As public relations and influence manager for Bacardi’s Patrón tequila, Stephanie Rufo works with influencers, athletes and musicians as she builds impactful campaigns. She manages relationships with communications and social media agencies, provides counsel to senior leaders, and collaborates with internal teams to develop marketing strategies.

Last year, Rufo spearheaded the launch of Patrón’s first influencer networks: “Agave Familia,” which supported brand-led moments, and the “#ItsAltoCrew,” which helped the brand launch Patrón El Alto, its prestige tequila.

“Probably the most important lesson I learned when working with influencers is that the best partnerships are the most authentic ones,” said Rufo. “We’re always striving to form genuine connections and build those real relationships with the influencer partners we’re working with. We’re celebrating Patrón moments with them—but also the ones that are the most important to them.”

Rufo helped Patrón tap into the growing cultural equity of Formula 1, as the brand forged a partnership with driver Sergio Pérez and became the exclusive tequila of the F1 Paddock Club. Rufo curated the production and guest list for a yacht party at the Miami Grand Prix that generated 450 earned social posts from VIP attendees. Rufo also led the organization and management of interviews with Missy Elliott, who performed for the first time in three years at the Patrón El Alto launch. That delivered more than 1 billion earned impressions.

As a former PR executive, moving to the brand side in 2021 brought new challenges, Rufo said, “but one constant thing that has been true is that no one can make it alone. You need to find strong mentors. You need to surround yourself with good people.”