Experience

WISE Global
• Panama
• International Trade and Development
• 1 - 100 Employee
• Managing Partner

  • Jan 2023 - Present

Balboa Group
• United States
• International Trade and Development
• 1 - 100 Employee
• Director

  • Jan 2023 - Present

AmCham Perú
• Board Member

  • May 2019 - Dec 2022

ANDA Perú - Asociación Nacional de Anunciantes
• Board Member

  • May 2019 - Dec 2022

United Way Perú
• Peru
• Non-profit Organizations
• 1 - 100 Employee
• Board Member

  • May 2019 - Dec 2022


Procter & Gamble

• United States
• Manufacturing
• 700 & Above Employee

• General Manager P&G Peru

  • Jul 2018 - Dec 2022

• Brand Director - Gillette and Venus Latin America

  • Jul 2013 - Jul 2018

  Brand Director for the Gillette and Venus brands across Latin America. Responsibilities include upstream brand strategy, commercial planning, campaign and initiatives development, new product launched, marketing spending and P/L for the business.

• Director – Commercial and Brand Operations Latin America Development Markets

  • Nov 2012 - Jun 2013

  In charge of the general exports business across latin Americ as well as total market responsibilities of Central America, Caribbean, Bolovia, Ecuador, Paraguay and Uruguay. Responsibilities include P/L (revenue and profits) responsiblities as well as accountability on all trade and consumer marketing programs and spending (~120MM investment) working directly with top local, regional and global retailers as well as third party distributors and suppliers.

• Associate Marketing Director – Central America, Caribbean, Bolivia, Ecuador, Uruguay and Paraguay

  • May 2009 - Nov 2012

  In charge of Central America, Caribbean, Bolivia, Ecuador, Uruguay and Paraguay as well as general export business across Latin America (Pringles Latin America and Hair Colorants Central America, Venezuela, Peru and Colombia). Responsibilities include: a) managing new product launch strategies and execution working with global advertising and media agencies, b) identify new business opportunities in white spaces or new product launches across Latin America, c) lead group of 30+ marketers and 20+ multifunctional resources (sales, finance, logistics). Reporting to the area President. The subsidiary has been the fastest growing region in Latin America for the past 2 years and has been recognized thru the Latin America Brand Building Awards as one of the strongest contributors in the marketing area.

• Associate Marketing Director – Latin America Corporate Strategy and Marketing Capabilities:

  • Sep 2006 - May 2009

  Marketing manager in charge of: a) Building the capabilities of the 700+ marketing employees around the region. This includes marketing expertise training, search and reapplying best practices, networking with global counterparts to ensure best-in-class trainings from abroad and exporting knowledge from Latin America into other low income markets, b) active member of the Global Brand Building Council. Includes leading the core marketing skills globally as well as the commercial innovation chapter, and c) leading the regional Latin America Operations Committee and Strategy Council. This includes leading the vision of where P&G will grow into the next decade to become the biggest consumer goods company in LA (+$7Bn in sales), enabling the subsidiaries to deliver their stretch goals by defining the strategies of where to play and how to win, and influencing regional management on where opportunities lie. Reporting directly into the Latin America CEO for Corporate Strategy matters and the Latin America Marketing Vice-President for Marketing Capabiliy matters.

• Brand Manager

  • Sep 2004 - Sep 2006

  Brand manager for Latin America North and Andean (Mexico, Central America, Venezuela, Peru and Bolivia) for Ace (Tide) laundry brand. Responsibilities include overall product pipeline, profitability and multifunctional leadership for the brand with direct responsibilities over 4 assistant brand managers and indirect responsibility over product supply, market research, financial analysis and product development. Ace (Tide) delivered all time record growth, market shares and profitability for the region and became the highest growing brand in Latin America.

• Assistant Brand Manager (Broadening Assignment)

  • Nov 2003 - Sep 2004

  Marketing manager for Mexico and Central America Ace (Tide) laundry brand. Responsibilities include consumer understanding, managing product launches and advertising development in conjunction with global advertising agency (Leo Burnett). Additionally, develop 36 month pipeline of product launches with R&D including flankers and line extensions for the brand in line with brand core equities in-market positioning, and which minimizes cannibalization with the P&G laundry portfolio. Product launches include consumer insight development, concept work, TV advertising development and testing, in-store materials design and product supply.

• Group Manager - Country Finance Manager

  • Oct 2001 - Nov 2003

  Finance manager for the Venezuelan subsidiary with responsibilities over category financial analysis, customer finance and competitive intelligence. Led the integration of the Clairol acquisition to the P&G business for the Andean region. Experience with government exchange and price controls, negotiating price regulations with government officals. This included negotiating and aligning competitors, while at the same time avoiding collusion; to have one industry proposal which met the governments needs and worked in the best interest of the companies and the consumer. Responsibilites for the subsidiary included pricing under a hyperinflationary and hyperdevaluatory environment, while at the same time balancing profit growth commitments with competitive entries and long term volume growth.

• Group Manager - Customer Team Finance Manager

  • Oct 2000 - Oct 2001

  Finance manager for customer teams for Venezuela, developing joint strategies with clients to grow profitability and volume while maximizing the impact of P&G trade investments. Led joint business and revenue planning and strategies with global customers (Casino Groupe, Metro/Makro). Established the national distributors team, negotiating and starting up a best-in-class distribution system for Venezuela. This included negotiating and closing long-term deals with distributors based on win-win relationships, train them on P&G sales techniques, develop their logistics operations, and set a foundation for internal controls, solid administrative practices and improved business planning. Distributors team grew +20% over the rest of the sales channels. Also, participated in the restructuring board for one of the national key accounts which went bankrupt. Worked with the finance and commercial director of other multinational companies to develop a business plan to take them back into business and finally sold it off to another company.

• Department Manager - Strategic Planing Baby Care Category

  • Apr 1999 - Sep 2000

  Profit forecaster for the Latin America Baby Care Business Unit and financial analysis responsibilities for Peru, Venezuela and the Caribbean. Comptrollier for sales, research, administrative and manufacturing budgets for Latin America and new business development financial analyst. This included working with general management to develop plans to deliver profit objectives for the region, with specific profit responsibilities for the Andean and Caribbean region, deciding in which countries to invest and working with product research and marketing to decide which product upgrades or consumer needs would be prioritized, balancing profit commitments and long term business growth potential. Additionally, worked with the R&D upstream technology group in Caracas and Cincinnati to work on next generation products to be launched under the established brand names.

• Supervisor - Product Supply Finance

  • Aug 1997 - Apr 1999

  Paper Division Latin America HQs