Responsible for managing local and international sales and customer care for both e-commerce and traditional distribution channels. Manager of the Commercial Consumption Business Unit budget (Tecnolite) and expenditure budget. Strategy development for each channel and customer segment, ranging from product selection to commercial execution while overseeing marketing operations. Selected and led a team which consistently achieves new sales records in both traditional and e-commerce markets.

Dirección general del canal de consumo.

Expatriated for three years in Colombia in order to start operations in the country. Developed a multidisciplinary team, responsible for P&L, operational efficiency and gaining market share. Development of sales strategy. The Colombia business unit is still in operations today delivering positive sales results under the original team.

Commercial director for two different brands (Tecnolite and Construlita) after their merger. Responsible for product selection, strategy development, increasing brand recognition in the largest distribution channel for the industry.

Manager of national sales and marketing; achieved double digit increases in sales. Development and implementation of marketing strategies at point of sale, national communication in mass media and innovative catalogue development within the lighting sector. Carried out brand DNA studies where we found the key message to communicate with our customer segment, which eventually led to leadership in market share. Closely worked with communication agencies in order to develop mass and directed marketing campaigns, BTL's, etc.

Responsible for the national sales budget including each region, agent and distributor. Recruitment and selection of new sales staff which managed to make our company the biggest by market share nationally in architectural and residential lighting. Doubled sales for three consecutive years. Responsible for product portfolio development, marketing, finding new suppliers and traveling to the main lighting expos world-wide in order to select new products and adapt them to the Latin-American and national markets.

Started sales in new zones, with new distributors and opened key accounts.

Sales in the Northeastern region of Mexico.