• Monitored the project management platform to evaluate project current status, prioritizing needs for attention and managing issues with the team• Analyzed and monitored the execution of trade marketing strategies at the POS• Planned quarterly promotion strategies based on market intelligence tools such as PowerBI, Nielsen, Iscam, etc. determining investment, calculating scope and estimated growth• Aligned initiatives with business objectives by efficiently and effectively managing… Show more • Monitored the project management platform to evaluate project current status, prioritizing needs for attention and managing issues with the team• Analyzed and monitored the execution of trade marketing strategies at the POS• Planned quarterly promotion strategies based on market intelligence tools such as PowerBI, Nielsen, Iscam, etc. determining investment, calculating scope and estimated growth• Aligned initiatives with business objectives by efficiently and effectively managing human and financial resources• Participated in different strategic committees of commercial planning, demand planning and financialMain achievements: Developed business cases for strategic cross-selling alliances with Pernod Ricard, Barcel and OXXO achieving a 22% growth in Sell Out vs baseline and promoting future collaborations Generated quarterly promotional strategies for Self-Service and Convenience channels that contributed to growth in the OS +23% on average YTD 2024 Designed executive reports which synthesize key business results and are presented to senior management committees, facilitating strategic decision making Increased SOM by +8% in highly competitive areas for FITZER, collaborating with multifunctional leaders to align initiatives with the organizational strategy Organized quarterly meetings to review the progress of the plans and resolve possible conflicts between areas, which increased collaboration and execution efficiency by 20% Designed the Trade Marketing campaign (Feb '24) for +$2.5MDP, for the In&Out launch at Walmart, aligning strategies (POS) with Walmart Connect, generating sales growth greater than 17% in the 2nd quarter of 2024 Generated strategies (Shopper & Customer Marketing), relying on strategic alliances in the self-service channel, driving Sell-Out growth by 11% during the 2nd half of 2023 Boosted promotional budget efficiency in the cost per visit of up to 21% and generating savings of more than $100KMXN/month by the end of 2023 Show less

• Participated and collaborated with global in the reformulation and launch strategy of ROCKSTAR in Mexico 2020.• Designed and implemented marketing strategies for the ROCKSTAR brand in Mexico.• Coordinated the relationship with creative and media agencies, guaranteeing the implementation of branding strategies.• Led the launch of global gaming plans, ensuring alignment between local and global strategies (Rockstar Inc. PEPSICO).• Directed the pilot food distribution plan in the… Show more • Participated and collaborated with global in the reformulation and launch strategy of ROCKSTAR in Mexico 2020.• Designed and implemented marketing strategies for the ROCKSTAR brand in Mexico.• Coordinated the relationship with creative and media agencies, guaranteeing the implementation of branding strategies.• Led the launch of global gaming plans, ensuring alignment between local and global strategies (Rockstar Inc. PEPSICO).• Directed the pilot food distribution plan in the Western sales area (Celaya - San Miguel de Allende).Main achievements: Contributed to the growth of Rockstar's Sell Out in traditional channel +11% vs AA in 2019. Boosted market share and improved Rockstar's penetration in convenience and traditional channels in target sales areas. Increased 10% in Brand Awareness and 17% in purchase consideration (Brand Health). Led the 21% increase in sales in the 1st quarter of 2020 and positive brand recognition in the traditional channel. Generated a 14% growth in sell out, according to established forecast, during the 2nd semester in the traditional channel. Show less

• Carried-out the on-route field work with sales teams detecting needs and incidents that affected the KPIs.• Led the sales force in the market to evaluate commercial dynamics and calibrate daily management of the sales team.• Redesigned sales reports with higher value indicators to evaluate the management of traditional channel deliverers.Main achievements: Redesigned and adjusted the activity agenda of sales teams in the traditional channel, reducing management times by… Show more • Carried-out the on-route field work with sales teams detecting needs and incidents that affected the KPIs.• Led the sales force in the market to evaluate commercial dynamics and calibrate daily management of the sales team.• Redesigned sales reports with higher value indicators to evaluate the management of traditional channel deliverers.Main achievements: Redesigned and adjusted the activity agenda of sales teams in the traditional channel, reducing management times by 20%. Achieved efficiencies in sales teams per-client times (pre-sales phase), in traditional channel, focusing on KPIs review. Show less

• Developed and implemented commercial and promotional strategies for on/off premise channels.• Planed budget investment and efficient execution of the Metropolitan sales area in important seasons.• Designed promotional routes to cover Top stores and securing second-round visits during times of high consumption, thus guaranteeing perfect display and optimal inventory levels.• Coordinated commercial teams to efficiently execute initiatives and campaigns (Customer /… Show more • Developed and implemented commercial and promotional strategies for on/off premise channels.• Planed budget investment and efficient execution of the Metropolitan sales area in important seasons.• Designed promotional routes to cover Top stores and securing second-round visits during times of high consumption, thus guaranteeing perfect display and optimal inventory levels.• Coordinated commercial teams to efficiently execute initiatives and campaigns (Customer / Shopper).• Managed 100% budget allocation strategy for the execution of plans and initiatives in On-Premise & Off-Premise channels, focusing on areas of greatest growth and competitive intensity.• Planned Trade Marketing initiatives in the self-service channel for the launch of In & Outs• Managed directly the supplier relationships for image, promotion and manufacturing of materials and furnitureMain achievements: Increased brand visibility (share of voice) +21% in both channels in competitive areas of the Metropolitan region as well as sales by 13% in the same areas Boosted the Sell Out +11% during the 2nd quarter of 2016 and the preference of the Beer category by 8pp in competitive areas of the sales territory Secured correct supply and display in Top stores during high consumption seasons in competitive areas of the Metropolitan sales area, managing to increase sales by 8% vs AA Generated efficiencies in budget execution using historical and current information, driving 11% sales growth during the fourth quarter of 2016 Reached sales growth of more than 9% vs. Baseline, focusing plans on visibility and Customer & Shopper Marketing activities in Top Self-Service chain stores during the second quarter of 2016 Gained +6pp Sell Out growth in traditional and convenience channels by executing Trade Marketing activities in competitive areas of the metropolitan sales area during 2015 Designed promotion routes optimizing the cost per visit budget by 28% in more intense competitive areas Show less

Meeting Planning and Active Participation in the Proposal and Selection of Assets that Supported Brand Campaigns on On-Premise and Off-Premise Channels- Selection of Assets (Advertising): Chosen for their low cost and functionality, enabling national implementation with a reach 12% higher than forecasted in the plan.- Management and Proper Handling of the Budget: Effectively managed the allocated budget for acquiring permanent assets (advertising) for both Off-Premise and On-Premise… Show more Meeting Planning and Active Participation in the Proposal and Selection of Assets that Supported Brand Campaigns on On-Premise and Off-Premise Channels- Selection of Assets (Advertising): Chosen for their low cost and functionality, enabling national implementation with a reach 12% higher than forecasted in the plan.- Management and Proper Handling of the Budget: Effectively managed the allocated budget for acquiring permanent assets (advertising) for both Off-Premise and On-Premise channels at the national level, achieving savings of approximately 2.3 million Bs.- Preparation of Objectives and Plans Presentation: Developed the objectives and plans for the National Trade Marketing Department, followed by a presentation to the business management in the operational committee. Show less

Conduct Financial Profitability Evaluations for Negotiation Proposals with Large Clients (Retail, Key Accounts, Wholesalers, etc.), Based on Investment Indicators (ROI - BG):Significant Contribution to the Commercial Agreements Project, where strategies were designed and criteria were established for the successful dismantling of commercial discounts.Parameterization and Design of Discounts (Financial and Product-based) through the Commercial System:Restructuring and… Show more Conduct Financial Profitability Evaluations for Negotiation Proposals with Large Clients (Retail, Key Accounts, Wholesalers, etc.), Based on Investment Indicators (ROI - BG):Significant Contribution to the Commercial Agreements Project, where strategies were designed and criteria were established for the successful dismantling of commercial discounts.Parameterization and Design of Discounts (Financial and Product-based) through the Commercial System:Restructuring and Reorganization of the Promotion Parameterization Process, streamlining it into a unique, standardized national process (Single Format).Preparation of Reports on the Results of Parameterized Promotions, evaluating their performance and subsequent reporting to the National Administration Management and Business Leadership (Operational Committee) Show less