Johanna Posada Vidales
Port Spain
Summary
Strategic marketing leader with over 18 years of experience designing and executing impactful 360 campaigns that bridge brand vision with consumer reality. Expertise in cultural insights, go-to-market strategies, trade and digital executions, and product launches that connect emotionally and commercially. Proven ability to lead multidisciplinary teams across marketing, commercial and PR units to mobilize consumer action and deliver business growth. Skilled in aligning big ideas with sales objectives and optimizing omnichannel execution in LATAM markets. Adept in leveraging AI, influencer marketing, SEO/SEM, and performance metrics to deepen brand impact and conversion.
Overview
14
14
years of professional experience
Work History
Cultural Luxury Reserve Manager
DIAGEO COLOMBIA
04.2022 - 06.2025
- Ideated and executed go-to-market campaigns integrating trade, digital, influencer, and experiential strategies to drive product launches and sales growth.
- Achieved 70% increase in brand awareness via omnichannel marketing (POS activations, premium events, PR).
- Designed the 'Don/Doña + name' personalization campaign for Don Julio, boosting retail engagement by 40%.
- Executed exclusive editions of Blue Label with 30% increase in sales in strategic channels.
- Led high-performing teams across marketing, trade, and commercial areas to align execution with KPIs.
PR & Digital Growth Manager
KUAISHOU TECHNOLOGY (Kwai)
04.2020 - 04.2022
- Designed and executed digital campaigns across 5 key LATAM countries, increasing brand relevance in highly competitive digital ecosystems.
- Launched product-focused PR strategies tailored to local media landscapes, resulting in high visibility and adoption.
- Developed digital playbooks for influencer marketing and branded content, boosting engagement and retention by 25%.
- Used AI and cultural data to segment audiences and personalize communications for Spanish-speaking markets.
Country Director
ANOTHER COMPANY
05.2017 - 12.2020
- Structured full-scale marketing campaigns for product launches across digital, PR, and influencer ecosystems, particularly for IQOS, UberEats, and P&G brands.
- Designed omnichannel strategies with insight-driven positioning to increase penetration across LATAM consumers.
- Executed retail and e-commerce activation plans with precision to ensure cohesive storytelling and buyer alignment.
- Implemented performance tracking for campaign effectiveness, resulting in significant lift in brand awareness and conversion.
- Orchestrated cross-functional teams to connect brand purpose with culturally relevant execution at every consumer touchpoint.
Account Director
LINKS WORLD GROUP
11.2014 - 05.2017
- Led regional marketing strategies for lifestyle and retail brands including Marriott, JetBlue, Victoria’s Secret, and Bath & Body Works.
- Developed digital-first campaigns integrating influencer marketing, social content, and public relations.
- Designed and executed brand activations and seasonal launches tailored to consumer behavior across LATAM.
- Drove shopper engagement through in-store experiences and omnichannel storytelling frameworks.
- Implemented cross-market positioning strategies, improving visibility and conversion.
Communications & Digital Growth Director
REDGROUP (KIENYKE, KABINAK, REDassist)
10.2013 - 11.2014
- Led digital marketing growth initiatives focused on expanding user and reader engagement across KienyKe and its sister platforms.
- Developed and executed PR and media campaigns to drive brand awareness and community building.
- Structured editorial and content strategies aligned with real-time audience behavior and SEO trends.
- Oversaw brand partnerships and experiential activations, increasing visibility across digital channels.
- Managed media and consumer engagement strategies for high-end brands.
- Created sponsorship frameworks and experiential campaigns to elevate brand perception.
Senior Communications Consultant
CROP ASUNTOS PÚBLICOS
09.2011 - 09.2012
- Designed and implemented digital and PR strategies to support corporate growth and stakeholder engagement.
- Led the development of launch campaigns and digital content initiatives to elevate company narratives.
- Delivered brand reputation strategies tied to performance metrics and communication effectiveness.
- Coordinated public affairs and crisis response tactics for consumer-focused industries.
Education
Diploma in Artificial Intelligence -
IA University
05.2025
Master’s in Communication Management, Public Relations & Protocol -
Eserp Business School
01.2013
Master’s in Strategic Business Consulting & Institutional Communication -
Universidad Rey Juan Carlos
01.2013
Bachelor’s Degree in Social Communication & Journalism -
Universidad de La Sabana
01.2008
Skills
- Strategic Go-to-Market Planning
- 360 Campaign Design & Execution
- Cultural Insight & Consumer Strategy
- Product Launches & Retail Activation
- Team Leadership & Cross-functional Alignment
- Trade Marketing & Shopper Engagement
- Digital Strategy
- Influencer Marketing
- SEO
- AI-Powered Targeting
- Data Interpretation
- PR
- Brand Positioning
- Growth Acceleration
Accomplishments
- +30% increase in POS sales through tailored product launch activations across luxury and FMCG brands.
- Consolidated marketing and commercial execution across LATAM countries, ensuring unified messaging and performance tracking.
- Developed shopper journeys and retail toolkits that improved on-shelf engagement by 40% in premium categories.
- Pioneered AI-powered consumer segmentation, improving ROI by 25% in digital campaigns.
References
Available upon request.
Languages
- Spanish, Native
- English, Advanced (B2)
Tools And Methodologies
- Trade & shopper insight platforms: Nielsen, Kantar, Euromonitor
- CRM & performance: Salesforce, Google Analytics, Meta Ads Manager
- AI tools: ChatGPT, Midjourney, Prompt Engineering, Custom GPTs
Languages
Spanish
First Language
English
Advanced (C1)
C1
References
References available upon request.
Timeline
Cultural Luxury Reserve Manager
DIAGEO COLOMBIA
04.2022 - 06.2025
PR & Digital Growth Manager
KUAISHOU TECHNOLOGY (Kwai)
04.2020 - 04.2022
Country Director
ANOTHER COMPANY
05.2017 - 12.2020
Account Director
LINKS WORLD GROUP
11.2014 - 05.2017
Communications & Digital Growth Director
REDGROUP (KIENYKE, KABINAK, REDassist)
10.2013 - 11.2014
Senior Communications Consultant
CROP ASUNTOS PÚBLICOS
09.2011 - 09.2012
Diploma in Artificial Intelligence -
IA University
Master’s in Communication Management, Public Relations & Protocol -
Eserp Business School
Master’s in Strategic Business Consulting & Institutional Communication -
Universidad Rey Juan Carlos
Bachelor’s Degree in Social Communication & Journalism -
Universidad de La Sabana
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