Viviana Muci is Global Director of Media and Digital Strategy at Monster Energy. Leading a multicultural and international team across Canada, LATAM, APAC and Oceania, she is responsible for developing digital strategies and innovative marketing campaigns that effectively reinforce its unique branding and connect with global consumers.
Viviana has over 16 years of marketing experience, driving growth for strong international brands. Before Monster Energy, she headed the Digital Marketing, Media and eCommerce team at Bang Energy. She was also involved in all consumer-facing elements related to the brand, including Product Marketing, Consumer Insights, Influencer Marketing, Partnerships, Retail Activation, Events, and Sustainability programs. Viviana played a critical role in the company, driving unprecedented results thanks to her creativity, performance – driven mindset and deep understanding of the ever-changing digital consumer and landscape. Moreover, her data-driven skills have supported the organization in implementing new technologies to track KPIs and assess effectiveness of all organic and paid media campaigns, driving incremental return on spend and business impact.
Awarded 40 under 40 by Retail Touchpoints in 2023 for her contributions to the eCommerce industry, her professional experience has been truly international, leading large brand portfolios. Viviana is the Former Head of Marketing at Mattel in Europe, responsible for the Girls brands portfolio including the Barbie franchise, where she led the “Anything is Possible” campaign to reposition the brand and make it more inclusive. Along the way, she’s worked on other globally recognized brands as Senior Brand Manager for Europe including Hot Wheels, UNO, Pictionary and Scrabble
Viviana developed a solid sales and marketing expertise at Adidas and Reebok. Based at their headquarters in Germany, she was responsible for developing and executing Account Marketing Plans for European accounts, Channel and Product ranges, Harmonizing trade terms, and was part of the team creating Adidas’ first global DTC.
Passionate in teaching others, she is currently a board member of the Full Sail University Digital Marketing Program. During her career she has coached students at IE Business School and created an online program in Digital Marketing “Digital Leader Program”. She holds a Master in Marketing Management from IE Business School and graduated Magna Cum Laude in Marketing and International Business at Florida International University.