Daria Diaz

Lead comprehensive marketing strategy for U.S. whiskies across all channels to enhance consumer connections and drive portfolio growth.

• Manage full P&L responsibilities for $14M budget, optimizing spending on brand equity and commercial initiatives to meet volume and revenue targets.
• Liaised with commercial leads to executed end-to-end launch of Glenmorangie Original 12 Years Old, achieving nationwide distribution in 85% of the account universe within six months.
• Developed integrated campaign featuring Harrison Ford, utilizing paid media, experiential, and PR strategies to achieve +19 point lift in brand awareness.

Led luxury experiential activations and partnerships for the full champagne portfolio that elevated brand prestige and strengthened brand relevance.

• Developed and executed a fully integrated activation strategy for the Chandon Garden Spritz launch, which enabled the brand to exceed its year-one volume target.
• Directed Moët & Chandon's NBA partnership, aligning the league and partner teams to deliver high-impact consumer engagement strategies in and outside of the arena.
• Oversaw planning and execution of the Veuve Clicquot Polo Classic, collaborating across internal and external partners to create immersive luxury experiences at the highly sought-after event.

Managed multi-million dollar brand initiatives for whiskies and tequila in the US market.

• Developed national experiential tour for Ardbeg, converting 35% of engaged consumers into buyers.
• Executed whisky fairs and trade activations in collaboration with the brand ambassador team.
• Collaborated with the creative agency to design tailored POS materials, sell-in decks, and retail toolkits for standout retail execution