Driving Brand Growth Through High-Impact Activations Across CPG, Automotive, Sports and Beverage Alcohol

Table showing brand categories: Beverage Alcohol with Miller Lite, Coors Light, Sol, Chivas, Corona, Pacifico, Victoria, Kahla; Sports & Entertainment with MLB, NBA, NFL, NCAA, MLS, ESPN Deportes, Disney, Six Flags, Live Nation, Telemundo; Automotive with Hyundai, Mercedes, Jeep, Chrysler, Dodge; CPG/Food & Beverage with General Mills, Farmer John, Kingsford, Pepsico; Consumer Services with State Farm and AT&T.

AREAS OF EXPERTISE

    • Client & Stakeholder Relations

    • Strategic Planning & Conceptualization

    • P&L Management and Financial Oversight

    • Cross-Functional Team Leadership & Mentorship

    • Organic Revenue Growth & SOW Development

    • ROI Analysis and KPI Tracking

    • Full Program Lifecycle Oversight

    • Venue/Logistics Management & Asset Routing

    • Custom Fabrication & Technology Integration

    • Staffing (Brand Ambassadors & Labor)

    • Talent & Venue Booking

    • Talent Sourcing, Vetting, and Negotiation

    • Tour Sponsorship and Activation Design

    • Product Integration & Custom Collaborations

    • Partner Brand Compliance & On-Site Integration

    • Talent Fulfillment (e.g., Production Days, Social, Meet & Greets)

    • Social-First Campaign Strategy (Paid/Organic)

    • Retail Marketing and Point-of-Sale (POS) Execution

    • Securing Promotional Support (Media & Influencers)

    • Sweepstakes and Promotions (Legal & Bonding)

    • Digital Asset Management and Content Workflow

HIGHLIGHTS

BRAND PARTNERSHIPS

CLIENTS: CONSTELLATION BRANDS, AT&T

OBJECTIVE
Create high-value, omnichannel partnerships with top Latin artists to gain market share within U.S. Hispanics and increase volume lift in key markets for Corona, Victoria, and Pacifico. The goal was to move beyond passive sponsorship and establish integrated, authentic cultural relevance across digital, social and retail channels.

ROLE

Led the end-to-end process of identifying, securing, and activating the right artist partners for each brand. This included sourcing and vetting talent, negotiating deals on behalf of the client, and ensuring every partnership aligned with audience insight, brand strategy and KPI’s. I guided the creative approach and partnership structure, then oversaw execution across tours, merch collaborations, retail extensions, and live fan experiences in collaboration with artist teams, promoters, venues, and internal brand stakeholders.

Concert poster for Bad Bunny's 'El Ultimo Tour del Mundo 2022,' presented by Corona, featuring a person with curly hair, glasses, earrings, and a hoodie, against a stormy sky background with lightning and a Corona beer bottle with a lime slice on the label.

BAD BUNNY x CORONA

  • 3 year partnership

  • Above the line campaign, exclusive events, VIP experiences, tour, social and retail integration

  • Video recaps - 2019 Tour, 2022 Tour

Man wearing a cowboy hat and denim jacket holding a bottle of Victoria beer at a backyard summer party with people socializing and colorful bunting in the background.

CARIN LEON x VICTORIA

  • 2 year partnership

  • Exclusive merch collaboration, content series, tour, sweepstakes, social and retail integration

  • Video recap - 2024 Tour

Promotional poster for a Maluma concert presented by AT&T, featuring an image of Maluma singing into a microphone, with a background of a crowd and blue graphic elements.

MALUMA x AT&T

  • Drive to retail program with sale incentive

  • Exclusive events, live performances, PR, social, grassroots and retail integration

  • Video recap

MULTICULTURAL STRATEGY + EXPERIENTIAL MARKETING

CLIENTS: MILLER LITE, STATE FARM, DISNEYLAND RESORT

OBJECTIVE
Build strategies rooted in cultural insight that elevate brand relevance and convert engagement into measurable business impact. Bring that strategy to life through live events, partnerships, and audience-centered moments that create meaningful brand connections with target audiences.

ROLE

Led strategy, creative development, partnerships, and execution. From concept to activation, I collaborated cross-functionally with clients, properties, artists, promoters, and venues to bring ideas to life with clarity, intention, and impact.

Live concert on stage with four band members, smoke effects, colorful lights, large crowd in front, and big screens displaying performers on either side.

MILLER LITE

  • Nationwide concert series that ran for 4 years and targeted key Hispanic U.S markets

  • Included private concerts, media partnerships, retail activations, and on-site fan experiences

  • Successfully achieved an +18% volume lift

  • Video recap - 2019 Conciertos Originales

A group of children and adults standing in a circle outdoors, holding hands during a family or community event at Dodge Step Division, with banners and large pop-up displays from State Farm and Fandemonium.

STATE FARM

  • Multicultural partnership program spanning NFL, NBA, MLB, NCAA, MLS, Live Nation and Six Flags properties

  • Averaged a roster of +200 events annually

  • Increased qualified leads for participating agents by +45% with a 10% conversion rate on new policies

A large Disney castle with blue roofs and turrets, surrounded by a crowd of people and blue barricades, under a clear blue sky.

DISNEYLAND RESORT

  • A traveling 12,000 sq. ft. immersive environment designed to bring the Disneyland Resort experience directly to Hispanic families at key California festivals

  • Ran for 3 consecutive years and achieved a +5% redemption rate on bounce back offer