• Country Leader and full P&L responsible of BM Cargo Costa Rica

• Responsible Partner of leading Commercial Transformation business unit across CARICAM:TMD Effectiveness, Core retail execution , Revenue Growth Management, Digital 360 and Shopper engagement

• Led the planning and execution of the Ecommerce B2B Strategy for Holcim and Disensa Latin America. 8 countries, 7 business units. More than USD$ 2bns sold through this digital channel.• Led the execution for the Ecommerce B2C model in Disensa for Latin America• Implemented the "Sellout collector" platform for franchisees. Digital initiative to improve trade activity at POS and charge royalties.• Implemented Latam´s Intranet and Learning Center for Franchisees. More… Show more • Led the planning and execution of the Ecommerce B2B Strategy for Holcim and Disensa Latin America. 8 countries, 7 business units. More than USD$ 2bns sold through this digital channel.• Led the execution for the Ecommerce B2C model in Disensa for Latin America• Implemented the "Sellout collector" platform for franchisees. Digital initiative to improve trade activity at POS and charge royalties.• Implemented Latam´s Intranet and Learning Center for Franchisees. More than 3.000 customers connected to access to trainings, directives, brand launches, promotions, pricing lists. Show less

• Responsible for the implementation of the marketing and brand strategy development together with deployment coordination across markets. Above market structure accountable for Argentina, Brasil, Colombia, Costa Rica, Ecuador, El salvador, México and Nicaragua• Executed the POS Management toolkit. A complete store transformation program to increase its productivity/performance. Training and execution base for marketing, trade, category and sales personnel in the operating companies… Show more • Responsible for the implementation of the marketing and brand strategy development together with deployment coordination across markets. Above market structure accountable for Argentina, Brasil, Colombia, Costa Rica, Ecuador, El salvador, México and Nicaragua• Executed the POS Management toolkit. A complete store transformation program to increase its productivity/performance. Training and execution base for marketing, trade, category and sales personnel in the operating companies. +40% of sell out increase after POS Management toolkit execution• Led marketing and POS multi format strategy to drive expansion agenda in LATAM. From: 2.000 stores in 2020, to +10.000 stores by 2024• Led the regionalization and extension of current loyalty Program. Integrated strategy targeting B2B, B2B Personnel and B2C stakeholders migrating from a single sku program (cement) to a more than 5.000 skus loyalty platform• Launched the 1st. latin American Disensa construction school. A joint program with universities to certify masons across latam. Show less

• Development and implementation of Sales, Trade Marketing, Distribution and Marketingplans, according to brand plan, coverage, volume, and profitability targetsnationwide• Responsible for distributor´s capabilities development agenda• Responsible for Disensa´s retail franchise model development and growth

• Development and execution of the strategic marketing and trade agenda for Cement, Aggregates, Ready Mix, Concrete and Geocycle

• Development and implementation of Trade Marketing and Distribution plans, according to brand plan, coverage, volume, and profitability targets nationwide• Responsible for shifting the focus of strategic customer relationships and strengtheningbrand positioning, through the execution of higher levels of defined commercial strategy.

• Create awareness in the End markets of the importance of a good planning process, showing the implications of this process within the company and fostering the forecasting knowledge culture in order to obtain process consistency within all End Markets• Development, execution and reporting of the Company’s Planning Processes (APR, QPR, Strategic Review, Budget Review and Area Cycle Plan), generating accurate information within the time parameters to support the right decision making… Show more • Create awareness in the End markets of the importance of a good planning process, showing the implications of this process within the company and fostering the forecasting knowledge culture in order to obtain process consistency within all End Markets• Development, execution and reporting of the Company’s Planning Processes (APR, QPR, Strategic Review, Budget Review and Area Cycle Plan), generating accurate information within the time parameters to support the right decision making within the Area and Region Show less

• Contribute to the development of the brand/consumer strategies and plans in order to achieve the brand marketing objectives and the overall company plan• Manage and lead the advertising agencies in order to be aligned with the brand’s template and be always under the company’s marketing guidelines aiming to maximize the brand’s performance in the area• Guarantee the highest standard of execution in brand activities (Consumer related/Trade related/POP materials)

• Support the Area Marketing Insights Function through projects coordination and implementation according to Oracle guidelines providing analysis on both Consumer and Trade Insights knowledge, demonstrating its impact on business decision-making • Participate in budget simulations and volume-SOM projection for own company and competition, to understand and assess possible market changes

Trade Marketing Representative Aug 2006 - Nov 2006• To have full responsibility for outlet performance via driving and executing selling out activities, consumer and customer engagement activities, as well as supervision and control over selling in by distribution representatives or distributor representatives and activities implementation by external agency In Store Supervisor Mar 2006 - Jul 2006• Ensure Market… Show more Trade Marketing Representative Aug 2006 - Nov 2006• To have full responsibility for outlet performance via driving and executing selling out activities, consumer and customer engagement activities, as well as supervision and control over selling in by distribution representatives or distributor representatives and activities implementation by external agency In Store Supervisor Mar 2006 - Jul 2006• Ensure Market knowledge in terms of in-store communication: merchandising coverage, dispenser status and conditions, POP & double planogram implementation, warehouse inventories, best practices, competition POP approach Sales Supervisor Sep 2005 - Feb 2006• Manage and coordinate all sales representatives in a proper manner and based on business strategy , ensuring an efficient and effective brand distribution (Product availability, visibility and freshness) Show less