Since 2019 I collaborate as president of the Mexican Association for the Promotion and Licensing of Trademarks (PROMARCA), whose mission is to promote the culture of legality in the use of characters and trademarks, promoting awareness of the concept of trademark licensing in Mexico.

Accountable for the company's overall strategy, omni-channel, digitalization, P&L and strategic objectives. In charge of the team and business unit leadership to ensure the growth of the brand both in Mexico and the rest of the world. Head of the operation and responsible for the results of seven business lines such as direct retail, wholesale, e-commerce, franchises, distribution, etc, 2,000+ products, 60 licensing partners, 100+ points of sale, with a head count of 500 employees in Mexico, Spain, Colombia, Peru, Argentina, Chile, Panama, Ecuador, USA & Costa Rica. Reporting to the Board of Directors, – 500 employees (leading a team of 12 direct reports)*Successfully developed all E-commerce business project from logistics processes, commercial planning, product strategy, communication plans and marketplaces design, which resulted in a 200% online sales growth*Developed strategic product, price brackets and retail planning, reaching, obtaining, achieving Brand #1 in first year of launch, currently in Top 3 *Restructured the company to ensure viability in pandemic and post-pandemic periods by reducing expenses, changing the business model, rebuilding and reforming teams, among other strategic initiatives. *Developed and opened the most relevant marketplaces and e-commerce, such as Falabella, Amazon, Mercado Libre, Liverpool, Palacio de Hierro, Linio, Paris, among others successfully.*Developed the full digital ecosystem for the Company, ensuring operation in pandemic period.

Created and implemented Distroller's international expansion business model, opening 43 store in stores in Spain, Colombia, Peru, Argentina, Chile, Panama, Costa Rica and Ecuador in one year. Selected and negotiated with the most recognized commercial partners per country, as well as alliances and collaboration with embassies. Reporting to the Board of Directors, with a team of 5 direct reports and a total head count of 180 employees.*Developed a distribution-franchise model to ensuring Distroller´s and partners profitability in time.*Ensured Distroller´s brand positioning by having presence with top quality and entertainment store in stores in the main retailers of each country such as El Corte Ingles, Paris, Ripley, Pepe Ganga and Stevens*Successfully developed and implemented high end experiences and store in stores for 9 different countries within 2 years, obtaining the following achievements: *3-year sales projections in only 3 months in Spain.*Product sales stock ruptured at each international opening.*Distroller won Best Licensed Experience at the Licenses News Awards, in 2018 in Spain*#1 Brand in Colombia in 2019.*# 1 Brand in Spain, Panama, Peru and Chile in 2018

Responsible for Distroller's commercial strategy and brand positioning in Mexico. In charge of creating marketing, communications and content campaigns, as well as designing point-of-sale experience. design. Innovation and development of new products. Reporting to the CEO, leading 5 direct reports and 5 indirect reports plus promoters.*Obtained 13 brand and licensing nominations (2018), including Best Brand, and three awards (Best Food & Beverage Product, Best Soft Lines Product and Best Retail Activation) in Mexico. *Won 11 awards (2017) including Best Property of the Year, Best Mexican Brand and Best Product of the Year, even though the brand had no national distribution (only three retailers and company-owned stores*95% sell-out of all merchandise, even without markdown.

In charge of the licensing strategy for the Distroller brand, negotiating promotions and collaborations with brands such as Unilever, Walmart, Pepsico, Converse, Pupa, Bershka, Pandora, among many others. Developed of all product categories and all kind of licensing with great results for ten years by doing disruptive and innovative licensing through costume made projects, communication and design. Reporting to the CEO, with a team of 3 direct reports and 7 indirect reports. *Obtained 20+ licensing awards, including Best Mexican Licensing Brand, Best Property of the Year, Best Soft Lines Licensing Brand, Best Promotion of the Year, Best Product Development, among others.

Specialist in industrial property rights, drafting of business contracts, brand and patent protection strategies, and franchise development for brands such as Camino Real hotel group, Grupo Ángeles, Tizoncito restaurants, Grupo Imagen, among others.