Development of the commercial strategy for the beauty and natural personal care category for Burt’s Bees, managing up to 215 skus, representing USD $2 million, as well as, the advertising communication and innovation strategy for Latam. Accountable for the execution at point of sale and commercial plans, increasing sales and creating a more profitable business, ensuring fulfillment of internal and external goals and objectives, with a higher brand awareness and increase in numerical distribution. Member of the LT, reporting to the Latam Sales Director, with a team of 2 employees.• Designed and implemented a new commercial strategy, derived from the impacts of product availability (<45% Fill Rate) and budget reduction for promotional activities and advertising by 80%, to ensure in-stock and availability, reducing impact of out of stocks and penalties, to source market needs, achieving annual sales objectives +30% generating an additional USD $500 K in profits. • Led a sales plan with clients to reduce the portfolio, aimed at top sellers and hero products, to maintain distribution within all stores, accompanied by a training, communication and digital conversion plan on social media and webpage, addressing the reduction of budget by USD $70K, without assisted sales (Beauty Advisory), increasing 6% sales vs previous year. • Developed the joint business plan for the following 3 years for Walmart, ensuring sustained growth, with a robust portfolio proposal and high turnover products, achieving a double-digit growth for the last 2 years, increasing the share of market on over 20%, in the lip balm category and adding products such as: face masks, body lotions and cosmetics categories. • Implemented a major change in the distribution model from direct to hybrid, selecting a distributor, ensuring they could service new channels and clients. Developed the business growth plan to increase sustainable growth, increasing last year’s sales by 141% doubling their distribution

Client development: pricing strategy, execution of business plans and objective achievements, ensuring innovation listing in a timely manner, building JBP’s, aligning Kellogg’s and client’s priorities, facilitating multifunctional communication, with different areas, providing internal visibility of needs and demand planning. Achievements: • Analyzed the category and shopper behavior, in the different Walmart store formats, improving front margins and the customer value equation. Built a 360° plan, with different areas, to present the selling story, to list the Special k nut bars within different store formats, managing to position them in an agile way, within the top 5 in the first 3 months.• Carried out the “Julio Regalado” strategy, based on historical sales information and previous learnings, increasing billing by 30% and sales by 15% through a differentiated code strategy, improving customer margin by 2 pp and market stability of price comping.

Execution and implementation of commercial plans at point of sale (5p's) for all clients of the modern channel, in an efficient, measurable, and profitable manner, to potentiate commercial efforts. In charge of attracting and developing professional talent, for the future of the company. Leading a team of 11 sales representatives directly and up to 120 supervision and replenishment collaborators indirectly.Achievements:• Led and implemented the reengineering of territories in the City and State of Mexico, established by zones and neighborhoods, which generated a 10% reduction of the budget both in head count, and in fuel savings, increasing by 30% the scope and visits to store improving in-store execution.

Detect tendencies and opportunities based on shopper and consumer research, shopper missions and outlets.Develop a Shoppper Marketing strategy for Mom & Pops and Minisupers with a 3 year scope.Deliver of shopper plans based on outlets and marketing platforms aligned to company priorities.Ensure and support shopper team to execute commercial calendar.Responsible for brand building budget

Responsible for trademarketing activities and commercial calendar across channels including private self service stores, wholesalers and direct distribution channels with POS communication, shopper journeys, sampling, promotions, instore media and BTL activities. • Budget Management and visibility• Comercial plans execution at point of sale• Communication and alignment between sales and marketing• Activation of trade activities including promotions, sales, pop materials, exhibitors and bellow the line activations with a positive return of investment.• Plan development for kids and adult brands (Frosted Flakes, Choco krispis, Corn Pops, Krave, Froot Loops, Rice Krispies, Corn Flakes, All Bran, Special K, Extra and Crusli) for cereal, snacks, healthy drinks, chips and crumbs categories. • Shopper platforms development• Approach and joint business plan execution for customer specific activities5 Direct reports: 2 Coordinators for Kids and Adults brands for private self service stores, wholesaler stores and government stores responsible for growth strategies and activities for retailers. Promotion associate: responsible of develop and evaluation of shopper and consumer trends. DTT Associate responsible for activities in traditional channel that increase sales and numerical distribution for Kellogg Brands. Distribution and Sampling associate responsible for sampling plans and distribution of all POS materials

Kids portfolio coordinator for cereal (Frosted Flakes, Chocokrispis, Froot Loops, Corn Pops and Rice Krispis) and snacks. • Execution of comercial plans in all private self service stores, clubs and government stores• Development of activities with a positive return of investment for kid cereal and snacks category that increase turnover in short and medium terms• Budget management• Accuracy on trade spending • Communication and coordination of product launch with sales force.

Shopper understanding, sale strategies and people management for activities in POS and replenishers

People management, execution at POS for national PSSS, Wholesalers and Government stores. Sales strategies.

Marketing Strategies professor for 5th and 6th Semester alumni.