Responsible for overseeing Starbucks operations in the region, including strategy development, brand management, marketing and sales, store operations through our strategic franchise partners, supply chain, and partner (employee) development. Collaborating closely with local teams to ensure a deep understanding of customer preferences and cultural nuances to deliver a truly relevant Starbucks Experience. Committed to driving sustainable growth while upholding Starbucks' mission and values in the communities we serve.

Lead Consumer and Corporate Strategy, M&A, Business Development, and Business Transformation for PepsiCo's Foods and Beverages in Latin America, I am pivotal in driving forward-looking strategies that bolster growth and market leadership. My key responsibilities include:- Strategic Vision: Developing and executing forward-thinking strategies that position our brands as leaders, leveraging market insights and innovative approaches.- Mergers & Acquisitions: Overseeing M&A to align with growth goals, focusing on strategic integration and expansion to enhance our portfolio.- Business Development: Driving efforts to expand market presence and diversify revenue through strategic partnerships and new market entries.- Operational Optimization: Streamlining operations from farm to shelf for efficiency and sustainability, enhancing productivity and reducing costs.- Digital Transformation: Leading digital initiatives to improve decision-making and operational agility, enriching customer experiences.- Leadership: Collaborating with teams across functions, fostering a culture of innovation and accountability to achieve strategic objectives.

General Manager, PepsiCo Beverages Latin America North Commercial Unit:In this strategic leadership role, I oversaw the entirety of the commercial unit's operations, focusing on:- Strategic Direction and Growth: Setting the overall strategic direction for the business unit, driving growth, and ensuring operational excellence across all functions within the Latin America North region.- Business Performance: Managing business performance, including sales targets, profit margins, and market share, ensuring financial health and sustainable growth.- Team Leadership and Development: Leading a diverse team, fostering a culture of innovation, collaboration, and high performance. I prioritize talent development to build a resilient and agile organization.- Stakeholder Engagement: Engaging with key stakeholders across the business, industry, and region to build strong relationships, align on strategic goals, and navigate market challenges effectively.Marketing Leadership across PepsiCo’s Beverage Portfolio:As the steward of PepsiCo’s beverage brands in the region, my role encompasses:- Marketing Strategy and Insights: Developing and executing marketing strategies that amplify brand presence, align with consumer insights, and drive brand loyalty across Pepsi, 7Up, Gatorade, Lipton RTD, Starbucks RTD, Tropicana, and Ocean Spray.- Brand Communication: Leading communications efforts, crafting compelling brand messages, and leveraging various channels to engage consumers and build brand equity.- Investment Management: Overseeing marketing investments, ensuring optimal allocation across brands to achieve the best possible ROI and support growth objectives.- Portfolio Transformation and Expansion: Managing the brand portfolio's transformation and expansion, innovating and adapting to meet evolving market demands and consumer preferences.

As the steward of PepsiCo’s beverage brands in the region, my role encompassed:- Marketing Strategy and Insights: Developing and executing marketing strategies that amplify brand presence, align with consumer insights, and drive brand loyalty across Pepsi, 7Up, Gatorade, Lipton RTD, Starbucks RTD, Tropicana, and Ocean Spray.- Brand Communication: Leading communications efforts, crafting compelling brand messages, and leveraging various channels to engage consumers and build brand equity.- Investment Management: Overseeing marketing investments, ensuring optimal allocation across brands to achieve the best possible ROI and support growth objectives.- Portfolio Transformation and Expansion: Managing the brand portfolio's transformation and expansion, innovating and adapting to meet evolving market demands and consumer preferences.

In this pivotal role, I spearheaded the strategic direction and growth initiatives for Pepsi Americas Beverages, focusing on:- M&A Opportunities: Actively identifying and pursuing merger and acquisition opportunities to strengthen our market position, expand our footprint, and enhance our capabilities. My leadership involved meticulous due diligence, strategic negotiation, and seamless integration of new entities to drive synergies and growth.- Innovation: Leading the charge in innovation across our product lines and operations. I champion the development and launch of new products, flavors, and packaging solutions that resonate with evolving consumer preferences and trends. This commitment to innovation ensures our portfolio remains competitive and aligned with market demands.- Brand Portfolio Strategy: Strategically managing and optimizing our extensive brand portfolio to maximize performance and profitability. This includes analyzing market data to inform strategic decisions, adjusting brand positioning, and ensuring a balanced mix that meets diverse consumer needs across the Americas.- Creation of One of PepsiCo’s Largest Bottlers: A hallmark of my tenure has been leading the creation of one of PepsiCo's largest bottlers. This monumental initiative involved strategic planning, stakeholder engagement, and operational excellence to consolidate bottling operations, resulting in enhanced efficiencies, scale, and market responsiveness. This achievement not only transformed our distribution and supply chain capabilities but also set a new standard for operational excellence within the industry.

In my capacity as Director, I led the strategic planning and competitive analysis efforts for Pepsi Americas Beverages, driving the sector's long-term growth and competitive positioning. My key responsibilities included:- Strategic Planning Leadership: Oversaw the development and execution of comprehensive portfolio strategies, ensuring alignment with global trends and market demands to maximize brand value and market penetration.- Competitive Analysis Expertise: Directed in-depth competitive analysis to identify market opportunities and challenges, crafting strategies to strengthen PepsiCo’s competitive edge. My insights informed key strategic decisions, enabling agile responses to market dynamics.- Growth Initiatives and M&A: Spearheaded growth initiatives, including product innovation and market expansion, leveraging M&A opportunities to enhance our market position and achieve strategic objectives.

As a mentor with Endeavor, I support entrepreneurs by sharing insights and guidance drawn from my experience. My role focuses on helping them navigate the challenges of scaling their businesses, fostering an environment of growth and innovation.

Managed marketing and business strategy consulting engagements for clients globally.

Managed marketing and business strategy consulting engagements for existing clients globally and develop corporate awareness by leveraging existing and building new relationships with Senior and C-level executives of multinational companies.

Tokenzone was funded to deliver on the promise of Non-fungible Tokens (NFTs). As an industry pioneer, it delivered solutions for Media and Entertainment and FMCG companies. As CEO and co-founder, I led the company from inception to profitability, including securing venture financing, new product development and business development.

Marketing Manager for the Fabric and Home Care Category in Latin America, with both P/(L) and marketing responsibilities that included the creation and implementation of marketing campaigns across the region.

Finance Manager for the Paper Sector. Performed financial analysis and recommended product pricing, acquisitions and inter-country sourcing strategies to maximize profits in the Latin american region.