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Rafa Miranda
Lac Luxury Director @Diageo
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WORK HISTORY
Lac Luxury Director @Diageo
Ciudad de Mexico, MX
Led the transformation of Diageo’s Luxury business in LAC spearheading a new operating model to recover the role of Diageo`s Luxury Portfolio in Latin America, bringing consistency and sustainable growth. Reporting to the LAC General Manager of Innovation & Luxury, I led a direct team of 18 and +30 indirect Luxury collaborators.• Grew the portfolio and focus brands +4pp and +24pp ahead of total business respectively. • Reignited high-impact Top Luxury Account relationships.• Developed consistent culture-first brand building regional activation, generating talkability with campaigns for Don Julio 1942 reaching +40M and +60M people during Día de Muertos and the Oscars. • Built consistent luxury capabilities across markets, training +150 collaborators and key partners.• Co-Led the new On Trade strategy design for Diageo Mexico.
EDUCATION
Universidad Metropolitana
Master in Business Administration, Major in Marketing
UCAB - Universidad Católica Andrés Bello
Bachelor in Business Administration, Administración y gestión de empresas, general
ABOUT RAFA MIRANDA
Purpose-driven FMCG Director with more than 24 years of international proven experience…
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