Erika Fimbres

Founded and launched a consumer retail business, overseeing concept development, supplier selection, operations, branding, customer experience, and digital marketing. Continue to lead brand strategy, product innovation, and digital marketing while preparing for the next location.

Founded and managed an e-commerce business, leading product sourcing, pricing, branding, supplier relationships, and online operations. Gained hands-on experience in digital commerce while running day-to-day e-commerce activities.

Managed an annual shopper marketing budget of approximately USD $1M and developed strategies for major national retail accounts, driving 30–50% sell-out growth. Led national product launch strategies across ~30 retail accounts and coordinated cross-functional teams for Herradura Ultra launch delivery.

Coordinated modern food channel marketing initiatives across Sales, Marketing, Trade Marketing, Finance, and Supply Chain for a channel representing approximately 50% of company sales. Improved cross-functional alignment to support successful commercial execution and product launches.

Managed Comercial Mexicana and major regional retail accounts, achieving 16% year-over-year sales growth and earning a company award for outstanding commercial performance. Led a team of three direct reports while managing commercial budgets and customer business plans.

Led customer marketing strategies for Buchanan’s across the wholesale distribution channel representing approximately 50% of brand volume in Latin America. Coordinated high-priority commercial initiatives across Marketing, Sales, and distributor partners to accelerate short-term performance under tight deadlines.

Developed and executed national retail trade marketing programs to increase sales and strengthen in-store execution. Created point-of-sale initiatives and communication tools to improve alignment and execution across the national sales organization.

Developed regional trade marketing plans and managed promotional initiatives to support business growth. Led promotional planning and execution activities across the regional market.