Ouro, formerly Netspend, is a global leader in prepaid and DDA debit cards, providing mobile-first GPR, flexible DDA accounts with credit and insurance enhancements, and tailored co-branded and white-label financial solutions. Serving millions of users, Ouro’s offerings span consumer and business needs, including payroll, government benefits, online shopping, and everyday transactions. Committed to innovation and inclusion, Ouro empowers users to manage their finances confidently and conveniently.As GM, provided high level strategic and tactical guidance to on-the-ground senior management in Europe (Spain), Australia and the UAE, implementing a “less is more” approach focused on fewer, but more impactful, initiatives. Span of influence included product/value prop development and portfolio rationalization, pricing/fee structure, marketing (demand generation and channel management; retail expansion), customer service, organizational design, regulatory and risk and compliance vectors. Jointly developed and rolled out OKR initiative focused on growing, and building a moat around, our core business, diversifying our revenue streams by augmenting and enhancing our product portfolio and developing a retail launch plan centered on western Europe while solidifying our core banking, reporting and processing capabilities.

Leading a team of 50+, delivered significant improvements in CAC and marketing ROI across digital (SEM/SEO, paid social, affiliates, mobile-centric strategy, app store demand generation and optimization) and offline (direct mail, spot radio) channels. Spearheaded LCM (email, push notifications and in-app) scaling through Braze selection and subsequent deployment. Re-designed the marketing organization around key pillars: Acquisition, Retention/LCM, Brand/Creative, Analytics/Attribution, Project Management & Delivery, and Sales Enablement/Field Marketing. Hispanic ERG executive sponsor.

Since 1994, Wiser Partners has specialized in recruiting functional leaders who excel in building, improving, and driving business growth. By focusing on functional expertise rather than industry specialization, the firm has developed a world-class client portfolio spanning all sectors. Clients include Fortune 100 companies, Private Equity-owned, VC-backed, and family-held businesses. With partners who are former practitioners, Wiser Partners brings firsthand knowledge to every search and personally interviews candidates—setting them apart from most search firms. Built and led the firm's digital practice (multi channel demand generation, customer acquisition, lifecycle marketing/retention, eCommerce, analytics/attribution, CX/UX, marketplace/Amazon), placing over 200 senior executives across various verticals for VC and PE backed and Fortune 100 companies.

Boutique Marketing strategy consulting growth firm with C-suite domestic and international engagements across broadcasting, systems integration, commercial aviation, CPG, beverage alcohol, financial services and telco/wireless. Reporting to Founder & CEO Sergio Zyman, led Marketing to Hispanics strategy practice, leading content/strategy development and delivery, client engagement and business development efforts.

Pioneering, vertically integrated GPR bank card marketer and processor start-up serving the un- and under-banked; IPO 2010, subsequently acquired by TSYS. Reporting to the Founder, contributed to value proposition development (features, benefits, pricing) and led marketing strategy, including demand generation, branding/positioning, and channel/sales enablement, driving significant growth. Supported channel expansion, business development, and Series C fundraising efforts/roadshow.

Mission critical document processing/imaging and CRM SaaS for the banking, federal government and telco sectors (Mexico). Assisted in value prop development and pricing schedule, led Marketing and B2B demand generation efforts. Assisted in fundraising efforts.

World's largest maker and marketer of salty snacks - led Marketing efforts for a number of brands, including Santitas, Tostitos, Fritos, Lays, Baked Lays launch and the development and subsequent launch of Lays Stax, Frito-Lay's global response to Pringles. Served as de facto GM with P&L responsibility, driving profitable revenue and market share growth. Led brand architecture and positioning to shape creative and advertising strategy, managing a $70M marketing budget. Oversaw cross-functional teams in the development and commercialization of new products, consumer promotions, and field marketing initiatives.

Full service advertising agency servicing P&G (Head & Shoulders, Pert Plus, Camay, Pepto Bismol, Chloraseptic, Vicks-Vapo-Rub). Promoted to Account Supervisor in less than two years, one of the fastest progressions in the agency's history.