Reporting to Regional North America CEO, with full responsibilities on Distribution Channels (Web, Mobile, Contact Center and Santander Personal) and the digital factory (including front-end & BaaS platform-APIs), leading a team of 5,000 colleagues.Overall responsibility for the delivery of multiple technology solutions across a number of large business programs and agile teams, by ensuring consistency in deployment the digital solutions Define and implement overall digital strategy and product & channel innovation. Digital unit grew from 7 people in 2019 to 400 people up to May 2022, being the first geography in Santander Group implementing BaaS platform jointly with GFT in 2019.June 2022 results: Digital Sales increase from 8.7% to 63%, Digital Adoption increase from 27% to 60% (30days use) and Digital Monetary Transactions from 18% to 50% from 2019 to may 2022. Digital customers pre-tax profit means 63% of total bank.Main innovation projects: 1.- BaaS (platform as a business), for omni-channel customer experience in Digital, Contact Center and San Personal. 2.- Product innovation: P2P payment, Digital savings, Int´l transfer via blockchain with Partner, pure open market credit card acquisition (Samsung), open market onboarding for new deposit accounts (N2 & N4) both based on a new simpler, easier and faster account deposit at core banking. 3.- Channel innovation: new Santander Mobile and WEB, new SMEs WEB and new Android based app for Samsung (Samsung being a spin-off of Santander Mobile, thanks to the hybrid frontend strategy in place.4.- As the new digital platform is already in place, it allow sus to make "wallet as a service", branded or white label solutions, for making stronger partnerships with other players or new digital business models for massive customer acquisitions.5.- Leading the Antifraud new platform (latest technology Transmit) in just 9 months, allowing Santander Mexico to be the most secured bank for their digital customers.

5th bank in Mexico. Canadian Bank with headquarters in Toronto, Canada.Reporting to the CEO, with full responsibilities on Digital Banking Unit and Digital Factory.Partnership with FintechsIn charge of the digital transformation, omnichannel strategy & digital products development, under the agility methodologyManaging projects: WEB/Mobile/ATMs redesign, reengineering current platform (Baas), big data & analytics management. New open market online applications for CC & Loans.Results: Sales Increase YOY 190%. Digital Sales: 30% over total sales. Conversion Rate 15%.

Reporting to the CEO, with full responsibilities on Sales & Marketing: Marketing, Distribution Channels, E-commerce & Digital Marketing, UX, Yield Management & Route Planning.

Professor @E-commerce and Digital Marketing Master

E-Commerce & Digital Marketing Director (www.liverpool.com.mx). Development of 3 years strategy in order to position Liverpool as the leader in terms of Sales & Branding in the e-retail (on-line) sector in Mexico, jointly with the implementation of the omnichannel experience for the Liverpool customer. Category management : Differentiated strategies per category of product, based on consumer habitsDigital Marketing Strategy: Development of digital marketing plan (SEA, Social Media & Commerce, and Mobility) based on branding, traffic, lead generation and sales, throughout the different channels, product category and customers.Constantly improvement of all the digital channels with two main objectives: best in class usability and persuability, in order to increase conversion rate.Implementation of e-commerce platform ATG, ENDECA, Sterling, Antifraud, Payment bridge and several payment methods)Implementation of e-logistic strategy based on the omnichannel strategy in Liverpool (serving from stores and warehouse)

Professor of New Techologies applied to Tourism Industry, last semester.

As business owner, with other two partners, our company is responsible for the distribution of PMS application for small and mid hotels and chains, in Mexico and LATAM.

Development and implementation of the strategic business plan for Amadeus Mexico, leading the corporate strategies and policies and adapting them to the local market. Major Achievements: Increase of 2 market points. 20% increase in profitability. Taking into account indirect distribution, company grew 15%.

Development of strategic marketing plans related to Sales in the LATAM region (prices, new products, new business lines, acquisition, loyalty and advertising plans)Reorganization of the trade marketing area of the local Amadeus companies, aligning policies, strategies and human resources for accomplishing the objectives as a whole region/business. 20% Sales increase (total región) 25% savings on the associated marketing budget.

Design and execution of special projects for the LATAM region in terms of joint ventures, acquisitions and strategic alliances.Strategic plans for special projects related to new market entries and/or acquisition markets. Average value of the projects 2-5 Millions USD

Design and implementation of segmentation strategies, and alliances with airlines and travel agency associations. Development and implementation of commercial strategies, as well as reengineering of commercial processes and reporting, which improved significantly the results of the commercial organization in North America and LATAM regions4 market points increase

Responsible of the all the SW applications for the internal Administration Departments