Experience

Tresmontes Lucchetti - Nutresa - Región México

• Mexico
• Food and Beverage Services
• 1 - 100 Employee

• Groceries BU Leader and Marketing Head

  • Jun 2021 - Present



Tresmontes Lucchetti

• Chile
• Food and Beverage Services
• 400 - 500 Employee

• Instant Beverages Marketing Head

  • Mar 2020 - Present



PepsiCo

• United States
• Food and Beverage Services
• 700 & Above Employee

• Beverages Innovation and Business Development Country Head

  • May 2017 - Mar 2019

  Lead Innovation agenda across all brands in Mexico. Develop business and portfolio strategy while ensuring execution by negotiating and building strong relationship with bottler. Leverage global and regional marketing programs to lift and adapt. Manage consumer insights budget to assess brand health and develop growth plans. Lead portfolio transformation projects across CSDs and Lipton. Reported directly to Mexico’s General Manager. Launched Pepsi, Mirinda, 7UP, Lipton reduced formulas, delivering savings while growing sales. Deployed 360° marketing plan to grow Pepsi’s Colas market share from 11.9% to 12.7%. Successfully introduced new premium water brand (LIFEWTR) after $2 MM USD CAPEX investment. Expanded non sugar portfolio by launching Pepsi Black and new flavors for Mirinda, G-Active, Be-Light. Show less

• Channel Marketing & Trade Mkt. Leader across Foods BUs. (Sabritas, Gamesa, Quaker and Sonrrics)

  • Jun 2015 - May 2017

  Led the channel marketing team to define strategy and innovation execution for Sabritas, Gamesa, Quaker and Sonric's. Guided a team of 7 managers as direct reports working together within a matrix structure, negotiating across SMKT and C-Stores accounts (WM, Oxxo and rest). Implemented the “World Class Customer Engagement” model to develop Joint Business Plans with key customers. Negotiated all innovation listing, supported with disruptive execution and Trade Mkt events. Launched 86 new products, reaching record ~$85 MM USD and 10% Channel NR mix for the first time.Executed strong Trade Mkt. plan for Quaker to grow 13% vs LY, supported with events and exhibitions. Heavily optimized Trade Spend (D&A) in C-Stores to grow profitability. Show less

• Senior Marketing Manager for International Businesses (Gamesa-Quaker)

  • Jun 2013 - Jun 2015

  Led multifunctional team to make-move and sell more than 70 Gamesa’s and Quaker’s SKUs in several countries, adapting portfolio according local needs. Accountable for marketing, innovation, promotions and trade marketing support with limited budget. Connected and partnered with Quaker North America and Frito-Lay USA to ensure successful key accounts negotiation, productive Go-to-market and winning POS execution. Led marketing plan to accelerate growth within Pepsico’s Baked Business Unit developing and launching global innovation. Delivered profit growth (+3pp NOPBT) through revenue management and portfolio optimization. Gained Share of Market within Hispanics in USA, reaching fair SOM of 51%. (+2pp). Executed successful promotions in USA & CARICAM, leveraging PEP Brands, seasonality and licenses. Show less

• Senior Brand Manager Marias Gamesa

  • May 2011 - Jun 2013

  Developed and executed marketing plan to ensure per caps growth through brand building, innovation and revenue management. Transformed consumer’s insights into brand strategy to elevate brand equities.Developed and executed 360° marketing plan to become Top Selling Biscuit and #2 in Top of Mind.Grew +18% vs LY while gaining +7pp of SOM reaching 79% even after new competitors entrance.Executed productivity, revenue management and pricing to grow +7pp of NOPBT.Launched brand’s most successful Marketing Campaign winning Gold Effie and Grand Effie award. Show less

• Senior Brand Manager Gamesa (Chokis, Mamut, Cremax, Arcoiris)

  • Mar 2009 - May 2011

  Developed and executed 360 marketing plan oriented to gain share of market of “Challenger brands”. Redefined strategy to accelerate growth through disruptive innovation, revenue management and sales execution focus.Launched Choko-Chokis and Chokis Chokomax while relaunching Chokis mother brand to became for the first time absolute leader, growing +100% revenues in 2 years, gaining 13 points of share of market.Executed 360° plan for Cremax de Nieve and became segment leader, gaining 6 points of market share.Launched Mamut’s new campaign and relaunched Mini Mamut to reach historic growth of +20% vs LY.Fixed quality issues in Arcoiris for a complete turnaround and recovered growth after volume lost. Show less

• Customer Marketing Manager for Gamesa-Traditional Trade Channel

  • Jun 2006 - Mar 2009

  Accountable for Gamesa-Quaker’s marketing projects execution across channel regions and customer’s segments, including C-Stores. Led Category Management, Sales Force communication, Merchandising, customer’s loyalty plan.Developed strategic plan to raise distribution and reached historic levels while gaining 2 points of SOM.Executed new racks for “Paketones” line and became segment leaders for the first time.Developed new Go to market strategy for healthy portfolio leveraging Quaker's portfolio. Show less

• Sales Development Coordinator

  • Jul 2003 - Jun 2006

  Led sales growth plans through distribution expansion . Supported sales teams in go to market projects to maximize efficiency and coverage. Provided training to field to ensure flawless execution at point of sale.



The Estée Lauder Companies Inc.

• United States
• Personal Care Product Manufacturing
• 700 & Above Employee

• Mkt Trainee

  • 2002 - 2003

  Provided customer and market insights regarding key performance indicators to identify growth opportunities. Provided customer and market insights regarding key performance indicators to identify growth opportunities.