Gustavo Guerra, Brand Director for the Tecate and Tecate Light
Gustavo Guerra serves as brand director for Tecate and Tecate Light, part of the HEINEKEN USA portfolio of Mexican brands. Guerra leads sports marketing efforts for Tecate, creating some of the brand’s greatest moments including the sponsorship of the Fight of the Century – Mayweather vs. Pacquiao, the Golden Boy Promotions and Canelo partnerships and bringing Chivas Del Guadalajara back to the USA. He also plays a key role managing innovation and product line up strategy for the brands.
Prior to joining the Heineken USA, Guerra was Senior Group Brand Manager at Heineken Mexico, overseeing Bohemia, Dos Equis, Noche Buena and Superior. In this role, he worked to create innovative campaigns ranging from a special edition Bohemia inspired by Frida Kahlo to collaborations with Kaws and David LaChapelle- for Dos Equis.
Guerra began his career at Mars, working on brands such as M&M’s, Milky Way and Snickers, before transitioning to Ralston Purina, AT&T, Coors Light, and Club Deportivo Guadalajara S.A. de C.V, where he helped transform Chivas Del Guadalajara into the 10th biggest brand in Mexico.
Guerra earned his bachelor’s degree in marketing from Instituto Tecnologico y de Estudios Superiores de Monterrey (ITESM). He currently resides in New York with his family and is an active marathoner.