Estefania Payes Quiroz

Global Brand Manager @Casa Lumbre

Ciudad de Mexico, MX

Work cross-functionally (on-trade and off trade team, sales, innovation, business intelligence) to ensure solid implementation of brand plan.Support the ongoing analysis of category, competitive and consumer trendsManagement of business relationships with agencies and vendorsAbility to product positioning vs categoryInteraction with sales teams and key distributor (BLN) in support of sales efforts and execution of marketing programs.Ensure timely implementation of approved plan and quality execution in market.Assist in the development, testing and go-to-market plan for all new products (Abasolo, Nixta, Gin de Las Californias and Alma Finca).Develop annual brand plan based on market data and relevant consumer insights.Supports the development of break through creative ideas that align to the brand mission, connect authentically with current and future consumers, and ensures consistency of brand voice and visual identity across all channels.Manages project budgets.Working with agency teams for PR, media, social media and BTL.

Universidad del Valle de México

Licenciatura, MERCADOTECNIA