“I am a passionate marketeer & brand strategist. What moves me the most is driving value behind brands – whether it is through an integral (re)positioning strategy, powerful communication, 360 execution, or innovation. I began my career in marketing the soft drinks industry over 20 years ago in my native country El Salvador. During that time, growing interest in beverage companies in the Central American region brought international players into the arena. Hence, my career in the beer industry with SABMiller began, spanning over 15 years and taking me from El Salvador to Panama.  I was first introduced to the passionate and inspiring world of Rum in 2016, when I joined Varela Hermanos in Panama and managed Ron Abuelo, among other brands, on a global level. In 2020, on the verge of the global COVID-19 pandemic outbreak, I joined Guatemalan Spirits as Corporate Marketing Director, now based in Guatemala. Our international Rum brand portfolio includes Ron Botran, our leading Rontastic Rum, as well as Ron Colonial (Miracielo) and of course, Ron Zacapa, co-owned with Diageo.”