Emma Medina has served as Cincoro Tequila’s Senior Vice President of Marketing since December 2022. She has over 25 years of experience transforming iconic brands such as Clase Azul, Rémy Martin, Cruzan Rum, Buchanan’s Scotch Whisky, and more by launching, building and scaling brands, driving short-term revenue and long-term sustainable growth. In her role as SVP of Marketing at Cincoro Tequila, Emma leads all strategic marketing, overall brand positioning and leading the brand’s expansion as a lifestyle brand.
She previously served as the Chief Marketing Officer for Clase Azul Mexico where she succeeded in defining the brand positioning by molding and transforming the brand into the #1 brand in value in the Prestige Plus Tequila and Mezcal segments and #2 in the Prestige Tequila segment. During her time at Case Azul Mexico, Emma built, coached and led a team of 25 marketers in the development and execution of strategic marking plans that exceeded the company’s global revenue goal by 115% and tripled the business in under three years.
Prior to joining Clase Azul, Emma was the VP, Brand Marketing at Rémy Cointreau USA where she succeeded in reinventing Rémy Martin Cognac’s old-fashioned image. During her tenure, she transformed it from a brand in double digit decline into a thriving lifestyle brand. Emma’s leadership led to achieving the brand’s goal of becoming a 1MM case brand one whole year ahead of schedule. Her marketing strategies more than doubled the volume and nearly tripled the profit over her seven-year tenure with the company.
Emma holds a Bachelor of Science in Communications from St. John’s University. Additionally, she belongs to Chief, a prestigious network of women executives and Marketers That Matter, a distinguished associate of executive marketers.