Helping entrepreneurs and companies to re/structure their brand and commercial (sales+marketing) strategies including realigning their vision and goals to ensure coherent perspective on sustainable growth.

Lead the transformation of the Commercial team to further develop the private sector channel through new ways of working, processes and decision-making through Business Intelligence.

Consolidate and lead Marketing, Business Intelligence and Point of Sale departments (28 people), as well as advertising, digital, research and BTL activation agencies for the 750-store chain. Accountable for defining brand’s architecture and positioning strategy, its point of sale, social media and digital growth strategies, and managing areas’ budget.• Exceeded company’s challenging post-Covid sales targets in 2022 (+18%) and 2023 (+15%) based on effective leadership and teamwork with the Category Management, Operations and Revenue Management areas.• Established the Business Intelligence department as the base source for the Strategic Planning process, after delivering to General Management, key shareholders and company’s Directive Counsel significant economic, industry and shopper insights through several consumer studies and market analysis, proving the new function’s critical value for the business.• Assumed the leadership of the Point-of-Sale department increasing Planograms team effectiveness by +11p.p. through its digital transformation to a more robust and efficient space planning system (Blueyonder). • Launched the first in-store digital advertising system through AI technology, achieving up to +46% sales growth.• Achieved to significantly optimize the investment in digital and traditional media by implementing a new Marketing Mix Model derived from algorithms developed in collaboration with the data science team.• Increased store traffic and per-store sales +30% in the new territory of Culiacán through a local SEO strategy.• Spearheaded the reengineering of the promotional process, achieving its sustained effectiveness above 96.8%. • Relaunched brand’s Event BTL platform gaining +5p.p in Top of Mind and +8p.p. in brand awareness.• Defined the Store Image new guidelines based on which 20% of total chain (142 stores) was remodeled. • Achieved buy-in to increase 70% area’s headcount due to its strategic and operative gained relevance.

Appointed to lead the most important initiative since opening offices in Mexico by coordinating multifunctional international teams to take-over Camel and Salem brands due to Joint Venture (JV) termination with British American Tobacco (BAT); being accountable for brands’ repositioning strategy, P&L management, production forecast, and timely imports to Mexico.• Redefined and relaunched Camel brand in Mexico, achieving +7p.p. growth in brand consideration and +6p.p. in brand usage.• Increased sales +14% and +1.3p.p. market share by relaunching Camel’s Limited Edition Packs platform. • Led social media, print and influencer marketing campaign for the "Skyline" limited edition product achieving 41 million impacts, and increasing brand awareness +4p.p.• Recovered Camel’s former distribution through BAT, by leading product development with 4 JTI international factories in Europe for its production, achieving timely availability in Mexico and thus relisting the brand on-time in all national key accounts.

Defined and led the portfolio and positioning strategy since brand's launch in Mexico, leading the advertising and BTL agencies, internal teams, managing brand’s P&L, Consumer & Trade Marketing budgets, and in charge for negotiations with sponsorship partners.• Increased sales 366% by defining an aggressive brand’s price repositioning strategy, while ensuring to meet company’s P&L profit targets. • Increased sales 127% by influencing buy-in from key stakeholders to launch the Expand line and Classic 24s products in Mexico.• Increased 82% consumer contacts with purchase at brand activations (BTL) with 22% savings vs. budget.• Increased 69% advertising impacts by restructuring the awareness strategy with only +7% in investment vs. PY. • Spearheaded the reengineering project through which 11 key company processes were optimized, resulting in significant efficiencies and improved ways of working, and the recognition from the Americas Region President.

Boost brand’s performance by leading its positioning, portfolio, distribution and pack/pricing strategy, through leading and closely collaborating with GEPP’s Sales, Revenue Management and Key Account teams, during RTD tea category most challenging year due to Coca-Cola’s new brand entry to market and Nestea brand take-over by Nestlé.• Restructured brand’s communication strategy, and launched a mass media digital and ATL campaign (TV, print and OOH) achieving +10 p.p. growth in brand awareness to reach 30% and duplicating brand penetration to reach 12%.• Grew +30% and +100% historic sales and distribution, making it the highest growing brand for Pepsico (+22%).• Gained +8 p.p. of market share, recovering category leadership, through launching several product innovations.• Increased social media brand followers from 3,882 to 100,000, achieving the post with highest engagement globally.

Designed and led the brand positioning, innovation, pricing and Trade Marketing strategies for Starbucks, Rancho Natura, Be Light y H2Oh! brands, being responsible for their budgets, for effectively managing the Joint Venture with Starbucks USA and for negotiations with Pepsi Cola USA for manufacturing. • Increased +14 p.p. market share for Starbucks brand through negotiating with Walmart Mexico for exclusive new product innovations of non-sugar portfolio, delivering +84% of profit vs. plan.• Increased +5p.p. the market share for Be Light reaching 38%, and duplicating the Top of Mind to 22% through a brand repositioning campaign in TV, OOH and digital media, and the launch of a new product flavor.• Developed tulatalipton.com digital platform contest for students to design brand’s new product package design, which triggered a series of earned media articles and a +776% growth in social media brand followers.

Carbonated Brands (7 Up, Pepsi, Mirinda, Manzanita Sol) - Modern Trade Channel Redefined the visibility strategy, budget allocation and execution guidelines for all consumer promotions and new launches for the carbonated brands’ portfolio. • Reached a record visibility coverage of 43% in Self-Service channel with three consecutive new launches.Gatorade - Traditional, Wholesale and On-Premise Channels Designed brand’s positioning strategy for on and off-premise channels, the visibility program, consumer and trade promotions, and led the Sales Corporate Communication program. • Reached a record brand visibility coverage of 62% of total retailers (124,000 points of sale).• Increased +30% product facings at stores and +25% the volume per outlet by inventing the Drop & Go sale unit. Confectionery - Traditional Channel• Designed the merchandising and visibility strategies for all confectionery brands, leading the execution and communication towards the Sales Force.

Development of promotions for wholesalers, retailers, Sales and Merchandisers teams. Design and distribution of POP material and displays for wholesale and traditional channels. Leader for the wholesale merchandisers team (60). Development of ad-hoc packages for wholesale channel. P&L analysis of product portfolio to improve NOPBT. Planning, development and execution at international and national expos e.g. Confitexpo.