-Leading the Marketing & Innovation agenda for Lays West Europe, #1 snaks brand in Pepsico. Extensive experience working in a matrix across multiple markets and functions.-Lay’s Mediterraneas rebranding and repositioning in Iberia: from qualitative and quantitative research to the establishment of the new brand guidelines and brandbook, pack design, equity & creativity, media campaign and new product development for a holistic marketing strategy including digital marketing and social media. Brand growing ~20% CAGR last 3 years-Leader of Lays Mediterraneas expansion in Europe: France and Italy (2016), Holland and Belgium (2017) . High contribution to total Lays growth in Europe.-Lead “Lays Bowl Bag” launch successfully in 6 markets in Europe. Bench mark launch for other markets worldwide.-Develop and maintain strong working relationships with multiple management stakeholders (BU’s, global team)-Introduction and organisation of snacks Town Halls through leading community work stream

-Lead Doritos brand & innovation strategy to create powerful ammunition and land it in the most effective way across WESA markets-Define strategy and marketing plans for Doritos West Europe including the relaunch of the brand in France -For the first time ever in Europe, Doritos common new product development and activation (Doritos Roulette) at WESA level executed in 4 markets achieving great results and external awards to the best innovation in Snacks 2015 . -Doritos drastic increase of Working A&M efficiency ratios: From 66/35 to 82/18 in Continental Europe.-From a brand agenda perspective step change the dedication and effectiveness at reaching consumers through digital marketing and social media

-Launch of Lays Oven Baked Crackers in Benelux (Benenuts crackers in France) and development of the new The Oven From Lay’s platform and innovation pipelinde. First time Pepsico to enter crackers in West Europe. , with 3 years of double digit growth.-“Heat and eat” Breakthrough Innovation platform, launch in Benelux of nuts with flavours that are heated in the microwave in a special container and served hot.-Lift &Shift Nuts & Seeds local initiatives to other European markets leveraging scale (ie: honey roasted expansion, coated peanuts expansion) -Working on Nuts & Seeds potential expansion in developing markets (Russia, Turkey)

-Lay’s Lead and define Alvalle brand & innovation strategy in Iberia-Responsible for the Consumer Insights Iberia team and innovation gatekeeper.-Successful Alvalle expansion: new channels (HORECA), out of season (formats innovation), new subcategories (Hot Soups), Gourmet and Salmorejo consolidation -Improve ways of working within Insights team: from data providers to strategic marketing partners

-Lead and focal –point of the new front –end innovation process and responsible for creating the innovation culture within the company-Enter into Bread snacks (Sunbites launch) and Nuts &Seeds (“Roasted Nuts Matutano”) with responsabilities over the brand launch and innovation agenda launching 2 of the largest and most sustainable innovations in the region expanding company’s footprint towards other macrosnacks areas . Brand-concepts exported to other countries as Best Practice

-Leading a team of 2 people and responsible for the Tropicana, Gatorade, Lipton, Aquafina agenda. -Launch Tropicana Sensations a new Tropicana subrand in the Spanish market entering juice ambient subcategory (packaging development, POS, and communication campaign (internal and external), development of sampling plan and co-leadership with R&D of the future innovation pipeline.

-Leading a team of 3 people, responsible to deliver volume for the company through increased purchase frequency of the kids’ target. (Kids promotions): Research and development of promotional item, license negotiation, promotional concept development and final execution (advertising campaign, point of sale material development, etc.) -Launch Beyblade spinners, Summer Tattoomania and Dragon Ball Chaps promotions 3 consecutive years with > 150% volume increased vs. Spain-based sales and +3pp share of market growth -All 3 Promotional Program exported to seven countries in Europe, Asia and Latin America as Best Practice

-Define Doritos brand strategy and brand relaunch (pack refresh, new campaign and new flavour Doritos Sals'on!) -Launch of “Doritos Dippas” a new Doritos sub-brand and product specially designed for dipping with sauces. Doritos Winning prize for 'best launch of the year' by the General Manager Spain.-Launch of the “Bits” brand ( quali and quanti research, creation of the 360ª marketing plan and co-leadership with R&D 3 new launch products) Chairman's Award by the Pepsico International New York.

-Improvement Lay’s brand equity scores through the development of 4 new equity campaigns (‘train’, 'cat' “the last potato” 'Heidi” ) and the launch of a new flavour (Lay's Serranas)-Development of a counter-competitive plan for Lays to steal market share from local brands in South of Spain. -Launch of “Lay’s Ligeras” , a new Lays subrand to enter in the light sub segment.-Ruffles relaunch to differentiate versus Private label: new flavour, new copy & new packaging