Experience

Venture Studio

• Brazil
• Venture Capital and Private Equity Principals

• Investor + Board Member

  • Aug 2022 - Present

  Venezuela Organized the successful launch of five different ventures in different spaces (consumer, health, mobility & finance) putting together top talent and ideas with strong potential in Health Care, Tech – Travel/Entertainment and Tech – Ride Hailing.



Frescoo

• Mexico
• Consumer Services
• 1 - 100 Employee

• Co-Founder (Out of Business)

  • Jul 2022 - Jan 2023

  México Joined a AAA group of co-founders to establish the first category-focused and price-focused e-grocer in the region, aiming to serve the +90% of the Mexican population that is currently priced out from the rest of the e-groceries offering. Frescoo closed down in Jan’23 due to the the VC situation at the time where fundraising for capital intensive ventures was extremely challenging.



Delivery Hero

• Canada
• Truck Transportation

• SVP - Chief Groceries Officer LATAM

  • Jul 2021 - Jun 2022

  LATAM In charge of launching and leading the Ultrafast Grocery delivery segment in 15 countries across Latin America with the intention of winning this market segment across the region. Managed a structure with +600 office employees, & +2.000 store employees with forecasted annualized sales for 2022 of +$200M USD. I was tasked with jumpstarting the expansions effort and accelerating the business evangelizing the rest of the company on the priority and focus this required from all areas. After… Show more In charge of launching and leading the Ultrafast Grocery delivery segment in 15 countries across Latin America with the intention of winning this market segment across the region. Managed a structure with +600 office employees, & +2.000 store employees with forecasted annualized sales for 2022 of +$200M USD. I was tasked with jumpstarting the expansions effort and accelerating the business evangelizing the rest of the company on the priority and focus this required from all areas. After 6 months we doubled the # of stores, doubled assortment and doubled sales while turning ultrafast grocery delivery into on of the top priorities of the company and becoming one of the most innovative team in the region.

• VP - Regional Managing Director North LATAM

  • Sep 2020 - Jul 2021

  LATAM Was tasked with consolidating the regional operations of an acquired competitor (Glovo), migrating their teams and business to ours and setting up an organization that could double the business in less than 12 months. - Business Migration: Took up the management of 6 acquired countries/markets, re-building teams, re-defining processes, migrating brands, partner relationships and jumpstarting the business. - New Country Launches: Executed the start of the business in 3 new highly… Show more Was tasked with consolidating the regional operations of an acquired competitor (Glovo), migrating their teams and business to ours and setting up an organization that could double the business in less than 12 months. - Business Migration: Took up the management of 6 acquired countries/markets, re-building teams, re-defining processes, migrating brands, partner relationships and jumpstarting the business. - New Country Launches: Executed the start of the business in 3 new highly complex countries/markets (Venezuela, El Salvador and Nicaragua) from the ground up – This meant defining how to operate in countries with sanctions programs, high crime rates and very fragile rule of law and doing so successfully with +2 years of operations without any major issues. - Market Leadership: Achieved leadership positions in 7/9 countries - Talent: Glovo had a very different local team structure, thus requiring the hiring of +300 people in <3 months and establishing the PedidosYa culture and way of working across countries in record time. - Team: Lead the Managing Directors for the 9 countries + the regional team with 14 total direct reports.

• Co-Founder - Managing Director Panama (Acquired)

  • Jun 2014 - Sep 2020

  Panamá Founded Appetito24 which became the #1 online food ordering platform and delivery logistics company in Central America and was acquired in 2017 by Delivery Hero, the #1 global online food ordering company. As part of this deal, Appetito24 is now part of its regional subsidiary for Latin America PedidosYa. - Business Growth: Grew the business from 0 to +10M transactions per year and +200M USD of GMV. - Users: Acquired +800.000 users achieving the highest regional purchase frequency of… Show more Founded Appetito24 which became the #1 online food ordering platform and delivery logistics company in Central America and was acquired in 2017 by Delivery Hero, the #1 global online food ordering company. As part of this deal, Appetito24 is now part of its regional subsidiary for Latin America PedidosYa. - Business Growth: Grew the business from 0 to +10M transactions per year and +200M USD of GMV. - Users: Acquired +800.000 users achieving the highest regional purchase frequency of Delivery Hero during several periods. - Team: Built a team of 100+ employees and +3.000 affiliated delivery riders.



Merkapp

• Spain
• Computer Software

• Co-Founder (Acquired)

  • Sep 2016 - Sep 2020

  Panamá, Panamá The first online-only Groceries retailer in Central America, this business grew from 1 Dark Store to 6 locations which covered the whole metropolitan Panama City area. Acquired in September 2020 by a Panamanian group of CPG distribution industry leaders, after achieving sales of +$5M/year and achieving profitability.



Procter & Gamble

• United States
• Manufacturing
• 700 & Above Employee

• Sr. Brand Manager - Head & Shoulders Latin America

  • Apr 2014 - Aug 2015

  Panama • Digital Leader for h&s Latin America (World’s #1 Shampoo), developing new communication or tailoring existing global material, managing a multi-million USD budget and owning global digital innovation efforts to be executed across LA, NA and China. • Completely reframed the strategy and execution across the digital ecosystem (Search, Video, Social, SEO, etc) drastically improving main KPIs and being featured as Best-in-Class corporate example of online marketing (H&S Global). • Lead top… Show more • Digital Leader for h&s Latin America (World’s #1 Shampoo), developing new communication or tailoring existing global material, managing a multi-million USD budget and owning global digital innovation efforts to be executed across LA, NA and China. • Completely reframed the strategy and execution across the digital ecosystem (Search, Video, Social, SEO, etc) drastically improving main KPIs and being featured as Best-in-Class corporate example of online marketing (H&S Global). • Lead top Product & Commercial initiatives in the brand’s master plan, leading a multi-functional team from ideation to execution delivering incremental NOS and GM across the region and channels. • Development of ground-breaking communication on how to position the Anti-Dandruff benefit in consumer-relevant ways (H&S Old Spice, Efficacy Platform) and led creation of a new sports communication through the #HairPlay platform. All-in-all achieved over +40MM views and +100M shares. • Business owner for main profitability interventions in the region to counter economic instability and devaluation headwinds across countries, with total brand delivering 116 IYA Sales Growth.

• Brand Manager - Fabric Enhancers Latin America

  • Aug 2011 - Mar 2014

  Panama • Succesfully relaunched the Downy brand in Colombia establishing a new business model, delivering a bolder strategy of up-tiering consumers through relevant product innovation and reversing a 2-year declining trend (+120 ix. In volume, 140ix. in NOS). • Led the brand's biggest product innovation effort that will redefine the category impacting across the business chain delivering improved profits and logistics, ground-breaking marketing efforts and superior consumer experiences. •… Show more • Succesfully relaunched the Downy brand in Colombia establishing a new business model, delivering a bolder strategy of up-tiering consumers through relevant product innovation and reversing a 2-year declining trend (+120 ix. In volume, 140ix. in NOS). • Led the brand's biggest product innovation effort that will redefine the category impacting across the business chain delivering improved profits and logistics, ground-breaking marketing efforts and superior consumer experiences. • Succesfully launched the brand's Digital platform from scratch, establishing an online presence across the ecosystem with limited budget and setting the stage for the FY1415's executions.

• Marketing Intern - Fabric & Home Care Venezuela

  • Jul 2010 - Jul 2011

  Venezuela • Managed the Downy and Rindex brands overseeing the execution of product initiatives and sales efforts. • Given the market volatility we were set up as a task force solving varied upcoming issues from a supply, sales and financial perspective. In spite of all the difficulties and devaluation, through relentless tracking of execution, costs and opportunities, we delivered record shares both in Laundry and Fabric Enhancers while achieving the profit objectives.

• Marketing Intern - Gillette Venezuela & Latin America

  • Jun 2008 - Jun 2010

  Venezuela