Director de Legal y Asuntos Corporativos

In this executive position, where I report directly to the General Manager of the company, I am responsible for the definition and execution of the strategic plan of corporate reputation and image of the beer category for Bolivia. In coordination with the areas of Marketing and Corporate Affairs we execute a long term plan to protect and develop a healthier beer category and we define the actions to protect the image of the company.

Leader and responsible for the main brand of beer in Bolivia (Cerveza Paceña). Also responsible for the portfolio strategy and execution of marketing plan for value and low brands of beer in the market which represents almost 70% of volume market. Under my responsibility my team achieved the portfolio transformation of the beer market contributing to a more healthy consumption.

Responsible for the strategic definition, planning and execution of marketing activities for the "Polar Pilsen" brand, 1st brand of the traditional beer segment in Venezuela, as well as responsible for the management of the "Polar Beer" brand for the international business of Cervecería Polar in the Caribbean Islands. Report to the Polar Beer Portfolio Manager. Total direct collaborators: 2. Total led teams: 3• Development and execution of a plan to close the gap of pull index brand for… Show more Responsible for the strategic definition, planning and execution of marketing activities for the "Polar Pilsen" brand, 1st brand of the traditional beer segment in Venezuela, as well as responsible for the management of the "Polar Beer" brand for the international business of Cervecería Polar in the Caribbean Islands. Report to the Polar Beer Portfolio Manager. Total direct collaborators: 2. Total led teams: 3• Development and execution of a plan to close the gap of pull index brand for Polar Pilsen, achieving a growth of +8 pp in preference and increase and consolidate the leadership of the brand in its segment.• Definition and execution of new communication platforms for the brand (“Polar Pilsen Girls”, “sport association” and “Venezuelan pride” attributes), redefining strategy and extending reach to the digital medium as a lever to capture more preference for the brand.• Development and launch of a new presentation of a disposable bottle for Polar Pilsen managing to satisfy an unmet consumer need with this disposable version of the brand.• Definition of a new digital strategy for the brand, incorporating web page development and influencer strategy, consolidating it as the first beer in social network Instagram (67% of social network share) and growth in share and engagement for the rest of the social networks facebook and twitter.• Development and implementation of a new marketing strategy for the Caribbean Island market with the Polar Beer brand, redefining its positioning in order to regain market preference and participation and the development of a new Polar Beer soft beer presentation to capture the market. Show less

Principal responsabilities and main achievements:Management leader for the beer brand Polar ICE, Venezuelan 3rd beer brand, and the definition and execution of strategic projects aimed at the sustainability of the beer business in the medium and long term. It reports to the Portfolio Management of the Polar Brewing Company and to the Marketing Management of the business for the sustainability initiatives. Total direct collaborators: 3. • Design and execution of a plan of targeting… Show more Principal responsabilities and main achievements:Management leader for the beer brand Polar ICE, Venezuelan 3rd beer brand, and the definition and execution of strategic projects aimed at the sustainability of the beer business in the medium and long term. It reports to the Portfolio Management of the Polar Brewing Company and to the Marketing Management of the business for the sustainability initiatives. Total direct collaborators: 3. • Design and execution of a plan of targeting by cities for the Polar ICE brand, thus reversing the situation of loss of preference and brand participation in these localities.• Definition of new brand proposal for Polar ICE, adjusting its positioning and communication strategy, achieving differentiation versus other brands in the portfolio.• Definition of new digital strategy for the brand, strengthening its leadership in Social Networks (leader in Twitter) and innovating as the first beer brand in Venezuela to venture into Snapchat and Periscope networks.• Leadership in the definition and execution of an initiative aimed at the generation of new occasions for the consumption of Beer with Food, executing a national communication campaign and launching of the first webpage of Cervecería Polar to promote the culture and enjoyment of beer (www.combinaconunapolar.com ). Show less

Professor of the subject Marketing for Engineers in the School of Industrial Engineering of the UCAB.

Principal responsabilities and main achievements:Responsible for the management of the brand Primor, leader in Venezuela of the categories pasta, rice cream and rice, carrying out the definition and execution of marketing plans of the brand for these 3 categories as well as the development of new products. Report to the Marketing Manager of the Traditional Polar Food Business. Total direct collaborators: 3. Total led teams: 2• Product development for new condensed milk and milk… Show more Principal responsabilities and main achievements:Responsible for the management of the brand Primor, leader in Venezuela of the categories pasta, rice cream and rice, carrying out the definition and execution of marketing plans of the brand for these 3 categories as well as the development of new products. Report to the Marketing Manager of the Traditional Polar Food Business. Total direct collaborators: 3. Total led teams: 2• Product development for new condensed milk and milk cream lines, defining image and product proposal to be launched in the Venezuelan market.• Execution of brand image change for the Primor wheat pasta line and the Primor rice cream, achieving brand refresh in this category and increase its differentiation versus the competition at the point of sale. Show less

Principal responsabilities and main achievements:Responsible for the value chain management for various categories of food and home care in Alimentos Polar. Report to the Portfolio Management Cleaning and Pets and Proteins. Total work teams led: 2• Definition of strategic business plan for cleaning categories (detergents, dishwashers, softeners and soaps), pet food, chocolate, oats and canned products, highlighting the definition of guidelines that allowed maintaining the… Show more Principal responsabilities and main achievements:Responsible for the value chain management for various categories of food and home care in Alimentos Polar. Report to the Portfolio Management Cleaning and Pets and Proteins. Total work teams led: 2• Definition of strategic business plan for cleaning categories (detergents, dishwashers, softeners and soaps), pet food, chocolate, oats and canned products, highlighting the definition of guidelines that allowed maintaining the profitability in situation of price regulation for the category Cleaning and maximizing profitability in pet food category.• Leadership of project team that achieved reduction in costs for category Detergents achieving savings in formulation for US $ 2,000,000. Show less

Función PrincipalResponsable de la gestión de categorías de alimentos para el mercado de restauración en Venezuela. Gestión de las categorías en cuanto a la definición de su estrategia y planes de mercadeo, desarrollo y lanzamientos de nuevos productos. En este rol reporta a la Gerencia de Portafolio de Consumo fuera del hogar. Total equipos de trabajo liderados: 2 Principales logros: • Lanzamiento de nueva línea de productos cárnicos congelados para el segmento de clientes… Show more Función PrincipalResponsable de la gestión de categorías de alimentos para el mercado de restauración en Venezuela. Gestión de las categorías en cuanto a la definición de su estrategia y planes de mercadeo, desarrollo y lanzamientos de nuevos productos. En este rol reporta a la Gerencia de Portafolio de Consumo fuera del hogar. Total equipos de trabajo liderados: 2 Principales logros: • Lanzamiento de nueva línea de productos cárnicos congelados para el segmento de clientes de restauración, primera experiencia de la empresa en esta área que permitió diversificar el portafolio de la empresa en el segmento.• Desarrollo y lanzamiento de nueva línea de margarinas institucionales logrando mejorar indicadores de rentabilidad de la categoría y niveles de satisfacción de clientes. Show less

Principal responsabilities and main achievements:Responsible for the definition and execution of business and marketing plans for value-added services and Internet content. In this role I managed the development of the first business plan (5 years) of value added services and content on the Internet platform defining the strategy and roadmap of the company's products.

Principal responsabilities and main achievements:Responsible for the definition and management of marketing plans for Cantv Internet access services. In this position I developed the first portfolio proposal for the Broadband Internet access service, thus preparing the service for its subsequent massification in the Venezuelan market. Achieved growth of 1,800 subscribers to more than 100,000 in less than 2 years.

Principal responsabilities and main achievements:Responsible for the control and supervision of civil construction projects in Venezuela. Total supervised projects: 5