Performance & experimentation
Set the testing agenda across messaging and creative, using performance data to guide campaign strategy, investment and growth priorities.
Matías
Miranda
Head of Growth Marketing
10 years across fintech and global brands.
I build brands people love and growth that scales.
I’ve led global brands from commercial strategy to market execution, and now scale acquisition at Nu. Across highly regulated markets, I lead brand strategy and manage P&L.
Nu México2025–PresentBrown-Forman2018–2025Japan Tobacco International2016–2018Brand · Product · Commercial growth
01 / Scaling acquisitionNu México · Nov 2025–Present
+1M
new customers
per quarter
Sustaining growth.
Accelerating acquisition.
Head of Growth Marketing
Growth at scale.
An operation
built to deliver.
I lead all growth marketing at Nu México, a role I took on ahead of its transition from SOFIPO to bank. I oversee customer acquisition, paid media, creative production and campaign delivery.
Google Search · YouTube · Meta · TikTok · Partnerships
Transforming how Growth works.
Building a proactive growth operation
Led the shift from reactive execution to proactive planning across Growth Marketing, aligning priorities, team capacity and budgets to anticipate risks and act on opportunities.
Scaling through AI
Lead Marketing’s AI transformation across functions, setting priorities based on business impact and guiding adoption to increase capacity and improve decisions.
02 / Leading brand growthBrown-Forman · Sep 2024–Nov 2025
Building relevance.
Driving brand growth.
As Senior Brand Manager for Jack Daniel’s & RTDs, I set the brand and commercial direction in Mexico, building culturally relevant platforms and leading full-funnel integrated campaigns from strategy through execution.
Pricing & portfolio strategy
Revamped pricing and portfolio strategy for Jack Daniel’s and RTDs.
Integrated campaigns & agency leadership
Led full-funnel campaigns end to end, directing PR, media and creative agencies from planning through execution.
#1Brand + product marketing
Jack & Coke
Contributed to portfolio development and integration with The Coca-Cola Company in Mexico, Jack & Coke’s first launch market worldwide. The product became Mexico’s #1 premium RTD.
Cultural platforms in action
Universal Music
Amazon Music
Developed Jack Sessions with Universal Music and partnered with Amazon Music to sponsor its livestream platform with leading Mexican talent.
A creative platform built around music and culture.Mexico’s #1 spirits brand
associated with Formula 1.
Led the McLaren Formula 1 partnership in Mexico, with a limited edition bottle and activations that drove record brand talkability.
NFL México’s first
spirits sponsor.
Built a BTL platform for Jack Daniel’s NFL México sponsorship around fan events, brand activations and BBQ experiences.
William Grant & Sons JV
Led distribution integration and go-to-market readiness in Mexico, aligning Finance, Supply, Logistics, Marketing and Sales.
Experience
A decade of building brands
and driving growth.
2016–Present
Jun 2021–Sep 2024Brown-Formanel JimadorBrand Manager4% → 46%distribution presence
Expanding el Jimador’s reach.
I expanded mainstream on-premise distribution from 4% to 46%, delivering a 400% sales lift in target accounts. I rebuilt sponsorship and activation platforms including Azulito and Flow Fest, and delivered double-digit value growth through portfolio analysis and SKU rationalization.
Sponsorship & activation platforms
220+activations
18K+consumers reached
120M+media impacts
Nov 2018–Jun 2021Brown-FormanJack Daniel’s FlavorsJunior Brand Manager · Flavors Portfolio184%above launch volume target
Making Mexico a benchmark for Jack Apple.
I led Jack Apple’s go-to-market launch, delivering 184% above its volume target and establishing Mexico as a benchmark for Latin America. Quarterly content planning improved operational efficiency by 67%.
Aug 2017–Nov 2018Japan Tobacco InternationalCamelInnovation & GTM Lead3 factoriesGlobal sourcing program
Restarting Camel distribution in Mexico.
I led global sourcing projects to restart Camel distribution in Mexico, managing full product development across three factories.
Camel Limited Edition Packs relaunch
14%sales growth
1.3 ppmarket share gain
Jan 2016–Aug 2017Japan Tobacco InternationalWinstonBusiness Intelligence & Brand Management Lead127%higher brand sales
Turning market insight into brand growth.
I used deep market analysis to guide Winston’s innovation strategy and develop limited edition packs and new launches that drove incremental growth and 127% higher brand sales.
Education
Strategy.
Finance.
Execution.
MBA
Finance Specialization
Universidad del Valle de México
Bachelor’s in Marketing
With Honors
Universidad del Valle de México
Project Management Specialization
ITAM
Further study
Trade MarketingUniversidad Panamericana (2017)
Business AnalyticsTecnológico de Monterrey (2016)
Spanish, native English, professional proficiency