Experience

Laboratorios Grin

• Pharmaceutical Manufacturing
• 1 - 100 Employee

• New Business and Innovation Manager

  • Mar 2020 - Present



Autónomo

• México

• Marketing consultant

  • Jan 2019 - Nov 2022



Bayer Animal Health

• Germany
• Veterinary
• 300 - 400 Employee

• Senior Brand Manager

  • Jun 2014 - Oct 2015

  Headed the strategy, sales, financial contribution and market share of Bayer’s eleven global brands for companion animals: Asuntol, Bolfo, Bayopet, Seresto, Drontal, Advantagemulti, Advantix, Bayovac, Kiltix, Baytril and Carprobay. Orchestrated seven categories from both pharmaceutical and OTC markets. Directed the marketing team, developed the communication strategy and marketing plans. Accomplished in record time the division’s most important launch in five years: Seresto, exceeding sales expectations by 20%. Developed Seresto’s local campaigns for veterinarians and pet owners by incorporating Mexican insights that contributed to Seresto’s global campaign. Reverted Asuntol’s bad tendency, consolidated double digit growth and recovered five points of market share by implementing promotional strategies and switching the focus of the medical sales team. Repositioned Advantagemulti with aggressive commercial strategies, a creative digital and point of sale campaign and introducing the product into a new sales channel. Increased sales in 10% and doubled market share. The brands I was in charge of had good performance, thus Bayopet, a local brand was assigned to my team. I redesigned the portfolio and generated creative point of sale activities. As a result, market share doubled. Designed and developed the launching of small species’ digital campaign including website, social networks and cell phone application. Customized the first direct channel with pet owners and generated engagement. Revitalized and simplified the loyalty program Bayerpremia by making it more attractive for veterinarians. Created a faster customer service and increased to double digit the veterinarian’s participation. Show less



Kimberly-Clark

• United States
• Manufacturing
• 700 & Above Employee

• Category Senior Brand Manager Adult Care

  • Jan 2010 - Dec 2013

  Maximized Adult Care brands: Depend, Diapro and Femenine. Mastered all projects in the category by heading the marketing team and service areas: trade marketing, category management, sales, forecasting, research & development, packaging and market research. Maximized the category’s utilities by analyzing the statement of income and costs. I established continuous improvement processes in all levels: product design, production, point of sale and internal processes that meant a significant cost and expense reduction. Therefore, market competitiveness could be maintained and utilities were increased in a monthly basis.Upgraded Depend´s portfolio with a new brand positioning that followed the global strategy and created the first local advertising campaign. Customers buying experience was simplified and as a result the brand gained three points in market share.Supervised national production of Depend Underwear. Formulated the strategic planning for implementing a new exclusive machine in Mexico. Costs were optimized and availability was increased. Therefore, the business became more flexible and customer service was improved. Show less

• Senior Brand Manager

  • Jan 2009 - Jan 2010

  I demonstrated management abilities by handling marketing teams of two categories, Incontinence and Facial Tissue with five brands: Kleenex, Suavel, Depend, Diapro and Femenine.Produced penetration strategies that led Kleenex to reach record market share.Participated in the acquisition of Diapro, a local adult care brand. By implementing low cost actions, I delivered a fast brand positioning and surpassed expected revenue.

• Junior Brand Manager

  • Jun 2006 - Jan 2009

  Established and executed marketing plans in order to increase sales and market share in paper towel category with the brands: Pétalo, Kleenex and Suavel.Designed and launched Servitoalla Suavel with innovative and attractive market penetration activities that delivered an increase in sales of 10%.Gained record results in market share and sales by developing strategic clients (Waldos).