Driving Brand Growth Through High-Impact Activations Across CPG, Automotive, Sports and Beverage Alcohol
AREAS OF EXPERTISE
-
Client & Stakeholder Relations
Strategic Planning & Conceptualization
P&L Management and Financial Oversight
Cross-Functional Team Leadership & Mentorship
Organic Revenue Growth & SOW Development
ROI Analysis and KPI Tracking
-
Full Program Lifecycle Oversight
Venue/Logistics Management & Asset Routing
Custom Fabrication & Technology Integration
Staffing (Brand Ambassadors & Labor)
Talent & Venue Booking
-
Talent Sourcing, Vetting, and Negotiation
Tour Sponsorship and Activation Design
Product Integration & Custom Collaborations
Partner Brand Compliance & On-Site Integration
Talent Fulfillment (e.g., Production Days, Social, Meet & Greets)
-
Social-First Campaign Strategy (Paid/Organic)
Retail Marketing and Point-of-Sale (POS) Execution
Securing Promotional Support (Media & Influencers)
Sweepstakes and Promotions (Legal & Bonding)
Digital Asset Management and Content Workflow
HIGHLIGHTS
BRAND PARTNERSHIPS
CLIENTS: CONSTELLATION BRANDS, AT&T
OBJECTIVE
Create high-value, omnichannel partnerships with top Latin artists to gain market share within U.S. Hispanics and increase volume lift in key markets for Corona, Victoria, and Pacifico. The goal was to move beyond passive sponsorship and establish integrated, authentic cultural relevance across digital, social and retail channels.
ROLE
Led the end-to-end process of identifying, securing, and activating the right artist partners for each brand. This included sourcing and vetting talent, negotiating deals on behalf of the client, and ensuring every partnership aligned with audience insight, brand strategy and KPI’s. I guided the creative approach and partnership structure, then oversaw execution across tours, merch collaborations, retail extensions, and live fan experiences in collaboration with artist teams, promoters, venues, and internal brand stakeholders.
CARIN LEON x VICTORIA
2 year partnership
Exclusive merch collaboration, content series, tour, sweepstakes, social and retail integration
Video recap - 2024 Tour
MALUMA x AT&T
Drive to retail program with sale incentive
Exclusive events, live performances, PR, social, grassroots and retail integration
MULTICULTURAL STRATEGY + EXPERIENTIAL MARKETING
CLIENTS: MILLER LITE, STATE FARM, DISNEYLAND RESORT
OBJECTIVE
Build strategies rooted in cultural insight that elevate brand relevance and convert engagement into measurable business impact. Bring that strategy to life through live events, partnerships, and audience-centered moments that create meaningful brand connections with target audiences.
ROLE
Led strategy, creative development, partnerships, and execution. From concept to activation, I collaborated cross-functionally with clients, properties, artists, promoters, and venues to bring ideas to life with clarity, intention, and impact.
MILLER LITE
Nationwide concert series that ran for 4 years and targeted key Hispanic U.S markets
Included private concerts, media partnerships, retail activations, and on-site fan experiences
Successfully achieved an +18% volume lift
Video recap - 2019 Conciertos Originales
STATE FARM
Multicultural partnership program spanning NFL, NBA, MLB, NCAA, MLS, Live Nation and Six Flags properties
Averaged a roster of +200 events annually
Increased qualified leads for participating agents by +45% with a 10% conversion rate on new policies
DISNEYLAND RESORT
A traveling 12,000 sq. ft. immersive environment designed to bring the Disneyland Resort experience directly to Hispanic families at key California festivals
Ran for 3 consecutive years and achieved a +5% redemption rate on bounce back offer