Team structure
Redesigned responsibilities, priorities and handoffs across Growth so teams work with clear ownership.
Matías
Miranda.
Head of Growth Marketing
10 years across fintech and global brands.
I build brands people love and growth that scales.
I’ve built global brands and cultural partnerships, and now scale acquisition at Nu. Across highly regulated markets, I connect creative ambition with P&L discipline.
Explore the workNu 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 remit I took on ahead of the transition from SOFIPO to bank. I connect acquisition strategy, paid media, creative production and campaign delivery.
Google Search · YouTube · Meta · TikTok · Partnerships
Transforming how
Growth works.
I redesigned Growth’s operating model to improve efficiency and speed up delivery across the area.
Creative operations
Built tools and workflows connecting creative production with project management to reduce workload and accelerate delivery.
AI & project delivery
Lead Marketing’s AI transformation across planning, production and reporting, training teams to adopt new ways of working.
02 / Building cultural relevanceBrown-Forman · Sep 2024–Nov 2025
Global partnerships.
Local meaning.
As Brand Manager for Jack Daniel’s ON7 & RTDs, I led an activation platform connecting global and local partnerships with culturally relevant moments in Mexico.
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.Global partnership.
Mexican audience.
Led the Mexico activation of the McLaren Formula 1 partnership as part of Jack Daniel’s wider cultural activation platform.
Connecting an international property to local relevance.Local passions.
Shared moments.
Led global and local football and baseball partnerships in Mexico, bringing the brand into culturally relevant tentpole campaigns.
Partnerships connected through one activation platform.#1Brand + product marketing
Turning brand partnerships into product growth.
Led Jack & Coke with The Coca-Cola Company and the product innovation pipeline, achieving #1 in Mexico’s premium RTD category.
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 growth.
Jul 2021–Sep 2024Brown-Forman4% → 46%distribution presence
el Jimador
Brand Manager · FOBExpanded mainstream on-premise distribution from 4% to 46%, with a 400% sales lift in target accounts. Rebuilt Azulito and Flow Fest sponsorship and activation platforms: 220+ activations, 18K+ consumers reached and 120M+ media impacts.
Delivered double-digit value growth through portfolio analysis and SKU rationalization.
Nov 2018–Jul 2021Brown-Forman184%above launch volume target
Jack Daniel’s Flavors
Brand Lead · Flavors PortfolioLed Jack Apple’s go-to-market launch, establishing Mexico as a benchmark for Latin America. Improved operational efficiency 67% through quarterly content planning. Created Flavors Season and led JD Honey x The Shoe Surgeon.
Aug 2017–Nov 2018Japan Tobacco
International3 factoriesEuropean sourcing program
International
Camel
Innovation & GTM LeadLed global sourcing projects across three European factories to restart Camel distribution in Mexico, owning end-to-end project management. Relaunched Limited Edition Packs, growing sales 14% and market share 1.3 percentage points.
Jan 2016–Aug 2017Japan Tobacco
International127%higher brand sales
International
Winston
Business Intelligence & Brand Management LeadLed the innovation agenda through deep market analysis, developing limited edition packs and new launches that drove incremental growth. Led trade marketing activations to accelerate sales and developed business intelligence reporting for market expansion and penetration.
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