María García

Adding into my scope The Digital Spirits Project brand; specialized in partnerships and collaborations with Gaming studios, TV shows and influencers tapping into cultural passion points to open-up the Scotch category to new consumers. Main project led: full development (from ideation to packaging and ATL execution) of Moth & Wolf Blended Scotch Whisky based in "The Last of Us" game in collaboration with PlayStation – Sony Entertainment. Management and development of an ABM.

Looking after the global brand strategy for Passport, Clan Campbell, 100 Pipers and Something Special. Conduct the creative development and production of assets including L3F toolkits, social assets production, drink strategy and ATL campaigns. Co-managed the innovation pipeline with the driven markets and led the latest NPDs: Passport Apple Brazil, Passport Honey Mexico and 100 Pipers 8Y Spain. Conduct Passport repositioning including the development of its new website and guidelines. Management and development of an ABM.

Responsible for the management and execution of Absolut, Havana Club, and Malibu in Argentina with a gross margin of 26% and 25% A&P within PR ARG. Leadership of the 360 executions on OOH, Digital, Events, influencers, and PR. Led the creative development process and production of Absolut new campaign "Transparente nunca invisible" to boost the brand's closeness by tapping into the gender equality topic. Key Results:

-Absolut Pride campaign 2019: T. Awareness +4pts ROI +83% vs LY CxC -45% vs LY.

-Malibu ATL Campaign: Brand Awareness +12% with a record of share of conversation of 2.5M contacts.

-Improvement of CAAP: LE2 Absolut +105% and Havana Club +198% vs A19. Management and development of an ABM.