Commercial and Marketing Head• Strategic, innovation, operational and commercial consultancy for worldwide interests in the Mexican Spirits space.• Representing and managing interests for Tequila, Mezcal, Bacanora, Sotol, Rum and Gin players, both inbound (Investors) and outbound (Brands and suppliers).

Chief Marketing Officer• Global Brand Marketing Head for the largest independent Mezcal in the World.• Managed the worlwide expansion, brand building efforts, innovation pipeline and P&L of the company's portfolio.

Premium/Luxe Brands Head for Mexico• Led Marketing efforts for priority Tequila Portfolio: Maestro Dobel (Top growth brand for José Cuervo), Centenario (Largest Brand for the company), and Reserva de la Familia (Company flagship).• Led the Deluxe Brands business unit, achieving over double the portfolio's profitability. • Developed the company's owned e-commerce and UX capabilities through the first company-owned DTC platform in the country.Marketing Head for South America, Central America, and the Caribbean.• Developed José Cuervo's portfolio across 32 countries, in a region of high cultural and linguistic complexity, spearheading the construction of the Tequila and Mezcal categories in the region.

Premium/Luxe Brands Head• Led marketing and business efforts for Premium+ Tequila portfolio; accelerating Maestro Dobel to its highest historic sell-out level, making Gran Centenario the #1 Tequila brand in volume share in the country, and consolidating Reserva de la Familia as the Luxe flagship brand for the company.• Managed International Business Partners Edrington, Mast-Jägermeister SE, and Lucas Bols; accelerating The Macallan to be the #1 Single Malt Scotch in Mexico, turning around Jägermesiter to achieve growth after months of brand contraction and maintaining Vaccari as the #1 Sambuca in Mexico.• Designed and launched the Deluxe Brands business unit for Mexico; effectively achieving internal and external clients buy-in of a highly-profitable portfolio.

Consumer and Client Marketing Director• Responsible for B2C/B2B Marketing efforts in Mexico, with main focus on Affluent (Top tier products: Visa Infinite, Visa Platinum), Mass (Rest of Portfolio), and Cross Border (International) portfolios.• Managed the full Visa Mexico Marketing Budget, effectively steering traditional Media to maximize reach and penetration in traditional targets, while driving Partnership with Digital Global Players (Google, Facebook, Waze, etc.) to engage new audiences.• Management of Global and Local Sponsorship Assets (FIFA, NFL, Olympics, Femexfut, etc.) and responsibility for relationships with stakeholders, spokespeople and athletes.• Developed and implemented the first Cross-Border Digital Campaign for Mexico in USA, delivering Best in Class Results (Awareness, TOM) with less than half the investment of local players.• Achieved Brand Preference Growth after a steady decline of +1 year, growing double digit, and broadening the Gap vs main competitor in Key Targets (Millenial, Affluent)

Hair Care Marketing Manager• Brand, Commercial and Innovation Pipeline (Formula, Packaging, A&P) Management for Caprice Hair Care Brand: the #1 Shampoo Brand in Mexico with over 60% penetration, and the largest HC brand for Colgate Worlwide.• Brand reactivation: Caprice stops SOM decline after 4 years falling, and recovers 2 points in a single year.• Margin enhancement: Through reformulation and Commercial efficiencies, reverted margin loss (+1 Margin points after 5 years of losses, and a plan for additional points) without compromising product quality and usage experience.

Personal Care Brands Group Manager • Brand and Commercial management for Female deodorants. (Lady Speed Stick, Teen Spirit, Neutro Balance) • Implementation of portfolio strategy, reducing complexity and raising average productivity by more than 20 points. • Brand reactivation of LSS: Brand achieves growth after 6+ years of stagnancy, surpassing highest historical share. • Redirection of Female Digital Strategy results in LSS Mexico having the highest Engagement metrics among global FB Pages (Cosmetic and Beauty Categories).

Personal Care Innovation Group Manager • Leadership of the Multidisciplinary team in the development of Innovation Pipeline: Technology, Supply, Consumer Insights, Regulatory and Legal, Marketing, Go-To-Market, External Suppliers (Agencies, Fragrance Houses)• Development and population of Male Deodorants Innovation pipeline for 2011-2015 for Speed Stick Brand with the highest consumer ratings historically obtained (Purchase Intent, Uniqueness).• Leadership of the development of Line Extensions (Product+TTL Campaign) for LatAm in 2011-2012, making every Launch the top-selling variant for the brand after 3 months in market in average.• Brand reactivation after 10 years of stagnancy: Speed Stick grows 20% (+2 points SOM) with “ADN” Line Extension.

New Ventures Commercial and Marketing Manager• Developed and implemented commercial strategies for Coca-Cola's Premium Portfolio, stemming from TCCC's acquisition of Glacéau.• Glacéau Vitaminwater achieved a 30% Brand Awareness among target in a single year leveraging on organic PR strategies. Media outcome exceeded US$1.5MM with no investment in ’09.• 50% trial to purchase rate achieved via trial-based activities and without Mass Media efforts.• Restructured Road to Market, decreasing dedicated distribution cost by 50% and tripling route efficiency (Visits with a sale, Drop size) while maintaining service levels in priority brand-building channels.

Partner and General Manager• Commercial strategy development for the NCB Mexico Expo, including tropicalization of US strategy and platform, pricing strategies design, sponsorship management, and strategic alliances between clients, and/or agencies.• Development and operation of a CRM, client database and market intelligence-oriented call center.• Development and administration of all relations with US and Mexican investors, sponsors, authorities and non-profit organizations.

Marketing Manager, Rums & Liquors• Revamped Havana Club rum’s national market strategy. The brand doubled its distribution rates within 12 months and grew 22% in depletions vs. the previous year, reversing 4 years of continuous losses.• Restructured Kahlua liquor’s pricing strategy. Developed a marketing plan allowing growth in spite of price increases.• Re-launched Malibu rum for the Mexican market. Developed sampling and consumer reward programs that accelerated brand growth to a steady 13% in depletions vs. the previous year. • Developed and revised new global platforms for Kahlua liquor and Malibu rum.Marketing Coordinator, imported brands • Detected a market opportunity within the VS segment of the cognac category. Proposed and developed Courvoisier VS cognac’s TTL launch, delivering a 400% growth vs. previous year for the brand.

Trade Marketing Trainee, Oral and Personal Care• Developed and executed Crest Calci-dent toothpaste's self-services launch plan; including product logistics, in-store efforts, and POS materials. The product shipped 48% additional volume over objectives in this channel.• Designed and executed all self-service plans for Charmin tissue paper. SOM loss was stalled and eventually reversed.

Account Executive• Marketing consulting for Textilera El Asturiano. Brand design and market strategies for male formalwear brand Enzo di Valli.