Gabriela McCoy is a storyteller that articulates where brands fit and how they can lead culture. As a consumer advocate, Gabriela seeks to understand the mind and hearts of people and how to enable an emotional connection with brands. She has more than 15 years of global consumer insights and market intelligence experience working in top-tier companies in spirits, food, fast-moving consumer goods, and services.
Currently, Gabriela is the Director of Portfolio Strategic Insights and Analytics for Bacardi North America. Her key contribution included the delivery of a fearless and unconventional consumer-centric approach and inspiring vision for the repositioning of BACARDÍ Rums and the introduction of the brand’s premium rum portfolio. This included defining the consumer target, situation assessment, communications and creative strategy, package redesign and liquid development. Gabriela also supports insights and analytics in North America for brands core to the company portfolio, including DEWAR’S blended Scotch whiskey, BOMBAY SAPPHIRE gin, and MARTINI & ROSSI vermouths and sparkling wines.
Prior to joining Bacardi, she worked at Zimmerman Advertising, Burger King and Reckitt Benckiser. Gabriela received her International MBA from the University of Miami and completed studies at Oxford University in England and at Ecole L’Etoile in France.
Venezuelan born and single mom of 2 boys, Gabriela spends most of her weekends kayaking and fishing. She has also traveled to 49 countries, but nevertheless, suffers from a severe case of wanderlust.