Responsable de la fundación y dirección de NaNa Vida Hotel Boutique en la ciudad de Oaxaca.

Xhindxa nace para apoyar la reactivación económica del Istmo de Tehuantepec, Oaxaca, tras el sismo del 7 de septiembre del 2017 que tuvo un impacto catastrófico en la región. A través del trato justo y difusión del trabajo de los artesanos de esa zona, ponemos al alcance de todos el apoyar a través de la compra de estos productos, cuyas ganancias serán reinvertidas al 100% para proyectos que impacten el corto, mediano y largo plazo, para la recuperación del Istmo y poder así regresar a sus actividades normales, y eventualmente a una mejor vida.Sociedad civil sin asociación a algún partido politico-------------------------------------------------Xhindxa is created to support the economic reactivation of the Istmo de Tehuantepec, Oaxaca, Mexico after the Earthquake of Sep 7th, 2017, which had a catastrophic impact. The City was reduced to nothing in more than 30% of their homes and constructions, and leaving another 30-40% inhabitable.Through fair trade and diffusion of the wonderful work made by Oaxacan artisans, we are working to make easy for anybody to help these communities through the purchase of their products and creations, which earnings will be reinvested in purchasing more products to keep to economy running and support projects that help in the short, medium and long term to help the Istmo get back to their regular activities and eventually to a better life.

Co-founder of Blossom Brides Mexico, an innovative luxury proposal of custom made couture wedding dresses.

Responsible for blades & razors category (male & female) in Mexico, with an annual investment of >US$15MM, and management of all Gillette’s sub-brands, with a market share of 74%, and an annual growth of +1.1pt in the last year. Accountable for the strategic management of the brand, to keep leadership and growth through market and consumer knowledge, along with the right implementation of KBDs, generating a 111 IYA growth in value and 109 IYA in volume. Leadership of an integrated multitask team from marketing, sales, market research, supply & demand, and shopper-based design. Direct report to both, local and regional marketing directors.

- Responsible for Shave Care and Oral Care category in Mexico, with an annual sales of >US$210M. Oral Care business has improved its profitability by +22MM USD (record improvement YOY) and sales indexing 121 IYA, while in Shave Care I have lead the strategic redefinition to win more rapidly through the maximization of the whole portfolio, reaching the highest share point in the last 18 months and improving sales 122 IYA. Direct report to both, local and regional marketing directors and leader of a multifunctional team.

- Responsible for the implementation of multi-brand initiatives with an annual investment of US$10MM with a brand management of more than 15 brands and 4 product categories. Design and implementation of visibility vehicles for high frequency stores (“changarros”) and specialized channel; integration of marketing plans with traditional channel specific needs (minimarket, convenience) and loyalty plans for the store owners and sales force. Leadership of an integrated multitask team from marketing, sales, market research and shopper-based design.

- Responsible for the toilet tissue and napkins category, branded by Charmin, Lirio, Lunch and Cheff. The category represents 13.8MM cases and US$134MM in sales during 2010. Growth based on the creation and implementation of marketing plans which focused on the re-launch of the full Charmin’s portfolio (Premium, Clean+Resist and Basico). Focus on sales fundamentals, ensuring base business sufficiency, while making the right strategic choices for each portfolio’s version. In addition, strong efforts on reinforcing the brand equity and awareness through the execution of Charmin’s Restrooms for the first time in Mexico City’s Zocalo, doubling the target of unpaid impressions. Year-end results were +45% in volume vs. YA and +35% in sales vs. YA. Direct management of a team of three people (marketing) and indirect of three multifunctional support team (finance, market research and trade marketing).

- Marketing Plans development, management and execution (+US$20MM) for the leading detergent Brand in the Mexican market. Coordination of regional and local initiatives for their implementation in Mexico. Achieved the share turn around for the mother brand version of the Brand after 5 years of consistent fall. In addition, I was the owner for all multibrand initiatives’ planning and execution, coordinating up to 14 brands from beauty care and fabric & home care, exceeding all objectives in terms of sales (120 Ix vs. Obj.) and establishing record highs in share for brands such as Downy and Olay.

Leader of more than 12 projects a year for in-store communication of different categories, delivering US$19MM in revenues with a US$4MM investment. In addition, efficiencies of US$700M from a change of strategy in the type of POP material resulted in a “recognition share” award, and a complete change in the type of materials used for visibility, still in use today for it’s significant better ROI. Awarded twice by the International POPAI Awards for the innovation in her in-store vehicles, derived from the in-depth understanding of the consumer, improving shopping experience and sales for the company. With up to 13 people at her charge, she has been recognized as a great manager, coach and leader.

Planning and execution of Ariel initiatives. Creation of marketing plans and recognized by her innovation in loyalty plans and improved visibility at stores, growing sales and emotional connection with Mexican consumers, significantly improving loyalty levels for the Brand. Responsible for the Brand growth in clubs channel, achieving a (110) Ix vs. YA in sales.