Daniela Bermudez-Lafont

About Daniela Bermudez-Lafont

I’m motivated by growth that’s intentional, strategic, and built to last. At Kroger, I’m part of the team standing up a newly established business line, where I own growth strategy and performance development across our locations. From brand positioning and customer acquisition to multi-market execution, my focus is on establishing this vertical as a meaningful and essential part of the broader enterprise.Previously, I spearheaded the launch of a Corporate Accounts division from the ground up, designing the structure and expansion strategy to support national enterprise partnerships.Hands-on experience across Latin America, Europe, and Asia-Pacific, alongside work with national multi-location partners, has shaped my global mindset and how I approach localization, expansion, and brand growth across markets.I’m energized by environments where strategy must translate into real-world execution and where strong relationships are the foundation for sustainable growth.MBA | Bilingual (English & Spanish)| Global mindset | Builder at heart

Experience

1. Category Manager Ii, Sports Betting & Entertainment

   Kroger

   Mar 2025 — Present

   As Category Manager for Kroger’s Sports Betting & Entertainment (SB & E) sector, I lead the strategy, growth, and performance of this emerging business across all active markets. My focus is on building awareness, driving engagement, and establishing Kroger as a leading, trusted destination in the gaming and entertainment space.I oversee the full lifecycle of the category, from strategy and vendor partnerships to promotional execution and performance reporting. Through collaboration with compliance, marketing, data, and field teams, I help shape a scalable model for growth, store-level execution, and player loyalty.Key Highlights- Develop and execute growth strategies, marketing campaigns, and promotional initiatives to meet and exceed sales targets- Manage vendor relationships, event programs, and in-store branding to elevate player engagement and brand recognition- Partner cross-functionally with compliance, marketing, and data teams to align on product goals and ensure compliance readiness- Build and refine reporting frameworks that measure performance, track initiative impact, and guide leadership decisions- Create exclusive Kroger offers and community-focused events that drive repeat play and build long-term loyalty.

Education

• The University of Alabama

  Bachelor of Science in Commerce and Business Administration, Marketing with Minors in International Business and Spanish

  2017 — 2019

• Georgia State University - J. Mack Robinson College of Business

  Master of Business Administration - MBA

• Shelton State Community College

  Associate of Arts - AA, Marketing

  2015 — 2017