Fernanda Rivera has a robust background in marketing and trade management with significant experience in both traditional and modern trade channels. Currently serving in Customer Marketing at Bacardi since November 2021, Fernanda previously held positions at JTI (Japan Tobacco International) from February 2019 to August 2021, where responsibilities included leading wholesale cycle planning and visibility solutions for various sales formats. Prior to that, experience in trade marketing was gained at Jugos Del Valle-Santa Clara and Mondelēz International, focusing on strategic initiative development and budget management. Additionally, Fernanda coordinated logistics for Warner Home Video Mexico at Technicolor. Educationally, Fernanda earned a degree in Marketing and Advertising from Universidad Mexicana, S.C. between 2010 and 2013.
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