Daniela Hardy Castillo
Sr Director Commercial & Trade Marketing Rica y Bepensa @The Coca-Cola Company
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WORK HISTORY
Sr Director Commercial & Trade Marketing Rica y Bepensa @The Coca-Cola Company
Led franchise operations for Mexico’s North Zone bottlers, overseeing annual volumes of 474MM CU and MXN $25 billion in revenue, with one bottler ranked 5th in significance across LATAM- Managed full P&L accountability, driving operational excellence, end-to-end commercial strategy execution, and long-term capability building aligned with strategic business goals- Senior stakeholder management and orchestration of cross functional teams to enable investment decisions, pricing strategies, and mitigation of financial and competitive risks- Influence to unlock incremental resources and lead contingency plans in high pressure environments (IEPS implementation, Business Planning cycles)- Developed contingency plans and coordinated multifunctional teams to meet annual targets in revenue, market share, pricing strategy, SOVI, outlet growth, and volume performance- Lead and inspire 2 direct reports: senior manager and director, fostering collaboration and cultivating an inclusive, high-performance culture focused on growth initiatives and long-term strategic planning.Achievements: 2024: Bepensa ranked #1 and Rica #2 among private bottlers in South Region; Bepensa delivered +5.1% vol,+11.4% rev and +0.2 pts SOV NARTD driven by Centinela 2.0 competitiveness plan | Rica delivered +4.6% vol and 12.1% rev2025: Led recovery and risk‑mitigation plans requiring incremental investments ($200M Bepensa |$35M Rica); despite ‑5.2% SSD volume, Bepensa was the only bottler in Mexico gaining SOV (+0.1 pts); Rica achieved H2 turnaround (-6.2% H1 to -0.7% H2).
EDUCATION
Universidad Anáhuac
Certificacion Internacional en Coaching Transformacional (Life/Excecutive y Equipos)
Tecnológico de Monterrey
Maestria, Mercadotecnia
Tecnológico de Monterrey
Diplomado, Gestion estrategia del Trade Marketing
Tecnológico de Monterrey
Diplomado, Marketing Interactivo
Tecnológico de Monterrey
Licenciatura, Diseño Industrial
Tecnológico de Monterrey
Diplomado, Gerencia de Marca o Producto
SKILLS
ABOUT DANIELA HARDY CASTILLO
Senior executive with over 20 years of experience driving commercial strategies, brand value, and business growth across leading FMCG organizations, including Coca-Cola, Unilever, and L’Oréal. Known for delivering measurable results in revenue growth, brand equity, and market share through impactful marketing campaigns, premiumization strategies, and category innovation.Skilled at leading cross-functional teams and fostering alignment across bottling partners, retail channels, and customer systems. Proven track record in building integrated strategies that capitalize on emerging trends and navigating complex, competitive global markets. Recognized for resilient leadership style, talent development, and rapid adaptation to market changes.Career Highlights: Lead operations for Private Bottlers for Mexico South Zone (Coca-Cola), managing a P&L of MXN $25B and annual volumes of 474MM CU, achieving significant growth in revenue, market share, and volume. Directed local market commercial strategies for 645MM CU with MXN $42B annual revenue, leading breakthrough premiumization strategy in Modern Trade and HORECA channels. Successfully launched category-defining innovations like Del Valle Nutri-Vegetales and Lunchbox Nectar, achieving double-digit share and volume growth in key segments. Recognized as “Top Performer” for exceeding annual goals (+8% Vol & SOV vs AA in 2021) and honored with several awards for excellence in franchise operations and stills development.Specialties: Commercial Strategy, Integrated Marketing, Revenue Growth Management, Brand Management, Innovation Projects, Category Development, Analytical Decision-Making, P&L Management, People Development, Strategic Leadership, and Market Adaptability.
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