Prelu offered a tech-enabled, comprehensive, clinically aided weight loss program. Our primary objective was to help people improve their metabolic health, reduce the long-term risks associated with mistreated/untreated overweight and/or obesity, and change perceptions surrounding these topics, free from societal judgments.Founded the company and built the product/service with third party suppliers and partners, raised an incorporation round from angel investors and 500 Latam startup accelerator, recruited a lean and efficient team and launched an MVP/beta version of Prelu. Acquired a group of full price paying customers that achived above industry-standard weight-loss results for clinically-aided weight loss, aiming for sustainability based on intensive lifestyle intervention and education, not medication by itself.

Paragliding & paramotoring development in Mexico as a sport & leisure activity, importing premium equipment, facilitating instruction, and offering flying trips across the country.Exited profitably to pursue a new venture.

Reporting both to the GM in México and the CRO in Brazil, responsible for brand building, lead generation, customer acquisition, front-of-the-house delivery locations and CX/CS after sales, plus regional partnership development and operation, working on establishing a smooth and efficient operation across the customer lifecycle in Mexico.Grew our active customer base >10x while improving LTV/CAC ratio to 2.5 through a revamp on branding and marketing touchpoints, solid multi-layered digital acquisition strategy (including detailed attribution, funnel analytics and automation), CRM initiatives for lead generation and engagement, conversion rate optimization hand in hand with sales (achieving ~11%, 350ix, average CR), and internal revenue operations, under a locally designed, regionally implemented, consultive selling framework.Revenue KPIs were paired with a 75% efficiency on Customer Service average cost per customer achieved by constantly iterating process (product feedback, back-to-sales, training and QA), and a 235ix improvement on NPS, resulting in an average referral rate >1 and a 180ix customer LTV.

Reporting to the CEO, hired to build and lead growth marketing, taking full commercial (including sales) responsibilities by Q3’19. Responsible for fine-tuning the Sofía brand, developing, launching, and optimizing digital, social and inside sales campaigns for the company’s introduction to market. Responsible for all content, ad creatives and messaging company-wide, as well as paid efforts from PPC to lead generation. Designed and oversaw lead nurturing and scoring initiatives through Hubspot and Intercom. Worked with the product and design team to relentlessly optimize our homepage for CR maximization. Managed and reported analytics relating to CPC, CPA, churn, engagement, CR, CLTV.

Reporting to HQ, Marketing director for México, Colombia and Argentina, managing lead generation, corporate & commercial communications and PR.

Reporting to the GM, with multi-channel scope, managing commercial strategy planning, demand forecasting and CRM/Loyalty plans for both Direct Selling and Retail channels. +15% average order growth after stronger planning process, with an impact of +2.5pp in net contribution behind improved category mix.

Reporting to the GM in the 3rd direct selling company in México. +12% CAGR sales growth and record high Active Consultants through a solid, channel- driven brand building framework, maximizing sales via a revamped value proposition. Drivers for growth were End consumer & Consultant synergic CRM platforms, sampling/ penetration plans, and salesforce monetary incentive plans redesign.

Brand manager for OTC Pharma - Gastrointestinal, Sore Throat & Footcare categories.Achieved record high share, with sustained rolling market leadership within Antacids (+2.6 vs LY), strong double digit growth (126% vs. target) via communication, distribution and visibility plans, while maintaining a top grossing brand within the company’s portfolio by improving operational margin by +3.5pts.Developed, jointly with the advertising agency, concept, plan and execution of a new 360° campaign for Sal de Uvas Picot seeking renewed and evolved communication lines while building upon the existing brand equity, pursuing a younger audience and expanding to digital media.Built strategic innovation pipeline for Picot brand towards 2020, exploring growth both within the Antacid segment and expanding to adjacent segments within GI category, with a growth potential of >400MMmxn, hand-by-hand with global category team, legal, regulatory affairs and research & development areas.Planned Amopé brand launch, with strong focus for top management globally, developing a 100% new brand for the regional markets collaboratively with key LA countries, being responsible for production/sales budget, marketing plan, ATL/BTL development and commercial plans per channel/customer.

Brand Manager for Barilla Joint Venture business in Mexico with sales over 45MMUSD being Dry Pasta market share leaders in self-service stores.Reversed a declining share trend while having supply issues on the brand’s main SKUs, by building a promotional plan (pricing/merchandising) focused on selected strategic SKUs based on production forecasts and profitability both for the brand and for the customers, with a record-high +4pt value share growth, 2.7MMUSD net sale impact. Co-led 12MMUSD CAPEX project for production facilities expansion by renegotiating/extending the JV agreement between Barilla and Herdez for sustained long term collaboration.Restated the digital marketing strategy with focus on engagement driving traffic to early e-commerce efforts from key trade players, growing brand’s online demand by 200x on top self-service retailers.

Brand Manager - Herbal EssencesCorrected the pricing strategy and previous execution by collecting information from major customers and extrapolating to the whole market, working together with market research and sales teams, to reverse a declining share trend across trade channels and successfully compete with a tier 2 peer group, with an impact of 3.7MMUSDTranslated the Pantene’s conditioner-driven promotional and merchandising model to achieve Herbal Essences’ record high segment shares (12.9 volume, 18.1 value), being one of the top three strengths for the brand.Developed a tailored merchandising plan for the Hair Care portfolio (Pantene, Head & Shoulders, Herbal Essences & Pert) on the Clubs channel to grow 108% (3.1MMUSD) vs. previous year.Assistant Brand Manager - Pantene Led a conditioner-specific multifunctional project, which turned around a business that constantly declined over the last 3 years, achieving sustained share growth both in the tested area (second most important within Mx) and a successful national replication, resulting in a mix improvement of 4%, representing 800MUSD.Industry Analyst (Finance) - Beauty Care Achieved a 7% improvement in the category’s value/volume sales mix through strategies focused on highly profitable SKUs for both the company and the customers, while being attractive to the final consumer.Constructed a 360º marketing expense/profit simulation for one of the key competitors; this was done by analyzing the past 5 years of the competitor’s marketing ATL, BTL and promotional investment and building a profit model from Stockholder’s calls, enforcing a proactive vs. a reactive category behavior.