As the CEO and founder of INSIGNIA Business Consultancy, I am honored to lead a team of dedicated professionals in delivering tailored revenue growth, marketing, operations, and communications strategies to help businesses scale and thrive in today's competitive landscape.With over 11 years of experience in the industry, INSIGNIA Business Consultancy has established itself as a trusted partner for organizations seeking to unlock their full potential and achieve sustainable growth. Our… Show more As the CEO and founder of INSIGNIA Business Consultancy, I am honored to lead a team of dedicated professionals in delivering tailored revenue growth, marketing, operations, and communications strategies to help businesses scale and thrive in today's competitive landscape.With over 11 years of experience in the industry, INSIGNIA Business Consultancy has established itself as a trusted partner for organizations seeking to unlock their full potential and achieve sustainable growth. Our boutique approach allows us to provide personalized solutions that address the unique challenges and opportunities faced by each client.At INSIGNIA Business Consultancy, we offer a comprehensive suite of services designed to drive business success:• Branding: Our branding services are designed to help businesses stand out in a crowded marketplace and build strong, memorable brands that resonate with their target audience. Whether it's developing brand identity guidelines, crafting compelling messaging, or launching integrated marketing campaigns, we help our clients create meaningful connections with their customers and drive brand loyalty.• Digital Transformation: We specialize in helping organizations navigate the digital landscape and embrace innovative technologies to drive efficiency and enhance customer experiences. Our digital transformation solutions include the implementation of ERP, CRM, customer service, and loyalty programs and platforms, empowering businesses to streamline operations, optimize processes, and build lasting customer relationships.• Organizational Development: We believe that success starts from within, which is why we offer organizational development services to help businesses cultivate high-performing teams and foster a culture of innovation and growth. From leadership training to change management initiatives, we work closely with our clients to develop strategies that align with their organizational goals and drive sustainable results. Show less

As a board member of Grupo Baristi, I am thrilled to be part of a dynamic team leading the strategic direction and growth of our esteemed company. With a background in strategic consulting and marketing, I bring valuable insights and expertise to our boardroom discussions.My journey with Grupo Baristi began as a strategic consultant, where I played a pivotal role in shaping the company's expansion plans and market positioning strategies. Recognizing the potential and vision of Grupo… Show more As a board member of Grupo Baristi, I am thrilled to be part of a dynamic team leading the strategic direction and growth of our esteemed company. With a background in strategic consulting and marketing, I bring valuable insights and expertise to our boardroom discussions.My journey with Grupo Baristi began as a strategic consultant, where I played a pivotal role in shaping the company's expansion plans and market positioning strategies. Recognizing the potential and vision of Grupo Baristi, I transitioned into a board member role, contributing to decision-making processes and guiding the company toward its long-term objectives.As a board member, I actively engage in shaping the company's strategic initiatives, including market expansion, brand development, and digital transformation. With a focus on innovation and customer-centricity, I collaborate with fellow board members and executives to drive sustainable growth and enhance shareholder value.At Grupo Baristi, we are committed to delivering exceptional experiences to our customers while staying ahead of industry trends. Through strategic planning and execution, we aim to position Grupo Baristi as a leader in the specialty coffee industry, renowned for its quality products, innovative solutions, and unwavering commitment to customer satisfaction. Show less

As Marketing Director and Board Member of Grupo Baristi, I lead the marketing strategies and positioning of our brands in the competitive world of specialty coffee. My journey at Grupo Baristi began as a strategy consultant, where I contributed to the development of strategic planning and the group's expansion. Subsequently, I joined the board as a board member, and today, additionally, I take on the responsibility of directing our marketing strategies.I am proud to oversee the growth… Show more As Marketing Director and Board Member of Grupo Baristi, I lead the marketing strategies and positioning of our brands in the competitive world of specialty coffee. My journey at Grupo Baristi began as a strategy consultant, where I contributed to the development of strategic planning and the group's expansion. Subsequently, I joined the board as a board member, and today, additionally, I take on the responsibility of directing our marketing strategies.I am proud to oversee the growth of our business units and brands, focusing on delivering exceptional experiences to our customers in every interaction.At Grupo Baristi, we are committed to innovation and digitization to stay at the forefront of the industry. As part of our growth strategy, we have implemented a comprehensive digitization process throughout the organization, from inventory management to the customer experience in our cafeterias. This includes the adoption of new technologies such as cutting-edge ERP, advanced Point of Sale (POS) system, and a robust CRM and an Omni Channel purchasing experience, allowing us to optimize our operations and provide exceptional service to our customers.Furthermore, we have developed and launched the Baristi Rewards loyalty program with the Baristi App for Apple iTunes and Google Play, an initiative designed to strengthen our relationship with our customers and reward their loyalty. This platform enables us to offer personalized offers, exclusive promotions, and a unique Digital Purchasing and Delivery user experience, all to increase customer retention and satisfaction.Moreover, we have designed and implemented an omnichannel customer experience, integrating online ordering for delivery and pickup services. This initiative has exponentially increased customer satisfaction throughout their purchase process, ensuring a seamless and convenient experience across all channels. Show less

As General Manager at CODEBA, I spearheaded the company's revenue growth and customer success strategy, managing a full $625 million annual revenue profit and loss (P&L) responsibility. Achieving a remarkable +25% Year-over-year annual average revenue growth and +8pp increase in Share of Market (SOM) was a proud accomplishment.Key Highlights:• Revenue Growth Strategy: Devised and executed comprehensive revenue growth strategies resulting in sustained volume growth and profitable… Show more As General Manager at CODEBA, I spearheaded the company's revenue growth and customer success strategy, managing a full $625 million annual revenue profit and loss (P&L) responsibility. Achieving a remarkable +25% Year-over-year annual average revenue growth and +8pp increase in Share of Market (SOM) was a proud accomplishment.Key Highlights:• Revenue Growth Strategy: Devised and executed comprehensive revenue growth strategies resulting in sustained volume growth and profitable sales across various channels including retail supermarkets, C-Stores, Wholesale, Foodservice, and Traditional Trade in Mexico's northwest region.• Digital Transformation: Led the company's digital transformation journey by implementing ERP software, Salesforce CRM, and Last Mile Logistics platforms to enhance sales consistency, optimize customer retention, and improve operational efficiency.• Balanced Scorecard Management: Implemented the Balanced Scorecard management framework to guide and monitor strategic initiatives through key performance indicators (KPIs), prioritizing customer satisfaction and retention for continuous improvement.• Talent Management and Organizational Development: Revolutionized the HR strategy to attract and retain top talent, fostering a culture of excellence and continuous learning. Additionally, developed and implemented a comprehensive sales capabilities program tailored to empower sales executives, managers, and frontline team members to drive sales success and customer satisfaction. Show less

As the former Sales Director at CODEBA, I had the privilege of leading the sales team and driving revenue growth strategies to achieve our business objectives and exceed customer expectations. With a strong focus on delivering results and fostering lasting relationships, I played a pivotal role in driving sales success and contributing to the company's overall growth and profitability.Key Highlights:• Sales Strategy Development: Developed and implemented comprehensive sales… Show more As the former Sales Director at CODEBA, I had the privilege of leading the sales team and driving revenue growth strategies to achieve our business objectives and exceed customer expectations. With a strong focus on delivering results and fostering lasting relationships, I played a pivotal role in driving sales success and contributing to the company's overall growth and profitability.Key Highlights:• Sales Strategy Development: Developed and implemented comprehensive sales strategies aligned with the company's objectives, leveraging market insights and customer feedback to identify opportunities for growth and expansion. Through strategic planning and execution, I successfully increased sales revenue and market share across various channels and territories.• Team Leadership and Development: Led and motivated a high-performing sales team, providing guidance, support, and mentorship to ensure individual and collective success. By fostering a collaborative and results-driven culture, I empowered team members to achieve their full potential and exceed sales targets consistently.• Customer Relationship Management: Cultivated strong and enduring relationships with key clients and stakeholders, serving as a trusted advisor and strategic partner. Through proactive engagement and personalized solutions, I enhanced customer satisfaction and loyalty, driving repeat business and referrals.• Sales Performance Optimization: Implemented sales performance metrics and KPIs to track progress and identify areas for improvement. By analyzing sales data and market trends, I continuously optimized sales processes and strategies to maximize efficiency and effectiveness, driving sustainable revenue growth and profitability.• Cross-Functional Collaboration: Collaborated closely with cross-functional teams, including marketing, operations, and finance, to align sales initiatives with overall business objectives and ensure seamless execution. Show less

As the General Manager at INTERCERAMIC, I assumed full P&L responsibility, overseeing sales, marketing, logistics, retail sales, and distribution operations in the northwest state of Baja California.Key Achievements:Business Expansion: Orchestrated the company's expansion, achieving a remarkable 75% sales growth and a 120% increase in gross profit. This was accomplished through the execution of three core strategies:a) Horizontal Coverage Expansion: Implemented a… Show more As the General Manager at INTERCERAMIC, I assumed full P&L responsibility, overseeing sales, marketing, logistics, retail sales, and distribution operations in the northwest state of Baja California.Key Achievements:Business Expansion: Orchestrated the company's expansion, achieving a remarkable 75% sales growth and a 120% increase in gross profit. This was accomplished through the execution of three core strategies:a) Horizontal Coverage Expansion: Implemented a customer acquisition strategy by opening new retail stores in key regional markets, thus expanding our footprint and market reach.b) Vertical Growth: Implemented a product portfolio segmentation strategy to optimize profitability, by removing low-margin slow-moving products and integrating high-margin top-tier products.c) Sales Force Optimization: Redesigned the sales force incentives program to enhance motivation and productivity, resulting in improved sales performance.• Marketing Initiatives: Designed and executed both Above-the-Line (ATL) and Below-the-Line (BTL) marketing campaigns to enhance brand awareness and drive sustained customer traffic to our retail stores.• Public Relations Campaigns: Spearheaded public relations campaigns to engage with high-profile industry opinion leaders and clients, thereby increasing brand visibility and driving sales.• Sales Force Development: Implemented comprehensive training programs to enhance the capabilities of our in-store and field sales executives, ensuring they are equipped with the skills and knowledge to drive sales growth.• CRM Implementation: Led the development and implementation of a CRM platform to streamline sales funnel development and improve operational efficiency. This initiative resulted in enhanced customer relationship management and improved retail operational KPIs. Show less

As the Head of the Traditional Trade Channel at ENERGIZER, I was entrusted with overseeing the company's sales, trade marketing, and brand distribution initiatives across a vast network of over 60 third-party distributors and 500 distribution routes catering to the traditional trade sales channel.Key Responsibilities and Achievements:• Strategic Planning: Developed and executed comprehensive sales, trade marketing, and branding strategies aimed at increasing brand numeric… Show more As the Head of the Traditional Trade Channel at ENERGIZER, I was entrusted with overseeing the company's sales, trade marketing, and brand distribution initiatives across a vast network of over 60 third-party distributors and 500 distribution routes catering to the traditional trade sales channel.Key Responsibilities and Achievements:• Strategic Planning: Developed and executed comprehensive sales, trade marketing, and branding strategies aimed at increasing brand numeric distribution and driving profitable sales volume across all six AC Nielsen areas in Mexico.• Distribution Optimization: Implemented a new brand distribution sell-out-focused model, leveraging operational KPIs to ensure efficient distribution operations and maximize sales performance.• Sales Growth Tactics: Designed and implemented horizontal (Customer Acquisition Cost) and vertical (product handling) distribution and sales growth tactics to expand the brand's presence in the market and capture new opportunities for revenue generation.• Network Expansion: Expanded the distributor sales network by implementing a new customer lead generation model, resulting in the reduction of unattended geographical areas across various regions of the country.• Sales Executive Training: Spearheaded the development and implementation of a new sales executive training model, focusing on equipping team members with the technical and analytical skills necessary to enhance the company's brand distribution network and drive sales growth.Through strategic planning, innovative tactics, and a focus on continuous improvement, I played a pivotal role in driving the company's success in the traditional trade channel. Show less

During my tenure at PHILLIP MORRIS, I was entrusted with developing and implementing the company's regional sales and brand distribution strategy for the Traditional Trade channel in Mexico's central market (A4 Nielsen). In this role, I oversaw operations spanning 271 routes operating from 13 third-party distribution centers, with a focus on driving brand growth and market penetration.Key Responsibilities:• Sales KPIs Program: Designed and implemented a comprehensive sales KPIs… Show more During my tenure at PHILLIP MORRIS, I was entrusted with developing and implementing the company's regional sales and brand distribution strategy for the Traditional Trade channel in Mexico's central market (A4 Nielsen). In this role, I oversaw operations spanning 271 routes operating from 13 third-party distribution centers, with a focus on driving brand growth and market penetration.Key Responsibilities:• Sales KPIs Program: Designed and implemented a comprehensive sales KPIs program aimed at driving brand development and distributor performance. This program included the establishment of key performance indicators aligned with business objectives, providing clear metrics to track progress and drive results.• Distributor Incentive Program: Developed and implemented a distributor incentive program to motivate and incentivize third-party distributors to achieve sales targets and maximize brand reach. This program included incentives tied to sales performance, brand engagement, and market share growth, fostering collaboration and driving mutual success.• Brand Numeric Coverage Increase: Led efforts to increase brand numeric coverage in the General Trade sales channel, achieving a significant 20% expansion within six months. This involved strategic planning, targeted distribution initiatives, and effective execution to enhance brand visibility and availability across key markets.• New Brand Market Introduction: Successfully introduced a new brand to the market, achieving a remarkable 60% point-of-sale handling within a short timeframe. This achievement was the result of meticulous market research, effective branding strategies, and proactive engagement with distributors and retailers to secure prominent placement and visibility.My ability to develop and implement targeted initiatives led to measurable results and contributed to the company's success in a competitive industry landscape. Show less

During my tenure at PEPSICO, I held several key roles, starting as a Regional Marketing Manager and progressing to Regional Sales Manager, where I led a team of 195 members, including 130 sales representatives and 70 routes. Subsequently, I was promoted to Regional Trademarketing Manager for the On-Premise channel in Mexico's Pacific region (A1 Nielsen).In these roles, I was responsible for designing and implementing all trademarketing and sales activities across multiple channels… Show more During my tenure at PEPSICO, I held several key roles, starting as a Regional Marketing Manager and progressing to Regional Sales Manager, where I led a team of 195 members, including 130 sales representatives and 70 routes. Subsequently, I was promoted to Regional Trademarketing Manager for the On-Premise channel in Mexico's Pacific region (A1 Nielsen).In these roles, I was responsible for designing and implementing all trademarketing and sales activities across multiple channels, including Traditional Trade, On-Premise, and Modern Trade (supermarkets, C-Stores, price clubs). Additionally, I managed sales support departments such as finance, accounts receivable, warehouse, and customer service, ensuring the achievement of marketing, commercial, and financial AOP objectives, with full accountability for the business unit's P&L.Key Achievements:• Sales Growth Strategy: Successfully reversed a two-digit negative sales forecast by implementing strategic initiatives focused on horizontal and vertical brand distribution growth. This involved designing and executing programs to expand brand market coverage and enhance point-of-sale (POS) trade activities.• Sales Force Development: Developed and implemented processes to enhance sales force capabilities, resulting in superior market execution and increased POS per brand drop size and SKU handling.• Brand Exclusivity Negotiations: Negotiated brand exclusivity agreements with major regional restaurant chains, nightclubs, and sports venues in the On-Premise channel, strengthening brand presence and market share.• On-Premise Trade Marketing: Designed and executed trade marketing activities with national and regional accounts, including Subway, KFC, Little Caesars Pizza, and Cinemex, aligning branding and sales objectives through strategic partnerships.• New Product Introductions: Led the introduction of new brands, primarily in general and modern trade channels, through national and local account negotiations. Show less

During my tenure as Senior Sales and Marketing Manager at GRUMA, I assumed leadership of the marketing department and oversaw regional sales and merchandising teams spanning Mexico's northwest market. With a focus on driving brand growth and market expansion, I directed strategic initiatives and executed comprehensive marketing and sales strategies.Key Responsibilities:Market Research and Product Development: Led consumer market research initiatives to identify opportunities and… Show more During my tenure as Senior Sales and Marketing Manager at GRUMA, I assumed leadership of the marketing department and oversaw regional sales and merchandising teams spanning Mexico's northwest market. With a focus on driving brand growth and market expansion, I directed strategic initiatives and executed comprehensive marketing and sales strategies.Key Responsibilities:Market Research and Product Development: Led consumer market research initiatives to identify opportunities and assess market dynamics. Presented proposals for new product development and line extensions, overseeing the entire product lifecycle from package design to manufacturing planning. Successfully launched key category products, securing prominent shelf placement in major retail outlets.Trade Marketing and Category Management: Developed and implemented trade marketing and category management strategies to strengthen partnerships with key retailers such as OXXO Convenience Stores, Waldo’s Mart Dollar Stores, COSTCO, and local supermarket chains. Expanded store shelf space and SKU handling, exceeding branding objectives and driving sales growth.Brand Distribution and Sales Growth: Achieved a two-digit numeric brand distribution increase and sustained sales and profit growth over three consecutive years. Implemented brand horizontal growth strategies in the General Trade channel and specialized Modern Trade channel DSD routes to drive brand penetration and market share expansion.Flour Tortilla Market Share Increase: Elevated the company’s flour tortilla share of the market (SOM) by 20% through targeted brand growth initiatives. Leveraged strategies in both the General Trade and Modern Trade channels to optimize distribution and enhance brand visibility.Through strategic planning, innovative marketing initiatives, and effective sales execution, I played a pivotal role in driving brand success and market leadership for GRUMA in Mexico's northwest region. Show less

I started at the company as a local sales team leader and was quickly promoted to Territory Sales Manager, responsible for the Tijuana market distribution center daily operations.

During my tenure as Area Sales Supervisor at FEMSA Cerveceria Cuauhtémoc Moctezuma, now part of HEINEKEN, I played a pivotal role in driving sales excellence and market performance across the assigned territory. With a focus on maximizing brand presence and revenue generation, I led a high-performing sales team and implemented strategic initiatives to enhance market penetration and customer engagement.Key Responsibilities:Sales Team Leadership: Provided leadership and direction… Show more During my tenure as Area Sales Supervisor at FEMSA Cerveceria Cuauhtémoc Moctezuma, now part of HEINEKEN, I played a pivotal role in driving sales excellence and market performance across the assigned territory. With a focus on maximizing brand presence and revenue generation, I led a high-performing sales team and implemented strategic initiatives to enhance market penetration and customer engagement.Key Responsibilities:Sales Team Leadership: Provided leadership and direction to a team of sales representatives, overseeing their daily activities, setting performance targets, and conducting regular performance evaluations. Implemented training programs and provided mentorship to enhance team capabilities and drive sales performance.Territory Management: Developed and executed territory sales plans to achieve revenue targets and market share objectives. Conducted regular market analysis to identify opportunities for growth and expansion, and collaborated with cross-functional teams to implement strategies.Customer Relationship Management: Built and maintained strong relationships with key customers and stakeholders, including retailers, distributors, and on-premise accounts. Developed customized sales strategies and promotional initiatives to meet customer needs and drive brand loyalty.Sales Performance Optimization: Utilized data-driven insights to assess sales performance and identify areas for improvement. Implemented sales optimization strategies, such as route optimization, pricing adjustments, and product mix optimization.Market Expansion Initiatives: Identified and pursued opportunities for market expansion and new business development.Cross-Functional Collaboration: Collaborated closely with marketing, trade marketing, and supply chain teams to align sales strategies with overall business objectives. Coordinated promotional activities, product launches, and trade marketing campaigns to drive brand visibility and customer engagement. Show less