Experience

Vetta | Corporate Startup Generator

• Mexico
• Business Consulting and Services
• 1 - 100 Employee

• General Manager

  • Jul 2022 - Present

  Responsible of the growth, business development and global operation at Vetta. www.vetta.io Responsible of the growth, business development and global operation at Vetta. www.vetta.io



Diageo

• United Kingdom
• Beverage Manufacturing
• 700 & Above Employee

• Head of Shopper Marketing and Category Development

  • Oct 2018 - Jul 2022

  - Promoted to head of 3 departments, +100MM USD year A&P budget. Sales + 600 MMUSD- Leading a team of 15 collaborators. - Responsible of BTL over 1,900 POS, and Shopper platforms across the year. Won +3 category captaincies with strategic customers.- +20% Uplift across shopper activities, while providing innovative solutions for omnichannel experiences. - Part of the F24 Strategy plans and development for the market. Added responsibilities as Head of E-commerce Mexico 2019 (1.5 yr Secondment)- Full funnel activities and strategy during the first months of 2020 (Pandemic) with + 300% Sales increase. Show less

• Head of Reserve Business Unit (Sales)

  • Jun 2016 - Oct 2018

  - Responsible for the Commercial Agenda of the Luxury Portfolio (Diageo Global Priority) across “On” & “Off” premise, to drive strategic change into the organization and rapidly growth value business focused on Scale & Execution. - Leading a team of 6 collaborators, and in charge of managing the relationship between Marketing, Customer Marketing and National Sales team.- Deliver more than 15% growth in the past FY

• Business Development Team Leader

  • Dec 2014 - Jun 2016

  - Promoted to leader of the commercial integration of Tequila Don Julio / Smirnoff plan and execution.- Deliver 100% of day 1 and first month metrics (Listing and Invoice)- Led product allocation agenda for all Don Julio Portfolio- Co lead the Commercial plan for the category- Turnaround of Smirnoff within 2 months of focus on commercial Execution. - Responsible for Commercial Relationship with new accounts for Diageo with potential sales of 20% of the business.

• National Key Account Manager

  • Jun 2013 - Dec 2014

  - Career change from finance to improve commercial acumen, and continue growing to a GM position. - Responsible for Commercial Relationship with Chedraui in all its formats (Super Che, Selecto, Chedraui) and Comercial Mexicana (City Market, Mega, Fresco, Bodega) that represent 10% (Vol) of Modern Trade channel and 5% total business- Responsible for Accounts receivable and DSO of the accounts, plus volume and Gross sale. JuBP for Modern Trade Center.- During my first six months I achieved excellent results for both Comercial Mexicana and Chedraui. Growing +16% and +11% vs Target and +26% and 18% vs LY (respectively). Chedraui was the first to close all Xmas season negotiations in MT, and we were able to shipped 100% of the xmas VAPS during September blocking both competition spaces and clients budget. - For Comercial Mexicana we grew above competition in the client platform “Julio Regalado”. Show less

• Financial Planning and Reporting Manager

  • Feb 2012 - Jun 2013

  - Responsible for planning, execution and control of the Annual Operating Budget. - Owner of Mexico P&L- Co lead of S&OP Process- Owner of the Cash Flow agenda-Responsible for the consistency, efficiency and accuracy of all the financial systems used for planning and reporting. - Ensure efficiencies on Overheads, OIE and A&P spend- All financial strategy management for next 5yrs



Procter & Gamble

• United States
• Manufacturing
• 700 & Above Employee

• Department Manager Industry Analyst

  • Jul 2008 - Mar 2011

  • Financial responsibility for over 400 MMUSD of sales on multi category business. • Market analysis and price elasticity’s, marketing initiatives, responsible for the marketing budget.• Steward of the categories, managing internal controls reinforcement and execution of internal audits to marketing in order to ensure full compliance with local and global standards. • Single point of contact for all department areas in my categories regarding internal control matters such as budget, record management, suppliers, and inventory policies.• By the closing of Fiscal Years 2010 and 2009, the organic growth of my business units was the highest in the company, growing share in over 90% of sales.• Consequential to my competition analysis, we were able to launch an unprecedented price increase and the launching of a new brand, which has grown over 10 ppts of market share in one of the most competitive markets in the country (toothpaste).• Led and executed a full P&L analysis of the competition which enabled the exclusivity of our brand in the largest customer of the company• Direct manager of 3 and responsible on delivering all Sales and forecast information to the regional group within the Mexico HQ. • Member of the F&A recruiting team, surpassing the hiring quota during 2 years; received an award for this accomplishment from the GM. Show less

• Regional Product Supply Forecaster

  • Jul 2006 - Jul 2008

  • Responsible for the Total Delivery Cost (TDC) of Deodorants and Male Personal Care (DMPC) in the Latin American Region, as well as the new initiatives for the same region• Consolidated financial and managerial information for 11 plants at global level, including 4 Contract Manufacturers/External Operations sites. • Responsible for budget management of total delivery costs ($200 MM USD), on going financial and sourcing analyses to maximize savings and find scale economics opportunities.• Consolidated the total production of spray deodorants of the Region into one single plant (from 3), generating record savings of over 10% of the total production cost. • Led the LA Gillette integration into P&G systems, receiving recognition from the Global Manufacturing Director for the outstanding results achieved, which triggered my promotion in the company.• Responsible for the DMPC Latin America P/L & Balance Sheet reporting (both US GAAP & Local statutory accounting). This included LA Corporate Reserves and special projects ($500MM).• Direct Manager of 4, coaching their careers and reporting to top management their performance.• I was responsible of reporting all LA cost to the global regain to create forecast of FY 2006, 2007, 2008 and 2009. • Member of the Anahuac recruiting team, delivering premium results, and making the team the second highest in recruiting during my participation. Show less

• Regional Product Supply MOE Manager

  • Apr 2005 - Jul 2006

  • Responsible for the manufacturing cost of the Bar Soaps plant, which is the largest in the world for P&G.• Planning and following through cost accounting.• Steward of the manufacturing procedures such as: inventory, record management, SAP access and delegation of authority management; ensure SOX compliance in applicable processes such as revenue recognition and forecasting. • Delivered savings from efficiencies of over 7% of manufacturing cost, exceeding expectations and covering the increases in materials costs due to oil price increases.• Led regionally the standardization of cost planning processes, organizing all plants from LA Beauty Care division.• Created a database where innovation and reapplying of best practices in manufacturing processes could be shared regionally. Show less