As the head of Quaker State Marketing, Trade Marketing & Design Teams, I oversee 70% of the company's Brand Investment. My role involves leading Quaker State's nationwide initiatives in brand innovation, communication, and incentive programs. Introduced SP technology, the latest oil certification, in Mexico a full six months ahead of any competitor. During my time in office (2019-2023), I have successfully increased the brand's dominant market share by +2.8 ppts. Positioned Quaker State´s Synthetic solution as the segment’s top player within a year of its launch. Maximized the company´s iconic program “Blindados” by analysis & segmentation, leading to +15% vs YA. Implemented a fully digital loyalty program that effectively directed our customer traffic to our clients, resulting in a remarkable 14% increase in our sales vs YA. The innovative shopper launch plan of Shell Helix at AutoZone was so successful Autozone ordered +200% its initial plan. This strategic positioning of Shell Helix in a prominent showcase boosted the brands penetration in other channels resulting in a 4 ppts market share in 2020.

Definition of brands positioning and interaction; Design & Develop the Brands AOPs for LATAM; In-charge of Internal & External communication; managed the 2018 Media Campaign; Developed & Executed the first alignment/engagement program; responsible for client’s communication and sales incentive programs. Led the successful launch of the first 360° communication campaign in Mexico since 1980, resulting in outstanding outcomes: +16 ppts Top-of-mind; & +8% in sales vs YA (19 vs. 18). Designed & launched a national integration campaign in combination with HR in 4 plants with 4,500 employees; reinforcing the belonging to LIXIL; through an animated figure “Lucho Lixtin”. The plan reached Japan´s Top Executives; to deploy the plan Worldwide. Transformed the brand's communication platform from a technical focus to a customer-centric approach. This revamp included a customer promotion that showcased our nationwide dominance; endorsed by public figures such as David Zepeda and Mariana Ochoa (from OV7). Co-Sponsored “Hermanos a la Obra Tour” in Mexico with Discovery Channel at the Pepsi Center hosted by Martha Debayle & the attendance of over 2,500 participants.

National Trade Marketing Manager: Simple Meals & Beverages Business.Job Description: Design & Develop the Trade Marketing Department; to work & influence our Business Partners (Jumex & Costeña) Sales point activations, Regional Business plans, Conventions & Expos. Designed & executed a precise POS strategy to counteract Herdez´s substantial budget entry into the soup category 2016; we only experienced a minor -3ppts SOM decline. This accomplishment was recognized by the US, earning me the “Challenger award “(LATAM s best practice award). Within the beverage business I collaborated with our sales team to develop and implement targeted business plans to grow our wholesalers achieving a remarkable +22% sales increase vs YA.

Marketing & Trade marketing plans; S&OP; Price strategies; JBP´s; Regional strategies based on Nielsen analysis, Product development, Key alliances, Direct report to the US.Campbells Soups (Aug 12-Sept 15).- Achieved to revert a 12-year negative trend & maintain positive results for 3 years (2012- 2015) with a modest budget in a mature market. Launching the biggest national in-store campaign for 2013 (Informa BTL); 13,200 in-store activations for 3 months; Campbell’s market share grew +7.1 ppts; making this its highest SOM.Prego (Jul 07- Sept 15).- In just three years, I doubled Prego's Sauce business, achieving a remarkable market share of 14.3% and establishing it as the second strongest player in the category. I expanded portfolio base 150%; by implementing a year-round import program; this initiative offered our top clients flavor differentiation & dynamism in the category.  Developed & introduced Moltobene by Prego, a high-quality sauce offered at a competitive price point. In its initial business year (2015), Moltobene achieved an impressive 10% market share.Tabasco (Jul 07- Jun 13). – Attained a +8% CAGR & 2 nationwide promotions in 6 years: o 1.- Corona; 75,000 promotional packs launched under a shopper marketing strategy focused on how to make a proper “Michelada” using Tabasco Sauce; this promo grew our net sales 1.6%. o 2.- Domino’s Pizza; Over 3.5 MM sampling impacts nationwide during the 2010 World Cup, resulting in +9% sell out vs YA. *Both activities were recognized by Tabasco International as the best worldwide practices.Other Brands (Apr 09 –Aug10). – In my 10 years through Campbells, I had the chance to manage most of Campbell s brands: o Reynolds. - 2 years leading the brand turning it the market leader with a 31% SOM during the 2010 season.o Arnott’s. - I lead a 22-container shipment initiative from Malaysia to Mexico; Walmart`s biggest import initiative on (Dec 11).

Budget Administration, Inventory write offs, Promotions follow up, Brand Reports, Product Development assistance; Regional & Trade Marketing Plans. Co-Responsible for leading lines in the Market: Mayonnaise, Mustard, Marmalades, Teas, etc. Contributed to the team effort that achieved a sustained growth of 8% in cases and value; a market share increase of +5 ppts in Mayonnaise and a +4.7 in Teas with in the last 2 years. Played a role in the launch of DoyPack Mayonnaise; re-designed the lines of: Teas Spices Extracts & Colorants and Marmalades.  Accountable for the reports presented to McCormick’s VP for Latin America. Maintained direct communication with Herdez owners & senior management at McCormick's headquarters