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Renata Urbina

@renataurbina

Marketing Manager at Everest Wines & Spirits who grew distribution of Abadía Retuerta and Remírez de Ganuza by up to 50%.

Mexico

Message

At Everest Wines & Spirits, I lead the strategic management and national development of more than 20 wine brands. I developed channel-specific plans that expanded distribution of Abadía Retuerta and Remírez de Ganuza, growing Sell In by up to 50% versus the previous year.

At Jugos del Valle-Santa Clara, I developed Del Valle strategies for Modern Trade. A new portfolio for self-service stores increased category variable contribution margin by 4% year to date versus the previous year, while my Back to School plan grew share of sales by more than five points in the lunch-box segment.

At Coca-Cola FEMSA, I launched AdeS in Traditional Trade, increasing first-year volume by 70% versus the previous year and exceeding the business plan by 40%. I also developed consumer promotions and brand strategies across beverage categories and channels.

Experience

Work history, roles, and key accomplishments

Current

Grouper Marketing Manager

Current

Everest Wines & Spirits

Mar 2023 - Present (3 years 8 months)

Leader of strategic management and national development of +20 wine brands, including entry, medium and high-end brands. Responsible for annual strategic plans, portfolio development, and management of +20 million pesos marketing investment.

Marketing Strategy Brand Management Portfolio Management Pricing Strategy Channel Management Market Analysis Consumer Analysis Negotiation

Current

Juice Drinks Jr Brand Manager

Current

Jugos del Valle-Santa Clara

Nov 2019 - Present (7 years)

Developed commercial strategies for the Del Valle brand in Modern Trade, defining brand portfolio and ensuring business plan compliance. Led cross-functional teams for 360 brand plan execution.

Brand Management Commercial Strategy Portfolio Management Business Planning Cross functional Leadership Market Analysis

Brand Manager

Everest Wines & Spirits

Nov 2021 - Mar 2023 (1 year 4 months)

Executed annual marketing plans for +10 wine brands across distribution channels. Designed and implemented integrated communication campaigns, analyzed market information, and developed brand positioning through training and events.

Marketing Strategy Brand Management Campaign Management Market Analysis ISCAM BI Reporting Event Coordination Public Relations

Ades & Santa Clara Brand Executive

Coca-Cola FEMSA

Jan 2018 - Jun 2019 (1 year 5 months)

Developed and executed commercial strategies for Santa Clara and AdeS brands in Traditional Trade. Defined portfolio and price architecture, and aligned strategies with trade marketing and commercial teams.

Brand Management Commercial Strategy Trade Marketing Portfolio Management Pricing Strategy Market Analysis

Consumer Promotions Executive

Coca-Cola FEMSA

Nov 2015 - Dec 2017 (2 years 1 month)

Designed annual promotions pipeline for main brands and executed 360 promotional campaigns across all channels. Aligned national strategies with Coca-Cola Company and coordinated media, communication, and sampling.

Promotions Management Campaign Management Media Planning Market Analysis Consumer Insights Cross functional Coordination

Consumer Promotions Coordinator

Coca-Cola FEMSA

Jul 2011 - Oct 2015 (4 years 3 months)

Executed and monitored promotional campaigns for various brands, coordinated cross-functional teams, and managed promotional budgets. Developed partnerships for joint promotions.

Promotions Management Budget Management Cross functional Coordination Partnership Development Trade Marketing