LA/CA
                                               

Federico Lozano

Business & Sales Executive. Brand Growth


Creative strategist with 10+ years of experience in experiential activations, cultural branding, and storytelling. Bilingual in English and Spanish, adept at managing multiple projects, building strategic partnerships, and executing impactful marketing campaigns across the U.S. and globally.


Contact
Federico Lozano is a creative force with over a decade of experience in experiential activations, cultural branding, and storytelling. Fluent in both English and Spanish, Federico has a proven track record in managing multiple projects, developing strategic partnerships, and executing successful marketing campaigns across the US and globally.
Background
Born in Guadalajara, Mexico, Federico was influenced by his father, an architect, musician, and art teacher. His journey took him from London, where he pursued a music career, to Los Angeles, where he co-founded Mezcal El Silencio. Federico thrives on collaboration and creativity, continuously seeking new challenges and adventures.

Career Highlights
Mezcal El Silencio, El Silencio Holdings Co. | Dec 2014 - Jan 2024
Director of Sales & Business Development
Founding Partner

  • Scaled Mezcal El Silencio from a startup to a top 3 global Mezcal brand,  driving $10M_ in revenue and maintaining 60% YoY growth.
  • Led B2B & B2C sales strategies, securing distribution in 5,000+ luxury retailers, hospitality groups, and premium establishments, including Ritz-Carlton, Four Seasons, Total Wine, and BevMo.
  • Spearheaded digital & experiential marketing campaigns, generating 2M+ impressions per campaign and increasing customer engagement by 45%.
  • Negotiated multi-million dollar contracts with top-tier distributors such as Southern Glazer’s Wine & Spirits and Breakthru Beverage, expanding national and international reach. 
  •  Otpimized CRM & automation tools *HubSpot, Apollo, Zoominfo), increasing lead qualification accuracies by 35% and streamlining sales prospecting effiency by 40%.
Led cross-functional teams in product placement, promotional events, and luxury market activations, including VIP brand launches, celebrity collaborations, and influencer-driven campaigns.

Silencio Umbra (Music Festival), Casa Silencio, Oaxaca, Mexico | Feb 2023 | RECAP VIDEO
Curatorial Director and Marketing Director

  • Spearheaded the festival’s concept, focusing on music curation and experiential design aligned with the brand identity.
  • Supervised production, ensuring the seamless integration of music, gastronomy, and art, and securing high-caliber talent.
  • Managed strategic partnerships, maintaining brand coherence and ethos.
  • Performed as a DJ, enhancing the festival's lineup with genuine engagement.


Casa Silencio Hotel, Distillery & Luxury Retreat, Oaxaca, Mexico | Jul 2020 - Present
Curatorial Director and Founding Partner


  • Developed Casa Silencio into a top-ranked luxury retreat, increasing direct bookings by 40% and boosting VIP customer retention through tailored high-end guest experiences.
  • Executed data-driven revenue strategies, leveraging AI-driven pricing models &
  • VIP hospitality programs to maximize profitability and occupancy rates.
  • Secured high-profile media coverage in Vogue, Architectural Digest, Forbes, and The New York Times, increasing brand exposure by 250%.
  • Forged strategic partnerships with luxury travel agencies, elite concierge services, and hospitality brands like Virtuoso, Black Tomato, and American
  • Express Fine Hotels & Resorts, fueling high-net-worth client acquisition.
  • Spearheaded market expansion initiatives, increasing brand equity and capturing a dominant share of the ultra-luxury hospitality segment through exclusive partnerships and tailored guest experiences.

Tequila Dahlia, El Silencio Holdings Co. | Feb 2021 - Present
Brand Developer

  • Spearheaded the launch of Tequila Dahlia, significantly enhancing the company's portfolio.
  • Defined and positioned Tequila Dahlia uniquely in the market by developing its distinct taste profile.
  • Collaborated with internal teams and external consultants to ensure a smooth product introduction and market entry.
  • Created and implemented a strategic brand identity, driving consumer recognition and engagement.
  • Facilitated the growth and diversification of El Silencio Holdings Co.'s offerings through effective brand strategy.

Skills
  • Sales Strategy & Business Growth
  • Revenue Optimization & Market Expansion
  • High-Value Client Acquisition & Retention
  • Luxury Brand Development & Market Positioning
  • B2B & B2C Sales Lifecycle Management
  • Negotiation, Deal Structuring & Contract Management
  • CRM & Automation (HubSpot, Apollo, ZoomInfo)
  • Lead Generation & Prospecting
  • Strategic Partnerships & Distribution Expansion
  • Digital, Experiential & Influencer Marketing
  • Public Speaking & Executive Sales Presentations

Education
  • Music Marketing, Media, and Communication, BIMM Music Institute, London, UK
  • High School Graduate, Anahuac Garibaldi, Guadalajara, Mexico


Links to Portfolio & Experiences
Mezcal Silencio website  - https://www.silencio.com/
Hotel website - https://www.casasilencio.com/
PRESS for the hotel - https://www.casasilencio.com/press
Festival experience with Cercle at the hotel - https://www.silencioumbra.com/lineup
Tequila Dahlia  - https://www.tequiladahlia.com/



References are provided upon request.