Creative and entrepreneurial marketing expert with progressive experience of driving business growth, brand presence, and demand generation through meaningful brand building and strategic thinking. Brand Management Marketing Strategy Brand Innovation Market Expansion Commercial Strategy Digital Marketing Integrated Campaigns P&L Management Team Development & Leadership

Diverse experience in CPG industries, across in-market, regional and global roles, with strong relationships-building skills.

Performance driven, dynamic and commercially minded marketeer. Consistent results and fresh thinking across a range of brands, categories, and markets. Track record in portfolio and marketing planning, commercial strategy, innovation, and P&L Accountability. PROFESSIONAL EXPERIENCE

DIAGEO (World's leading premium drinks company – annual revenue £23 b) 2007-2023 DIAGEO Miami, USA (2017 – Currently in this position) Buchanan’s, Brand Director, Global Brand Team (2nd biggest Diageo’s Scotch brand – U$D500m annual revenue)

• Developed inspiring long term brand vision & strategy, resulting in solid growth trajectory (+10.4% L4Y CAGR)

• Created Purpose led Comms & Culture Platforms, BTL and Shopper integrated drivers - deployed in US and LAC markets.

• Redesigned Packaging for Luxury range and developed launch GDs for flagship Red Seal – resulted in x3 brand growth in SDLX+.

• Led direct reports and supervised brand teams in markets to drive performance and plans against global ambition.

• Responsible for brand’s suite of global agencies (comms, media, design, shopper, culture) DIAGEO HQ - London, UK (July 2014 - December 2016) Global Head of Commercial Captain Morgan - (2nd biggest rum brand in the world - 3rd Biggest Brand in Diageo)

• Delivered 5 year growth & commercialization strategy for the brand - achieved $7M incremental A&P support in UK and Germany.

• Led brand geographical expansion plan and was catalyst for next wave of launch markets - Brazil 1M 9lcs, India 3M 9l cs in 5ys.

• Created Shopper Marketing programs, BTL GD’s and Commercial Propositions – deployed in US & Europe. Benchmark in Diageo. DIAGEO HQ - London, UK (April 2013 - June 2014)

Global Marketing Manager Captain Morgan (Digital Marketing GBT Lead)

• Led the Global Digital Content strategy – Set an inspiring digital vision and 3 years strategy aligning key markets (USA, UK, Canada, South Africa, and Mexico) through an influencer led content creation and planning approach.

• Was focal point for brand development in emerging markets (Mexico, Russia & Eastern Europe, Indonesia, South Africa) DIAGEO Argentina (August 2007- April 2013)

Head of Marketing Spirits Brands – Diageo Argentina (May 2011 – April 2013) - Johnnie Walker, Ciroc, Malts, Baileys, J&B, Smirnoff, Cuervo, Captain Morgan – Annual revenue USD170M - Marketing budget USD 15M

• Member of Local Exec Team. Thought leadership of Marketing agenda. Led Joined Up Business Planning for the organization.

• Portfolio and Category Strategy. Annual Brands Marketing Planning. ATL and BTL campaigns. Management of Media Plans, Culture and Influencers Program, Forecasting, full P&Ls ownership, & new product launches. Delivered +39% of NSV in FY12.

• Management of a team of 7 people (3 Sr BMs, 1 BM, 2 ABMs, 1 Brand Ambassador) ad3nnb@r.postjobfree.com – Tel: 786-***-****

Linkedin - Miami, 33129, FL

JOSE MARTIN RANTICA

BRAND DIRECTOR

Release Brands Group Manager (April 2010–May 2011) – J&B, Smirnoff, Cuervo, Capt Morgan. Managed team of 4. Senior Brand Manager (Aug 2007 – Mar 2010) – Smirnoff, Captain Morgan Rum, Jose Cuervo. Managed team of 3.

• One of my most notable achievements was increasing five-fold the size of Smirnoff, to a brand with 40% Value share and a realistic vision of reaching 1 million cases.

• In 2011 I launched the Johnnie Walker Keep Walking campaign through mass media delivering +30% vol vs prev year.

• In Dec 2010 I launched Smirnoff Ice outperforming the local RTD leader in the first year in the market.

• In Sept 2009 I launched Captain Morgan Rum achieving +11% sales vs 1st year business objectives.

• Awards and acknowledgements for results achieved: o EIKON Gold Award for best consumer relationship activity (Smirnoff NEP) Imágen Magazine (arg) o Marketer of the year Diageo LA&C Transformer award. o Best Marketer Spirits Industry Argentina - Bar and Drinks Magazine o Smirnoff Double Eagle Award (only market awarded in LATAM, and one of the 5 globally) GROUPE DOUX (French Multinational food company – annual revenue €1,390 M) 2006-2007 Douxe Iberica - Madrid, Spain (Jul 2006-Aug 2007)

Sr Product Manager Alsabia Foods (Consumer Unit and Food Service - annual revenue €105M)

• Launched new to the world food brand “Alsabia” into the Spanish market of poultry based processed food (modern trade)

• Led annual Marketing Plans, Comms development and Media, and Innovation agenda (working closely with R+D from France)

• Developed advocacy partnership with Spanish Chef Dario Barrios – Led full suite of agencies: media, PR, advertising, design.

• In charge of a team of 5 people (2 product managers, one marketing assistant and 2 interns) ACNIELSEN Bases Group (International Marketing and Research Consultancy Firm) 2004-2006 BASES Milan, Italy (Aug 2004 – Oct 2005) – Madrid, Spain (Nov 2005 – Jul 2006) Senior Analyst Marketing Consultancy – (Simulated Test Market Business Unit)

• Marketing consulting for new product launches in FMCG industry (Unilever, Danone, Nestle, P&G)

• Analysis of Marketing Plans (Distribution, Media, ROS Promotions, Shares and Volumes) and Research Studies

• Led Danone account and delivered strategic recommendations to senior leadership. Led a team of 2 analysts. EDUCATION & PROFESSIONAL DEVELOPMENT

University of Esslingen - Master of Business Administration (MBA) in International Management –Stuttgart, Germany Universidad Católica Argentina (UCA) - BSc in Business Administration – Buenos Aires, Argentina London Business School Emeritus: Mastering Digital Marketing: SEM, SEO, Social Media, and Beyond Upping Your Elvis (Chris Barez-Brown) – Creative Mastery Workshop – Brighton, UK GAP International – Breakthrough Thinking & Execution – Miami, US Universidad de Belgrano - Retail Marketing Program - Argentina Winston Churchill High School – Maryland, USA

LANGUAGES & TECHNOLOGY

Fluent: Spanish & English; Intermediate: Italian; Basic: German Zoom, Teams, Skype, Google Suite, MS Office Suite

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