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Plan initiatives to trigger shopper and trip conversion within the biggest beverage occasion in North America (hydration). Define shopper path to purchase elements, priority channels and key partnerships. Align budget for execution leveraging brand and customer team funds. Direct cross-functional team to develop North America 2018-20 strategic plan. Lead multicultural marketing initiatives.• Surpassed 2016 execution plan by +88%, driven by a compelling strategy and superior shopper… Show more Plan initiatives to trigger shopper and trip conversion within the biggest beverage occasion in North America (hydration). Define shopper path to purchase elements, priority channels and key partnerships. Align budget for execution leveraging brand and customer team funds. Direct cross-functional team to develop North America 2018-20 strategic plan. Lead multicultural marketing initiatives.• Surpassed 2016 execution plan by +88%, driven by a compelling strategy and superior shopper marketing solutions, positioning Hydration as the No2 business priority for Coca-Cola North America• Committed 49,000 stores for Hydration execution placements for 2017, +43% vs 2016, adding $6.8MM in revenue and $2.2 in Gross Profit. Achieved double-digit growth at top retailers when executing Hydration programs (i.e. Walgreen 18% year over year)• Led functional cross-functional team (PAC, Legal, SRA) to develop Hydration Commercialization Guidelines and Guardrails to ensure all hydration programs comply with new global Renew Category Growth guidelines• Developed, aligned and deployed new Visual Identity System for each Hydration Strategic Pathway, to differentiate portfolio execution at point of sale with superior occasion-based visual• Presented Hydration strategy and solution to Mexico, Thailand, Canada and Corporate teams as global best practice• Developed sustained solution to win space in Retail Pharmacy Area. Approved by senior leadership and deployed to Customer Teams. Expanding to national retailers like CVS (4,500 stores), Walmart (1,600 stores) and Kroger among others• Accelerated Multicultural commercialization process, from Center of Excellence to a segmented point of sale execution. Influenced COE to prioritize top Shopper, Occasion, Pillar Program, Brands and Regions to focus system efforts toward top multicultural bets. Show less

Led Small Stores Channel (Convenience Retail, Drug, Value and Club) commercial strategy for North America. Established new Small Store channel organization, including new hires for Commercial team. Led cross-functional teams to develop shopper-based channel plans targeting main consumption occasion in-line with brand objectives to secure sales team’s sell-in.• Achieved 15% growth in revenue and 9% in gross profit during 2015, led by our stills business (+29%) and increased trip… Show more Led Small Stores Channel (Convenience Retail, Drug, Value and Club) commercial strategy for North America. Established new Small Store channel organization, including new hires for Commercial team. Led cross-functional teams to develop shopper-based channel plans targeting main consumption occasion in-line with brand objectives to secure sales team’s sell-in.• Achieved 15% growth in revenue and 9% in gross profit during 2015, led by our stills business (+29%) and increased trip conversion (+1pt), largely outpacing all other Coca-Cola North America channels.• Led development of 7 occasion-based bundle solutions across 3 channels, leveraging strong shopper insights built from multiple proprietary and external sources. Best in class: Convenience Retail’s Hydrate & Go and Drug Channel’s Hydration Wellness.• Sponsored a path to purchase message refresh across the Convenience Store channel from Curb to Cold Vault, incorporating new Coca-Cola brand identity (Taste the Feeling). First channel to implement new brand strategy.• Supported company’s Balance Calorie Initiative by leading commercial guidelines across all retail channels for participating regions, including merchandising standards, customer selling story and POS messaging recommendation• Improved engagement and channel capabilities through establishment of new cross-functional routines with key system stakeholders to: steward performance, share key shopper trends and align in-store picture of success and calendar Show less

Led Retail & On-Premise Sales organization (Grocery, Foodservice, Cinemas and Catering), defining channel strategies and influencing bottler execution. Refreshed Franchise Leadership operating model, building sustainable system capabilities to excel in execution at point of sale. Set-up system rules of engagement with bottlers, defining governance in strategy development, customer management and commercial execution. Developed segmentation process including portfolio and price… Show more Led Retail & On-Premise Sales organization (Grocery, Foodservice, Cinemas and Catering), defining channel strategies and influencing bottler execution. Refreshed Franchise Leadership operating model, building sustainable system capabilities to excel in execution at point of sale. Set-up system rules of engagement with bottlers, defining governance in strategy development, customer management and commercial execution. Developed segmentation process including portfolio and price segmentation• Achieved 14% growth in 2013 and 8% in 2014 outperforming BU results in both years. Total NARTD share increase of 1.8 pp• Maintained exclusivity and a 70% on-premise market share and gained three new international accounts based on strong relationship, differentiated marketing and superior account management support• Increased Supermarket basket incidence by 10% at core consumption occasions.• Developed multi-customer loyalty card platform, with VISA international, to recruit teens and build consumption habit.• Created first sustained partnership platform for meals at home occasion in large stores to increase shopper frequency• Established channels’ role for Coca-Cola System to comply with overall commercial and marketing strategies for the country• Developed channel strategies based on strong shopper insights and focusing on core consumption occasion and shopping trips. • Accelerated team´s analytical capabilities in Shopper Category Management, Loyalty Card Data Mining and Execution Tracking Show less

Led McDonald's partnership in 18 Latin America countries, including Sales, Marketing and Supply Chain functions.• Received 2010 & 2013 Global Waddy Pratt award for excellence in execution of marketing programs (FIFA and Coke’s 125th anniversary). Initiatives had been replicated in other BUs• Achieved 13% growth during 2010, outperforming general foodservice channel growth by 5 points, and BU growth by 12 points. Obtained 5% growth in 2011, outperforming general foodservice channel… Show more Led McDonald's partnership in 18 Latin America countries, including Sales, Marketing and Supply Chain functions.• Received 2010 & 2013 Global Waddy Pratt award for excellence in execution of marketing programs (FIFA and Coke’s 125th anniversary). Initiatives had been replicated in other BUs• Achieved 13% growth during 2010, outperforming general foodservice channel growth by 5 points, and BU growth by 12 points. Obtained 5% growth in 2011, outperforming general foodservice channel growth by 7 points and BU by 3 points.• Conducted first regional Joint Business Plan process in LCBU, including a multifunctional/cross-company team with representation from Marketing, Commercial, Operations, Public Affairs and Bottlers, from all core countries.• Secured effective migration as commercial lead for the Nestea to Fuze transition in Latin Center BU.• Developed the Customer Engage Model for the business unit (processes & routines), significantly improving interaction and relationship building with customers in a multi-country region Show less

Led Shopper Marketing and Supply Chain initiatives with top supermarket channel retailers (Casino Colombia & Wal-Mart Central America), developing and leading multidisciplinary/system teams to maximize shopper value, while improving customer relationship • Increased Casino supermarket’s share by 4 points by designing a shopper based category management process• Honored as Best-in-Class global relationship by Casino in 2008; Vendor of the year from Walmart Central America in… Show more Led Shopper Marketing and Supply Chain initiatives with top supermarket channel retailers (Casino Colombia & Wal-Mart Central America), developing and leading multidisciplinary/system teams to maximize shopper value, while improving customer relationship • Increased Casino supermarket’s share by 4 points by designing a shopper based category management process• Honored as Best-in-Class global relationship by Casino in 2008; Vendor of the year from Walmart Central America in 2008• Increased Fill Rates at Casino stores from 69% to 92% and exceeded Walmart fill rate targets by 5 points Show less

Led Key Customer Management in Latin Center BU, including foodservice, supermarkets, C-Stores, Drug Stores and cinemas• Successfully led the development and deployment of the first channel promotional toolkit, in line with brand strategies• Surpassed Business Plan sales objectives in 2006, achieving +12% growth vs. PY• Negotiated more than 20 local and international agreements with strategic On & Off-Premise customers (Burger King, Subway, Wendy’s, Exxon, Cinemark, etc)… Show more Led Key Customer Management in Latin Center BU, including foodservice, supermarkets, C-Stores, Drug Stores and cinemas• Successfully led the development and deployment of the first channel promotional toolkit, in line with brand strategies• Surpassed Business Plan sales objectives in 2006, achieving +12% growth vs. PY• Negotiated more than 20 local and international agreements with strategic On & Off-Premise customers (Burger King, Subway, Wendy’s, Exxon, Cinemark, etc), securing over US $15MM in annual sales for the Coca-Cola system Show less

Led Relationship with Burger King, Domino’s and Subway for Central America and the Caribbean, including Join Business Plan Process, Contract Negotiation, Marketing Support and P&L management

Led category and brand strategy at the point of sales for all channels, including mom & pop stores, modern grocery retailers and wholesalers. Develop and deploy shopper marketing activation (permanent and promotional)