Global Director for Product Marketing / Management - Professional Hygiene Business Unit at Essity. Responsibility for product category's Strategy, Innovation, full P&L accountability, CAPEX, Brand Activation, Go-to-Market, and Segment Strategy. $3 Billion Business - Market Share leadership in Professional Hygiene$13 Billion Global Business for EssityScope: North America, Europe, and RMEIA

Global Marketing Strategy development for the FOOD Business. Led the commercial team activities, industry relationships, and media activities. $800 M worldwide business

Spearheaded the national marketing strategy and led the Bakery, Sweet Goods, and Chocolate Strategic Business Units (SBUs) for the USA $330 million business. Engineered the sales channels commercialization while cultivating key industry and government relationships (American Bakers Association, IBIE, Expo-West, etc.). Headed the product innovation process and drove the implementation of big data analytic tools. Managed the A&P budget of $7 million and aligned plans with the global team in Belgium. Member of the US leadership team. • Business Units P&L leadership and headed commercialization plans across the following sales channels: Retail, Foodservice, QSR, Commercial Bread producers, and e-commerce to achieve an average year-over-year sales growth of 7%. • Oversaw the innovation pipeline for the Long-Range Plan (five years) and led the Stage & Gate and Product Management Review platforms to accelerate the product innovation index from 8% to 22% over total company sales. • Drove the new product development initiatives into the following emerging segments: Vegan & Plant-Based, Specialty Grains & Sourdough, Organic, Preservative-Free, and Health & Wellness range.• Led the development of integrated marketing communication strategies & storytelling to increase Puratos brand awareness.• Engaged with 45% of the total customer base through the creation of Customer Experience Platforms (events, digital, seminars, social media, virtual sessions). • Developed the digital communication strategy to increase the total Puratos Net Promoter score by 15 percentual points.• Planned market research efforts and partnered with syndicated agencies to identify consumer insights. Created Taste Tomorrow, a global consumer research platform to reach 25,000 consumers worldwide. • Devised and rolled-out the National Marketing Organization, moving from a hierarchical structure to a more efficient matrix approach while leading a team of 14 marketers.

Responsible for the business and marketing plans while establishing a long-term vision for the group Strategic Business Units (SBU): Bakery, Patisserie, and Chocolate. Accountable for the full P&L and key financial indicators for the $95 million product categories. Managed the A&P budget of $5 Million. Oversaw a team of 67 people, marketing, communications, trade marketing, and technical support while formulating development plans and the implementation of the first mentoring program. Member of the management team. • Led business development activities in Retail, Industry, and Artisan Bakers, to achieve an average year over year sales growth of 15%.• Built the sales pipeline for the next five years in each category and created the innovation process for New Product Developments to achieve an innovation index of 30% over total company sales.• Increased Puratos’ brand awareness from 35% to 47% by leading the integrated marketing communication campaigns and tradeshows.• Formulated category management plans for the top 5 retailers to achieve a 25% sales increase for the Artisan Bread category.• Spearheaded the trade marketing plans at Walmart for the Health & Wellness category to increase 20% sales in 6 months.• Headed the category management & shopper marketing programs for Retail, HORECA, and Foodservice to increase market share from 8% to 15% in 3 years. Achieved 75% of forecasting accuracy by leading the Integrated Business Planning (IBP) initiatives.• Created the sales digitalization project for the Traditional (Artisan) sales channel; increase sales productivity by 25% in the first year.

Responsibility for the Marlboro franchise, including strategic planning, brand & portfolio management, and innovation process. Tracked volume performance, full P&L management, and market share evolution. Headed the digital consumer touch-points, consumer activation activities, and advertising campaigns. Partnered with consumer insights to drive new product developments. Led a team of 8 brand managers to implement the brand and communication strategies while restructuring the brand management team. • Defined and implemented the new Marlboro Brand Architecture (Flavor, Gold, Fresh) to achieve a record 55% market share (an increase of 4 percentual points vs. prior year).• Created a new brand segment – Fresh – featuring a proprietary capsule technology, while performing SKU optimization and capturing 3% market share in the first year. Created a new brand activation platform for the On-Premise Channel to generate a 25% brand trial.• Led the development of the new integrated communications strategy Marlboro Personas to improve brand perception by 10%. • Implemented category management and shopper marketing activities at convenience stores and wholesalers. Increased sales by 10% in the first six months. • Designed digital activation plans, segmentation, and targeting to achieve an 85% response rate from consumer database members. • Agency management (creative, digital, communications) and responsibility of a Direct Marketing Expenses budget of $90 Million.

4 months Short Term Assignment in Global HQ in Switzerland. Developed the direct marketing strategy for corporate brands (Marlboro, B&H, Chesterfield, Faros & Delicados) through the following consumer touch-points: website, direct mail, email, mobile devices, and call-center. Managed the A&P budget of $120 million.• Responsible for the brand strategy for Marlboro Wides, Marlboro Mild, Marlboro Menthol, and Chesterfield, to achieve a 6.8% market share (+2pp vs. target). • Led the development of the first Marlboro branded website for Latin America and the fifth at a PMI level while developing an online volume-driving promotion to achieve 125,000 unique participants in 2 months. Defined a model to track online consumer behavior to predict purchase intention. • Created a strategic roadmap for consumer engagement activities and the inception of the first digital influencer program through social media and Word of Mouth activities to reach 3 million members of the Direct Communications database. • Managed event marketing activities and advertising campaigns through traditional media while handling agency partnerships.

Created and administered direct marketing campaigns (online & offline). Managed budget allocation ($4 million) and agency resources. Increased the overall response rate for email marketing activities by +10pp for new product launches. Delivered 22% savings by defining and installing new processes for vendor RFP.

Led the development of Pepsi’s LATAM consumer websites and supplier’s extranet. Launched the 2002 Pepsi World Cup website and generated 29,000 unique registrations, including a 78% proof of purchase ratio. Implemented the digital platform for Pepsi Music to achieve 35,000 music downloads. Increased service levels by 24% through the deployment of the vendor extranet by using Software as a Service (SaaS).

Website project planning and developments on Software as a Service (SaaS). Project leadership of the following websites: Mexico City County, Mexico’s Presidency (first phase), National Oil Division, Senate, Congress, and Tec De Monterrey digital assets.