# Matías Miranda

## Head of Growth Marketing

[LinkedIn](https://www.linkedin.com/in/matiasmirandamillan/)

Growth marketing leader with 10+ years turning consumer insight into business growth, from global FMCG brands to fintech. Connects brand and product marketing with the teams and operating structures needed to deliver results. Brings P&L management experience and a record of navigating complex regulatory environments.

## Experience

### Nu México

**Head of Growth Marketing** | November 2025 - Present

- Lead all growth marketing through Nu's transition from SOFIPO to bank, sustaining **over 1M new customers per quarter** and accelerating acquisition.
- Own acquisition strategy, paid media, creative production and campaign delivery across Google Search, YouTube, Meta, TikTok and partnerships.
- **Transformed Growth's operating model:** redesigned team responsibilities and workflows; built tools connecting creative operations and project management; clarified priorities, ownership and handoffs to reduce workload and accelerate delivery.
- Lead Marketing's **AI transformation** across planning, production and reporting, training teams to adopt new workflows.

### Brown-Forman

**Brand Manager, Jack Daniel's ON7 & RTDs** | September 2024 - November 2025

- Led global and local partnerships in Mexico across **McLaren Formula 1, football and baseball**, with an activation platform built around cultural tentpoles.
- Developed **Jack Sessions with Universal Music**; partnered with **Amazon Music** to sponsor its livestream platform featuring leading Mexican talent.
- Led the **Jack & Coke partnership with The Coca-Cola Company** and the product innovation pipeline, achieving **#1 in Mexico's premium RTD category**.
- Led **William Grant & Sons JV distribution integration and go-to-market readiness in Mexico**, directing **Finance, Supply, Logistics, Marketing and Sales**.

### Brown-Forman

**Brand Manager, el Jimador FOB** | July 2021 - September 2024

- 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 reached and 120M+ media impacts.
- Delivered double-digit value growth through portfolio analysis and SKU rationalization.

### Brown-Forman

**Brand Lead, Jack Daniel's Flavors Portfolio** | November 2018 - July 2021

- Led Jack Apple's **go-to-market launch: 184% above its volume target**, 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.

### Japan Tobacco International

**Innovation & GTM Lead, Camel Portfolio** | August 2017 - November 2018

- 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**.

### Japan Tobacco International

**Business Intelligence & Brand Management Lead, Winston** | January 2016 - August 2017

- 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

**MBA, Finance Specialization** | Universidad del Valle de México | 2024 - 2025

**Bachelor's Degree in Marketing, with Honors** | Universidad del Valle de México | 2013 - 2016

**Project Management Specialization** | ITAM | 2018

Additional study: Trade Marketing Diploma, Universidad Panamericana (2017); Business Analytics Diploma, Tecnológico de Monterrey (2016)

Spanish: Native | English: Professional proficiency

Canonical website: https://matiasmiranda.me/