Promoting Peru: From coffee farms to movie premieres

‘I’ve always been fascinated by international business and marketing,’ recalls Jonathan. ‘It’s led me to take on the challenge of promoting exports. We are not talking about promoting a company or brand—but supporting a country’s industry.’

One of the ways he did that is by bringing together importers and buyers to events in Peru and abroad. In 2019, he arranged a visit for Californian buyers to coffee farms in Cajamarca, Peru – a project that directly contributed to the region’s economic growth. ‘I’ve done this across various Peruvian industries, including food, textiles, and apparel,’ he explained.

A life-changing decision

Initially considering a formal qualification in marketing, because of his interest in the field, Jonathan instead found that an Executive MBA programme was a perfect fit for his career aspirations. ‘With years of experience in a business environment, I saw the EMBA as an ideal opportunity to broaden my strategic perspective and prepare for more complex leadership roles.’

‘The flexibility of the programme was key,’ he explained. ‘Being able to continue working while applying what I learn in real time has been invaluable, both for me and my organisation.’

‘It reminds me of my undergraduate years in Peru—when I would start my days early with exercise, work throughout the day, and attend classes in the evenings. It’s been a test of prioritisation and time management, but the payoff has been incredibly rewarding.’

The EMBA programme introduced Jonathan to new perspectives on modern business challenges. ‘I was drawn to topics like AI in marketing, strategy, and managing under uncertainty,' he said. 'I hadn’t thought in depth about how - rather than just fighting to capture market share in a very saturated market, you can focus on carving out an uncontested space and change the dynamic entirely. These frameworks have pushed me to rethink traditional competitive boundaries and embrace innovation.’

Beyond the books, Jonathan felt that engaging with industry panellists and professional development sessions added depth to his learning experience, offering real-world insights and valuable networking opportunities.

Paddington in Peru

Jonathan recently got a chance to integrate Peru’s tourism messaging with the premiere of Paddington in Peru. Unlike the previous films, which are set in London, this chapter brought the beloved bear’s origin story to life in Peru.

As part of a big campaign, his organisation took part in the World Travel Market—Europe’s largest tourism fair—using Paddington Bear as a central marketing asset.

‘This included interactive quizzes about Peru with Paddington-themed prizes, creating a playful and educational experience that engaged attendees and encouraged interest in Peruvian culture and tourism,’ he described. ‘We also introduced a Paddington-themed photo booth at our stand, which became a major attraction, offering visitors a fun and immersive connection to Peru.’

Jonathan and his team extended their efforts to the UK premiere of the movie and the burst of publicity it received.

‘It was a blend of creative storytelling and strategic outreach, and the results were incredible.’ In its opening week, Paddington in Peru generated £9.6 million at the box office, becoming StudioCanal’s biggest opening ever, the largest British film debut of the year, and the third-largest opening of the year overall — behind Deadpool & Wolverine and Inside Out 2. ‘The event significantly amplified Peru’s visibility,’ he noted. ‘Google searches for Peru spiked to their highest level in three months immediately after the premiere.’

Thinking differently

‘My peers are incredibly accomplished and come from a wide range of industries and careers, including healthcare, market research, finance, law, and more.’ By learning from his fellow EMBA students’ lived experiences and diverse viewpoints, Jonathan has broadened his mindset.

While business development and marketing remain his key passions, the programme has deepened Jonathan’s appreciation for ESG (Environmental, Social, and Governance) principles and their role in building sustainable organisations. ‘For years I’ve worked in business environments focused on maximising profit. Profit is essential, but long-term success also means creating value for society and fostering ethical practices.’

For prospective students, his advice is simple:

Learn more about King's Business School's Executive MBA.