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Brand Strategist with 10+ years of experience in FMCG and premium beverage brands, specializing in positioning refinement, messaging architecture and go-to-market strategy. Strong background in consumer insight analysis, category evaluation and cross-functional brand activation. Experienced in translating strategic frameworks into clear, actionable road maps for internal teams and partner agencies. Used to lead cross-functional and multi-cultural teams to accelerate execution and improve portfolio performance in complex markets.…Brand Strategist with 10+ years of experience in FMCG and premium beverage brands, specializing in positioning refinement, messaging architecture and go-to-market strategy. Strong background in consumer insight analysis, category evaluation and cross-functional brand activation. Experienced in translating strategic frameworks into clear, actionable road maps for internal teams and partner agencies. Used to lead cross-functional and multi-cultural teams to accelerate execution and improve portfolio performance in complex markets.

Mariana Bel García González

Brand Strategist, Marketing Strategist, Creative Director, +2

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Brand Strategist with 10+ years of experience in FMCG and premium beverage brands, specializing in positioning refinement, messaging architecture and go-to-market strategy. Strong background in consumer insight analysis, category evaluation and cross-functional brand activation. Experienced in translating strategic frameworks into clear, actionable road maps for internal teams and partner agencies. Used to lead cross-functional and multi-cultural teams to accelerate execution and improve portfolio performance in complex markets.…Brand Strategist with 10+ years of experience in FMCG and premium beverage brands, specializing in positioning refinement, messaging architecture and go-to-market strategy. Strong background in consumer insight analysis, category evaluation and cross-functional brand activation. Experienced in translating strategic frameworks into clear, actionable road maps for internal teams and partner agencies. Used to lead cross-functional and multi-cultural teams to accelerate execution and improve portfolio performance in complex markets.

Available to hire

Brand Strategist with 10+ years of experience in FMCG and premium beverage brands, specializing in positioning refinement, messaging architecture and go-to-market strategy.
Strong background in consumer insight analysis, category evaluation and cross-functional brand activation. Experienced in translating strategic frameworks into clear, actionable road maps for internal teams and partner agencies. Used to lead cross-functional and multi-cultural teams to accelerate execution and improve portfolio performance in complex markets.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Intermediate

Intermediate

Intermediate

Intermediate

Intermediate

Intermediate

Intermediate

Language

Spanish; Castilian

Fluent

English

Fluent

French

Beginner

Work Experience

Marketing Campaign Manager at Würth España

March 1, 2024 - Present

Led the annual B2B digital marketing plan, integrating omnichannel campaigns and marketing automation (Connectif), delivering a +30% increase in eCommerce revenue. Defined and implemented the eCommerce strategy, structured CRM customer segmentation, and optimized conversion by category and customer type, aligned with commercial and demand-generation objectives. Analyzed customer behavior and campaign performance using Power BI, translating insights into actionable decisions to improve campaign effectiveness and brand experience. Collaborated cross-functionally with Marketing, Product and Sales teams to ensure message consistency with global strategy and efficient platform integration. Managed marketing budget (P&A and A&P) through SAP, supporting regional sales and forecasting/demand planning processes.

Brand Manager at Diageo

April 1, 2019 - September 1, 2023

Led the annual 360° marketing plan (ATL, BTL and digital), adapting global strategy to the local market and managing performance and growth KPIs. Defined brand portfolio strategy, including positioning, target, innovation and pricing architecture, while optimizing the portfolio mix and protecting margins in a complex market. Analyzed market, consumer and business performance through Nielsen, Kantar and qualitative research, shifting communication toward consumer occasions and driving growth in a high-potential category. Led national execution of an average of 5 annual 360° campaigns, coordinating internal teams and external agencies; ensured strong in-store execution and alignment with strategy. Built growth initiatives with key customers, integrating digital marketing, social media and paid media to increase consumer engagement and brand visibility. Connected eCommerce growth strategies to enable a seamless multi-channel consumer journey. Managed marketing budget and ROI in SAP, inc

Brand Manager at Cervecería Regional

December 1, 2016 - March 1, 2019

Led the execution of 360° marketing campaigns (digital, ATL and BTL), managed brand communications, PR and digital content coordination with agencies and internal teams; coordinated national rollout of POS materials. Deployed promotional materials and campaigns, expanding consumption occasions and strengthening brand relevance in the on-trade channel. Managed sports sponsorships, integrating activations into digital campaigns and retail actions to increase brand visibility.

Marketing Strategist Jr. at Grupo Ogilvy & Mather Andina

October 1, 2013 - December 1, 2016

Supported the definition of marketing and communication strategies for 360° campaigns across FMCG, hospitality and luxury brands; contributed to creative concept development and brand storytelling. Analyzed consumer insights and market trends to inform strategic thinking and creative decision-making; developed strategic briefs and debriefings and facilitated brand identity workshops for clients to ensure alignment between positioning, creativity and execution.