Lead Latam Global Commercial agenda by designing and creating new ways of working and delivering new capabilities to transform the business

*Responsible of driving nationwide Commercial Strategy for Small Formats (Traditional Trade & Proximity): 60% of PMF sales & 75% of Profit*Winning in the marketplace & being more consumer-centric by ensuring Traditional Trade & Proximity topline growth acceleration (Net Revenue) as well as gain SOM across brands & customers*Drive profitable & incremental growth thru GTM KPIs improvement & POS footprint by assuring management indicators increase such as %CV / VE / Drop Size with direct relation by commercial strategy initiatives: Innovation / Racks / Routes / Seasonalities / Distribution TOP10 skus / Sundays & Holidays*Segmentation agenda to offer a differentiated value offer for each customer in order to assure long term growth for the channel, leveraged by technology*Achieve top rating in customers surveys by leading, integrating, and executing holistic plans (trade marketing focus)*Full leadership of Strategic Plan construction process via strategic thinking and collaboration, challenging new avenues of growth for the formats*Squad integrator in key proyects to develop a turnaround addressing & align BU & Segment: SOM Plans, Priorities, Key Battles*Coordinate & maximize budget allocation as well as S&D and D&A management to win in the marketplace*Continue delivering sustainable growth for Socios Pepsico (Loyalty plans)*Design & Deploy: development plan to improve key capabilities for the team: Strengthen Upskilling and Reskilling with enhanced Training programs

*Lead & define a sales strategic plan by delivering a solid long-term proposal based on shopper / customers insights & market trends to accelerate growth & keep gaining SOM*Keep building PMFs sales next generation capabilities by designing & implementing strategical transformational projects (enabled by technology & big data and analytics) as well as capitalize omnichannel opportunities*Support the creation of annual plans to respond all the key strategic questions & aligning strategies with channels / BUs*Plan and commercial initiatives have to be delivered in a timely manner by coordinating governance & guaranteeing strategic framework alignment*Lead PMF segmentation program to offer a differentiated value offer to maximize customers potential & shopper needs (prioritized segments & subsegments). Micro-segmentation as endgame*Define new business setup, definition & proposal to offer new solutions through the right CVO & business oriented •Winning @ POS by having a deeper shopper & customer understanding as well as create a future thinking for our sales directors’ leaders*Agile performance by redefining & improving sales operating model considering governance, forums, & KPIs to ensure function leaders visibility & alignment, as well as guaranteeing sectorial arrangement to guarantee doing the right projects & align to vision*Align, coordinate, develop and deliver strategic information for sales VP key presentations to assure sales alignment, communication and follow up across teams & forums*Define & propose a CRM model process to manage & analyze key interactions to have a deeper E2E process

*Lead & coordinate Confectionery Business turnaround to a profitable & accretive business to PMF *Action plan focused on right-sizing of routes, expand & increase OT & WHSL channels importance, portfolio simplification & manufacturing footprint*Profit results in 2016 & 2017 above expectations: NOPBT (107 Index vs plan) delivering first positive NOPBT*DTS transformation journey: new model consisted into hybrid routes with savory & biscuits with results above expectations*WHSL channel has been the main channel to boost sales driven by excellent 360° plans focusing in top customers*OT channel seasonality’s executed flawlessly with correct portfolio, timing as well as supports on main customers*NT channel mainly export is critical for the BU due to high profit (dollars sell in) & with the opportunity to keep growing in other markets. New portfolio for US has been delivered with successful brandS*Product Optimization (from 82 to 36 skus - 55%). Revenue Management agenda with profitable skus & prioritize core brands with correct pack & price*A&M investment focused on core brands (higher profit)*Rockaleta & Inspireka communication & awareness: Rck digital webpage (MEX & USA) & new digital positioning campaign

*Marketing Leader of Lays Brand for LATAM: Brand Equity, communication, innovation, and promotions*Development & implementation of Lay's Brand Promo (Do us a flavor) across LATAM, achieving standardization on a single communication & achieving regional innovation in 4 different countries*Communication, adaptation and implementation of 360° plans within different celebrities: Enrique Iglesias & Messi*Leader of UEFA campaign with Lay's: Digital strategy, POP exhibitions, packaging, promotions, negotiation, approval with the license, supports 360°*Negotiation & influence with different countries in order to standardize communication strategies and supports*Strategic leader of Lay's Brand strategic process generating solid ideas for next year: Stax, Baked, Lattice Cut*Development of new skills: Leadership, influence, setting the agenda, taking others with me, negotiation

*Tostitos growing 104 Ix, most profitable Brand in the BU as well as considered a Love mark in 2015 in the North region*Tostitos gaining SOM vs. YAGO: +0.2pp & Increase of frequency of +8% vs. YAGO via brand awareness, promotions & innovation*Lead & redefine a new positioning with a more emotional aspect generating good results & better bonding within consumers.*Re-launch of a new image for Tostitos (modernity, craving, indulgence)*Brand expansion in 3 regions with low penetration & awareness via Tostitos $7Ps. 360° supports to generate trail & retrial*Lead Tostitos promotion with solid results via differentiated prices & supports. Promotion included a TV execution, BTL & contest prices for regions (DTS & OT)*Launch of Chile Manso with 360° supports: ATL (TVC, Secondary Media) & BTL (sampling, POP exhibitions).*Management and control of Tosticentros: 14M Tosticentros nationwide + 1M Doricentros in Valley & West Region*Tosticentros model with INADEM entrepreneurship program was approved with the opportunity of expansion via government support

*Strategic leader of new platforms for the BU as well as responsible of AOP & Strategic process*Creation & development of entertainment & complementary platform*Inspireka growth of +75% vs YAGO via solid innovation becoming the #1 Brand in Confectionery generating incremental sales, consolidation of the P&L as well as winning SOM*Launch of Innovation: Moldeable & Konstruy with 360° supports (TVC, additional exhibitions, caddies, sampling, printed media, POP & supports on POS)*Variety Packs reconfiguration on WHSL & EXP achieving differentiation on the portfolio vs market as well as higher profit*Flawless execution of 2 Promo Packs (Pinguinos de Madagascar & Adventure Time)*Listing for 1st time of Stacy’s (pita chips) on Deli area with 360° supports (sampling & racks on deli area)*Consolidation of Gudu brand via increasing heavy user’s frequency indicators as well as increase heavy consumer base*Gudupop SOM +0.6pp vs. YAGO (stopping decreasing trend since 08’)*Gudupop Revamp: +35% vs pre-revamp & distribution increase*Tix Tix growing +17% vs YAGO, the best-selling year of Tix Tix lollipops in 10 years*Develop & launch of Tix Tix Duo as a line extension. Duo was recognized as “innovation of the year” in confectionery (Euromonitor)*Consolidate Rockaleta as the iconic multi - sensations brand within teens World via relevant promotions, news, relevant communication campaigns (ATL & BTL)*Development of Rockaleta revamp: New formula, new image, case configuration, promotions*Development & implementation of brand promotions across channels generating important results in top line (+36% vs base), profit and brand indicators with 360° campaigns supports

*Control & development of brand activities to continue as leader on potato category*Implementation & analysis on sales reports, performance vs. YAGO, AOP, SOM reviews, action plans, inventories, stales*Development of thematic campaigns of Sabritas with great results: TOM & Fav. Brand*Development & implementation of strategic projects: Stax (objective of flank Pringles)*New thematic image of Sabritas Core connecting with target in a more emotional way*Launch of Sabritas Flamin’ Hot with TVC & prints*Caseras re-launch: new image, activation on POS, nationwide sampling, TVC, prints. Results: Sales vs. base + 69%, +20 distribution, +9pp. vs. Chips in 1 year*Budget control & sponsorship and activation with La Granja, Ocesa & Six Flags

*Development of brand initiatives, launches, supports to maintain and increase SOM on extruded category (94%)*Development & analysis of weekly sales, YTD performance, SOM, inventory control & stales by zone and channels*Cheetos Re-launch with new image & product upgrades generating better results on brand main indicators*Launch of Cheetos Toy strategy (Bee Movie, Kung Fu Panda & Halloween); Higher price point & better profit*Launch of Cheetos Hamburguesas, Flamin Hot & Jumbo (portion control strategy) supported with TVC & prints*Sponsorship & activation on Kidzania & Mundo De a De Veras in Mexico & MTY