Celia Viridiana Madrigal Gonzalez
About Celia Viridiana Madrigal Gonzalez
Celia Viridiana Madrigal Gonzalez is a Senior Brand Executive at Brown-Forman, overseeing Jack Daniel's RTD since 2018. She is responsible for innovation monitoring, brand guideline execution, and strategic partnerships in the brand's marketing efforts.
Work at Brown-Forman
Celia Viridiana Madrigal Gonzalez has been employed at Brown-Forman since 2015. She currently holds the position of Senior Brand Executive for Jack Daniel's RTD, a role she has occupied since 2018. In this capacity, she is responsible for overseeing innovation monitoring and procedures for the Jack Daniel's RTD brand. Her work encompasses ensuring the execution of brand guidelines across multiple channels, including Above The Line (ATL), Below The Line (BTL), Public Relations (PR), Digital, and both On and Off Trade sectors.
Education and Expertise
Celia earned her Bachelor's degree in Marketing from Universidad de Guadalajara, where she studied from 2004 to 2007. She furthered her education by obtaining a Master's degree in European Studies/Civilization from Uniwersytet Jagielloński w Krakowie, completing her studies there from 2009 to 2011. Her educational background provides her with a solid foundation in marketing principles and European cultural studies, which she applies in her current role.
Background
Before her current role, Celia worked at Brown-Forman as a Market Information & Analysis professional from 2015 to 2018. During this time, she gained valuable experience in market analysis, which has contributed to her capabilities in brand management. Her work has primarily focused on the Guadalajara area and its surroundings in Mexico.
Achievements
In her role as Senior Brand Executive, Celia develops monthly brand reports that provide key information and recommendations for Jack Daniel's RTD. She also manages strategic partnerships with various stakeholders, including agencies, internal teams, customers, and suppliers, to enhance brand performance. Additionally, she oversees the VAP platform for Jack Daniel's RTD, ensuring alignment with brand objectives.