Experience

Harinera Anáhuac S.A. de C.V.
• Mexico
• Food and Beverage Services
• 1 - 100 Employee
• Director Comercial y de Transporte

  • Jul 2019 - Present

Paqueteria Vencedor
• General Manager

  • Sep 2017 - Present

Transportes Meza
• Truck Transportation
• Director

  • Jan 2017 - Aug 2017


UTEP Excelencia en Transporte Escolar y de Personal

• Mexico
• Transportation, Logistics, Supply Chain and Storage
• 100 - 200 Employee

• Director Comercial

  • Nov 2015 - Dec 2016

  Responsible for new accounts objective. Manage sales team to achieve sales and profit objectives. Working on strengthen value proposition and brand equity through a new organizational culture initiative and marketing plan building. 80% commercial objectives achieved in the first 6 months. New brand and umbrella concept proposition in implementation stage. Commercial processes adjustments to decrease failures and increase closures hit rate Responsible for new accounts objective. Manage sales team to achieve sales and profit objectives. Working on strengthen value proposition and brand equity through a new organizational culture initiative and marketing plan building. 80% commercial objectives achieved in the first 6 months. New brand and umbrella concept proposition in implementation stage. Commercial processes adjustments to decrease failures and increase closures hit rate



Grupo Logistics

• Mexico
• Transportation, Logistics, Supply Chain and Storage
• 100 - 200 Employee

• Director de Mercadotecnia y Ventas

  • Sep 2013 - Oct 2015

  Grupo Logistics is a 500 employee and $50M USD familiar company in an institutionalizing process. Responsible for the commercial strategy, processes and policies development and its execution. Strategy contemplates area organizational chart definition, sales objectives achievement, brand building, marketing plan and customer service model definition. Brand positioning re-definition, sales strategy based on selected industries and PR plan, customer service area redefined and implemented. I successfully redefined brand positioning and value proposition, obtaining a relevant and well-differentiated concept. This concept has influenced corporate vision, mission and values. New customer service area and processes has improved quality and satisfaction. New sales strategy based on quality prospects and PR, has generated more than 1.5 million incremental USD during the first year Show less



FedEx Express

• Wellness and Fitness Services
• 1 - 100 Employee

• Value Proposition

  • Jun 2012 - Sep 2013

  Define strategic FedEx value proposition to the Mexican market, considering competitors offer, market trends, industry segments, and customers’ needs. Ensure that defined value proposition is delivered to the market through projects implementation and coordination with different areas. Determine relevant brand attributes and identify claims that differentiate our offer from competitors. Identify emerging markets, their potential and propose the adequate product solutions and service features to approach them Show less



Multipack S.A de C.V

• Mexico
• 1 - 100 Employee

• Marketing Director

  • Jun 2008 - Jun 2012

  Responsibilities: • Responsible of corporative marketing area serving 3 business units (Courier, Freight and Logistic operator). Strategy and brand essence generation, budget control, new products development, pricing, strategic planning and sales support. Marketing plan execution through teamwork. Achievements: • Definition of the Marketing department's vision in order to become the strategic business driver. • Develop a new organizational architecture that allowed the expansion of the marketing department's vision through the construction of the Business Intelligence department and the designation and creation of new strategic marketing positions. • Created the BI department as a competitive advantage for MultiPack and becoming a strategic support for Marketing Sales, and top management. • • Reviewed and redefined internal processes up dating them as needed. • Developed a complete new branding strategy, considering brand architecture (defined as monolithic or mother brand), redefinition of brand pyramid or diamond (brand essence, personality, functional, emotional benefits and attributes).Blue concept was based on resources for efficiency, impact and color psychology, being all consolidated in a TV campaign for 2011. • Effectively implemented the use of a professional tool to make decisions regarding retail points, openings, closures, relocations, etc using geo-reference. In addition, I implemented a plan to ensure profitability in every location. Multipack has 290 own retail stores, 140 commissioners and 300 small points of sales and third parties. Show less



Added Value

• United Kingdom
• Market Research

• Marketing Director

  • Jun 2005 - Jun 2008

  Strategic planning and marketing consulting firm. While working in Sabritas, I received an invitation from the ex Marketing VP of Sabritas to found a consultant firm. This was a great challenge due to the complexity of establishing a running business, customers' search, employee’s profiles definition, selection and direction, P&L management, etc. The purpose of the company was to create value to our customers through the development and implementation of creative commercial and marketing strategies. We saw clients as partners being part not only of the diagnosis but being side by side with them through the implementation process. Effectively creating value instead of cost while charging them from the profit generated. Show less



Sabritas

• Mexico
• Food and Beverage Manufacturing
• 400 - 500 Employee

• Marketing grouper

  • Aug 1997 - Jun 2005

  Responsible of beverages category. This category was conformed by two strong brands Be-light and Fresquibón . Responsible for strategic plans development, coaching and authorization of marketing plans development and implementation. Product portfolio optimization, Be-light brand repositioning, budget management, media plans. Direct reporting: one Sr manager, one Jr manager, two brand assistants and one trainee. Historical sales record in powder beverages platform in 2005. P&L improvement. Be Light new positioning and communication strategy development and implementation. New tropical fruits flavor development and launch. New categories evaluation. 9.6% gross margin growth vs. previous year with a cost reduction and sales maintenance plan. 22% income growth and 1% above plan. Show less


PepsiCo International Mexico
• 1 - 100 Employee
• marketing grouper

  • 1997 - 2005