Lead a workforce of over 800 employees in Puerto Rico with annual revenues of $250M. Focus in a comprehensive business process of re-engineering, rebalanced capital structure, re-designed sales and marketing organization capabilities, revamped organization moral and purpose.

Developed and implemented revenue management, price pack matrix and productivity strategies that maximized profitability in a recessed economy. Gained share of Market and posted top line growth in all revenue lines.• Implemented cultural change process to convert Suiza from a Manufacturing driven business to a Consumer oriented company

Led a company long term planning strategy, implemented new business initiatives increasing sales revenue in 16% with full P&L management responsabilities.

Consumer Goods broker / consultant group for International Markets.Provide consulting guideline in developing and implementing Marketing, Sales Strategies and Distribution action plans for small companies.

Led a team of 24 people for a $150 million sales beverages business in the region’s largest market; delivered $20 million in new business growth. Responsible for the development and execution of the company’s strategy with full P&L management responsibilities. Challenge: Lead the transformation of a soft drink organization to a successful beverages business with the introduction of five leading non-carbonate brands, establishing brands position and market dominance by developing strategies that encouraged consumer loyalty. Concurrently maintained momentum and leadership developing a packaging and pricing strategy to aggressively compete and defend the Pepsi trademark. Managed a $25 million marketing budget for all brands.

Responsible for the Caribbean’s $40 million on premise channel. Developed business plans for key international and regional Accounts: Burger King, YUM, Marriott, Hyatt, Quiznos, Subway, Church’s Chicken, Ponderosa, Pollo Tropical, Wendy’s, Chili’s, Macaroni Grill.Accomplishments:• Led negotiating team in re-signing approximately $100 million revenue multi-annual contract with two global Quick Service Restaurants business partners that represent more than 25% of the Puerto Rico business volume.• Secured channel leadership to 65% market share. Developed and implemented comprehensive marketing plans that boosted sales for key regional customers. Established key performance indicators to measure distributors and bottlers in product distribution and equipment service levels.

Directly responsible for the development and implementation of sales, marketing and merchandising programs across all retail channels. Supported distributors and bottlers though key account management within the region. Increased Pepsi® cooler shelf share by 50% across the region and volume by 20%.

Successfully implemented a go-to-market that integrates bottler’s production with sales distribution. Improved fleet assets utilization in a 20%. Also, developed trade marketing programs designed to increase brands levels of consumer consumption throughout Teem product launch, a lemon lime soda brand resulting in 100% distribution in key channels.

Re-established key customers satisfaction level and support in the On-Premise channel; coordinated advertising agency and clients to develop various consumer and trade promotions achieving 10% CAGR.

Launched new line of high end Waterman® pens obtaining 100% of planned distribution. Developed innovative display units for the stationary line which doubled sales and distribution in key accounts; called on key accounts to present major promotional plans. Managed monthly planning and forecasting process for key brands, including the top stationary company brand Liquid Paper®.

Responsible for in-house research studies of $300 thousands annually: Advertising Recall, Usage and Attitude and Pricing Sensitivity Analysis. Coordinated, scheduled and analyzed trade promotions for all company brands. Prepared weekly reports on competitive activity at media and retail pricing levels; participated in the production of TV advertising.