2nd Salty Snacks & Nuts & Seeds Player in Mexican Market: $1,600.00 MM USD Annual Revenue Sales.•9 Direct Reports: 2 Marketing Directors, 1 Media Manager, 1 Digital Manager, 1 Consumer Insights Manager, 1 Innovation Manager, 1 Graphic Chain Manager, 1 PMO Manager, 1 Administrative Assistant•Extended Team: 55 AssociatesMain accomplishments:• Doubled Barcel Revenue sales in 4.5 Years from 2020 to 2024.• Aggressive SOM growth from 2021 to 2023, +1.9 pp… Show more 2nd Salty Snacks & Nuts & Seeds Player in Mexican Market: $1,600.00 MM USD Annual Revenue Sales.•9 Direct Reports: 2 Marketing Directors, 1 Media Manager, 1 Digital Manager, 1 Consumer Insights Manager, 1 Innovation Manager, 1 Graphic Chain Manager, 1 PMO Manager, 1 Administrative Assistant•Extended Team: 55 AssociatesMain accomplishments:• Doubled Barcel Revenue sales in 4.5 Years from 2020 to 2024.• Aggressive SOM growth from 2021 to 2023, +1.9 pp RY.• Significant VCM and Profits growth, +2.0 pp.• Strong Innovation Pipeline development and launching, +20 New Products: Takis Blue Heat, Takis Duoz, Takis Hexas, Chips Toque Maestro, Chips Papatinas, Hot Nuts Pica Moy, Runners Sal y Limón, Runners Blue Heat, Popcornopolis Queso, Mi Tierra (Barcel New Health & Wellness Snacks Brand Portfolio).• Design and creation of Barcel’s Innovation Team and Model, replicated Globally.• Re-invention of Marketing Team Structure under key principles: Strategic Thinking, Analytical Mindset, General Manager Mentality, Strong Leadership, Setting Direction Across the Organization, Deliver Compromises on Time, Learning from Mistakes, Teamwork, Honest and Frontal Conversations and Feedback.• Creation and Implementation of Digital Media Model and Team.• Lead Global Media Agency Pitch from Starcom to Omnicom.• Digital strategy design and business relationship-building with key partners: Meta (Instagram & Facebook), TikTok, and Google (YouTube & Programmatic).• Lead Annual Marketing Plan Process and presentation to President’s Office.• México Leader and Representative in Grupo Bimbo Global Marketing Group.• Responsible for Monthly & Quarterly Business Review Results to the President’s Office.• Led annual and semester Marketing Team evaluation process based on business results, corporate behaviors, and people's career development plans. Show less

4th Player in the Confectionery Category with $200.00 MM USD Annual Revenue Sales. No. 2 Player in the Spicy Candy Segment. No. 4th Player in the Flavored Milks Category, and No. 4th Player in the Chocolate Category.Main accomplishments: •Delivered record sales and profit growth (above of objectives) for Hershey’s Mexico for two consecutive years (2018 and 2017) positioning Mexico as the number one international unit.•Recognized by Wal Mart as Top client for two consecutive… Show more 4th Player in the Confectionery Category with $200.00 MM USD Annual Revenue Sales. No. 2 Player in the Spicy Candy Segment. No. 4th Player in the Flavored Milks Category, and No. 4th Player in the Chocolate Category.Main accomplishments: •Delivered record sales and profit growth (above of objectives) for Hershey’s Mexico for two consecutive years (2018 and 2017) positioning Mexico as the number one international unit.•Recognized by Wal Mart as Top client for two consecutive years due to effective strategy, business growth, and service level.•Reignited Hershey Mexico Chocolate Segment growth and SOM gain (+1.8pp RY) during 19 months in a row through a holistic strategy consisting of portfolio optimization, new price strategy by channel, new chocolate zones invasion program (exhibition & display).•Development and launch in 2017 of Hershey Chocoyogo, innovative milk chocolate filled with yogurt flavor and calcium, which has been the most relevant chocolate innovation in the last five years, resulting on a gain of +0.9pp share of market in its first year.•Pelon Pelo Rico Brand (Spicy Candy) sales growth reignited (+11%) after three consecutive years of declining trend by redesigning brand strategy, which consisted of accelerating Innovation pipeline, development and launches. Brand new positioning to new Teens target based on a Bold, Single Minded Idea and new media mix focused on digital and pay TV.•Hershey´s Flavored Milk segment turnaround based on a new price strategy focusing on the Wholesale and Clubs Channel. Aggressive distribution recovery (+10 pp / New 50,000 Clients) •Renovation of 70% of Hershey Marketing Team, configuring a New Marketing World Class Organization under new Hershey General Manager Mentality.•The digital transformation of Hershey Mexico consisting of a Media Strategy shift from traditional to digital media, marketing and trade marketing teams training and certification. Show less

Largest Superior Education Global Universities Network with a presence in more than 27 countries, 76 Universities Brands, 650,000 Students and 50,000 Associates.UVM Mexico is the leading and most significant private university with over 25 cities, 37 campuses and almost 150,000 students, with over $600.00 MM USD in sales.Main accomplishments:•Marketing Team redesigned from a Vertical to a Horizontal Structure, increasing Chief Marketing Officer spans of control, focusing on… Show more Largest Superior Education Global Universities Network with a presence in more than 27 countries, 76 Universities Brands, 650,000 Students and 50,000 Associates.UVM Mexico is the leading and most significant private university with over 25 cities, 37 campuses and almost 150,000 students, with over $600.00 MM USD in sales.Main accomplishments:•Marketing Team redesigned from a Vertical to a Horizontal Structure, increasing Chief Marketing Officer spans of control, focusing on four key dimensions: Strategic Thinking, Marketing Intelligence (Market & Consumer Insights), Pricing and Digital Platform. •Designed and launched a New Digital Strategy and Operating Model, from Digital Agency Outsourcing to a In-House Digital-CRM ecosystem focused on leads, new enrollment and, revenue generator.• Repositioned All Business Lines (High School, Undergraduate, Working Adult, and Postgraduate) based on consumer insights, brand strengths, and perceived value, achieving a 360º UVM brand perception turnaround.•Reignited Undergraduate growth as the leading New Enrollment, Revenue, and EBITDAR contributor.•Creat, develop, and launch of “The On Line Calculator Tool” to provide prospects with a new solution for clarifying the total cost of their Professional Career or High School Studies.•Development and launch of a new International Brand (NABA from Milan), which delivered incremental growth in its first six months.•The marketing Budget redefinition will focus resources on mass media vehicles, digital media, and consumer and market understanding. Show less

Annual Revenue Sales of $500.00 MM USD organized in three Business Units: Petcare, Chocolate, Candy and Gums & Mints, with 2,000 associates and four manufacturing facilitiesMain responsibilities: Mexico’s Staff Board of Directors Member, Mexico’s Consumer Innovation Strategy Team Leader, Latin American Region Marketing Team Member, Global Pedigree Strategic Brand Board Member, Global Cesar Strategic Brand Board Member, Global Innovation Committee Member.Main… Show more Annual Revenue Sales of $500.00 MM USD organized in three Business Units: Petcare, Chocolate, Candy and Gums & Mints, with 2,000 associates and four manufacturing facilitiesMain responsibilities: Mexico’s Staff Board of Directors Member, Mexico’s Consumer Innovation Strategy Team Leader, Latin American Region Marketing Team Member, Global Pedigree Strategic Brand Board Member, Global Cesar Strategic Brand Board Member, Global Innovation Committee Member.Main accomplishments:•Designed and implemented a new price strategy to reignite MARS Dry Pet Care Business growth, reverting three years of decreasing sales.•Pedigree Adoption Social Resposibility Program development and implmentation, which won Marketing Recognition in 2010 by Expansion “Moustros de la Mercadotecnia” due to its outstanding contribution to incentive Street Dogs Adoption, Category penetration and MArs revenue sales growth.•Self Service Stores Pedigree package design reconfiguration consisted of showing package content on the sides, resulting in an aggressive Share of Market growth.•Led LA Strategic Long-Term Plan as regional representative in Gobal Pet Food Team (Pedigree, Cesar) and Innovation Strategic Board Member as LA Region Marketing Head. Show less

Lucas & Skwinkles Brands. Responsible for Marketing , Market Intelligence, R&D and Quality Assurance Areas.• Main accomplishments:•Hiring and development the Marketing & R&D teams for the Candy and Mints & Gum SBU•Candy and Gums & Mints business transformation from a family operation to an institutional-corporate culture.•Candy and Gums & Mints SBU turned around in a record period (2 years) regarding Net Sales (+15%), SOM, Marginal Contribution, and Earnings, coming… Show more Lucas & Skwinkles Brands. Responsible for Marketing , Market Intelligence, R&D and Quality Assurance Areas.• Main accomplishments:•Hiring and development the Marketing & R&D teams for the Candy and Mints & Gum SBU•Candy and Gums & Mints business transformation from a family operation to an institutional-corporate culture.•Candy and Gums & Mints SBU turned around in a record period (2 years) regarding Net Sales (+15%), SOM, Marginal Contribution, and Earnings, coming from 30% annual sales decrease.•Strategic and Marketing Plans development and implementation.•Copartner with the Sales Director to build and implement a new wholesaler's invasion plan focused on Portfolio Optimization, Impeccable Exhibition, and Loyalty Reward Program• Lucas and Skwinkles Brands new brand architecture development and launch.• Design, develop and implement new product development processes, innovation and market research methodologies. Show less

Marketing Director of Confectionery Division Sabritas Mexico, responsible of Sonric's, Douglas and Milch brands.Main accomplishments:•Creation, development, and launch of a Kids Contest TV Program to promote physical activity among children, “La Energía Extrema Sonric’s” (Televisa Channel 5, Sundays 10:00 a.m., 5.0 RTP). •Development and launch of two promotional packages under Sonric’s umbrella brand, including worldwide brand characters and spokesperson (Hello Kitty &… Show more Marketing Director of Confectionery Division Sabritas Mexico, responsible of Sonric's, Douglas and Milch brands.Main accomplishments:•Creation, development, and launch of a Kids Contest TV Program to promote physical activity among children, “La Energía Extrema Sonric’s” (Televisa Channel 5, Sundays 10:00 a.m., 5.0 RTP). •Development and launch of two promotional packages under Sonric’s umbrella brand, including worldwide brand characters and spokesperson (Hello Kitty & Britney Spears).•Development and launching of three new innovation products: Tix Tix Picante, Bombiux Future Gum, and Bombiux Surprise.•Re-launch of Ice One mints and revitalization of Douglas Maxi chewing gums line•Creation, development, and launch of Be.Light H20, the first non-carbonated and non-calories fruit flavor beverage in Mexico, 2nd year annual sales of $100.00 MM USD (2002 Friolay and PepsiCo Chairman’s Award due to its great sales revenue contribution and development and launch in a record time, eight months). •Re-launched and re-positioned the powder soft drinks category, Fresqui Bon, and created, development and launched Be.Light fruit flavor non-calories powder soft drink line. •Created and launched “PUNTO EXPRESS”, Sabritas third sale force focused on food and beverages product line sales and distribution. Show less

Confectionery Group Manager Sabritas Mexico, responsible for Sonric's, Douglas and Milch brands. Create, develop and launch "La Energía De Sonricslandia", a TV Broadcast Program targeted to children’s to promote physical activity.

Beverages Group Manager for Sabritas Mexico, responsible for Fresqui Bon brand, Powder Soft Drink line and Milch, Ready To Drink Flavored Milk. Create, develop and launched Be-Light Brand, a non calories and non carbonated fruit flavor beverage line. Up to $100.00 MM USD sales in its 2nd year of launching.

•Bubbaloo, Futy Gom & Motitas Brand Manager (July 1998 – December 1998).•Clorets Brand Manager (January 1998 – June 1998).•Halls Senior Brand Assistant (July 1997 – December 1997).•Self Service Stores Marketing Assistant (July 1996 – June 1997).•Bubbaloo, Futy Gom & Motitas Brand Assistant (January 1996 – June 1996).Main accomplishments: •1998 Top Brand Performance Award, due to Bubbaloo highest sales growthDevelopment and launching of:•Bubbaloo green… Show more •Bubbaloo, Futy Gom & Motitas Brand Manager (July 1998 – December 1998).•Clorets Brand Manager (January 1998 – June 1998).•Halls Senior Brand Assistant (July 1997 – December 1997).•Self Service Stores Marketing Assistant (July 1996 – June 1997).•Bubbaloo, Futy Gom & Motitas Brand Assistant (January 1996 – June 1996).Main accomplishments: •1998 Top Brand Performance Award, due to Bubbaloo highest sales growthDevelopment and launching of:•Bubbaloo green apple and peppermint flavors•Promotional and public relations plan with Disney, Blockbuster and Audiotrio Nacional.•Bubba The Cat is a brand character that was replicated globally.•Clorets “Bars and Fondas” invasion plan, 20,000 incremental Point of Sales.•“Actizol” Clorets bath breath control ingredient concept.•Halls Sugar Free, peach and grapefruit flavors.•Halls Consumer Promotion “La Pastilla Millonaria”.•Adams self service channel product portfolio re-launch in an economic presentation.•Motitas new grape flavor Show less

Mexico's North Zone Operations CoordinatorMain accomplishments: •Merchandising club program develop and launching, 2,000 retailers invasion•Pepsi challenge plan attack, Fanta Orange 1.5 Lts PET and Sprite 0.5 Lts launch