Developing and delivering effective marketing strategies and plans by leveraging all brand resources and assets to meet Mastercard´s business goals and those of our partners. Key deliverables included driving Mastercard acquisition, activation, usage, brand preference and loyalty. Participating in LAC Regional MKT meetings and with an array of cross-functional team members and external vendors, to increase marketing's contribution to revenue. • Developed and implemented B2B and B2C Marketing Strategies for Mastercard’s core and digital products, by driving monetization leadership in LAC, exceeding our Amplification Target by 22%, or $2M USD. • Executed marketing campaigns with local and international Banks such as: Santander, Citi, Scotiabank, HSBC, Banorte, as well as, with merchants such as: Uber, Uber Eats, Amazon, Paypal, Alibaba, Burger King, Domino’s, Didi and Samsung. These campaigns resulted in an increase in credit and debit card transactions by 10% and market share by 15%, over a 3-month period, generating a total of $5.7M USD in partner co-marketing investments. • Managed new customer acquisition programs, increasing new credit card accounts by 40%, or $750K in revenue growth YoY.• Collaborated in the acquisition of new customers, such as: Scotiabank, Mercado Pago, Uber Driver, American Airlines and Marriott, bringing $30M USD in revenue in 5 years.• Developed and managed a $2M USD B2B marketing budget under tight control in alignment with my area’s Business Plan and Strategic Priorities.

Fully accountable for revenue results for Mexico and Central America. Driving the business development pipeline for the Geo North, by identifying opportunities based on market and costumers needs. Developing the strategic roadmap and go-to-market for products enhancement, program management and platform capabilities across Geo North.• Drove significant recurring revenue streams, as well as, core business revenue through sales, implementation and management of loyalty products and solutions, generating over $21M USD in revenue and double-digit growth annually.• Acquired 6 new customers in Geo North to the rewards and benefit & insurance business, generating an annual recurring revenue of $2M USD. • Increased the annual revenues by $1M USD by implementing and launching innovated solutions such as Pay with Rewards, Transaction Eraser, Point of Sales redemption, and E-gift for the Loyalty Programs managed.

Leading and developing strategies for credit card products development, maximizing portfolio, and creating client retention initiatives. Designing and developing media plan to communicate benefits and promotions. Strengthening customer relationships by enhancing the rewards program. Partnering with cross-functional teams to launch new products and develop enhancements to create the value proposition for credit cards.• Achieved higher annual growth Revenue of 13%, in comparison to the market standard average of 6%.• Launched Scotia Travel World Elite card and cobranded card Linio Scotiabank, resulting in highly competitive products due to a strong value proposition and compelling rewards programs, increasing new credit card accounts by 10%.• Achieved an incremental income of $2.5M USD by selling over 150k card-protection Insurance Policies. • Increased the Credit Cards Portfolio by improving customers’ service in areas such as: line increases, upgrades, balance transfers, cash advance, deferred payments and usage campaigns, achieving a 10% growth in Credit Card Customer’s Outstanding Balances.• Improved the company’s Retention Program, achieving an increase in retention rate from 20% to 49%. • Designed and implemented integral communication plans, leveraging digital and printed means focused on increasing consumer engagement and redemption rate from 20% to 43%. • Improved the Rewards Program’s value proposition and reduced the cost per Rewards Point by 25%.

Managing products, portfolio management, loyalty program, marketing strategy within the cards business, and a JV between Ixe Bank and Chase Card Services. Developing and implementing innovative initiatives aimed to increase market share and incremental growth by directing portfolio strategies within the product lifecycle, from initial concept through development, launch, activation, usage, and retention. Managing collaborative initiatives across the organization at all levels. • Launched Ixe Infinite card, Ixe Platinum card and affinity’s cards IPADE, ITAM, Dorados de Sinaloa, Liga Mexicana de Sinaloa, Federacion Canofila, UDEM and Credito Inmobiliario, increasing new credit card accounts by 20%.• Responsible for the credit cards portfolio growth, improving customers’ services in areas such as: line increases, upgrades, balance transfers, convenience checks and usage campaigns, achieving a 25% growth in Credit Card Customer’s Outstanding Balances.• Led the E2E implementation of a new rewards platform from business case to conversion and post conversion activities, bringing a new set of competitive functionalities, flexibility and automation, doubling the Redemption Rate from 15% to 30%.• Managed existing customer base by implementing Activation and Retention Programs, achieving an increase in overall Retention Rate from 25% to 46%, and from 30% to 45% in Activation Rate.