Global Vice President and Managing Director for the Tequilas portfolio including Herradura and El Jimador

Privately-held investment fund

Partners with clients to improve their strategy, innovation programs, holistic brand development, and ecommerce operations that result in market growth.TPG is a boutique strategy and general management consulting agency of senior practitioners who bring best practices to the entire value chain - from product/service creation to go-to-market.Located in North America but advises clients globally.

Recruited by Global Sector CEO to lead China Pampers brand across Strategy, Innovation, Marketing Plans, and P&L Delivery. Led $650M China Pampers brand, 80% eCommerce driven, by creating plans with a +$100M budget that, after 7 consecutive years of decline, restored brand growth in overall household penetration and +2% top and bottom-line amidst flat market category growth. Grew Hong Kong/Taiwan markets disproportionately ahead of target at +6% to #1 brand share. Led a local team of +35 across disciplines.- Re-engineered eCommerce portfolio to 2x premium salience to 60% by broadening portfolio with 3 superior market-premium and leading innovations.- Built #1 Equity & Top-of-Mind Awareness by repositioning Campaign to improve resonance with post-90s Chinese parents.- Developed innovative event marketing with 1st Brand Entertainment parenting show, historic Chinese New Year “Rainbow Chamber Singers” campaign, and 1st Shanghai Fashion Week Diaper “fashion show” all exceeding targets and #1 Social Buzz.- Led Brand Purpose activations including COVID-19 response and a $1M Diaper Donation program with South China News. - Drove 50% site traffic improvement, SEO with #1 Search/SOV, and 2x ROI industry average CAC to become #1 Direct-to-Consumer Diaper eCommerce store in China.- Accelerated #1 Livestreaming sales category position resulting in 15% of brand online sales via 14 hours of daily livestreams across Alibaba, JD.com, Kuaishou, and Douyin (TikTok) platforms.- Managed 22 external agencies and reorganized In-House Creative Team to create 4500 quality content pieces quarterly across China’s digital and social landscape leading In-House Media & Content Development.- Recognized over six years in China as Corporate Master Trainer of Business Analysis & Communication Training and two years for Excellence in Marketing Communication & Craft Seminar across +400 member P&G China Brand Organization.

Promoted to lead Brand Franchise, Innovation, & Marketing Strategy across three Asian markets including China. Drove 30-year historic turnaround of $310M China Whisper brand with brand household penetration and +15% top and bottom-line growth sustained over 5 years to achieve fastest growing international brand market share. Led a local team of +20 across multiple disciplines.- Re-engineered brand architecture increasing premium salience to market-leading 82% via an innovation pipeline with total Feminine pad line-up restage 5 superior market-disruptive flankers, and 1st-time expansion into Natural Cotton Pads, Feminine Wash, and Adult Incontinence adjacencies adding +$40M revenue.- Regained #1 Brand Equity & Awareness by repositioning brand via award-winning “Comfort beyond your Imagination” holistic Digital and eCommerce campaign receiving two-year China ROI Awards for best-in-class brand building.- Overhauled Vis ID on Packaging & In-Store is proven to drive superior top 2 box Purchase Intention online and at-shelf.- Cut development time and cost by more than half while improving superiority by broadening external manufacturing base to enter Overnight Thin Pads & Pants and Discreet-folded Thin Pads as P&G Fem Care global 1st.- Distinguished as “Innovation Master” by P&G Chief Brand Officer and “Best Consumer Understanding” and “Best Brand Building” by P&G China President.

Recruited by Global Brand Senior Vice President to lead turnaround of Always-Whisper Global Brand Franchise Innovation. Built a consumer and analytics-driven strategy and managed regional, cross-functional teams to execute long-term branding initiatives including record-breaking new product launches. Led a team of +15 across disciplines.- Developed largest global Mainline pads product innovation capturing $120M in first-year revenues by mining consumer deep insights across USA, Mexico, Germany, UK, France, and China.- Surpassed prior record with a second incremental $150M growth from largest global Mainline pads usage repositioning by leading a 9-month Body Mass Index to Feminine Care Pad usage study of women across USA, Germany, and Mexico.- Designed largest $50M year 1 test market in Europe by rescuing an 8-year failing upstream new-to-world product redesign with an entirely new insight, commercialization, and business model.- Renewed Global Brand Innovation & Consumer Segmentation Strategy resulting in a 10-year initiative stream to meet 5-year +5% revenue goals and defined as corporate best-in-class.- Earned Top 3% performance with P&G Key Manager and Corporate Recognition Shares.

Selected to oversee Hard Surface Cleaner brands globally following Mr. Clean success. Functioned as founding member responsible for product innovation across Western and Central Europe. Managed business development activities for Flash, Mastro Lindo, and Meister Propre brands. Established internal and external agency structures and partnerships. - Coordinated in-home consumer interviews in 5 countries to validate first quantitatively generated consumer model providing basis for 5-year strategic plans.- Developed and delivered concept, packaging, and marketing campaign for first-ever global all-purpose liquids new product initiative for launch in North America and Western Europe. - Created organizational structure and systems to establish foundation for new Brand Franchise Organization including first Brand Agency Leader model positioning 5 partner agencies under one global leadership model.- Directed redesign of brand visuals globally resulting in purchase interest increase of 3%.

Selected to generate turnaround of stagnant Mr. Clean brand in North America. Managed revenues of $200M+ and $40M annual marketing budget. Supervised 6 direct reports. Directed cross-functional team and 6 external creative agencies in development of brand communications. Coordinated sales to largest customer accounts including Wal-Mart, Target, Family Dollar, and Dollar General. - Established turnaround of Mr. Clean brand from nearly 10 years of declining profits to best-ever increases of 11% in sales and 50% in profits. - Launched Mr. Clean with Febreze initiative delivering 200% forecast leveraged as key part of portfolio 3 consecutive years and leading to launch of Mr. Clean with Gain. - Improved revenues for Mr. Clean Magic Eraser by 10% in 2 years and launched Magic Eraser Bath Scrubber line that exceeded first-year expectations by 35%. - Received Key Manager Stock Option Award and Outstanding Team Leadership Award.

Recruited to revamp innovation and business expansion plans for underperforming WetJet and Sweeper product lines. Delivered complete product and brand-building overhaul that transformed the Household Cleaning categories. Led cross-function collaboration across teams. - Directed $245M Swiffer restage to 22% sales increase and $5M in material costs savings- Increased sales 33% for the $120M WetJet restage while reducing $4.5M in material costs- Created award-winning, “Breakup with Traditional Cleaners” marketing campaign resulting in +10% ROI improvement- Led selling strategy to largest customer accounts including Wal-Mart, Target, Family Dollar, and Dollar General - Received Outstanding Team Leadership Award

Led strategic vision, business development, product launch and communication plans for newly established, breakthrough category segment, Mr. Clean Magic Eraser. Supervised cross-functional delivery teams.- Created “Magic Eraser Extra Power” line extension driving product line to +15% sales- Developed most successful ad campaign, “Expanded Uses,” delivering 2 years of 10% sales growth

Led P&G Product and Category Management, including new product conceptual sales pitches and category management/shelving solutions, for fast-growth Wal-Mart Neighborhood Market stores.- Drove P&G same store sales in to +22%, outpacing total chain +17% growth- Developed breakthrough shelf sets in Oral Care and Laundry categories driving +3 pts. market share