Experience

Provivi, Inc.

• United States
• Biotechnology Research
• 100 - 200 Employee

• Head Of Marketing

  • Oct 2019 - Present

  Federal District, Mexico As responsible of marketing in the first launching market worldwide, in a startup company within the Agroindustry, with a high technological and disruptive agroecological solution for sustainable crop protection, I’ve contributed to create a NEW segment in the market while shaping, guiding and delivering the business strategy from its very fundamentals: since value proposition, go to market definition, pricing, procedures, policies, zero base budgeting, forecasting, understanding customer… Show more As responsible of marketing in the first launching market worldwide, in a startup company within the Agroindustry, with a high technological and disruptive agroecological solution for sustainable crop protection, I’ve contributed to create a NEW segment in the market while shaping, guiding and delivering the business strategy from its very fundamentals: since value proposition, go to market definition, pricing, procedures, policies, zero base budgeting, forecasting, understanding customer preferences and purchasing history through service and CRM set up, to crafting resonating brand storytelling based on customer journey, promotion and media planning across path to purchase, leads generation, conversion and nurturing (SQL and MQL), website architecture and appealing content together with SEO and SEM, inbound and relational marketing, to build consumption base, generate brand awareness, accelerate product adoption enabling sales transactions, gain referrals and retain growers while increasing penetration. Key accomplishments: • 8% of value share within fall armyworm crop protection addressable market during first year of launch (2021): setting up and training distribution network of 50 distributors covering the main productive areas (+80% of national maize production), we managed to build a +2k growers consumption base with 38% of Share of Wallet and 173% of net retention (hectares). 59% ROI in press media, 1,5M interactions in digital (@provivimx). Post launch study survey among 52 growers: 92% would recommend the product and 87% very satisfied and satisfied with the service and the product due to a better plant health. • Research & Development Institutions (INIFAP and CIMMYT) endorsement as an agroecological tool for sustainable production, Food industry adoption within the ESG sustainability strategy around environment protection and healthy food production, sales to government as part of phytosanitary program for maize growers. Show less



Edgewell Personal Care

• United States
• Manufacturing
• 700 & Above Employee

• Head of Marketing LatAm for Razors and Blades

  • Oct 2017 - Aug 2019

  Mexico City Area, Mexico As regional marketing executive of the largest contributor brand (44%), leading a staff of 7 people and together with business directors and a multi-disciplinary team (GBM, top agencies, GCI, Trademarks, Legal, Project Management, Supply Chain, BI), conceptualized 3y strategic plans and translated it into tailor-made tactical executions such as product launches, portfolio and price strategy reorganization, and investment mix adjustment, to support entities in Mexico, Colombia, Chile, Peru… Show more As regional marketing executive of the largest contributor brand (44%), leading a staff of 7 people and together with business directors and a multi-disciplinary team (GBM, top agencies, GCI, Trademarks, Legal, Project Management, Supply Chain, BI), conceptualized 3y strategic plans and translated it into tailor-made tactical executions such as product launches, portfolio and price strategy reorganization, and investment mix adjustment, to support entities in Mexico, Colombia, Chile, Peru, Puerto Rico, Central America and the Caribbean, to achieve their business objectives Key accomplishments: • Cultivated a new analytic and collaborative emergency initiative in MEX, between Marketing, Supply Chain, Business Intelligence, Trade Marketing and Sales, to solve a) replenishment issue and b) brand identity problem, that implied change resistance management and led into team development and self-motivation, together with a holistic commercial plan, that resulted in… (see next bullet) • 0.6% market share increase in supermarkets MEX, only two months after marketing intelligence sourced data-based rapid growth plan execution, that involved portfolio optimization, product launches, price adjustment and marketing mix investment, to strengthen point of sale brand presence, path to purchase communication, and ultimately used as best practice in the rest of LatAm region. • 30% sell out increase in COL during consumer-oriented and innovative brand experiences in selected venues differentiated by go to market (Modern and Traditional trade) • B2B partnership with Sportify, together with a digital marketing plan (paid, owned and earned) and traditional ATL / BTL activation, revitalized engagement among target audience (+25%) and increased traffic to brand web site (+40%) • Synergies among brands, new products developments and commercial projects management, resulted in additional 1.5% market share in CH, PE and MEX within female disposable segment

• LatAm Marketing Manager for Suncare and Femcare

  • Oct 2013 - Sep 2017

  Caracas Area, Venezuela As LatAm brand leader, shifted Hawaiian Tropic into a next level of brand awareness and equity aligned to industry trends, by transforming the communication platform in Latin America together with a strong evangelization work (indoor and outdoor), and guaranteeing homogeneous execution of shared best practices across Latin America, to support the new brand positioning Key accomplishments: • Lead the 6 people creative and high performing marketing staff that reached historical maximum… Show more As LatAm brand leader, shifted Hawaiian Tropic into a next level of brand awareness and equity aligned to industry trends, by transforming the communication platform in Latin America together with a strong evangelization work (indoor and outdoor), and guaranteeing homogeneous execution of shared best practices across Latin America, to support the new brand positioning Key accomplishments: • Lead the 6 people creative and high performing marketing staff that reached historical maximum 25% Share of market in MEX and CH, and consolidated the brand presence in PE and AR • Directed the collaborative team that developed the new 360 communication platform and translated into a toolkit, that guaranteed homogeneous execution and brand building across consumer journey and throughout LatAm markets, together with relevant content generation supported with and accurate influencers program and a strong SEO & Social media strategy • Identification of a segment opportunity in LatAm resulted in the Sensitive Skin franchise launching then replicated as best practice in the rest of the globe. • Consumer insights-based strategic marketing plan differentiated by season, in alliance with numerous stakeholders such as communication, digital and BTL agencies with a common selling story, together with best practices deployment, lead into brand health indicators improvement across markets (Awareness 90%, consideration 85%, conversion 60%) • Successful lead of a cross functional team to reenter into Argentinian market after 3 years of absence through a financially healthy distributor business model, and a robust storytelling for the retail, resulted in 9% share of market the first year



Energizer Holdings

• United States
• Manufacturing
• 700 & Above Employee

• Marketing Manager

  • Aug 2011 - Sep 2013

  Caracas Area, Venezuela Participation in the board of direction helped to detect new business opportunities and to manage business risks in a hyper inflationary, imports restricted and complex political environment market Key accomplishments: • Strategic planning with correct resources and portfolio management assured brand presence and company operation in the market • Led the LEAN team to re-organize and execute a new pricing process saved money and time for the company

• Senior Brand Manager for Schick

  • Aug 2009 - Jul 2011

  Caracas Area, Venezuela

• Senior Brand Manager for Energizer

  • Mar 2006 - Jul 2009



L'Oréal

• France
• Personal Care Product Manufacturing
• 700 & Above Employee

• Brand Manager for La Roche Posay

  • Feb 2002 - Jan 2006

  Venezuela Successful launch of a new brand with a disruptive business model within a very traditional market. Key accomplishments: • Networking with opinion leaders and a robust and strategically planned medical visit, lead into doctors’ prescriptions and patient’s consideration to reach 80% of sell through during first year of launch, achieving first place of market share within medical skincare category • Negotiation a B2B partnership with Farmatodo and Locatel to implement a new… Show more Successful launch of a new brand with a disruptive business model within a very traditional market. Key accomplishments: • Networking with opinion leaders and a robust and strategically planned medical visit, lead into doctors’ prescriptions and patient’s consideration to reach 80% of sell through during first year of launch, achieving first place of market share within medical skincare category • Negotiation a B2B partnership with Farmatodo and Locatel to implement a new dermocosmetic business model, resulted in brand distribution among 90% of Drugstores and Pharmacy channel nationwide • Brand building based on strategic plan and methodical KPIs monitoring permitted to increase awareness among dermatologists and plastic surgeons Show less