Maya Rubalcaba
Marketing Director
Ghost Tequila
Maya Rubalcaba started her marketing journey in Mexico 25 years ago, donning various roles as both client and agency while guiding global, regional, and local teams. Her professional experience spans a wide range of sectors, including prominent brands like Coca-Cola, Volkswagen, and even funeral homes, but her enduring passion has always centered around the spirits industry.
Maya is celebrated for her creative thinking, resourcefulness, holistic vision, and leadership skills. Among her standout achievements is the successful launch of the Effie-winning tequila, H, which has resonated with a new generation in the vibrant heart of Guadalajara. Collaborating with renowned actors Diego Luna and Gael Garcia, she championed Mexican filmmaking through the Tres Generaciones initiative. At Casa Sauza, Maya played a pivotal role in shaping the brand portfolio strategy and identity, all while doubling Laphroaig's business through an award-winning campaign “Opinions Welcome” and contributing to the launch of Toki, a new generation whisky for House of Suntory.
Her track record includes tripling the Florida marketing budget, a remarkable accomplishment backed by exceptional results from her meticulously crafted programs for each brand. In addition, Maya took on the challenge of establishing a new Ready-to-Drink (RTD) department at her former company. By leveraging her commercial acumen and collaborating closely with sales and distribution partners, she developed strategic plans that fueled brand growth and successfully navigated execution challenges, ultimately exceeding first-year sales targets.
Last year, Maya undertook the challenge of building Ghost Tequila in the competitive spicy tequila market. During this period, she not only developed the brand strategy and identity but also launched three impactful campaigns that attracted new consumers, positioning Ghost Tequila as the #2 brand in unaided awareness. As a results-oriented leader with a strong focus on people, Maya is deeply passionate about the art of brand building. Her innate intuition for consumer behavior empowers her to create engaging brand strategies and campaigns that resonate with audiences and drive significant business impact.
In her personal time, Maya delights in organizing activities for her children and traveling to visit friends. She consistently seeks new adventures for her family to enjoy together. Her interests include music, dancing, lively karaoke nights, cooking, reading, and immersing herself in captivating TV shows. Maya currently resides in Miami.
Maya is celebrated for her creative thinking, resourcefulness, holistic vision, and leadership skills. Among her standout achievements is the successful launch of the Effie-winning tequila, H, which has resonated with a new generation in the vibrant heart of Guadalajara. Collaborating with renowned actors Diego Luna and Gael Garcia, she championed Mexican filmmaking through the Tres Generaciones initiative. At Casa Sauza, Maya played a pivotal role in shaping the brand portfolio strategy and identity, all while doubling Laphroaig's business through an award-winning campaign “Opinions Welcome” and contributing to the launch of Toki, a new generation whisky for House of Suntory.
Her track record includes tripling the Florida marketing budget, a remarkable accomplishment backed by exceptional results from her meticulously crafted programs for each brand. In addition, Maya took on the challenge of establishing a new Ready-to-Drink (RTD) department at her former company. By leveraging her commercial acumen and collaborating closely with sales and distribution partners, she developed strategic plans that fueled brand growth and successfully navigated execution challenges, ultimately exceeding first-year sales targets.
Last year, Maya undertook the challenge of building Ghost Tequila in the competitive spicy tequila market. During this period, she not only developed the brand strategy and identity but also launched three impactful campaigns that attracted new consumers, positioning Ghost Tequila as the #2 brand in unaided awareness. As a results-oriented leader with a strong focus on people, Maya is deeply passionate about the art of brand building. Her innate intuition for consumer behavior empowers her to create engaging brand strategies and campaigns that resonate with audiences and drive significant business impact.
In her personal time, Maya delights in organizing activities for her children and traveling to visit friends. She consistently seeks new adventures for her family to enjoy together. Her interests include music, dancing, lively karaoke nights, cooking, reading, and immersing herself in captivating TV shows. Maya currently resides in Miami.