Open to opportunities

Mariana Barone

@marianabarone

Message

I lead media, influencer, and retail media campaigns for global consumer brands.

Brazil

Message

What I'm looking for

I'm looking to lead media, influencer, retail media, and brand campaigns where I can connect creators, e-commerce, and culture across the full consumer journey.

At Diageo, I own end-to-end media, influencer, ambassador, and retail media strategy for Johnnie Walker, Old Parr, Smirnoff Ice, and Tanqueray. I lead strategy, negotiation, budget governance, compliance, and performance reporting across a premium global portfolio.

I was promoted twice within 18 months, progressing from Media Sr. Analyst to Media & Influencer Jr. Manager and Media Manager. I improved influencer-program ROI and engagement through clearer guidelines, closer creator relationships, and training.

I’ve connected media, e-commerce, and creators across the consumer journey, including first-to-market pilots with Meta, Amazon, Netflix, and Rappi. At PepsiCo, I developed media and brand strategy across Lay's, Ruffles, Cheetos, Quaker, Toddy, and other snack and beverage brands, and received the Chairman's Award.

I bring a Business Administration background and daily professional use of Claude, ChatGPT, and Higgsfield for research, briefing, content, and creative workflows.

Experience

Work history, roles, and key accomplishments

Current

Media Manager

Current

Diageo

Jun 2026 - Present (3 months)

Owns end-to-end media, influencer, ambassador, and retail media strategy across a premium global portfolio, leading strategy, negotiation, budget governance, compliance, and performance reporting. Drove a substantial increase in influencer program ROI and engagement rate through clearer guidelines and closer creator relationship management.