Build long-term business relationships with all Brands and mediabrands including local and global Partnersin in different countries such as; Mx, Colombia, Argentina, Chile, Peru, Ecuador, Costa Rica and Uruguay through the different business verticals ; Restaurants, Supermarkets, Pharmacy, Convenience Stores, Hyper convenience , quick commerce , Live Events , Live Shopping , Travel ,Dark Stores , Ghost Kitchens & Digital Payments; Developing blended marketing, driving omnichannel strategies and improving the User experience & Buyer experience through a differentiated value proposition such as Ads trade marketing, Comms , Consumer Marketing, Data Driven Decision Making, Social Media, Programmatic , Marketing Seed, audience optimization, B2B , B2B2C & D2C Models. Headcount (140)

Build long-term business relationships with all Brands and mediabrands including local and global Partners through the different business verticals such as; Restaurants, Supermarkets, Pharmacy, Convenience Stores, Hyper convenience ,eCommerce , Live Events , Live Shopping , Travel ,Dark Stores , Ghost Kitchens & Digital Payments; Developing blended marketing, driving omnichannel strategies and improving the User experience & Buyer experience through a differentiated value proposition such as Ads trade marketing, Comms , Consumer Marketing, Data Driven Decision Making, Social Media, Programmatic , Marketing Seed, audience optimization, B2B , B2B2C & D2C Models. Headcount (45)Main Results *Build the brands team within Rappi from 8 to 45 employees: Category Heads, eKams, Growth Managers, Head of Mediabrands & Long Tail Expansion Leader*Business relationship and Scalability with Top 100 Global Brands Developing Core Categories such as Groceries, Beverages, Spirits, Home C. ,Personal C. ,Beauty, Pets,Tech, Fashion, Toys & Sports*Build Brand Segmentation Digital Strategy (Enterprise vs Long Tail) and Building Blocks such as Loyalty, Expansion & Retention *Growing GMV of Brands; 5X, YOY *Growing Revenue; 3X, YOY *Delivering ROAS to Tier 1&2 Brands above the benchmark

Developing strategies to strength the sales channels in order to assure a long-term transformation. Leading annual commercial plan (ACP) & Strategic Business Plan (SBP) Identify Market Trends, Competitors Profile and Financial reports. Designing Customer Segmentation Strategies for all channels based on suitable Customer Value Offer such as GTM, Merchandising, HVA, portfolio & Revenue management. Developing and Implementing Sales Digital Strategy based on eCommerce & Omnichannel Strategies. developing and defining JBP, Promotional plan, Conversion and Digital Marketing plan for each player such as Pure players, Concierges and eGroceries. direct Reports (12)Main ResultsDelivering Successful Omnichannel Strategic Plans in short and Long Term in all Distribution Channels Leading and Designing Customer Segmentation across LATAM defining Customer Value Offer by Country and ChannelGrowth in eCommerce of 2x per year in Food Category, three times faster than the categoryDeveloping Business Proposal & JBP with Amazon, Rappi ,Cornershop, Mercadoni, Mercado Libre & linio. Developing Strategies to accelerate demand and conversion rate in Walmart, HEB, Rappi and Cornershop through Management of the Marketplace, Funnel Conversion, Social Media , Digital Trade Marketing , Marketing Consumer & Programmatic Network

Designing and Implementing the Portfolio of Projects at Sales area across all distribution Channels delivering productivity through deeply analysis of the P&L based on D&A and S&D accounts in all Sell Process, sharing best practices with International Teams. all projects leading under Lean Six Sigma Methodology as result delivering New GTM Models, Route Design, Job Segmentation, Compensation structure, Network analysis and Optimized Fleet Strategy. direct reports (8)Main ResultsLeading Sales Portfolio projects in PepsiCo Mexico Foods managing 55 Projects by year Improving the Sales Productivity performance from usd $16 MM to $38 MM in only two years Leading Cultural Transformation based on enable around 24 Belts (KL, GB & BB) at Sales area, Index 200% vs YagoDeveloping and Implementing Agenda of SBP & AOP Productivity Process in sales area 2017-2021

Designing & Implementing New GTM Models such as Van Sell, Tele Sell, Pre Order, Pre-Sell, Cross Dock & Dynamic Dispatch Throughout PMF in all business units such as Sabritas, Gamesa, Alegro and Quaker achieving +800M POS in all distribution Channels DTS, OT, Convenience Stores and Wholesalers improving the cost to serve & Customer Relationship, direct reports (2 Jr. Managers)Main ResultsGTM Design for Pepsico Mexico in Collaboration with PWCDesigning and Implementing Pre Order & Pre-Sell in Convenience Stores and Dts Channel including full portfolio for all business units +500 Suk’s, improving 3 p.p. of cost to serve & delivering Fill Rate +95%Designing Cross Dock Models for different brands and sizes in food categories into OT ChannelDesigning and Implementing direct delivery model (3PD) and dynamic Dispatch in Supermarkets achieving +600 POS Designing productivity program based on Frito lay in U.S. Improving 5 p.p. of cost to serve in DTS Channel

Achieving sales targets by $78 MM USD per year in all distribution channels (DTS, OT & Whsl) leading the P&L & Marginal Contribution, headcount around +500 employees (Salesman, Merchandisers, Supervisors and Coordinators) including union, achieving around 22,000 POS and 15 direct reports Main ResultsDelivering growth around 60% in all Channels (Dts, OT and Whsl) From 2006 to 2010 Improving Market share in snack category achieving 1.5 p.p. at VI AreaIncreasing the data base of clients 5% by Year, Developing positioning of tostitos brand at southeast of MexicoDesigning & implementing loyalty Plans for Top Clients Improving the productivity of routes in 40% and opening of new around 15% by year & developing 3PD’s Designing & implementing Sales Management model achieving to Salesman, Supervisors and Managers

Responsible of leading logistics operations around southeast of Mexico, Wholesale Channel and Exports improving service model and making more efficient the cost to serve & Improving Fill Rate, headcount 160 including the Union, direct reports (10), annual budget LC $55 MM, working capital USD 4.5 MM, Handle and distribution around 10 MM of cases per MonthMain Results:Implementing WMS and achieving productivity around 40% reducing days of Hand & Labor cost Designing and Implementing self- directed teams improving 20% of Productivity

Responsible of logistics operations in Valley of Mexico and Central America. leading production planning, improving service model and making more efficient the cost to serve, headcount (80) including the Union, direct reports (5) annual budget LC $20 MM, working capital Usd $1.5 MM, Handle & distribution around 900 M cases per MonthMain Results:Designing and Implementing Central America Network and delivering Fill Rate +98%

Leading and coordinate freight, storage & distribution operations in Center and Southeast Region of Mexico Main Results:Achieving Fill rate around 95%Implementing a new process of inventory replenishment, achieving 80 Dc’s around Mexico & Central America