $300 mdp ($15 mdd) media, production & assets
Sr Marketing & Communications Manager (IMC)
The Coca-Cola Company
09.2015 - 09.2017
- Brand & commercial lead responsible for the strategic portfolio BP of Powerade & Coca-Cola
- Developed the marketing plan strategy for the Rio 2016 Olympic Games
- Accomplishments
- Increased Powerade growth by 18% during Q3 & 12% in total volume for 2016
- Achieved an 85% of total Campaign Recall (on & offline media)
- Reached a national 65% Share of Market growth for Powerade portfolio
- Launched and positioned the Powerade ZERO variant portfolio
- Secured a double-digit growth in volume and revenue during 2015 & 2016
- Created the Coca-Cola Everyday Football platform; national & individual assets + Mexico´s National Football Team & gaming (Destappagol)
- Built full Offline & Online media plans: TV, OOH, VIS + RRSS, Google, programmatic
- Budget management: $150 mdp ($8 mdd) media, production & assets
Divisional Brand Manager
Adidas Group
05.2012 - 09.2015
- Brand Manager responsible for the sport performance & style categories (mkt, media, digital, PR and comms), leading the 2012 London Olympics / 2014 FIFA World Cup strategies
- Accomplishments
- Managed the asset partnerships & relations: FMF, local clubs Chivas, Xolos, Tigres, Running (adidas splits 3k to 30k) and the CDMX Marathon (21k-42k)
- Successfully launched & sell the national key assets concepts (apparel & footwear)
- Achieved an average media ROI ratio from 3-1 to 20-1 with a sellout of 80%
- Co-created the adidas Splits, the largest Running Base Platform strategy in Mexico
- Obtained a registration sellout for all of the events for 3 consecutive years
- Executed the running retail & wholesale commercial plans (+50% sellout)
- Secured the contract extension with the Mexican Football Federation towards Qatar 2022
- Built full traditional & digital media plans: TV, OOH, VIS + social, Google, programmatic
- Budget management: $100 mdp ($5 mdd) media, production & assets
Education
Manage Mentor - Business Management
Harvard Business School
09.2021
MBA - Sports Management
Universidad Europea / Real Madrid CF
09.2010
Marketing Master Degree -
Universidad Anáhuac
05.2008
Bachelor - Communications
Universidad Anáhuac
05.2004
Skills
- Marketing & Business Planning
- Negotiation
- Multitasking
- Team Work
- Relationship Development
- Key decision making
- Strategic Planning
- Creative Direction
- Budget Management
- Media Planning
- Influencer partnerships
- ROI assessments
Websites
Languages
English
Spanish
Extracurricular Activities
Sports Speaker, Mexico and Abroad, 09/20/10, Present Professor, Mexico City, 09/20/10, 09/20/15
Timeline
Regional Marketing Director LATAM
Kings League Americas / KOSMOS
02.2024 - Current
Marketing Director
Federación Mexicana de Futbol/LigaBBVAMX
05.2022 - 01.2024
Head of Marketing & Communications (On, Off & CRM)
KIA Motors México
02.2019 - 05.2022
Head of Marketing & Communications (IMC)
The Coca-Cola Company
09.2017 - 12.2018
Sr Marketing & Communications Manager (IMC)
The Coca-Cola Company
09.2015 - 09.2017
Divisional Brand Manager
Adidas Group
05.2012 - 09.2015
MBA - Sports Management
Universidad Europea / Real Madrid CF
Marketing Master Degree -
Universidad Anáhuac
Bachelor - Communications
Universidad Anáhuac
Manage Mentor - Business Management
Harvard Business School
Similar Profiles
Zoe WomersleyZoe Womersley
Senior Bartender at Kings Bierhaus League CitySenior Bartender at Kings Bierhaus League City
Sofia FragkakiSofia Fragkaki
Event Hostess at KosmosEvent Hostess at Kosmos
Chevonne SwiegelaarChevonne Swiegelaar
Office Administrator at Daphne Mackay Properties CC t/a Harcourts KosmosOffice Administrator at Daphne Mackay Properties CC t/a Harcourts Kosmos