Francia Rodriguez

• I lead the development and execution of education-driven marketing plans in 45 key chain accounts across Texas with 430 outlets in total, focusing on sales programs, and growth development.
• Facilitate training sessions for on-premise staff to impart spirits and product knowledge, cocktail preparation, and bar operations, driving brand advocacy.
• Provide budgets for 6 key account managers to execute programming regionally, reviewed bi-weekly sales with executive teams and assist in selling national programs.
• Developed multicultural programs in collaboration with the National Brand Team and Trade Marketing, aligning with brand strategies and customer insights.
• Drive engagement initiatives in key on-premise accounts by fostering relationships with decision-makers and industry influencers.
• In charge of executing Multi-Cultural programming in Texas Accomplishments:
• Developed and launched the most successful program for Proximo Spirits "The Maestro Dobel Barrel Program," resulting in over 1,000 barrels sold since its inception in 2013.
• Recognized for creating a profitable portfolio of 471,000 cases for Cuervo through successful education and training programs.
• Achieved significant sales growth through innovative marketing strategies in tentpole national celebrations.

• Managed on-premise client relationships, delivering strategic promotions and product training that elevated brand awareness and sales.
• Conducted market analysis and competitive assessments, providing insights that informed strategic recommendations for account growth.
• Accomplishments:
• Consistently exceeded all sales quotas for Diageo brands, receiving awards for high-volume sales achievements.
• Achieved a 10% increase in territory sales within the first three months of hiring by implementing effective training and engagement tactics.

Group One Marketing – [City, State]

Dates of Employment (Jan 2001 – May 2004)

Executed high-impact consumer experiences by connecting brands with diverse audiences through strategic media and event planning.

Key Responsibilities:

• Purchased and negotiated media across TV, radio, digital, print, and out-of-home (OOH), with a strong focus on Spanish-language and multicultural outlets.
• Planned and executed branded events and grassroots activations tailored to local Hispanic and multicultural communities across major U.S. markets.
• Conducted audience research and media planning to optimize reach and engagement within targeted cultural segments.
• Collaborated with brand and sales teams to align media and event strategy with broader consumer experience goals.
• Managed vendor relationships, production timelines, and on-site logistics to ensure seamless execution of experiential campaigns.
• Tracked and reported on KPIs such as impressions, foot traffic, and consumer engagement across activations.

Key Achievements:

• Delivered over 100+ successful multicultural brand activations, resulting in increased brand awareness and measurable ROI for national clients.
• Negotiated media buys that achieved 20–30% cost savings while boosting reach in core multicultural markets.
• Helped launch integrated campaigns that generated over 500K consumer impressions across digital and in-person touchpoints.