Recognizing that many in the Latinx community were introduced to Perrier by family members while living abroad, I collaborated with internal and external Latinx thought leaders to shape the go-to-market strategy and product development for Día de los Muertos. Leading a cross-functional team, we launched a limited-edition SKU featuring an iconic skull design, crafted retail merchandising displays, and partnered with Latinx non-profits, mixologists, and key on-premise accounts to create culturally relevant cocktail recipes, experiential activations, and compelling content.