Carlos Gonzalez Rodriguez

•Lead Brown-Forman’s business across 30+ markets and 41+ distributors in Central America and the Caribbean, managing over $20M in net sales, $2M in brand expenses, and $ 12M in brand profit.

• Develop and execute annual brand and portfolio strategies in collaboration with PUBCC General Director, Marketing Director, Finance Director, and distributor leadership, driving volume and financial performance.

• Establish and maintain strong relationships with distributor partners, ensuring alignment with commercial goals and driving mutual accountability.

• Oversee the execution of sales and marketing plans in both on- and off-trade channels, including eCommerce opportunities, optimizing resource allocation and ensuring effective brand execution.

• Monitor consumer insights and key metrics to inform brand and commercial strategies, collaborating with the Insights Manager to refine future initiatives.

• Spearhead the development and management of the annual A&P budget, ensuring tracking and reporting align with financial targets and strategic priorities.

• Lead a cross-functional team of one Commercial Manager and one Marketing Manager, providing mentorship and coaching to ensure team success.

• Manage market-wide supply chain coordination in partnership with the LAR Supply Chain Manager, ensuring optimal distributor and trade inventory levels.

• Ensure compliance with Brown-Forman’s values and policies, including legal, regulatory, and brand standards, across all distributor and third-party agreements.

• Advocate for responsible consumption of Brown-Forman’s brands while supporting the company’s diversity and inclusion initiatives in the region.

•Lead Brown-Forman’s business across 30+ markets and 41+ distributors in Central America and the Caribbean, managing over $20M in net sales, $2M in brand expenses, and $ 12M in brand profit.

• Develop and execute annual brand and portfolio strategies in collaboration with PUBCC General Director, Marketing Director, Finance Director, and distributor leadership, driving volume and financial performance.

• Establish and maintain strong relationships with distributor partners, ensuring alignment with commercial goals and driving mutual accountability.

• Oversee the execution of sales and marketing plans in both on- and off-trade channels, including eCommerce opportunities, optimizing resource allocation and ensuring effective brand execution.

• Monitor consumer insights and key metrics to inform brand and commercial strategies, collaborating with the Insights Manager to refine future initiatives.

• Spearhead the development and management of the annual A&P budget, ensuring tracking and reporting align with financial targets and strategic priorities.

• Lead a cross-functional team of one Commercial Manager and one Marketing Manager, providing mentorship and coaching to ensure team success.

• Manage market-wide supply chain coordination in partnership with the LAR Supply Chain Manager, ensuring optimal distributor and trade inventory levels.

• Ensure compliance with Brown-Forman’s values and policies, including legal, regulatory, and brand standards, across all distributor and third-party agreements.

• Advocate for responsible consumption of Brown-Forman’s brands while supporting the company’s diversity and inclusion initiatives in the region.