The key focus of my responsibility will be the amplification of product innovation via consumer driven claim support/demo development and drive a flawless go to market product execution and superior communication with focus in form conversion to drive incrementality, scale and simplification. At the same time, develop and implement cost innovation solutions in the dry laundry portfolio leveraging networking with other innovation centers gobally resulting in cheaper and better products that improve regional financial position.

Key opportunity to drive a simplified regional innovation program for the Ariel brand across forms via superior/delightful consumer experience and increase the focus in the liquid detergent form by developing strong consumer centric innovation to drive conversion from powders in a cost effective way.I set the strategic direction in the regional innovation program according with consumer/market requirements. Hence, I led the R&D team to integrate the powder & liquid innovation and established strong connection with the commercial team to transform into one commercial campaign (1 visual and 1 claim across forms/countries). In the liquid detergent front, I led the team to design/prove a consumer preferred compact liquid product proposition leveraging strong partnership with global teams to deliver superiority vs key competitive source of volume. I also led the R&D work to enable the introduction of Ariel power liquid in Mexico and Ariel Ultraconcentrado in Venezuela behind strong unprecedented technical substantiation for the regional superiority campaign.I have also led the successful defend of competitive challenges in the south cone leveraging solid third party certification and allowing to keep the superior communicationI also led the regional cost innovation program to enable better and cheaper liquid products leveraging global resources and technology menu.Additionally in the organizational end, I successful designed and implemented a reward and recognition program driving an appreciative and high performing organizationKey accomplishments:- Integration of innovation across forms to enable one regional Ariel campaign with 60% less work- Ariel compact Liquid introduction in Mexico and Venezuela- improved financials via cheaper and better liquid products - Win competitive challenges in the south cone allowing to maintain Ariel superior communication- Strong Reward & Recognition program that turned into a more appreciative organizational culture

Main objective was to drive disproportional growth of Liquids through leveraging on global innovation and flawless go to market. Additionally, enable the quality regional introduction of Flagship unit dose while maximizing the initiative leveraging successful global elements I led the HDL regional delivery program leveraging category knowledge, product/consumer mastery and high sense of quality to enable strong business results.I also led the Unit dose regional program as the most revolutionary product innovation in laundry in the last 30 years with a high sense of agility, solid product/consumer mastery and global multifunctional collaborationKey acomplishments- Disproportional top line growth. Vol 133Ix, NOS 120Ix vs YA behind a consistent superiority strategy in the South Cone focused in driving conversion and first time overt superiority in Mexico against key liquid competitors. - Global Liquid innovation implemented in Argentina, Chile and Mexico allowing business results Vol: +113% (Arg), +122% (Ch) vs. Previous year- Improved the quality and speed to support regional competitive challenges using virtual tool and global experts.- Liquid Unit dose market introduction in Latin America behind strong commercial elements designed and supported leveraging global menu (NA/EU) with a regional twist,

Lower Tier brands represented a significant portion of the P&G Laundry business, therefore the objective was to develop a portfolio of value brands to have a winning product offering & financially healthy segment in the region and consistent with global program. Additionally, there was a potential to expand into the additives segment leveraging on global successful models and compete in laundry bars vs. local competitors by gaining share in their key source of profitabilityI created a solid value brands program, specifically a) managed a diverse organization with new people in the commercial and R&D teams b) set the vision through an aligned product strategy including Tier III&IV 3) responded with agility to competitive threats and business demands. On additives, I drove LA R&D organization to deeply understand relevant consumer delighters and incorporated into product. Also, recommended a low cost package to help financials while minimizing consumer impact. I did this by leveraging on the global additives product menu, which allowed efficiently meeting regional needs and keeping global alignment. On Laundry Bars, I led the in-depth understanding of key product delighters and their relevancy for consumers while driving the team to have the technical readiness for launching. I worked to deliver clear product criterias protecting the product integrity and ensuring a right consumer proposition. At the global context, I also initiated an effort aimed at driving alignment & scale across regions. Key accomplishments- Robust/proactive R&D organization - Clear focus & strategy for the value brands franchise - Solid program to turn around current regional business situation- Laundry additive product proposition qualified for LA and with strong set of claims/demos ready to launch.- Ace Laundry bar launched in Peru.

As part of the Gillete acquisition, the brand Oral B came into the P&G portfolio. The objective was to leverage Oral B brush and rinse product offering at the maximum to bring incrementality to P&G while leveraging a Junior organization to deliver against the objective. I led the design and implementation of the brush & rinse program to deliver Oral care LA business needs and also the integration of the different product forms, paste, brush, rinse to drive the regimen penetration. I did that by creating a very open and fruitful interaction with my organizationI leveraged on a best in class consumer segmentation to design and led the market implementation of a consumer relevant set of products according to each segment. I drove the introduction and maximization of the Prohealth Antibac brush as well as the Oral B Complete brush and other basic cleaning brushes. I built in the consumer relevant benefits to develop and qualify a set of power claims to use in the amplification.I also led the Innovation Master plan and go to market for the Oral B Prohealth rinse program through a deep technology understanding and definition of POP/POD vs main competitors.On the regimen front, I led the fundamental understanding of the key consumer benefits of using the Oral B regimen vs competition and influenced the Go to Market plan with key consumer/technology insights to strength the launch.Key accomplishments:- Brush business was growing in all LA countries- Prohealth AB brush grew 6.7% value share in a year.- Oral B complete brush introduced gaining 1.6% value share in only 4 months- Regimen power claims identified to allow exploitation plans in key countries- Prohealth rinses Night market introduction- Standardization of recommended dosage for rinses approved by regulatory entities- Oral Care brush , rinse and regimen team fully board, productive & motivated.

Strong potential to introduce Olay skin care product line up to Latin America building in the very high sense of beauty of the Latin American women, who is willing to invest to enhance their appearance. Olay had been successful in NA with a wide variety of products in the facial and body segments.I led the research & development work to expand Olay skin care products into Latin America as a high potential white space. First, I led the competitive market map work to define the vision of Olay in the region through competitive product understanding, second established the segments by benefits and the pricing boundaries according to competitive product available in the market by channels providing a clear map of the competitive products in the market. Third, I also analyzed the global pipeline portfolio to propose options that could deliver the required consumer/market relevant benefits enabling a creation of an Innovation Mater plan for Latin america.Additionally, developed a deep understanding of the regulatory requirements and prepared a technical dossier with outstanding product information that enabled the needed regulatory clearances in the different Latin American countries.Key accomplishments:- Identification of top 2 relevant consumer benefits to focus to enter de market.- Definition of products from the global menu to deliver against these benefits. Innovation Master Plan aligned with multifunctional partners.- Olay introduction in Latin America. Mexico was the lead country and then expanded to Chile and Argentina.

Latin America was a powder predominant business; however there was an opportunity to start leading the innovation pace with a different detergent form that could increase consumer benefits and representing incremental consumers for our brands. Procter & Gamble had a solid liquid detergent business in other regions such as North America and Europe and the objective was to leverage that product and consumer understanding to start developing a liquid innovation glide path that could satisfy Latin America consumer needs.I led the formula definition, design of key sensorial product attributes, product technical benchmarking, competitive intelligence and consumer assessment of different liquid detergents in Latin America. This work included different countries in the region, especially in the South cone, Argentina, Chile and Brazil but also Mexico. I also led the product readiness toward launching and the communication supportability according to product technology strengths.Key accomplishments:- Introduction of new and enhanced liquid detergent products in Latin America,, taking the lead in key countries such as Argentina and Chile.- Strong innovation master plan to ensure sustainable innovation in this detergent form.

Sizeable market opportunity to expand Procter & Gamble successful home care portfolio into Latin America. Febreze had been introduced in North America 3 years before and having a fast market growth and creating a new segment of fabric refresher/malodor removal.I led the technology transfer and consumer/technical assessment in Latin America. Led markets were Mexico and Brazil but there were also other key regional markets such as Argentina and Chile. I generated and analyzed all the consumer sensing work to understand and quantify business opportunity and contributed to design the commercial communication to use in the different countries. I led the claim supportability strategy and the product readiness to enable the introduction in Latin America.Key accomplishments:- Febreze introduction in Mexico, Brazil, Argentina and Chile as key markets, creating a new segment.- Generation of regional insights that influenced the global Febreze program and brand restage.

Procter & Gamble was looking for expanding its detergent business in Latin America to reach more consumers in key strategic countries such as Brazil and Chile. Those were countries dominated by global competition and then an interesting territory to growth. However, Procter did not have laundry business in those countries and needed to leverage in strong regional portfolio of brands to develop product tailored for those consumers and outperform competition.I led the consumer insight generation and the product development work to enable a set of products that could compete in those countries. Specifically, deep habits and practices understanding, formula definition and product technology communication via demo development and claim support.Key accomplishments:- Introduction of Ariel brand in Chile and Ace brand in Brazil delivering product superiority vs competition and representing first ever Procter & Gamble laundry detergent in those countries.

Latin America Laundry innovation program was aimed at strengthening the product performance of its Tier I segment through the use of breakthrough technologies that can deliver in key consumer relevant benefits in the wash.I led the bleach and chelant technology blocks development and implementation to dry laundry products in Latin America. Specifically, I identified new bleach & chelant technologies that were compatible with the rest of the detergent ingredients, defined a system that could deliver superior performance on key relevant cleaning attributes vs. competition and optimized the ratio of the technologies to enhance the benefits at affordable cost.Key acomplishments:- Bleach system and levels definition for the the mother brand and 'with bleach' versions in the Tier I line up, which helped to trade up consumers and increase the consumer delight translating into incremental sales and strengthening Ariel innovation portfolio.- Introduction of optimized levels of chelant in the dry laundry portfolio maximizing performance benefits in key cleaning territories.

.Crest was a strategic P&G toothpaste brand in Latin America seeking for restaging and expanding its product offering to better delight consumers. There was as sizeable segment of consumers that like translucent gel toothpaste as they relate it to fresh breadth and thorough cleaning.I had to identify the key product variables to be able to produce consumer preferred clear gel toothpaste. I led the product technology understanding, design of experiment plan and conducted small scale trials in connection with the regional oral care team.Key acomplishment:- Clear identification of the variables during the making process that influence the quality of the finish product such as temperature, vacuum and batch dispersion that led to scale up a reliable process to develop a consumer driven clear gel toothpaste. The product was developed and hit the market shelf successfully expanding the lineup of Crest toothpaste in Latin America.