Jorge Cardenas
About Jorge Cardenas
Jorge Cardenas is a Supermarkets Team Leader at Brown-Forman, where he has worked since 2019. He has extensive experience in marketing and management, having held various positions in companies such as Cuauhtémoc-Moctezuma and CEMEX.
Work at Brown-Forman
Jorge Cardenas has been employed at Brown-Forman since 2019, serving as the Supermarkets Team Leader. In this role, he oversees a team of 40 employees and manages an advertising and promotion budget of US 14 million. His responsibilities include executing consumer insight-based channel strategies and positioning regional brands through below-the-line (BTL) activities.
Previous Experience
Prior to his current role, Jorge Cardenas held various positions in the beverage and consumer goods industries. He worked at Cuauhtémoc-Moctezuma as Revenue Manager from 2004 to 2005 and later as Pricing Manager from 2003 to 2004. He also served as Category Manager at OXXO for seven months in 2009. His tenure at Cervecería Cuauhtémoc-Moctezuma included roles as Commercial and Trademarketing Responsible Office for Integration Process and Gerente Trademarketing Península Sureste.
Education and Expertise
Jorge Cardenas specializes in executing consumer insight-based channel strategies and has a strong background in brand positioning through promotional activities. His expertise extends to managing large budgets and leading teams effectively, which he has demonstrated throughout his career in various managerial roles.
Achievements in the Industry
During his career, Jorge Cardenas played a key role in the integration process of CCM-Heineken, where he led the resegmentation and prioritization of channels. He is recognized for achieving the first price differentiation in the beer industry, showcasing his strategic thinking and innovative approach to market challenges.
Career Timeline
Jorge Cardenas has a diverse career spanning several companies and roles. He began as a Market Analyst at CEMEX from 1993 to 1995, later becoming an Asesor de Planeación y Mercadotecnia until 1999. He then transitioned to Grupo Industrial Saltillo as Business Development Manager from 1999 to 2002, followed by various positions at Cuauhtémoc-Moctezuma and Danilo Design Group until joining Brown-Forman.