Responsible for developing the business strategy dominated by strong brands aligned with customer and market needs, with the ability to generate consumer demand while maximizing efficiency of marketing development, positioning and budget to maximize value creation. Develops strategic plans and implements tactics with direct impact in the company’s results.

Responsible for the operations of 3 product categories (Chilled Pizza, Prepared Meals and Ready to drink coffee) including Production Operations, Administrative, Marketing and Innovation, business model mainly focus in Convenience stores and Retail channel, offering a practical solution to daily hunger need, especially in the out of home consumption occasion, it is expecting to be the future leverage of growth within the region and abroad, capturing the upcoming consumer’s trends and needs, with an authentic value proposition for current and new consumers.

Responsible for developing and executing the brand strategy to deliver profitable growth and increase market share of the FUD Brand, as well as assigned Sub Brands or Product Lines. Leads new product development, advertising, promotional campaigns, market research, pricing strategy, and brand communications.

Negotiation and building of a strong business relationship with key partners (Grocery and Convenience stores customers)Improve of relationships and strategies for convenience Stores (larger convenience store became the 2nd relevant in profits for Sigma-Oxxo)Establishment of a Trade Marketing plan according of both sides needsCollaboration on the strategic plan for Sales operations 2015

Redefine of Positioning statement and segmentationDevelopment of a 3-year strategic plan for the category (Coldcuts)Innovation process to core lines in order to drive growth Ideation and strategy of transformational innovation Build a strong brand equity thru consumer engagement (Purchased funnel Improvement)Market share increase leveraged in core business productsWeakening of competitors in regional areas thought promotional activities Increasing sales volume using product innovation and renovation (ad-hoc regional products strategy)Significant improvement in product liking versus competition Value Creation thru well executed promotion program (World Cup 2006 – sales growth)Strategic coordination abroad (US, Central America and Caribbean)Successfully Launching of new product platforms (Pizzas)

Responsible for developing and executing the brand strategy to deliver profitable growth and increase market share of San Rafael brand. Leads new product development, advertising, promotional campaigns, market research, pricing strategy, and brand communications.

Responsible for all aspects of brand strategy including: new product development, promotional campaigns, market research, pricing strategy and communications. The position is also responsible for developing plans and executing projects and initiatives that support the marketing and trade marketing strategies overseeing Prepared Meals business and Dairy