Matías Miranda.

Matías Miranda

Head of Growth Marketing

I turn consumer insight into commercial results—from growing global FMCG brands to scaling acquisition at Nu. I connect brand and product marketing with the teams and ways of working needed to deliver.

Commercial experience includes P&L management and navigating complex regulation across financial services, spirits and tobacco.

Nu México

Head of Growth Marketing

November 2025–Present

+1M

new customers per quarterSustaining growth. Accelerating acquisition.

Growth through transformation.

I lead all growth marketing before and through Nu México’s transition from SOFIPO to bank, bringing acquisition strategy, paid media, creative production and campaign delivery together.

Rebuilding the operation behind it.

Explore the changes

Clearer ownership.
Stronger ways of working.

Redesigned team responsibilities and ways of working across Growth, clarifying who owns each stage and how teams collaborate.

Leading Marketing’s AI transformation. Embedding AI in planning, production and reporting, with training that helps teams put it to work.

Acquisition scope
Google Search & YouTube, Meta, TikTok and partnerships.

Brown-Forman

Brand Manager
Jack Daniel’s ON7 & RTDs

September 2024–
November 2025

Partnerships built into
cultural platforms.

I led global and local partnerships in Mexico, owning an activation platform built around culturally relevant tentpole campaigns.

McLaren & sport Formula 1, football, baseball

Led the partnerships and activation platform across global motorsport and local sports properties.

Jack Sessions Universal Music

Developed a music platform with Universal Music, bringing Jack Daniel’s into culturally relevant music moments.

Amazon Music Live music & Mexican talent

Partnered with Amazon Music to sponsor its livestream music platform featuring leading Mexican talent.

#1Jack Daniel’s in Mexico’s premium ready-to-drink category.
Led the Jack & Coke partnership with The Coca-Cola Company and the product innovation pipeline.

Brown-Forman

William Grant & Sons JV
Special go-to-market assignment

During the 2024–2025
Jack Daniel’s role

Building commercial readiness
for a joint venture.

I led the integration of distribution operations and go-to-market readiness for the William Grant & Sons joint venture in Mexico, aligning five functions to prepare the business for commercialization.

Project leadership across
Finance, Supply, Logistics, Marketing and Sales.

Japan Tobacco International

Innovation & GTM Lead
Camel Portfolio

August 2017–
November 2018

Restarting Camel distribution
in Mexico.

I led global sourcing projects across three European factories to restart Camel distribution in Mexico, owning end-to-end project management.

Camel Limited Edition Packs relaunch
Grew sales 14% and market share 1.3 percentage points.

A decade of building growth.

Nov 2025–PresentNu MéxicoHead of Growth Marketing

Lead growth marketing through the transition from SOFIPO to bank, alongside the transformation of Growth’s team structure, creative operations, project management and AI adoption.

Read the leadership story

Sep 2024–Nov 2025Brown-FormanBrand Manager, Jack Daniel’s ON7 & RTDs

Led cultural partnerships, music platforms and Jack & Coke innovation.

Led distribution integration and go-to-market readiness for the William Grant & Sons JV in Mexico, directing Finance, Supply, Logistics, Marketing and Sales to prepare for commercialization.

Jul 2021–Sep 2024Brown-FormanBrand Manager, el Jimador FOB

Expanded mainstream on-premise distribution presence from 4% to 46%, delivering a 400% sales lift in target accounts.

Rebuilt sponsorship and activation platforms including Azulito and Flow Fest: 220+ activations, 18K+ consumers and 120M+ media impacts. Delivered double-digit value growth through portfolio analysis and SKU rationalization.

Nov 2018–Jul 2021Brown-FormanBrand Lead, Jack Daniel’s Flavors Portfolio

Led Jack Apple’s go-to-market launch: 184% above its volume target, establishing Mexico as a benchmark for Latin America.

Improved operational efficiency by 67% through quarterly content planning. Created Flavors Season and led JD Honey × The Shoe Surgeon, the brand’s most successful PR initiative in five years.

Aug 2017–Nov 2018Japan Tobacco InternationalInnovation & GTM Lead, Camel Portfolio

Led global sourcing projects across three European factories to restart Camel distribution in Mexico, owning end-to-end project management.

Relaunched Camel Limited Edition Packs, growing sales 14% and market share 1.3 percentage points.

Jan 2016–Aug 2017Japan Tobacco InternationalBusiness Intelligence & Brand Management Lead, Winston

Led Winston’s innovation agenda through deep market analysis, developing limited edition packs and new launches that drove incremental growth and 127% higher brand sales.

Led trade marketing activations to accelerate sales; developed business intelligence reporting to guide market expansion and penetration.

Education

MBAFinance specialization

Universidad del Valle de México
2024–2025

Bachelor’s in MarketingWith Honors

Universidad del Valle de México
2013–2016

Project Management Specialization

ITAM   /   2018

Further study
Trade Marketing, Universidad Panamericana (2017)
Business Analytics, Tecnológico de Monterrey (2016)

Spanish — Native   /   English — Professional proficiency