Experience

Evercil

• Mexico
• Cosmetics
• 1 - 100 Employee

• President and CEO

  • Jan 2007 - Present

  First brand and franchise model in Mexico of beauty centers specialized in eyelash extensions services, and sale of retail cosmetics products related to eyelash care, hair care and skin care.Responsible for sales, marketing, product development, finance, legal, personnel, purchasing, logistics and distribution, operations and franchisee network support.• Creation of the brand, beauty center concept, franchise model, legal documents, training manuals and programs.• Developed services protocols and branded retail products, sourcing from international and national manufacturers.•Established administrative and operational procedures, and implemented SAI, an ERP system.• Developed a specialized point of sale software and reporting tools to control KPIs of every beauty center.• Hired and trained staff for franchise network development, beauty center personnel, administrative, finance, marketing, product development, communication, graphic design, franchisee support, logistics and distribution.• Developed all marketing materials and advertising strategy, including a website with e-commerce, catalogs, flyers, all type of design materials, tradeshows, national advertising and communication through public relation agency.• Validate every beauty center location and negotiate rental conditions based on brand criteria.• Develop owned and franchised beauty centers network to 20+ units in 8 states in Mexico.• Increase sales, market share, and EBIDTA by an average of 10% per year.



Desine Construcciones

• Mexico
• Construction
• 1 - 100 Employee

• President and CEO

  • Jul 2006 - Present

  Company specialized in store design concept, architectural project, construction, remodeling and maintenance for retail spaces for retail and franchise markets.Also, specialized in central vacuum solutions being distributor for Mexico of major manufacturing brands.Responsible for sales, marketing, finance, legal, personnel, construction, purchasing, and distribution.• Creation of Evercil’s beauty center concept, furniture design, construction of every new opening as a turnkey project.• Developed construction agreement, professional team and work process to guarantee delivery on time within budget.• Developed over 10 franchise known brands as repeat customers to build every new opening retail locations.• Developed sales of central vacuum systems for Cyclo Vac and Beam brands in Mexico.



SinFra Consulting

• IT Services and IT Consulting

• President and CEO

  • Jan 2016 - Present

  Company specialized in IT support services and cloud backup solutions for retail and franchise markets.Responsible for sales, marketing, finance, legal, personnel, and customer support.• Creation based on experience with Evercil’s beauty center network IT support system and cloud backup services.• Developed support agreement and process to guarantee to every customer an excellent service.• Expanded services to 150+ franchisors and franchisees retail locations in Mexico.



Demarle at Home, Inc

• United States
• Manufacturing
• 1 - 100 Employee

• President and CEO

  • Jun 2001 - Jun 2006

  A subsidiary of world leader French public group Sasa Demarle that distributed professional cookware through home presentation and independent distributors.Responsible for sales, marketing, finance, personnel, legal, purchasing, logistics and distribution, and customer service.• Creation of new subsidiary in 2001 with a staff of 5 and grow to 1,600+ in 2006.• Increased sales, independent distributor network, and EBIDTA by an average of 25% per year.• Outsourced logistics operations to a third party logistics provider, including receiving, storage, picking, packaging, shipping and returns.• Relocated the corporate offices from Los Angeles to Houston in 2005.• Developed first online ordering system within the group, allowing 24/24 ordering process for independent distributors and lowering the customer support staff.• Developed legal agreements, recruiting strategy, training manuals and programs to support independent distributors.• Developed all incentive programs to generate independent distributors retention: trips, conventions, regional gathering.• Implemented Microsoft Navision, an ERP system, and Jet Reports as reporting software.



Sidel

• France
• Machinery Manufacturing
• 700 & Above Employee

• Managing Director

  • Jul 2000 - May 2001

  Rafale Technologies S.A. A subsidiary of world leader French public group Sidel that designed and manufactured patented air conveyors for PET bottling plants.Responsible for sales, marketing, research and development, finance, legal, personnel, purchasing, manufacturing, logistics and distribution, spare parts and customer service.• Reorganized Microsoft Navision, an ERP system, for better analytic control of costs and corporate departments.• Reduced costs by 30% by restructuring processes from parts assembly and internal operations to outsourcing and sub-contracting suppliers.• Decreased research and development costs by eliminating unprofitable projects and unnecessary staff.• Developed new projects and after sales revenues to customers with the worldwide group subsidiaries support.

• Operations Manager then Managing Director

  • Aug 1994 - Jul 2000

  Sidel de Mexico, S.A. de C.V. A subsidiary of world leader French public group Sidel that sold and serviced bottling machines for PET packaging.Responsible for sales, finance, legal, personnel, purchasing, logistics and distribution, spare parts and customer service.• Creation of new subsidiary in 1994 with a staff of 5 and grow to 72 in 2000.• Relocated the firm 3 times within 5 years and transitioned the warehouse to a third party logistics provider.• Achieved average sales growth of 30% per year, with over 300 machines sold in 5 years to bottling brand leaders.• Generated a net income of over 10% from 1997 to 2000.• Implemented SAP, an ERP system, and Cognos as a reporting software.• Developed after sales services and generated revenues to support and train customers operators to directors.• Lead sales staff and keep relationship with main packaging and bottling worldwide known customers.• Created in 1997 the first website for a subsidiary within the Sidel group.



Sourdillon

• Quality Manager

  • Aug 1993 - Jul 1994

  A subsidiary of world leader English public group Delta, which manufactured gas burners for appliance manufacturers.Responsible for quality management.• Lead the ISO 9002 certification process.• Implemented Statistical Process Control on all production lines.