- Build the Category Management Department in Spain, as a Pilot Country, at Lidl. Today, all the countries have already integrated this department in their business structures;- Create the “Category Vision” for 3-5 years horizon, together with the Board Team, and determine the category role for all categories to drive higher growth and development, using scientific proven techniques;- Lead the definition and alignment with the Board Team of the main growth drivers for each category and its annual targets. Define clear action plans in order to make these objectives achievable by all the departments;- Play a key role in developing strategic projects across the total Europe;- Manager of a senior team of Category Marketing Managers.

- Own the responsibility of 4 strategical departments and manager of a senior team with 4 direct reports: Category Management, Trade Marketing, Merchandising and Store Visibility development.- Lead the trade marketing plan to launch the new luxury fragrances MIU MIU®, CHLOE® and CALVIN KLEIN® and participated in the development of all the merchandising materials and visibility tools to support its launches in store.- Involved and energized the Commercial team to prepare the most important annual launches of Rimmel® and ADIDAS® in the core customer channels.

- Leader of the Ice Cream Business Unit who enthusiastically engaged a multi department team composed of Sales, Marketing, Finance and Logistics colleagues to define and implement a new route to market for the category;- Creation, together with the core team, the 5-year sustainable growth Plan based on three pillars: efficient portfolio mix, brand equity identity and a customized customer channel proposition;- Responsible for the Ice Cream Unit P&L, delivering, in the first year, a double-digit growth on sell in and sell out;- Member of the core Regional and Global Ice Cream meetings, responsible for creating relevant pipe lines for all Europe, which became one of the key pillars of growth;- Responsible for managing all the customer negotiations – Modern Trade, Petrol Stations, Impulse Channel and Traditional Stores - and Top2Top meetings with the Board Team of Mars.

- Member of the Local Senior Chocolate Business Unit Team responsible for creating the new Route to Market for M&M’s®, which delivered a category leadership in market share;- Played a key role in the creation of the Chocolate Category Vision which defined a clear role for the products and brands within it and taking a category first approach and engagement with customers;- Owned the development of the “Perfect Store” concept for all the chocolate brands portfolio and channels, which the components are a full suite of category tactics, such as assortment, merchandising, pricing, communication and visibility targets to be accomplished for all the organization.

- Built a stand-alone marketing strategy, policies and activities for Portugal (separate from Spain) market:- Member of the Committee responsible for the merger agreement between Wrigley Portugal and Mars Portugal Inc., after the official announcement of the merge of both companies worldwide.- Influenced the central marketing teams to create the first ever TV media campaign of ORBIT® in Portugal. The campaign was developed in Portugal with a local celebrity and combined with a full trade marketing plan delivered a growth of 5pp of market share. The campaign became a best practice and the idea was rolled out in other countries.- Together with the Sales Manager, established strong partnerships with the main Wrigley’s distributors - PepsiCo® and Lacasa® – to co create powerful distribution gains plans and invest in their own salesforce to achieve the proposed goals .