I developed sustainable and long-term strategies for Sparkling and Water categories of the modern channel, leading the 5 bottlers of Central Region, achieving synergies with SSS (WalMart, Comercial Mexicana, Chedraui, Soriana), Convenience Stores (OXXO, 7-Eleven, Circle K) and Chain Pharmacies (Benavides, Del Ahorro and Guadalajara). Identifying and evaluating areas of opportunity through continuous business analysis: I generated recommendations from OBPPC and defined ADHOC initiatives by bottler.Achievements:• I led the business plan 2017 and 2018 for the modern channel of the Central Region, managing to align marketing initiatives and strategies to the budget of each bottler and KAM's, ensuring compliance• I developed and implemented the CASCADA PLAN FOR CIEL WATER, managing to revert the negative trend in the channel, increasing + 2.3pp SOV.• Developed and aligned the exhibition platform in SSS, increasing by 100% in 2017 vs 2016, the exhibition or points of connection with the shopper.• I designed a sturdy plan of Onpacks and In & outs, reaching to catalog new flavors of ADAS, Cola Bi-packs, multipacks Without Sugar, increasing the Sell-in + 11%• I developed and implemented the Bepensa Plan for the construction of the OBPPC strategy of SSS and TDC, reversing the negative trend of SSDs at + 1.5pp SOV

Responsible for defining and implementing the strategies of the dairy category and the Santa Clara brand, by Region, Channel and Customer, developing programs to accelerate revenue growth and brand positioning, strategically investing in territories and key customers.Achievements:• I designed the strategy of Lechita Saborizada Santa Clara for Modern Channel, implementing successful campaigns such as Lonchera, Back to School, current to date; I coordinated the launch of new products such as 150 ml for low formats of SSS, and the onpacks plan for price clubs, increasing the Sell-in by + 25% vs AA.• I led the market research project in the New Business Incubator of Coca-Cola for the category of coffee and defined the strategy of the category to launch coffee ready to drink Barista Bros.• Developed and coordinated the activities for the Direct Consumption Channel, for white milk in the Central Region, increasing + 5pp coverage in homes and liters per route per month per household in + 52%.

Responsible for the development and implementation of the marketing strategy for the lines of ultra-thin and pantiprotectors towels, as well as coordinating Trade Marketing activities for Comercial Mexicana, Chedraui, Sams and Costco.Achievements:• I designed and implemented the structure of portfolio and price of pantiprotectors, increasing sales by + 17% vs. previous year and growth in SOM from 24% to 30% (+ 6pp in 7 months).• I redefined the portfolio of feminine protection for price clubs, managing to stay in Sam's and Costco as preferred provider.• I collaborated in the definition and development of the new promotional line Pink by K. I also coordinated the On-packs plan of this series, reducing the costs in the elaboration of offers, and increasing sales + 20% vs AA, as well as Brand loyalty.• I led the plan of recruitment and conversion of users with the Menarcas Plan and the University Plan, increasing + 15% the number of impacts.

I led and implemented the strategy of the Salsa Tabasco brand for the Mexican market, as well as the definition of the annual marketing plan and the successful integration of the Campbells brand into the Heinz company.Achievements:• Redefined the strategy of communication and digital media, increasing the Fan Page + 80k fans in 4 months• I carried out the promotional campaign "ANGUS TABASCO" in alliance with McDonalds, I closed the negotiation with a 360 ° plan, which included: consumer promotion in FB; point of sale with a promotional tradepack; Tabasco kitchens concept; digital media campaign; TVC and OOH shared with McDonalds, increasing sales + 25% vs. AA

Responsible for brand health, P & L, 4P's, G2Market, and innovation in the categories of Feminine Care, Baby Care, Shaving Gels and the Shaving Systems segment. I led the communication strategy in Social Networks, as well as the sampling and Public Relations campaigns Achievements:• I launched the new line of shaving gel "Schick Protect" achieving + 62% of Net Sales vs BP• Responsible for the communication strategy in social networks (FB, YouTube,Twitter) and 360 ° promotional plan for the launch of the razor "ECO Xtreme", reaching a historical SOV of 9.5% (+ 2pp vs AA) • Defined the relaunch of the Playtex tampons line: Led regulatory issues (COFEPRIS, FDA); I made the new communication and digital education platform (Blog and App) and listing plan in self-service stores, pharmacies and convenience stores, reaching +4.4 pp SOV in one year.

Defined the innovation strategy and developed commercial proposals for different channels / clients, identifying market opportunities and developing business cases to evaluate the financial viability, in order to coordinate the development and / or import of the products. Achievements:• I renew 100% the portfolio of the Rechargeable Technology line: Obsolete product exit plan reducing the level of SLOBs by 30% and segmented introduction of the portfolio in the different channels and clients; improving the profitability of the line by 25% • I developed the Hurricane Plan for the line of flashlights, through a positioning plan, additional exhibitions and Shopper Base Solution in POS, increasing the sellout + 15%• I developed the "Energizer Night Race" strategy through an annual Sports Careers plan, positioning Energizer with physical activity and social responsibility