• Be responsible to find all the sub-channel opportunities and create valuable solutions for Alsea, CMR and Sanborns.• Lead the Business Plan Process according to the Business Priorities and the budget management to generate a win-win relationship Relevant Achievements:• Lead Casual Dining´s Strategy that help us to understand the sub-channel and develop the strategic plans to grow our incidence which is very competed by beers and spirits.• Lead the Mixology plan to enter in a new moment of consumption where we were losing participation. (gained by the beer and spirits). We have more than 10 new mix beverages that helped to gain 3 pts of incidence.

• Carls Jr, Doña Tota and Church´s Chicken responsibility. Carl´s Jr is the most important fast food Key Account in sales (35% of National KA). • Lead the KA and KOS for the creation and development of Nacional Promotions Relevant Achievements:• Carl´s Jr in Monterrey had a 100% successful transition from Pepsi to Coca-Cola portfolio. They growth 5 ppt their incidence due to this change. • For the first Time, Doña Tota communicated their combos including our products, before they only used flavored water.• Franchises of Church´s Chicken started to do joined promotions with our portfolio using their mkt fund.

• Lead multifunctional areas such as Bottler System, Mkt, Commercial Strategy, Legal & Finance Department, for the development of strategic programs and plans to be a valuable Partner to the client.• Development and leading of National Promotions destined to incentive the volume across all our categories and enhance our relationship from transactional partners to strategic partner.Relevant Achievements:• Renegotiation for the Pay for Performance plan for Chedraui making this program more profitable for our company. • Coca-Cola Life Flagship at Chedraui Selecto Santa Fe – Cero cost Flagship with additional exhibitions. The initiative was fully supported by our Customer and within two weeks the brand became one of our Top Brands • Align and develop of Immediate Consumption Platform at Costco as a result of the loss of the “Fuente de sodas” area. 1-2 vending machines at each Costco (for the first time Costco placed vending machines in Mexico)

• Responsible for 30 No National Key Accounts and franchise leadership with all the Bottler System. Management of all the Mkt Funds: $32 MM• Definition, development and implantations of mkt activities and cross promotions as well as support throughout the entire KO. Relevant Achievements:• Negotiation of 7 New Key Accounts and 8 Renegotiations. • Coca-Cola Bottlers alignment on the no national Key Accounts

• Negotiation and implementation of strategies with KOS for specialized channels such as food, gyms, nightlife, schools and @work• Responsible for the strategy to achieve “Picture of Success” in Food and Gyms channels. • Development of the concept and implementations for visits to Production Plants (Misión Positiva)• Be a strong support for the implementation for the @Work strategy.

New products development and launches; Definition of Brand strategy and repositioning; Formulation Improvements; License Management; OOH and TV media campaigns.

Hiring, supervision and management of the staff for promotional activations; member of the creative team in charge of developing innovative concepts for customers; supervision of promotions at the point of sale aimed to the final customer. In charge of PR in the promotional campaign for Casa Pedro Domecq in México.