PAULINA VARELA PUIG

Directed brand marketing and communications strategy for 60+ brand international luxury portfolio, driving strategic positioning and commercial growth across B2B and B2C channels.

• Designed and governed comprehensive marketing frameworks, aligning brand positioning with revenue growth objectives.
• Translated global brand strategy into local growth models, enhancing market performance and reinforcing equity.
• Conceived and institutionalized Murrieta Week as a recurring growth platform, achieving +32.7% YoY growth.
• Led national execution of Top of the World – Don Melchor initiative, resulting in +165% volume growth and +414% sales growth YoY.
• Managed strategic investment allocation across brands and channels, balancing immediate performance with long-term ROI accountability.
• Served as strategic bridge between local leadership and international partners, aligning performance narratives and executive reports.
• Contributed to business transformation initiatives with McKinsey, leading strategy and growth analysis for premium wine portfolio.

Developed and executed integrated brand marketing strategies for premium and luxury portfolio.

• Managed comprehensive brand portfolio to ensure effective strategy execution across channels.
• Led strategic and tactical brand plans aligning global guidelines with local market opportunities.
• Directed trade marketing initiatives and commercial activations to enhance sell-out performance.
• Coordinated relationships with suppliers, headquarters, and key accounts for visibility programs.
• Monitored commercial KPIs, forecasts, and marketing investments to guide decision-making.
• Executed experiential activations and communication actions to boost consumer awareness.
• Created annual plans and performance reports for both local and international teams.

Co-founded and operationally led creation and launch of regional platform, establishing business model and market strategies.

• Directed comprehensive marketing and communication strategy, defining brand positioning and narrative regionally.
• Designed and executed launch plan for platform, integrating public relations, strategic alliances, and brand experiences.
• Spearheaded business model and positioning strategy, establishing commercial foundations from inception.
• Oversaw planning and execution of flagship event, coordinating production, programming, guests, media, and partners.
• Developed and managed regional and international strategic alliances, enhancing visibility through crafted value propositions.
• Managed creative teams, agencies, and vendors to ensure adherence to timelines, budgets, and quality standards.

Coordinated marketing and corporate communication initiatives to ensure brand consistency across media, partnerships, events, and consumer touchpoints.

• Executed marketing and communication strategies for corporate branding, maintaining positioning consistency across B2C, trade touchpoints, and institutional platforms.
• Implemented retail marketing actions that enhanced brand visibility in proprietary stores and on-trade accounts.
• Collaborated with creative agencies to execute impactful public relations campaigns and activations.
• Supported development of strategic alliances and brand activations for institutional and positioning events.
• Oversaw operational tracking of schedules, deliverables, and communication materials to ensure adherence to timelines and brand guidelines.