Experience

The Latin American Company

• Spain
• Business Consulting and Services
• 1 - 100 Employee

• Senior Strategic Director

  • Dec 2012 - Present

  Headquartered in Atlanta, GA, for over 30 years, the company (www.thelatinco.com) focuses on strategic business development projects between the USA and Latin American companies but is not limited to these territories. Reporting to the company’s president, I have been responsible for domestic and international business development initiatives, leading end-to-end deals. The initiatives consist of M&A, Joint Ventures, strategic partnerships, and strategic sales. I’ve been performing market assessment, strategic businesses plan, new business ventures, strategic sales planning, valuation modeling & analysis, defining negotiation strategies, presenting to leaders/shareholders, and managing the entire process to ensure the proper closing.  Key Project and Achievement o I successfully led a significant M&A deal between a Chilean company and a Brazilian one, resulting in an over a billion-dollar business. o I was in charge of the strategic planning to set up the water business for Coca-Cola in Brazil, the third strategic largest market for Coca-Cola in the world, which was successfully executed through joint ventures, acquisitions, and consumer actions, contributing to a market share increase of 12 pts. in a year.


Underwood University
• United States
• Higher Education
• 1 - 100 Employee
• Business Management Professor

  • Aug 2018 - May 2020

Reformed University
• United States
• Religious Institutions
• 1 - 100 Employee
• Strategic Management Professor

  • Aug 2017 - Jul 2018


BNB - Coca-Cola Bottling Company

• Marketing &Trade Marketing Director

  • Jul 2010 - Nov 2012

  The Coca-Cola Company Bottler responsible for the Coca-Cola and Heineken operation in the northern region of Brazil, accounting for 42% of the Brazilian territory. Responsible for increasing Bottler’s effectiveness in the market, meeting Business Plan goals (volume, market share and profitability). In charge of preparing the Company for the future in accordance with shareholders’ expectations for the long-term, with regards to strategies, structure, and resources needed for it. • Responsible for leading 6 areas, having 6 direct reports and 60 indirect reports: Trade Marketing - ensuring strategies are properly executed in the market. Marketing - Managing market and brand investments in order to have brands' health continuously improved. Commercial Projects - creating the foundation to prepare the commercial area for the long-term growth objectives, through processes and structure revision to enhance productivity and effectiveness in the market, including Go-To-Market strategies. Market Intelligence - sales volume forecast, brand, channel, and package performance monitoring, competitors’ analysis and market research, providing strategic reports for decision making. Revenue Management - price management of all SKUs, aiming at the balance among packages and channels, meeting the company’s profitability goals. Financial analysis of marketing initiatives in order to assess the feasibility of each market investment. T&D Commercial Area - developing a training plan for each function in the Commercial Area and providing training to the sales force. Leading annual sales convention for 600 sales reps was also part of the scope of the work.  Key Achievement I led the company to go from the last position in the Coca-Cola bottlers' national ranking, to figure among the top 3 Bottlers, through process & structure revision, and people development & team engagement. The company also achieved a historical EBITDA level, over $ 110 million.



The Coca-Cola Company

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

• Regional Commercial Manager

  • Jan 2007 - Jul 2010

  Responsible for the development of 8 Coca-Cola Bottlers, in order to lead them to a higher standard of market execution and sales performance. Main responsibilities:Performing Bottler assessment in order to identify operation gaps that could affect Bottler's performance in the market. Defining short and long-term action plans and managing the Bottling teams to ensure the accomplishment of each phase and sales goals. Key AchievementI led a turnaround process in a Bottling operation, for 10 months, through a deep revision of routines and structure, which resulted in the gain of 8 pts of market share, after 3 consecutive years of losing market to competitors. Due to the results of this work, I was invited by Coke Headquarters to bring knowledge to a turnaround process in a Bottling operation in Tennessee, US.

• Regional Planning Manager

  • Jan 2006 - Jan 2007

  Responsible for volume forecast, channel/SKU/price analysis, competitors’ analysis, financial analysis of company's investments, and BP preparation. Reports preparation to support decision making. Key AchievementI led a process revision, which resulted in more accurate and objective daily, weekly and monthly reports, to support senior management’s decisions

• Purchasing, Import & Export Manager

  • Sep 2003 - Jan 2006

  Responsible for all negotiations with Coca-Cola suppliers (domestic and international). Also responsible for developing marketing materials to be executed in the market on a nationwide basis. Key Achievemento In 2003, I led process and structure revision to meet shareholders’ profitability goals. Process automation allowed for more efficient routines and a 20% headcount reduction, exceeding the established goals.o In this role, I was also in charge of contract negotiation with suppliers, which demanded international negotiations, including 15 days in China, resulting in over USD 140 M savings in the company's cash flow.

• Regional Finance Supervisor

  • Dec 2001 - Sep 2003

  Responsible for providing Sales & Marketing guidance from a financial standpoint, performing financial and competitive intelligence analysis, and recommendations to support strategic decisions.

• Finance Specialist

  • Jul 1997 - Dec 2001

  I joined Coca-Cola in Jul/97 as a Finance Specialist, responsible for internal policy revision and budget control.I was the Finance Planning Specialist from Aug/98 to Aug/99, responsible for all Brazil Division financial data consolidation, analysis, and submission to the headquarters (Atlanta), on a monthly basis and from Aug/99 to Dec/01 I worked in the Commercial Finance Area as Financial Specialist, performing financial analysis of all company's investments, supporting Marketing, Sales and Capex decisions.I started out my professional career in auditing working for Arthur Andersen from Sep/91 to Sep/95, as a financial auditor for manufacturing and service industries, and after that, I worked in various positions in investment baking, before joining Coke.


Arthur Andersen
• Denmark
• Truck Transportation
• 1 - 100 Employee
• Financial Auditor

  • Sep 1991 - Sep 1995