Responsible for the strategic development of the brand and its measurement of execution / assurance of guest experience in branches and own corporate restaurants. Lead 16 team members from Market Research to Guest Brand Experience Assurance (Experience Audit) for the brand.• Brand Awareness increased by 4 points in Monterrey, Guadalajara and Cd. De México.• I managed the internal sale of the project to redesign the whole brand experience with Interbrand, the largest project to… Show more Responsible for the strategic development of the brand and its measurement of execution / assurance of guest experience in branches and own corporate restaurants. Lead 16 team members from Market Research to Guest Brand Experience Assurance (Experience Audit) for the brand.• Brand Awareness increased by 4 points in Monterrey, Guadalajara and Cd. De México.• I managed the internal sale of the project to redesign the whole brand experience with Interbrand, the largest project to date.• I maximized future sales through the leading of the development of a new model for sales projection, reducing the risk in the location selection.• Incremental $8 million sales by new products launching in a period of 2 years.• I designed the position of Culinary Manager that led in the development of a better innovation process execution, efficiency in cooking procedures with culinary techniques of simplification and visual supports. Show less

Responsible for marketing, communications and brand campaigns off/on line, own brand launchings, brand promotions, , monthly promotions process and communication, store image and signing, shopper insights, market research, shelf lay out, and pricing. Lead all shopper research efforts with strategic partners such as Coca-Cola (Ignitor program), PepsiCo foods, Barcel, Unilever, among other leaders. Direct link to marketing and research at 7 - Eleven Inc.• Built a marketing department focused… Show more Responsible for marketing, communications and brand campaigns off/on line, own brand launchings, brand promotions, , monthly promotions process and communication, store image and signing, shopper insights, market research, shelf lay out, and pricing. Lead all shopper research efforts with strategic partners such as Coca-Cola (Ignitor program), PepsiCo foods, Barcel, Unilever, among other leaders. Direct link to marketing and research at 7 - Eleven Inc.• Built a marketing department focused on innovation, customer service and loyalty.• Transform digital strategy with the creation of an app, useful for sales, for the customer and combined with internal learning features.• I received recognition as the favorite convenience store brand and the more innovative. Millward Brown 2011.• I discovered a new segment of attention with the greatest potential for sales and development of locations.• I redesign in-store and packaging image of prepared food brand increasing the quality perception and purchase intention.• I developed the process workflow of commercial planning of promotions that ordered and reduced times.• Designed and implemented the customer services, satisfaction standards and the loyalty program.• I align the category management criteria among 80/20 business providers. Show less

Business reengineering agents July 2010 – October 2010• I identified the key marketing and sales processes for the business operation improvement under the Deloitte’s Value Creating Growth Profit methodology.• I defined the marketing and innovation processes bench marking based on PepsiCo foods, Heineken Moctezuma and Sigma models.Grouper House hold cleaners January 2008 -… Show more Business reengineering agents July 2010 – October 2010• I identified the key marketing and sales processes for the business operation improvement under the Deloitte’s Value Creating Growth Profit methodology.• I defined the marketing and innovation processes bench marking based on PepsiCo foods, Heineken Moctezuma and Sigma models.Grouper House hold cleaners January 2008 - June 2010• 3 marketing campaigns launched including 1,000 uses of Pinol monumental cleaning activations.• I designed the brand and portfolio architecture for the category based on profitable market opportunities. • Increased market share by 1.3 points.• I settled the guidelines for SOP (Sales and Operational Planning) with the benefit of reduction of working capital.Grouper Bleaches April 2004 – December 2007• I designed and launched the first specialized pet area cleaner, with more profit than mother brand.• I gained 3 market share points in three years.• I developed my whole crew to managing positions and foster to AlEn USA one.• Led the SAP implementation of innovation planning module, with a record of 7 months. Show less

• Awarded as the best innovative package for innovative use of technology in printing by Empaque Estelar contest.• I optimized the product portfolio and increase 15% in operating profit.• I wrote the first draft of the proposed ham denomination NOM (Norma Oficial Mexicana).

Logros:Expandí el negocio de una facturación de $130 mil pesos mensuales a $980 mil a través de incrementar el territorio de ventas a 5 estados.

• Sales increase by 30% in 1 year by launching American cheese.• Brand awareness increased from 2 to 15% in 2 years.• I got two Gold Circles awards for advertising campaigns.