Independent consultant focused on Business Strategy Digital Strategy and Digital Transformation for medium/large sized companies.• Focus on Artificial Intelligence, Blockchain, Cloud, IoT, Platforms, eCommerce, Business Operations, Digital business models, enablement of tech, people, process, and data analytics as enablers.• Consulted large box retailers (Office Max, Bed, Bath & Beyond), consumer goods companies, and academic institutions (ISDI, ASF)• Acted as temporary Chief Digital officer with these clients defining and implementing CRM solutions (Salesforce), mobile apps, loyalty programs, data analytics, e-Commerce platform improvements, logistics/distribution optimization and redefining their organization to become digitally focused.

Regional leader Latin America for all of Nielsen’s businesses, products and functions including commercial, product management, data science, marketing, operations and support functions for the Media, Advertising, Content and Audience measurement, reporting to Chief Revenue Officer and leading an organization of +1,000 employees. Responsible for the commercial management of all media companies, TV broadcasters, ad agencies, advertisers, and digital platforms in Latin America. (Televisa Univision, Globo, SBT, TV Azteca, Google, Meta, Amazon, TikTok, global ad agencies, etc.)• Implemented technology and research solutions for cross-media content and advertising measurement to help clients improve decision making on content development / distribution, marketing effectiveness, attribution, ROI and advertising optimization.• Launched the first deduplicated cross-media measurement platform in LatAm to measure ads and content ratings for both linear TV and streaming.• Restructured and consolidated the business in Latin America through redefining strategy, business model, organizational design, business processes.• Created a matrix organization in LatAm based on customer segments, and functional expertise while maintaining in-country relevance.• Drove double digit revenue and profit growth in Latin America through pandemic and industry recession – full P&L accountability.• Achieved cost savings and efficiency improvements through centralization, consolidation, automation, restructuring and business re-prioritization.

Created the B2B business model for Uber Eats in Latin America, managing the restaurant vertical on business strategy and commercial leadership.Responsible for leading sales strategy, operations, and execution of the Restaurant vertical for Uber Eats in 14 countries and 84 cities in LATAM. In charge of all commercial teams driving acquisition, development, growth, and success of restaurant selection in the region• Increased restaurant Selection 4.7X from 15K in 2018 to 70K in 2019, growing transactions and gross bookings 4X in 12 months to US$1 Billion• Hired a team of +500 people in (Sales, Account Management, Business development, program management and restaurant Onboarding for LatAm)• Created, developed, and executed sales and commercial strategy to build a B2B organization and business model for the region that didn’t exist.• Launched new verticals and new lines of business for Uber Eats outside of the restaurant vertical (pharmacy, supermarkets (Cornershop), flowers, etc.)• Centralized, scaled, and automated transactional functions that were done in each country in the past (inside sales, onboarding, self-service sign-up)

Led the launch Amazon Marketplace and Fulfillment by Amazon (FBA) in Mexico in June 2015, including the development of the business and operating model, definition of strategy, commercial policies, hiring the team and overseeing the development of the tech platform. Led an organization with teams on commercial, product, marketing, operations, category management, fulfillment and finance with full P&L ownership while reporting to the VP Americas.• Achieved 3X annual sales growth for each of the last 2 years, achieving US$1 Billion in annual sales and achieving breakeven for the marketplace division.• Operated a business model to recruit, launch and manage +50K sellers and 50 million unique products in Mexico from different countries in 2 years.• Developed and implemented tech features and services unique to the market conditions in Mexico for both domestic and international sellers.• Exceeded growth, selection and profitability targets for the first two years of operation, faster than other countries after 2 years of launch.• Supported the launch of Amazon Marketplace in Brazil, following Mexico’s success model and guiding Brazil team on the execution / implementation.

Led all consumer products (Xbox, Surface, Windows phone, Windows devices, Consumer Software, PC accessories, subscriptions) across LATAM. Led region to be the largest retail business for MSFT after the U.S. achieving $1.5 Billion USD in annual revenue and 25 million PCs across the region. Managed all consumer channels (retailers, e-tailers, distributors, telcos) in Mexico, Brazil, Chile, Argentina, Colombia, Central America, and the Caribbean. Full P&L accountability for the Division in the region, including planning, forecasting, management, and financial analysis.• Grew 5X the size of the business in revenue and profits on a 4-year period, achieving +70% annual growth for each of the last 2 years and the highest market share and growth for Xbox WW through the implementation of key strategic initiatives.• Developed strategy, led project, and drove execution to manufacture Xbox in Brazil, launch Xbox in Argentina, Chile, Central America and Surface in Mexico, increasing sales in Brazil from 20K consoles per year to 1 million and becoming the second largest Xbox country after United States.• Hired and developed a team a team of +120 people (sales, marketing, operations, finance, product) across 9 subsidiaries in Latin America• Winner of the Worldwide Circle of Excellence Outstanding Achiever Platinum Award in 2011, highest award achievable for any Microsoft employee.

Director of Marketing and Sales Strategy. Managed commercial strategy for all segments (Enterprise, government, Midmarket, Small Business, Consumer). Owner of key strategies in Mexico such as Unified Communications, Messaging and Collaboration, Enterprise Content Management, Business Intelligence,Enterprise Project Management, Enterprise Search, Business Productivity among others. Responsible for flagship products like Office, Exchange, Project, Visio, and SharePoint, Communication Server among others.• Grew the business in Mexico to US$200 Million in annual revenue, doubling the size of the business during that time.• Led the launch of the Software + Services strategy for Microsoft México (hosting, SW as a service, IaaS) for Office, Exchange, SharePoint, Lync, BI.• Planned and executed of Microsoft’s “Launch of the Decade” in México (Office System 2007, Windows Vista, Exchange 2007)

Microsoft’s Home & Entertainment Division includes Xbox videogames, Hardware, PC Games, Home Software and Mac Office. Led the Xbox and Xbox Live launch strategy and execution in Mexico and Colombia. Responsible for Marketing Strategy and execution, business development, channel strategy, trade marketing and merchandising.

Hexacta is a consulting firm with operations in Mexico, Brazil, Argentina, Chile and Spain. It focuses on providing end-to-end solutions to clients in the areas of Strategy, Technology and Business Processes. Hexacta is part of Banco Santander Central Hispano which invested US$35 Million in 2000 in the company.In charge of the start-up and Business Development of the firm in Mexico - Led strategy, Sales, operations, and results of the firm in Mexico.• Hired and led a team of 30+ project leaders, business and process consultants, research analysts, technology architects, programmers and web designers.• Implemented technology solutions to clients in industries such as Financial, Media, Consumer Goods, Retailing, Telecom and Technology and Internet

Advertium.com was a browser-based e-commerce solution for the buying and selling of media in Latin America. The company provided end-to-end e-commerce resources for the online aggregation, presentation, and transaction of advertising inventory across all types of media.Responsible for the strategy, sales, operations, and results of the Mexican operation. In charge of the corporate, marketing, financial and operations strategy for the company jointly with the other three founders while managing the Mexico business.• Founded advertium.com from scratch, designed corporate strategy and positioning, defined business model, designed market entry strategy.• Raised US$1.7 million in seed capital from Hicks, Muse, Tate and First to build platform and start operations.• Built the technology platform through an alliance with adoutlet.com and grew available advertising inventory in Mexico to +US$10 million.• Led the administrative/legal process of shutting down the operation and liquidation of the firm in Mexico after failing to close a 2nd round of financing.

Project manager for the "Telecommunications, Media and Technology" and “consumer goods industry” group in Mexico. Focused on business strategy in the areas of business development, marketing, financial, operations, and business analytics. Developed the telecommunications consulting practice for the firm in Mexico with the company’s partners. Led International projects in the U.S., Mexico, Argentina, Brazil, Costa Rica, Peru, Chile, etc.• Managed multiple projects in the Mexican and Latin American telecommunications and media industry, in the areas of strategy, market assessment, marketing strategy, business plans, pricing, competitive analysis, financial analysis, organization and process design.• Implemented projects in the consumer goods industry in the areas of strategy, marketing, new business development, alliances, operations, supply chain management, financial analysis, organization and processes design, distribution, etc.• Led E-Business strategy development across different industries, mainly in the Telecommunications, Financial Services and Consumer Goods• Awarded the Booz Allen & Hamilton’s “Professional Excellence Award” in 1999, highest achievable award for a Booz Allen employee.

• Developed strategy for a Raid insecticide that had been launched several years ago and had failed, and developed a marketing plan recommending to re-launch it next year. The initial analysis included an overview of the Brazilian market, consumer profile, market segmentation, competitor analysis and background/key learnings and conclusions of the product when it was launched. The marketing plan included concept development and product positioning, product and package analysis, manufacturing plan, market research testing plan, marketing mix, distribution and advertising strategy, and financial analysis. • Participated in the development of the brand’s first fact-based selling template for the trade in order to gain distribution of new products, delist key competitive items and obtain display support during the insecticide season.

• Led Mexico’s marketing, financial and manufacturing elements of Vicks Cough Drops and Vicks VapoRub globalization project for North America in the strategy and implementation phases, increasing division profits by 5 million USD per year. Developed, analyzed and recommended several scenarios based on capital investment, marketing implications, manufacturing costs and operation logistics.• Led development and implementation of projects for Vicks Cough Drops and VapoRub Lemon introduction and sourcing to Canada from Mexico achieving annual savings of 1.6 million USD for the division. Designed, coordinated and followed through the execution of all activities and plans by managing a team of 40 people.• Worked as a scholar (internship) during the last four semesters of college (1991-1993) in the Industrial Engineering area, identifying and implementing projects for cost reductions, operating efficiency improvements and logistics optimization.