I am a senior marketing professional with 10+ years of experience in FMCG across Europe and LATAM. I have a proven record in consumer insights, brand strategy and innovation and go-to-market strategies, driving growth for iconic brands like Corona, Stella Artois and Cusqueña. I enjoy turning consumer and shopper understanding into actionable recommendations, leading cross-market teams, and delivering sustainable business results through creative effectiveness and data-driven decision-making.…

MARÍA JESÚS ALFARO

I am a senior marketing professional with 10+ years of experience in FMCG across Europe and LATAM. I have a proven record in consumer insights, brand strategy and innovation and go-to-market strategies, driving growth for iconic brands like Corona, Stella Artois and Cusqueña. I enjoy turning consumer and shopper understanding into actionable recommendations, leading cross-market teams, and delivering sustainable business results through creative effectiveness and data-driven decision-making.…

Next availability:
May 29, 2026

I am a senior marketing professional with 10+ years of experience in FMCG across Europe and LATAM. I have a proven record in consumer insights, brand strategy and innovation and go-to-market strategies, driving growth for iconic brands like Corona, Stella Artois and Cusqueña. I enjoy turning consumer and shopper understanding into actionable recommendations, leading cross-market teams, and delivering sustainable business results through creative effectiveness and data-driven decision-making.

See more

Skills

Experience Level

Language

Spanish; Castilian
Fluent
English
Advanced
French
Intermediate

Work Experience

Marketing Manager – Corona BNFL (France, Belgium, Netherlands, Luxembourg) at AB InBev Belgium
October 1, 2024 - Present
Led brand strategy, innovation, and communication for Corona across BNFL; managed +€9M regional budget; led Corona 100 Years Campaign; forged partnerships such as Corona × Vilebrequin; drove Corona Cero expansion with ABI’s largest European sampling plan reaching 1M consumers.
Marketing Manager – Beyond Beer Europe & Interim Corona BENL at AB InBev Belgium
January 1, 2021 - January 1, 2024
Led multi-country innovation and portfolio development across Europe; identified growth opportunities and shaped launch strategies; led Olympics campaign for Corona in BE–NL; launched EZY Energy (3.0% household penetration in six months); designed Corona Sunset launch plan; built portfolio foundations enabling Brutal Fruit UK roll-out.
Senior Insights Manager – Global Brands (Corona, Stella Artois) at AB InBev
January 1, 2020 - January 1, 2021
Led the global consumer insights agenda for Corona and Stella Artois in Europe; translated consumer and market understanding into strategic brand direction; built foundational learnings adopted by global teams; enabled Stella Artois relaunch after 14 years without above-the-line presence; led cross-functional communication excellence initiatives with Media, Analytics, Sales and Creative Agencies to inform 1YP and 3YP recommendations.
Senior Insights Manager – BeLux at AB InBev BeLux
January 1, 2019 - January 1, 2020
Delivered strategic recommendations for campaigns, innovation, and superiority frameworks; led end-to-end research programs including concept testing, packaging evaluation, and innovation validation; established comprehensive brand performance measurement across BeLux, including campaign effectiveness, brand equity tracking, and in-store impact analysis.
Brand Manager – Stella Artois & Cusqueña at AB InBev Chile
January 1, 2017 - January 1, 2019
Full P&L ownership and 360° marketing leadership for global and local premium brands; Relaunched Cusqueña achieving 3× volume growth and +40% Brand Power; defined brand positioning, promotion strategy and in-store activation, including POSM and packaging adaptation; managed creative and media agencies and oversight of media planning and execution.
Global Management Trainee at AB InBev (Argentina & Chile)
January 1, 2016 - January 1, 2017
Selected among top candidates for ABI’s elite 10-month rotational programme across South America.
Marketing Intern – Strategic Marketing, Western Europe Zone at L’Oréal – Professional Products Division
January 1, 2015 - December 31, 2015
Marketing intern supporting strategic marketing initiatives in Western Europe; contributed to campaigns and market analysis.
Marketing Intern – Operational Marketing at L’Oréal – Professional Products Division
January 1, 2014 - December 31, 2014
Marketing intern supporting operational marketing activities in Santiago, Chile.

Education

CEMS Master in International Management at HEC Paris & Adolfo Ibáñez University
January 11, 2030 - May 11, 2026
BSc in Business Administration (Commercial Engineering) at Adolfo Ibáñez University
January 11, 2030 - May 11, 2026

Qualifications

CORe Credential of Readiness
January 11, 2030 - May 11, 2026
General Assembly – Certified Marketer Level 1
January 11, 2030 - May 11, 2026

Industry Experience

Consumer Goods, Retail, Manufacturing, Media & Entertainment

Skills

Experience Level