Crypto Oasis

Building the fastest growing blockchain ecosystem in the world.
• Recruited in Switzerland to support the foundation of the company in Dubai
• Developed marketing efforts from scratch - Marketing Strategy, Team Consolidation, Social Media, Branding Execution, Events and PR, while developing and putting execution processes in place.
• Provided marketing strategy consulting services as well as communication strategies to portfolio companies and external clients
• Experiencing the start-up world from the inside, while building initiatives from scratch.
• Led and executed the WEB3FEST (3 editions), the largest Web3 conference in Switzerland to date. 8 days, 10k attendees, 100+ partners, 180+ speakers, 50+ projects

Marketing Manager

WEB3FEST

An initiative by Crypto Oasis

Led and launched the Swiss WEB3FEST - the biggest Web3 gathering in Switzerland to date. 
We officially launched it during 6 days of festival dedicated to the different industries leveraging on Web3 technologies. 
Day 1: NFT ART DAY ZUG - Dedicated to digital art and kicked off the Swiss NFT calendar at unpaired Gallery. 
Day 2: Gaming & Metaverse in parallel to Regulatory and Digital Infrastructure in Web3 sessions.
Day 3: The Green Block Launch was dedicated to AI and Web3 initiatives in sustainability.
Day4: Crypto Valley Deep Dive focused on getting insights on one of the leading and most solid blockchain ecosystems in the world, getting to know the pioneers and early contributors to this well established blockchain hub. 
Day 5: Ecosystem Unconference targeted a wide array of projects in industries such as Real World Assets, Education, Longevity & Lifestyle, Digital Art, Gaming, Metaverse, Sustainability and much more!
Day 6: Brunch & Networking was an opportunity to unwind, relax and strengthen connections for the upcoming edition.

With 3000+, 150+ partners, 90+ speakers and 50+ projects, we proudly and successfully launched the first edition of the Swiss WEB3FEST!

See you in June 2024!

Project Lead

Anheuser-Busch InBev

In charge of developing the 360° marketing strategy of the CORE brands portfolio (9) based on a deep understanding of consumer behavior, needs and wants. This included ongoing work and coordination with multiple agencies such as: Creative, Digital, PR, BTL & ATL among others as well as continuous travelling across Bolivia and internationally. As a result, initiatives were executed in a way that reached consumers efficiently. 

The Core portfolio consists of Paceña, the largest & most iconic beer brand in Bolivia as well as other regional beer brands in the country.

Marketing pillars I was in charge of: TV commercials, Events, Out Of Home Communications, Digital, POS On & Off trade, PR and Innovations.

June 2020: Launched Pasión Cervecera Boliviana (PCB), a historic alliance with 7 craft breweries in Bolivia in order to tackle the crisis as a single industry as well as to build a beer culture that promotes healthy consumption habits for our consumers. In 2021, given the initiative's impact on the beer industry, leaders of the company decided to assign PCB its own team, budget and creative agency.

July 2020: Established a partnership with ProMujer, an organization that provides opportunities and support to women in developing countries. This alliance is part of Paceña’s “Modelos de Mujer” platform, which aims to empower women both financially and socially.

December 2020: Launched a new SKU, Paceñita (235ml), which aims to build new consumption occasions as well as healthy consumption habits for our consumers. It's size makes it the perfect SKU to enter homes, which is a huge challenge in a developing market. This was also the SKU that reached homes during COVID 19 strict regulations. 

March 2021: Began the process of fully repositioning Paceña after 5 years of maintaining the same strategy.

Managed a direct team of 4 and external resources for the different purposes required. Presented frequently to leadership teams in Chile and our headquarters in New York.

Core Brands Manager

Managing the 360° marketing strategy and executing initiatives of the Premium portfolio which included Huari, the fastest growing beer brand in Bolivia, as well as imported premium brands: Stella Artois & Patagonia. Initiated the process of import of other beer brands: Hoeegarden, Budweiser, Goose Island.

Marketing pillars: TV commercials, Events, Out Of Home, Digital, POS On & Off trade, PR and Innovations.

Apr. 2019: Launched Huari Chopp, the first time in the brand's history to have that SKU. This allowed the brand to develop new consumption habits.

May 2019: Launched Huari’s first massive event in its history, Orígenes Huari. A gastronomic festival focused on revaluing Bolivian ingredients and techniques in order to educate consumers on food pairing as a way to build healthy consumption habits that would reduce barriers to entry homes in Bolivia. Ref: https://tinyurl.com/4sk7h853.

Aug. 2019: Launched the major rebranding process on Huari's packaging. Given the brand's unique history, it took months of work together with the indigenous community to come up with an innovative packaging that maintained the origin of the brand. https://tinyurl.com/34pd7tcf

Oct. 2019: Created and developed a new beer within the Huari family, Huari Trigo. Besides offering a new product to consumers, this beer contributed to the enrichment of our portfolio based on consumers' demands. By deeply understanding our consumers needs as well as the maturity stage of our market, my team was able to deliver one of the most successful innovations in beer history in Bolivia.

Throughout my journey I developed our social cause that aimed to revive Bolivian labors of origin that were going extinct. Worked with sociologists, psychologists, designers and leaders to deeply understand our traditions, labors, and their origins. The 2-year long project was published in early 2020 as a documentary to show the journey and the impact that we had in our community. Ref: https://youtu.be/3y2X6WFlwc8.

Premium Brands Manager

Joined the Huari team to lead the beer food-pairing platform that would allow beer to penetrate homes, a challenge faced in developing markets. We launched 2 new beer flavors, Quinoa and Coffee, to enable us to create an innovative food experience around beer.

Constantly coordinated all beer and food pairing efforts with colleagues from Argentina, a well developed market, where I deepened my knowledge about Zythology, the study of beer and beer-brewing. This allowed me to provide nation-wide Zythology workshops to our POS partners and brand ambassadors for the proper execution of the brand and the food-pairing experiences. 

Frequently visited POS across the country to train personnel and supervise our execution and developed strategic alliances with gastronomic events to increase awareness of Huari in such consumption occasions.

Launched the brand's second TV Commercial focused on food pairing and aimed to build healthy consumption habits at home. 

Launched a series of 12 TV documentaries with Tastemade Argentina, through which we massively showcased the infinite possibilities of beer and food pairing with Huari and traditional Bolivian food. The initiative earned the brand international recognition and positioned it as a benchmark for other countries in the regions, such as Uruguay.

Premium Brands Senior Analyst

Competitive leadership program with 1% acceptance rate in which trainees start with a 'Deep Dive' of the company and then rotate through different areas including Supply, Marketing, Sales and Solutions to develop the skills to lead a team in any of them. In each month long rotation, trainees work on a project that is then presented to the leaders of the company. Afterwards, trainees have a 5-month project in any country of the zone (Argentina, Bolivia, Chile, Uruguay and Paraguay in the case of Latin America South), after which they get a leadership position. 

My experience in Argentina: 
Supply Rotation - Mendoza: Implementing Autonomous Maintenance in the beer packaging line. 
Marketing Rotation - Buenos Aires: Part of a War Room that tracks people's perceptions and conversations about the launch of a new product, while answering any doubts consumers have about the new product. 
Sales Rotation - Mar del Plata: Working with distribution centers to increase High End products' coverage in the Atlantic Coast region. 
Solutions - Buenos Aires: Installed sensors in our beer kegs at POS to track different KPIs of our beer (freshness, servings, temperature, etc) from our phones. Goal:to improve our customers’ experience with all of our products as well as the efficiency of our kegs in benefit of our POS.

Global Management Trainee (LAS Zone)

New Jersey Environmental Infrastructure Trust

Part time social media marketing assistant, focusing mainly on advertising and promotions through Facebook, Twitter and Instagram.

Social Media Marketing Assistant

University of Notre Dame - College of Science

Undergraduate research assistant studying courtship behaviors in Drosophila Melanogaster flies and the different chemosensory cues that play a role in their mating behaviors.

Biological Sciences Research Assistant

University of Notre Dame

Undergraduate research assistant studying people's visual-spatial abilities under stressful circumstances.

Psychology Research Assistant

My responsibilities include monitoring the equipment use and technical assistance to student users.
- Developed in-depth understanding of computer networking and technology as well as problem solving skills.

Computer Lab Consultant

Portuguese and Spanish tutor for student athletes.
- Enhanced communication skills.

Student Athlete Personal Tutor

Within the Research & Development team, I worked directly with the Sales team analyzing the consumer behavior of the largest beer consumer group in Bolivia, a sector that uses beer as a social currency. 
My responsibilities included finding ways to better reach and engage the sector by identifying insights about them, their needs and their perceptions towards beer and the company. Based on those findings, I provided various action points to increase sales and market share as a result. 
Significantly improved leadership, teamwork and communication skills.

Marketing Summer Intern

Channel Control Merchants, LLC.

Summer intern in the Marketing department, focusing mainly on social media marketing. 
- Enhanced knowledge on the usage of social media platforms for business purposes

Summer Intern

Proesa

My responsibilities included coordinating marketing message across different media and introducing social media corporate presence.

Restaurant Gustu

Intern at the flagship GUSTU restaurant in La Paz, Bolivia. A fine dining restaurant that works exclusively with Bolivian products from all its regions to demonstrate to the world its diversity and richness. Owned by Claus Meyer, GUSTU works to be an international showcase of Bolivia's true potential food culture.
Internship experience included working in the kitchen, stockroom, hospitality, bar and administration.

Self-driven and passionate young professional with a fast-track career marked by a strong sense of ownership, managing diverse teams. My global experience solidified my resilience, while imparting a unique understanding of cultures, markets and consumer insights. As a former competitive tennis player, I developed the discipline and habits that enabled me to face challenges through creative solutions and a focused and positive mindset.

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