Senior Marketing and Sales executive with ample international experience and knowledge of the Mexican market. Proven competencies in the development of new businesses, new markets penetration and product placement. Design and implementation of processes and strategies contributing to the overall business growth. Great ability to negotiate in diverse cultures understanding their idiosyncrasies. Building and leading multifunctional teams. Bilingual, Spanish and English with knowledge of Portuguese.

Professional Experience

Nutrisa S.A. de C.V. (México)                                                                                                                                     Jan. 09 – Jul. '11

New Business Director              

Identification of new business’s and niches opportunity for the company to expand, elaborating the complete business plan, contemplating product positioning, pricing, financial analysis, marketing plans and negotiations with third parties, sales forecasting, distribution plans and the implementation of the plans.

NOVARTIS FARMACEUTICA S.A. DE C.V.                                                                                                                Jan. '07 - Nov. '08

Franchise Manager (Business Unit) - Analgesics

Develop a portfolio of market leading brands within the franchise, which ensures results in demand generation in the short term (1 year) and that guaranties a development platform in the medium and long term (3 to 5 years). Elaboration of the annual operational plan, budgets, new product launches and consumer communication.

•             In depth analysis of the Rout to Market structure to determine areas of opportunity in distribution, enabling the brand to gain 4pp in distribution as well as aiding me in complementing my knowledge of the Mexican market and its channels.

•             I designed a Turnaround Plan which granted the franchise with more investment money and raised the 2007 sales.

•             I innovated behind alternative media investment, breaking the paradigm of marketing for over the counter medications.

KRAFT FOOD VENEZUELA S.A.

Marketing Grouper – Nabisco Business Unit                                                                                                                  2005 - 2006

Development and execution of the Business Plan and of the market strategies. Launching of new products Annual P&L of US $102MM in net sales and a marketing budget of US $7.8MM. Leading two Marketing Manager Groups.

•             I designed communication campaigns and tactical activities directed towards the consumer at the point of sale that permitted closing the year 7% above the budgeted sales and a 1st 2006 quarter with a 2MM income surplus above budget. 

 •              As part of a strategic plan I designed and launched a Pilot Plan of new products positioning the Nabisco products with the low income consumers target.

NESTLÉ DE PANAMA S.A.

Commercial Manager for Costa Rica & Panamá –

Marketing and Sales Manager for Middle America                                                                                                   2004 - 2005

Elaborate and execute the annual pet food business Operational Plan. Directing the sales structures in Panama and Costa Rica. Marketing and Trade Marketing for Venezuela, Colombia Ecuador, Central America and The Caribbean.

•             I increased by 22 pp the numeric distribution and in 14 marginal points the net income through the creation of an independent sales force and the negotiated exit of a 25 year distribution partnership.

•             I re organized the Costa Rican sales force and restructures the commercial policies which permitted a sales growth of 21% for Costa Rica and of 18% for Panama.

•             I generated an average 12% market share increase in Middle America through the implantation of innovative marketing and commercial strategies.

NESTLÉ DE VENEZUELA S.A.

Marketing & C/CSD  Manager for Middle America                                                                                                  2003 - 2004

Lead the elaboration of the Operational Plan, budgets, product positioning and consumer communication for Venezuela, Colombia, Ecuador, Central America and the Caribbean. Benchmarking and coordinating of marketing strategies.

•             I designed a new structure for the Mexican pet food business Trade Marketing division, which allowed Mexico to grow 4 marginal points above budget and 6% in profit. Due to the success of such trade marketing structure in Mexico, the corporation decided to implement the model in Venezuela, Colombia, Central America and the Caribbean under my guidance. 

Marketing Manager - Snacks & Accessories  for Latin  America                                                                               2002 - 2003

Create the business and marketing plan for Latin America. Annual sales of US $2MM.

•             I negotiated with all the  Latin American Country Managers accomplishing to obtain the focus the category needed to execute the strategic operating and marketing long term plans which resulted in tripling sales  from US$2 MM to US$7MM in 18 months as well as the construction of a production plant in Brazil. 

NESTLÉ COSTA RICA S.A.

Marketing Manager (Chocolates, Confectionary, Biscuits & PetCare)                                                                          2001 - 2002 

Integration of Ralston Purina into Nestlé in al 6 Central American Countries. Development and execution of the marketing plans for each category in all 6 countries of Central America. Launching of new products.

•             I successfully launched 6 new chocolate bars in each country gaining 4 market share points

•             I designed consumer communication campaigns which increased the chocolate brand awareness in 8% and in 12 for biscuits.

•             I coordinated constituting the new legal entity for the new integrated company as well as fusing the accounting and operating systems  in all 6 countries to meet the 100 day “One FACE to the Customer”  goal after the Ralston Purina acquisition.

•             I coordinated the new employees training program as to facilitate their integration into the new corporate culture, operating systems, procedures and company objectives, maintaining high moral and low personnel turnover.

Brand Manager for  PetCare                                                                                                                                                    2000 - 2001

Category Management of the PetCare division for Central America. Launching of new products and implementation of the regional strategies. Execution of the media plans. 

•             I conceptualized and executed promotions targeted to the caregivers which tripled the market share and were recognized and awarded by the corporate headquarters in Vevey, Switzerland.

•             I designed communication and marketing campaigns that permitted gaining 10 market share points and a brand awareness of 32% in the fist 12 months.

CAFÉ CONCIERTO                                                                                                                                                                       1998 - 2000

Administrator and Proprietor - Costa Rica 

 Production and sales of baked goods complemented with cafeteria and ice cream shop services.                                                                                      

DEMASA (Gruma) – Costa Rica                                                                                                                                                  1995 -1997   

  Brand Manager TortiRicas  

 DEMASECA (Gruma) - Venezuela                                                                                                                                        1994 - 1995

Consumer Promotions Manager                                                                                                                               

EDUCATION

University of Oregon, Eugene, USA, 1993

Bachelor in Business Administration and minor in Marketing 

ATTENDED COURSES

“Empowering Management” Nestec Learning Center, Rive Reine, Switzerland, 2005; “Emocional Inteligente”, CENEFO México, 2004;  “Advanced Marketing and Sales”  Nestec Learning Center, Rive Reine, Switzerland, 2003; Course I, II, III, IV Bar and Restaurant Administration, Velamy, Guatemala, 2002;  “Kids Marketing, with Childrens Eyes”, Instituto Nacional de la Publicidad, Costa Rica, 2001; “Strategic Marketing Planning”, INCAE, Costa Rica, 2001; “Leading Management Teams”, INCAE, Costa Rica, 1997

Senior