Management of all the Operations of the Shopping Mall. Responsible for the implementation of a new management strategy through indicators and tangible results, generation of income plans, increase in customer traffic, strategic planning, remodeling projects and structural growth, transformation and sustainability for long-term development.

Lead Sales & Distribution team in the implementation of a new commercial strategic approach of the Liquors business through new structures, processes and operating discipline methodologies for the market in order to obtain volume and profitability results.In charge of 7 Agencies nationwide in Coverage, Distribution and KKAA channels. Focus on the development of team competencies, middle management leadership and performance management.

Lead a team of 100 people in the development and implementation of commercial strategies, channel segmentation, customer satisfaction, distribution and trade marketing. Responsible for the volume & profitability results of Quito and Sierra zones; sales increase of + 10% in volume and + 23% in revenues in 2011. Focus on empowerment, negotiation and collaboration.

Lead within the Executive Committee the making happened of strategic decisions related to the commercial area, such as the restructuring of the Sales and Customer Service model at a national level, resulting in a more direct and efficient control of the point of sale.Rethinking of the sales management model towards a "bottom-up" approach that benefited the overall motivation of all teams at a national level, achieving a historical record in CN SABMiller sales of developing brands such as PLIGHT, CLUB, CLUB ROJA and PONY as well as the peak season in December.

Conceptualize and implement differentiated repositioning of the PILSENER brand, obtaining for the first time the highest award given by SABMiller worldwide GLOBAL MERKATUS AWARDS to the best commercial and financial results of a national beer brand.Effective use of "Action Segmentation" focused on the needs of the target group to achieve differentiated positioning in the territory "pride in origins".Diagnose in depth the main consumer and generate differentiated strategies that build a Love mark PILSENER.Reinforce the brand's intrinsic communicating attribute "100% natural" of great relevance.Generate new occasions of beer consumption in previously exclusive categories of sodas, with the launch of Pilsener 225cc obtaining the GOLD EFFIE award in 2010.Develop and implement new brand positioning Pilsener Light and re-launch to the market.

Structure and consolidate the new department and its 3 areas: Sponsorship, Service to Brands and Advertising and Media Agencies, developing sports sponsorship platforms, creation of communication processes and measurement schemes as well as remuneration based on results.

Create and develop from scratch a new marketing department, including organizational structure and zero-based budgets, injecting a culture of processes within the company.

Conceptualize and implement a new area of strategic support and communication for the 9 categories of the company: Consumer Service, Market Intelligence, Corporate Affairs, Consumer Preference, Communications and Advertising Agencies.Develop and implement the multi-brand corporate promotion 50 years Nestlé innovating an interactive concept through a daily television program resulting in a 20% increase in sales of the company, achieving the prize of GOLD EFFIE in the category and the main prize GREAT EFFIE at a general level.Introduce a public relations and social responsibility strategy to enhance the role of Nestlé in the nutrition area and positively influence internal and external stakeholders.Formulate new tools for the area of Market Intelligence, such as "Consumer Knowledge Management", which opens the door to a direct and in-depth dialogue with the consumer, as well as communication processes for brands.Development of communication processes for strategic campaigns.Member of the Executive Committee of the company.

Directly responsible for the whole confectionery category of biscuits and chocolates, which represents 40% of sales in volume and 33% in total revenues, defining a strategic plan with portfolio of categories, positioning platforms, renewal and innovation initiatives, and communication in more than 40 products.Achieve Ecuador to lead the regional confectionery strategy in LATAM (Colombia, Venezuela and Ecuador) due to the volume growth obtained of 65% in 4 years and the highest generation of profitability worldwide in 2001.

Manage the "Royal" gelatin and biscuits brand, invigorating the categories through innovation of new products and formats.Develop the Merchandising and Exhibition Plan at a country level.

Design corporate advertising for image standardization in all distributors at a country level and manage promotions for consumers, events, suppliers and advertising agencies.