Making new market rules and breaking myths, launched the first commercial cold-pressed juice in Uruguay. The business was built from scratch, strategic business priorities were established, and factory needs together with the operational workflows were defined. It was critical to have clarity of consumers' needs and their decision-making process together with disrupting the way of selling and distributing. We reached the business stage of self-sustainability in the second year and to achieve… Show more Making new market rules and breaking myths, launched the first commercial cold-pressed juice in Uruguay. The business was built from scratch, strategic business priorities were established, and factory needs together with the operational workflows were defined. It was critical to have clarity of consumers' needs and their decision-making process together with disrupting the way of selling and distributing. We reached the business stage of self-sustainability in the second year and to achieve exponential revenue growth we established a joint venture to scale distribution and sales. Show less

Key Job Responsibilities: Portfolio, Commercial, Consumer Engagement, JV P&L and Research Strategy. 20 direct reports. Management Team. Reporting to Israel MD, EEMA CMO (Switzerland) +SM JV CEO. Annually presented Marketing LRP Strategy to PMI CEO, Board and EEMA area VP for approval. Operating Company Income: $115M; Direct Marketing Expenses: $7M; JV Expen.: $2.5MMy Contribution: long-term portfolio and innovation strategy, critical thinking, Joint Venture business model (B2B, B2C +… Show more Key Job Responsibilities: Portfolio, Commercial, Consumer Engagement, JV P&L and Research Strategy. 20 direct reports. Management Team. Reporting to Israel MD, EEMA CMO (Switzerland) +SM JV CEO. Annually presented Marketing LRP Strategy to PMI CEO, Board and EEMA area VP for approval. Operating Company Income: $115M; Direct Marketing Expenses: $7M; JV Expen.: $2.5MMy Contribution: long-term portfolio and innovation strategy, critical thinking, Joint Venture business model (B2B, B2C + CRM & Research), Joint Venture business partnering and global collaboration.Key Achievements: historic key indicators vs. previous year: OCI +19%, 59.8% SoM (+4 pp) and 18-24 key target group Share of Segment grew to 75%, +8 pp Show less

Key Job Responsibilities: Portfolio, Trade Marketing, Consumer/Trade Engagement and Research Strategy. 12 direct reports + 6 indirect. Management Team. Reporting to two MDs (Central America & Caribbean) and LA&C Marketing VP (New York). OCI: $40M; DME and TME: $5M.My Contribution: restructuring marketing & trade marketing organization, succession planning development, brand portfolio long-term strategy, critical thinking, turnaround, region strategy, competitive & consumer… Show more Key Job Responsibilities: Portfolio, Trade Marketing, Consumer/Trade Engagement and Research Strategy. 12 direct reports + 6 indirect. Management Team. Reporting to two MDs (Central America & Caribbean) and LA&C Marketing VP (New York). OCI: $40M; DME and TME: $5M.My Contribution: restructuring marketing & trade marketing organization, succession planning development, brand portfolio long-term strategy, critical thinking, turnaround, region strategy, competitive & consumer insights.Key Achievements: historic SoM in Costa Rica, Panama, El Salvador and 5 of top 10 strategic Caribbean markets, whilst reversed a 5-year negative trend in Guatemala. Show less

Key Job Responsibilities: Portfolio, Trade Marketing, Consumer/Trade Engagement, Key Accounts and Research Strategy. 8 direct reports. Management Team. Reporting to MD Ecuador and LA&C Marketing VP (New York). OCI: $25M; DME & TME: $3M.My Contribution: portfolio and pricing strategy in a backdrop of economy crisis, brand portfolio long-term strategy, trade marketing strategy, retail business partnering and negotiation.

√ Led volume & SoM (+2 pp) turnaround in a market where competition (BAT) has +90% SoM with the introduction of L&M supported with innovative B2C and B2B (underdog) activities.√ Developed a new B2B strategy that increased our retail share of market in the strategic zone +12%. Lead a retail census and developed a Brand Advocacy Trade Program.

During my university period, I worked at Metzen y Sena. Achieved to further understanding of university knowledge by applying them in the real world. Started in cost accountability, followed finance and ended up working on special projects reporting directly to the CEO.