DentsplySirona is the world leader in the dentistry industry (consumables and equipment) with annual sales of U$ 4B.Selected to lead Dentsply Sirona Latam operating companies as the Managing Director of the consumables and equipment portfolio with annual sales of $40M USD. Responsible for driving market share, revenue, and profit growth in one of the mayor emerging markets for the organization.Achievements• Achieved the largest percentage growth of any sub-region worldwide three consecutive years in a row.• Reengineered the company vision and strategic business plan to fuel growth by building, repositioning, and launching a market relevant portfolio for the Latam region. • Drove a new strategic focus to move the business from a distribution-based model to a consumption-based model to deliver long term sustainable high growth.• Developed and implemented the Go-To-Market Strategy for Latam, which was selected for presentation to the Board and ultimately chosen as the benchmark strategy for the EOC (Economic Opportunity countries) market.• Surpassed volume objectives and financial KPI´s: volume above budget by 17%; gross margin in excess of 8%; EBITDA in excess of 10%.• Increased the number of strategic accounts by more than 30% by creating strategic alliances with primary universities, private clinics, and opinion leaders to promote the product portfolio and expand reach.

Appointed to lead the world leader luxury brand in Colombia with full P&L responsibility.Achievements• Positioned Cartier as the number one Luxury Brand in terms of sales and brand awareness.• Built the largest Boutique of Latin America which drove Cartier to its highest ever brand share.• Successfully developed and executed the strategy to boost sunglass sales making Colombia the number one sunglass market for Cartier in Latam.• Developed and implemented the retail strategy in Colombia achieving an increase in sales of 12% and financial KPI´s in excess of 10 %.

Strategic and commercial business leader for Latam North comprising Colombia, Venezuela, Central America, and Caribbean. Responsible for driving market share, revenue, and profit growth with annual sales of $120M USD. Achievements• Created the winning business model that enabled strong execution in the markets and delivered strong top and bottom-line growth on the unlocked phone business.• Developed and implemented the retail strategy in Colombia, Central America, and Caribbean region, selling to more than 30 top retail accounts across the region.• Surpassed volume objectives and financial KPI´s: achieved 10% of region sales volume growth with gross margin in excess of 20%.

Developed the trade-marketing strategy for BAT Colombia, setting the guidelines and framework for each channel plan: Convenience, Grocery, Horeca, and small format. Leveraged knowledge of consumer behavior to communicate brand strategy and drive purchase through point-of-sale materials.Achievements• Led the brands to record high market share in the three focus channels: Grocery 40%, Horeca 30%, and Convenience 37%, therefore competing vigorously in all three channels in the high-margin premium and international segments.• Successfully implemented the Effective Market Focus methodology surpassing volume objectives by 5%, market share by 4%, and profitability by 5%.