Define, direct and lead the successful execution of the strategy for the development of the Mexican business market (Top #5 country) and the introduction of new Plant-based categories (long-term strategy) aligned with the local shopper readiness in Retail and Food Service (B2B). P&L full responsibility with a strong focus on improving profit while strengthening Market Share leadership ensuring positive ROI.Marketing & Customer-Channel laser-focus JBPs to capitalize business opportunities by specific Nielsen Area leveraged on specific consumer insights.Continue building the culture while preparing the business unit (processes, structure and KPIs) for the next stage wether IPO or M&A.

Responsible for the full set-up from scratch of the new business unit after the handover from Unilever with zero revenue impact, business disruption and market share loss. Define the strategy, design the structure, set the route to market (Retail and B2B), and lead the consolidation and development of Upfield for the Central America & the Caribbean Region which includes Guatemala, El Salvador, Costa Rica, Panama, Puerto Rico, Dominican Republic, Trinidad & Tobago, Jamaica & the rest of the British & Dutch Islands. P&L full responsibility, Marketing & Customer-Channel development across the region. Handover of Manufacturing plants in El Salvador and Trinidad & Tobago, 3PMs in Dominican Republic, Panama and Jamaica.Set up of the Logistics footprint and S&OP process to ensure lowest cost-to-serve around the region including te US imported brands.

Responsible of the Laundry & Home Care Business for the Central America Region with scope from Guatemala to Panama including the Caribbean: Strategy, P&L, Brand and Market Development.

Direct all aspects of customer development, strategy for the Laundry & Home Care business market, and strategic market segment penetration leadership. Lead a team of 9 direct reports developing and cultivating commercial relationships with strategic channels including Wal-Mart, National & Regional Accounts, Clubs, Convenience Stores & Pharmacies and Traditional Trade. Restructure team and operations to revitalize and dramatically grow market share and bottom line revenues. Structure and integrate joint business planning process with direct accountability for sales, trade marketing, customer service, finance, and sales operations. Hold P&L and budget control authority. Fostered stakeholder and client relations, with strong understanding of market dynamics, business drivers, and corporate goals and impact on their region and strategy.***Value Added***✔Mexico, recognized as Country of the Year 2015, first time ever across all Henkel subsidiaries worldwide. ✔Triggered a dramatic, record-high increase of 5pp of market share in Modern Trade (MT) for 2 consecutive years; propelled sell out growth of >10% in 2014, 2015 & 2016. Grew category 3 times vs. market growth.✔Recipient of the Wal-Mart ‘Supplier of the Year’ Award becoming #1 player for the Category.✔Championed the development and execution of main strategy within this category for Modern Trade & Proximity with a highly targeted, customized plans for Top customers as per business assessment, brand positioning and market opportunity.

Tapped to provide leadership and strategic direction to sales team in order to achieve performance objectives, accomplished through effective coaching, mentoring of the team, utilization of resources and strong collaboration with other divisions. Analyzed and compared key data; generating innovative solutions to achieve annual sales goals, establish regional goals, drive performance, and develop a highly successful strategy for MT. Defined strategies to develop multi-channel/multi-formats: Modern Trade, Traditional Trade, Food Service, Convenience Stores & Pharmacies.***Value Added***✔Formulated a new Modern Trade Sales Structure for the Cadbury acquisition.✔Conceived and launched highly lucrative customer strategies focused on category development and shopper insights for a USD $500MM/year business.✔Generated investments and (improved channel profitability by 5%, leading a team of 1,200+ capturing channel growth by leveraging of sell out activities.✔Orchestrated a seamless SAP transition that optimized account and business development.✔Recognized as the Supplier of the Year Award for Oxxo in 2011 & Soriana in 2012, nominated by Wal-Mart for “Best Supplier of the Year” Award for 2 consecutive years.

Progressed from KAM role to Business Team Leader for this key account, strategizing on business development, account growth, planning, and relationship management. Drove and positioned the models targeting trade marketing, supply, finance, and operations to increase consumer satisfaction. Strategically negotiated commercial strategy for each client (assortment, price points, promotions and execution). Managed P&L and budget. As KAM, reestablished commercial relationship with Top 2 customers by devising plans to realize double digit growth based on sellout vision. Identified optimal product mix.***Value Added***✔Captured a dramatic +27% growth (2009) & 16% growth (2010) for a USD $180MM/year business.✔Orchestrated pivotal strategies to align and position key accounts as market leaders.✔Revitalized and turned around a negative sell out trend from -14% to + 12%. ✔Winner of the ‘Top 3 Commercial Supplier of the Year’ Award.✔Recognized as ‘Logistic Supplier of the Year’.

Championed the direction, guidance and a clear strategy to ensure that the company is effectively realizing strategic initiatives (Market Share, Growth, Profitability) developed through S&OP and Innovation Management. Tracked and ensured best-in-class delivery of all branded initiatives, leading project planning and development. Delivered coaching and mentoring to support direct reports to maximize their effectiveness and further develop skills. Generated weekly executive presentations to the CEO & the Board; provided status review reports, and monthly sales reports. Lead and coordinate in-house specialists and leadership (Finance, Sales, Marketing, Operations and R&D) to create, implement and measure the success of comprehensive marketing program to enhance branding and visibility. Optimized demand planning, merchandising, and supply/vendor strategies.

Lead the implementation of Collaborative Planning, Forecasting and Replenishment (CPFR) with Wal-Mart as part of the top 5 suppliers appointed. Define the KPIs and design the scorecards required to track the business performance vs JBP targets. Develop and implement a coordinated planning process between Sales and Replenishment that enables a sustainable sell out growth based on pull activities.

Lead a 6 Sales Rep team responsible for the implementation of the Commercial Plan on Nielsen Area 5 for WM & Carrefour including sell out targets, sales quota accomplishment and execution of promotional activity at the point of sales. Implement business reviews with customer's Regionals and Operation Mgr. in order to develop action plans at POS: price, product and promotions.

Lead the development of the sales strategy for the Categories of Cheese, Groceries and Biscuits. Align and coordinate the execution plan for the Modern and Traditional Trade. Develop the strategic annual plan for the Biscuits Category after Nabisco acquisition ensuring clear alignment and implementation with the Sales Force. Update the price strategy and the right balance between Channels. Develop POS strategies oriented to increase share: price, promotion, visibility, portfolio and investment