Bachelor of Arts in Business Administration

CTI is an innovation company that is the world's largest producer of specialty ink technology. CTI is best known for being the inventors of the chemistry that turns the mountains blue on the Coors Light cans.
* Led development and implementation of new commercial approach to grow & transform the business.
* Redefined CTI's sales & marketing growth strategy, elevated product selling proposition and implemented successful approach for generating sales leads.
* Responsible for activating partnership with Sun Chemical - first collaboration of its kind between CTI & Sun in LATAM, helping leverage existing business agreement and creating framework for managing and implementing projects moving forward.
* Generated 73 qualified new sales leads. Secured innovation partnership with White Castle and Coca-Cola LATAM.

New Business Development Lead (independent contractor)

Vivify Beverages is a forward-thinking alcohol seltzer company with a mission to create innovative, above-premium products that are unique.
* Successfully led Colorado CO statewide launch of their two brands, Bravazzi Hard Italian Soda & Itz Spritz, the biggest expansion initiative the company has undertaken to date.
* Responsible for leading sales function including: Supervision of 8 sales managers, management of all chain related activity, execution of monthly sales forecasting and ordering process with distributors.

VP Sales & Marketing (interim)

Brand and business lead for Coors Light, #1 priority and biggest brand across MCI markets (LATAM, Asia/Australia, Africa). Responsible for brand strategy, positioning and development of marketing plans.
* Led 2018 equity communication strategy and partnered with commercial team to drive execution during key selling season. Brand outperformed AOP in July +12% & August +4% and improved key brand health measures (trial to repurchase +8pts, relevance +6pts, top of mind +8pts).
* Integrated 2017 brand plans into commercial organization ensuring integrity of marketing programming and messaging while maximizing local relevance. Coors Light grew 41% and beat AOP by 4% yr/yr.
* Developed business case, sold opportunity to senior leadership, negotiated and delivered step changing 3 year partnership with NBA for LATAM, Australia and South Korea.

Senior Marketing Director, Coors Light

Led strategic and commercial development of marketing plans for key brands and chain customers in 9 states. Core team consisted of 12 marketing managers and 8 partner agencies.
* Created the multicultural recruitment strategy for Miller Lite in Texas. In 2014 Miller Lite volume performance in Texas (-.07%) outpaced national (-1.74%) and regional (-.24%) trends and delivered an 8-point turnaround yr/yr.
* 360 program development and activation of Miller Lite's exclusive sponsorship of the Dallas Cowboys. New campaign delivered improvement of +17 points yr/yr in sponsorship awareness.


* Above industry and company scores for Manager Effectiveness - 100% Recognizes and respects the value of human difference, 100% Encourages collaboration and teamwork, 90% Provides info and job direction.

Field Marketing Director, Central Region

Led team of 5 managers responsible for developing integrated promotional brand programs and activation tools for Miller Lite.
* Successfully led the implementation of an Integrated Agency Team Model, adopted from industry best practices, for two critical activation windows, Summer and Football.
* Led the strategic development and implementation of the first digital consumer promotion for Miller Lite "Taste Points" and ATL communication; the program contributed to share gains in grocery and improvement of key consumer metrics.

Marketing Director, Miller Lite

Find out detailed information about Beatriz Arsuaga,  

Beatriz Arsuaga:

Beatriz Arsuaga

CTI Chromatic Technologies

Vivify Beverages LLC

Molson Coors International (MCI)

MillerCoors

MillerCoors

Center for Creative Leadership

John F. Kennedy School of Government at Harvard University

University of Colorado

University of South Florida