Jesús Viveros

• Leaded the development and execution of the institutional communication and brand awareness strategy, digital marketing, media planning, and optimized the allocation of advertising and promotional budgets. • Successfully positioned Posadas in international media as the leading Mexican company in the hospitality sector. Achieved significant free coverage on front pages, columns, and home pages, resulting in an advertising value equivalency (AVE) of over $100 million pesos. • Managed and maximized the marketing, promotion and advertising budget (400 MDP), securing a clear Return on Investment (ROI) on all initiatives, negotiated with agencies on an exchange basis and achieved a media buying power exceeding 40% of the budgeted amount. • Launched Fiesta Americana Travelty booking platform in social media (Facebook, Instagram, Google, TikTok, CTV, YouTube, influencers, among others) and offline channels (TV, Radio, OOH), Integrating key brand platforms into key sales initiatives achieving 80% brand awareness during the first year, and significantly increasing social media fans through different activities and promotions targeted to core consumers. • Led Live Aqua Punta Cana hotel’s opening, featuring Dominican Republic President and other authorities, reaching over 50million readers through media coverage. • Developed the media plan for Fiesta Rewards, Banco Santander's, and MasterCard's loyalty program, supporting the engagement of over 3.5 million members through integrated marketing and digital platforms. • Launched the new Fiesta Inn campaign, resulting in a 40% brand Share of Voice (SOV) on social media in hospitality-related mentions for business travelers within the first year. • Led the annual presentations for the "VIAJA" promotional campaign, executing events and programs articulated in the local marketing plan, including initiatives for over 10,000 participants at the Auditorio Nacional in Mexico City, targeting a variety of corporate stakeholders.

• Created and implemented the public relations program "OMNIA" for hotel owners managed by Posadas. Developed communication platforms including forums, webinars, and events, within clearly specified budgets and achieving over 90% owner satisfaction as reported by Kantar agency's analysis. • Led over 50 hotel openings guaranteeing alignment to the brand’s marketing objectives, strategies and philosophies and organized all press tours around these initiatives. • Acted as Institutional spokesperson and company representative in tourism promotion chambers to leverage Posadas Group authority and build brand awareness, these associations include ANCH, CNET, among others. • Built close and long-term relationships with opinion leaders (Gabriela Warkentin, Javier Risco, Martha Debayle, Adela Micha) and with national and international editorial groups (Skift, Travel+Leisure, Reforma, El Universal, WRadio, Grupo Imagen, among others). • Introduced Live Aqua San Miguel de Allende hotel to the US market, resulting in 30% occupancy from American customers within the first year. • Developed an enhanced Environmental, Social and Governance (ESG) Communication strategy, earning various recognitions including Green Key, Blue Flag, and LEED certification. • Led the digital channels strategy committee, created, planned, managed, and executed all marketing events and program content for social media, websites and advertising. • Organized the inaugural gastronomic competition in the hospitality sector, "Duelos de Sazón", utilizing Facebook, Instagram, and YouTube as platforms. This resulted in a 30% increase in followers for Fiesta Americana's Instagram and Facebook profiles within a span of three months. • Successfully managed relationships and negotiated with marketing agencies, press, public relations social media, and influencer mkt agencies to develop cost-effective initiatives, drive executional scale in marketing platforms, increase brand awareness and maximize positive growth.

• Developed engagement programs with key audiences such as designers, interior designers, architects, and artists to create emotional connections between consumers and Comex products, beyond functional benefits, resulting in increased loyalty and repeat purchases.• Elaborated communication plan for COMEX-MASTERS World Cup campaign, a soccer analysis joint-venture broadcasting program between ESPN and FoxSports during FIFA World Cup in Brazil 2014, generating 300 articles and 30M audience reach. YouTube views hit 2.5 million in 4 weeks and Twitter (X) gained 40K new followers. • Created a mitigation plan for the biggest corporate communication crisis ever, preventing commercial contracts call-off from federal government. • Developed the communication strategy to enhance engagement and support social responsibility initiatives with vulnerable communities, encouraging the creation of urban art for social reintegration, benefiting over 15 million people. • Implemented strategic communication initiatives to facilitate the merger between Comex and PPG, achieving 100% positive media coverage across LATAM and generating 90% favorable sentiment among employees, as indicated by internal climate surveys.

• Headed communications and public relations strategies for The Coca-Cola Company, Mexico Tourism Board (CPTM), JD Power, Baja California Film Festival, among others. • Managed The Coca-Cola Company's communication and marketing program to shape the strategic direction of the brand Category, encompassing the Light Beverages and Jugos del Valle divisions. Successfully shifted perceptions regarding carbonated beverage consumption among more than 4,000 health professionals. Contributed to significantly increase sales volumes engaging new drinkers and maintaining loyal brand consumers. • Led the communication plan for Festival de Cine de Los Cabos, organizing events in both the US and Mexico, and coordinating gatherings with public figures and well-known Hollywood actors such as Edward Norton and Matt Dillon. • Organized all the amplification efforts for Tianguis Turístico Puebla 2013, gathering over 100 international press members. • Executed marketing engagement strategy and public relations initiatives for Lundbeck Mexico and Merck Sharp and Dohme (MSD). • Led and developed multidisciplinary teams in marketing, communications, health, and nutrition, within global environments and focused on promoting healthy lifestyles.

• Developed and implemented a strategic promotional campaign for Lala during the 2010 World Cup in South Africa. This comprehensive campaign encompassed all consumer goods lines, included athlete and player activations at points of sale, incorporated personalized images on packaging, and introduced travel contests. This initiative ensured alignment with the brand's marketing standards and resulted in a sales increase of over 20% during the campaign. • Rolled out and communicated social responsibility programs: Lala Institute, Lala Foundation and Alianza por el Corazón. • Conducted Fundación Azteca and Fundación Lala Alliance to create “Nutriendo una Esperanza” program, which generated +55 news to gain an AdEq of $15 million pesos and +13M of audience reach. • Negotiated, engaged, and executed a sponsorship with the Mexican Football Federation to become the first company to have its brand identity displayed on players' uniforms and referees' boards. • Successfully drove urban art exhibition “Cow Parade” Lala, leveraging global and national properties setting merchandising opportunities and building attractive cultural spots around Mexico. This exhibition was visited by +18 million citizens in 4 cities. • Developed a comprehensive corporate communication program for the 60th Lala anniversary, which included the opening of the Laguna Industrial Complex, a media tour, top corporate achievements, which resulted in over 20 million pesos in AdEq through non-paid media notes.

• Developed the launch communication strategy for Merck Sharp and Dohme's first human papillomavirus vaccine (Gardasil) and implemented the national awareness program, (Díselo Hoy y Pasa la Voz), aimed at preventing the risks of contracting the disease. • Executed a PR proposal that successfully secured the Shering Plough account, resulting in a 20% increase in the agency’s turnover. • Generated content for the Pop Reporter, Johns Hopkins University and Bibliomed’s e-magazine on women’s health and HIV, reaching +30K doctors in Latin America.

• Coordinated communication and public relations strategy for the launch and positioning Instituto Científico Pfizer. • Interviewed more than 100 health opinion leaders, hospital managers, presidents of medical associations and researchers to generate editorial content for laboratory’s magazine "El Residente" and website www.promedicum.org • Collaborated to win 1st place in 2004 National Technology Award for Pfizer - Large Services Company category, developing the achievements presentation of Instituto Científico Pfizer.