● Lead a team of 6 Key Account Managers to formulate and implement strategic sales plans, achieving substantial revenue growth and consistently meeting sales targets for over 70 national accounts, with annual sales exceeding US$50 million. Negotiated contracts with Costco, Sam's Club, RIU Hotels, KFC, Pizza Hut, Bisquets Obregon, and Marriott Hotels International, securing exclusive poured beverage supplier status in multiple channels.● Cultivated strong relationships with top brands… Show more ● Lead a team of 6 Key Account Managers to formulate and implement strategic sales plans, achieving substantial revenue growth and consistently meeting sales targets for over 70 national accounts, with annual sales exceeding US$50 million. Negotiated contracts with Costco, Sam's Club, RIU Hotels, KFC, Pizza Hut, Bisquets Obregon, and Marriott Hotels International, securing exclusive poured beverage supplier status in multiple channels.● Cultivated strong relationships with top brands in hospitality, restaurant, and specialized retail sectors, driving a 200% increase in sales volume during my tenure, through effective customer retention and acquisition strategies.● Expertly negotiated exclusive beverage supplier agreements with key foodservice customers in Mexico, including Farmacias del Ahorro, Farmacias Similares, Farmapronto, IAMSA, ADO, and Flecha Amarilla, capturing over 50% of the pharmacy and intercity bus carrier markets.● Developed and executed GTM strategies, set competitive pricing, and ensured optimal brand presence at points of sale. Directed cross-functional teams to craft comprehensive commercial proposals, delivering exceptional value-added business offers that enhanced customer satisfaction and loyalty.● Managed P&L for national accounts, overseeing a US$5 million promotional budget to maximize profitability. Secured exclusive contracts, significantly increasing market share and channel profitability. Introduced healthier beverage options, increasing profitability and consumer awareness. Show less

● Successfully managed high-profile global accounts, including KFC/Pizza Hut (YUM Restaurants), Marriott Hotels, and Sirloin Stockade, driving consistent revenue growth and enhancing brand loyalty. Utilized PepsiCo marketing, media, insights, and supply chain infrastructure to support customer strategies, while collaborating with cross-functional teams to develop programs that boosted consumer and customer loyalty.● Expertly facilitated deal closings for global accounts through… Show more ● Successfully managed high-profile global accounts, including KFC/Pizza Hut (YUM Restaurants), Marriott Hotels, and Sirloin Stockade, driving consistent revenue growth and enhancing brand loyalty. Utilized PepsiCo marketing, media, insights, and supply chain infrastructure to support customer strategies, while collaborating with cross-functional teams to develop programs that boosted consumer and customer loyalty.● Expertly facilitated deal closings for global accounts through strategic stakeholder communication and coordination between PepsiCo International and brand headquarters. Negotiated a 5-year exclusive beverage contract with YUM Restaurants, the largest PepsiCo foodservice account in Mexico, demonstrating exceptional negotiation and relationship management skills.● Implemented impactful global marketing campaigns in collaboration with the PepsiCo licensing team, achieving significant sales increases during peak periods and improving profitability for key accounts. Introduced the non-carbonated beverages portfolio to all KFC restaurants in Mexico, leading to a notable increase in sales and account profitability with non-sugar based products. Joint marketing investments resulted in significant cost savings for KFC & Pizza Hut, securing long-term customer retention for PepsiCo. Show less

● Led the development of Mechanics and OEM channels, including Go-to-Market (GTM) strategy, budget, and portfolio management. Spearheaded joint marketing initiatives with Castrol OEM Global accounts (Volkswagen, BMW, Volvo, Land Rover), driving significant growth and brand presence in the market.● Acted as the LATAM regional leader for the independent mechanics and lube centers channel. Developed and executed a comprehensive customer research strategy in 2007, leading to the 2008… Show more ● Led the development of Mechanics and OEM channels, including Go-to-Market (GTM) strategy, budget, and portfolio management. Spearheaded joint marketing initiatives with Castrol OEM Global accounts (Volkswagen, BMW, Volvo, Land Rover), driving significant growth and brand presence in the market.● Acted as the LATAM regional leader for the independent mechanics and lube centers channel. Developed and executed a comprehensive customer research strategy in 2007, leading to the 2008 launch of the Castrol Expert Team platform, which reached over 7,000 mechanics and elevated Castrol to the top preferred brand in the synthetic and semi-synthetic segments, as endorsed by the National Mechanics Association annual poll.● Led the LATAM regional team in the development of the Castrol Auto Service Program in 2007, targeting independent workshop chains. This initiative provided mechanics with training and outlet asset enhancement tools, resulting in increased customer loyalty and boosting sales by over 20% in Colombia and Venezuela. Show less

● Defined and executed brand marketing plans, including insights, promotional initiatives, and advertising. Led a multi-functional team for new product development, ensuring alignment with overall brand strategy and market demands.● Led the development of over 30 advertising campaigns, encompassing in-store communication, TV, exterior ads, and PR. These efforts earned 6 “YUM Reel” Prizes from the Global Advertising team and an EFFIE award for the 2004 “Christmas Bucket” campaign… Show more ● Defined and executed brand marketing plans, including insights, promotional initiatives, and advertising. Led a multi-functional team for new product development, ensuring alignment with overall brand strategy and market demands.● Led the development of over 30 advertising campaigns, encompassing in-store communication, TV, exterior ads, and PR. These efforts earned 6 “YUM Reel” Prizes from the Global Advertising team and an EFFIE award for the 2004 “Christmas Bucket” campaign, recognizing their global success and effectiveness.● Directed a consumer research initiative in 2004, which resulted in a new positioning strategy targeting the family segment and housewives. This strategic direction achieved the best performing high seasonality period in sales in the past 10 years, resulting in a 20% sales increase compared to the previous year. Show less

● Led the KFC menu re-engineering project in 2001, enhancing consumer communication and streamlining menu options. This initiative resulted in a 3% increase in average ticket size and a 2 percentage point increase in profitability, showcasing my ability to drive revenue growth and optimize offerings.● Assisted the KFC Brand Manager in executing comprehensive marketing initiatives, including managing budgets and coordinating with advertising and media agencies. Facilitated effective… Show more ● Led the KFC menu re-engineering project in 2001, enhancing consumer communication and streamlining menu options. This initiative resulted in a 3% increase in average ticket size and a 2 percentage point increase in profitability, showcasing my ability to drive revenue growth and optimize offerings.● Assisted the KFC Brand Manager in executing comprehensive marketing initiatives, including managing budgets and coordinating with advertising and media agencies. Facilitated effective collaboration and optimized resource utilization to maximize marketing impact and drive significant brand growth. Show less

● Completed a 24-month training program in trade marketing and financial planning departments, where I led the development of a standardized method to evaluate promotional initiatives, incorporating key financial and marketing metrics.● Supported the launch of several products in supermarket chains, including merchandising and promotional initiatives for Singles Deli, Philadelphia Spreadable, Manchego Cheese, and Kraft Parmesan Mini.