BEATRIZ BERNAL

• Drive fashion publicity for H&M in Colombia adapting H&M global fashion calendar to ensure local relevance, executing holistic media, influencers and KOL strategies maintaining a strong relationship with them.
• Seek new opportunities for external partnerships and event opportunities to amplify H&M fashion offering and expose the brand to strategic audiences.
• Work with local cross-functional teams to identify actions to support H&M commercial offering. Responsible for data, analytics, and reporting.

ACHIVEMENTS:

• Lead Mugler HM launch, hosting a VIP event attended by 165 influential guests, generating 21.5 million impressions. Achieved an outstanding ROI increase of over 87%, underscoring the campaign's impactful outcomes and strategic progress.
• Executed Rabanne HM campaign launch in CO, working achieving an impressive reach of 33.4 million. Generated a significant social media value of $500 k USD amplifying brand visibility and engagement.
• Plan and execute VIP opening of Colombia's flagship store in Zona T, event attended by over 800 KOL. Garnered extensive media coverage with over 15 articles in top-tier media, reaching an audience of more than 10 million and achieving an impressive earned media value (EMV) of $600k USD.

• Design and develop communication and public relations strategies for Adidas, H&M and Michelob Ultra through media coverage, influencers activations, events and partnerships to increase awareness, consideration and sale on launching campaigns and collections.

ACHIVEMENTS:

• Developed positioning PR strategy of Adidas Adizero Adios Pro running shoes with in the vertical runners through alliances, Olympic athletes, and traditional media, obtaining a 4:1 ROI.

• Strengthened adidas's ambassador program to make a significant impact across Latin America, engaging key artists and global Colombian singers. Successfully secured brand representation at prestigious events such as the Cannes Film Festival and the Latin Grammy Awards, showcasing adidas apparel on prominent personalities.

• Executed communication and public relations strategy for adidas and CERVEZA CORONA in order to improve awareness, consideration and sales at campaign launching and collection.

ACHIVEMENTS:

• Amidst the pandemic, in partnership with adidas and FCF executed the initiative to donate 1200 pairs of sneakers to healthcare professionals in Colombia. Achieving a heartfelt delivery through a video featuring football players, athletes, and artists. Additionally, developed an online platform to stream a concert simultaneously in 10 hospitals across Colombia, generating an estimated average value of over $300K USD.
• Successfully spearheaded the launch of the Paradise Advisor platform for Corona Beer, an innovative initiative designed to uncover hidden paradises in Colombia. Leveraged influencer partnerships from Mexico, Colombia, Peru, and Ecuador to promote the platform, resulting in the generation of a remarkable social media value of $450K USD within the first month of its release. .

• Execution of public relations and communications strategies for Baileys, Johnnie Walker, Old Parr, Haig Club, Buchanan’s and Tanqueray
• Develop influencers marketing plan of 2019 for DIAGEO Colombia brands and positioning brands as an aspirational brands through experiences.

ACHIVEMENTS:

• Executed the successful launch of Haig Club Whisky in Colombia, planning the logistical arrangements for David Beckham's visit to the country. Organized and executed launch events in both Bogotá and Medellín, drawing attendance from over 400 guests. This initiative not only showcased the brand's commitment to excellence but also solidified its presence in the Colombian market, establishing Haig Club as a premium choice for whisky enthusiasts.
• Drove the positioning of Baileys within the dessert landscape by forging strategic alliances with restaurants, pastry chefs, and culinary influencers. Negotiated partnerships to establish the Baileys Bar presence at various fairs and exhibitions across Colombia, amplifying brand visibility and engagement within the gastronomic community. These initiatives not only enhanced Baileys' reputation as a versatile and indulgent ingredient for desserts but also fostered meaningful connections with key stakeholders, contributing to sustained brand growth and market leadership in the culinary space.