Birdman | From Brand to Community

During my time at Birdman, I worked as a Brand Manager, overseeing the development and execution of brand identity across all product lines.

My role centred on acting as a brand guardian, ensuring consistency across all touchpoints, from social media and digital content to e-commerce platforms such as Amazon storefronts. Each product line required a distinct yet cohesive identity, balancing tone of voice, visual language, and positioning within the wider brand ecosystem.

A key focus of my work was building and managing influencer relationships across both the Mexican and US markets. From scouting and outreach to negotiations, briefing, and performance tracking, I led collaborations with creators ranging from micro-influencers to talent with audiences exceeding one million followers. These partnerships played a central role in product launches across three lines in the US, as well as ongoing brand visibility efforts.

Beyond digital, I contributed to brand activations within selected gyms and wellness studios, as well as participation in key industry events, including marathons across Mexico and trade shows such as ExpoWest. These activations extended the brand experience into physical spaces, reinforcing community engagement and brand presence.

This project reflects my ability to operate at the intersection of brand strategy, influencer marketing, and experiential activation, translating a brand’s identity into cohesive, multi-channel execution.