James E. Montero

Tequila Escondido, Inc is the parent company of Tequila Escondido, SA de CV of Mexico. We are building the world's FIRST 'destination tequila distillery' situated where millions of U.S. tourists vacation in Puerto Vallarta, Mexico. This destination will eventually be used as a launch-point to introduce a world-class Tequila into the U.S. Market.

Led development of new-to-world Spirit RTDs for BBC & Collaborated across brand teams to elevate Spirit Execution - Identified and developed new products, grounded in consumer and customer insights, for new-to-world brands within Spirit Ready-To-Drink products across all categories: Vodka, Whiskey, Gin, Tequila - Led cross-functional teams through product development process, including early stage (insights team, external design /research agencies, internal liquid development team), mid stage (procurement, finance, legal, corporate relations) through to launch (external creative/media agencies, national accounts) - Development of brand identity, brand book & tools to effectively support launch brand in the market

Led strategic planning and implementation for Dogfish Head spirits, initially developing full proof spirits portfolio and expanding into Ready-To-Drink Cocktails, establishing Dogfish Head as a core focus for Boston Beer. - Developed distillery business plan for Dogfish Head; led strategy development and implementation between founder & management, onboarded and connected new distillery production team, engineering, brewing, legal, marketing, finance to successfully launch new distillery business into the marketplace - Applied sound business insights with entrepreneurial instincts to launch business, including hiring production team, mapping out portfolio and development of products: recipe development with distiller, concept & naming, sourcing custom embossed pack & packaging design, pricing strategy - General Manager role was diverse, and impacted multiple aspects of business: marketing strategy, innovation pipeline, production scheduling, full P&L understanding & responsibility to deliver topline revenue growth, manage cost of goods & operating expenses.

Help define strategic re-positioning of Dogfish Head spirits business, develop new product mix & lead packaging redesign , develop & execute launch plans in new markets.

Responsible for leading annual brand planning process, including evaluation of previous year activities, setting strategic vision & development & implementation of consumer insight led growth drivers for the brand. Lead multi-agency resources (advertising, PR, digital, experiential) to deliver coordinated platform idea through full marketing mix. Develop celebrity influencer & PR strategy and social media content strategy. Leverage strong commercial understanding to ensure brand vision aligns with channel realities at point of purchase. Direct management of national team of 10 Brand Ambassadors, including developing programs to deliver against brand goals, materials & training to support and KPIs for measurement.

Identified and developed new products and platforms, grounded in consumer and customer insights, off existing global brands and new-to-world brands. Led cross-functional teams through product development gate process, including early stage (planning, external design /research agencies, internal liquid development team), mid stage (procurement, finance, legal, corporate relations) through to launch (external creative/media agencies, US & global brand marketing teams, commercial, national accounts), managing stakeholders through ongoing gate and informal updates. • Beer Innovation – led development of beer innovation pipeline for North America. Projects include leading development and in-market test & evaluation for Guinness Foreign Extra Stout, in-market test of Harp Lemon Shandy (first summer seasonal), development & national launch of Guinness Generous Ale (Guinness’ first winter seasonal) & Guinness Red Harvest Stout (Guinness’ first fall seasonal). • Ready-to-drink Innovation – developed concepts, tested and coordinated launch of progressive adult beverage pipeline: Smirnoff Ice Pineapple, Smirnoff Ice Cherry Lime, Smirnoff Ice Tropical Fruit, Smirnoff Premium Mixed Drinks Screwdriver, Smirnoff ICE Original Pouch.

Responsible for managing the development and execution of national business plans for the world’s #1 selling Ready-To-Drink, Smirnoff Ice. Manage brand development, budget, activity briefs, communication and implementation of national programming activities; developed marketing activities to support innovation launches; develop national and regional media plans. • Develop & manage “Under-the-Cap” promotion, the portfolio’s #1 growth driver 2008 summer selling period. o Manage concept & creative development across multiple agencies for 360-degree communication: dedicated microsites, on-packaging creative, Point-of-sale materials, public relations messaging, trade publications advertisement, distributor mailers, consumer emails. o Engage & integrate external licensing partners (eBay & eMusic) & expanding opportunities for consumer engagement via mobile phone integration. o Develop internal selling tools, presentations & incentives to engage selling organization to elevate their level of execution. o Develop plan to measure & evaluate performance of program. • Lead development of national launch plan & hero creative concept for Captain Morgan Parrot Bay MOJITO, Smirnoff Ice Fiesta Flavors (Mango & Passion Fruit). Develop through the line programming activity across multiple channels, including point-of-sale, in-store sampling program, coupon, and retail advertisements. • Project lead for cross-functional team including Sales, Legal, Supply, & Finance to develop new product solution and commercial plan in response to legislative change in most important market.

Assisted in brand planning and execution for the world’s #1 selling tequila brand. Responsibilities include writing the annual brand plan, monthly category and performance analysis, managing budgets and developing and executing multiple national programs. • Managed national trade education program of 8 Tequila Ambassadors. Responsibilities include hiring, training, developing performance measurement tools, setting key performance indicators and reviewing performance on a monthly basis. • Managed industry award winning trade education program - Tequila Flight Club. Expanded program coverage from three markets to five, improved brand communication and effectiveness of event, and established KPIs for local follow-up execution. Developed high-end spin-off program, Tequila First Class Lounge, for execution in 4 specific markets. • Managed through-the-line execution of Cuervo Especial’s multicultural program, Cuervotón, a national musical talent search for the next Latin hip hop musician. Cuervotón consists of 7 concerts and communicates with target consumer through multiple channels: print, PR, online, radio, on-premise POS, off-premise POS, managed bar nights & street teams. • Managed successful Premium Shot Program, in the on-premise. This includes the management of 22 dedicated Team Leaders. • Assisted in development of Cuervo Season concept and executed roll-out of managed bar night concept, “Shot Poured ‘Round the World”

Successfully launched own marketing consultancy to develop creative marketing campaigns for diverse group of companies. Projects include, improving customer acquisition processes, building customer loyalty, creating new channels for communication, customer segmentation & targeting, ensuring brand consistency across existing channels. • Conceived and managed marketing and promotional strategies for clients, including product development and positioning, copy creation, selecting and negotiating all media plans and buys • Strong top line performance, low overhead - 2002 Annual Sales: $230,000; 2003 Annual Sales: $316,000 • Increased client’s lead volume into system by 200,000 – 300,000 qualified leads at 50% of average acquisition costs • Managed entire product lifecycle: product development, pitch to client, implementation, budgets, tracking and billing • Managed full time for 2001, then part time while doing other jobs and pursuing MBA.

Participated in structured management training program for international water bottling company (5 gallon home & office delivery). • Comprehensive rotation program including time spent in Finance, Customer Service, Production, Distribution • Managed team of 11 water delivery drivers, including education, payroll, performance evaluation • Improved relationship between distribution team & management, impacting trust, sick days, check out/in errors

6th employee with direct marketing site where members earn frequent flier points for interacting with advertisers. • Conceived and negotiated initial long-term vendor partnerships; developed relationships with interactive agencies • Created and managed most lucrative revenue product, resulting in 30% of company revenues; prospected/pitched clients