General Manager Venezuela | International Business Development Director

• Aug 2012 - Present

ENTYVA designs, manufactures, distributes, and supplies impulse toys and playthings. It sells its products through retailers in Venezuela Chile,Panama,and through distributors in Israel, UAE.and India Entyva was founded in 2000 and it is based in Aventura, Florida. The company has an additional showroom in Hong Kong. ENTYVA designs, manufactures, distributes, and supplies impulse toys and playthings. It sells its products through retailers in Venezuela Chile,Panama,and through distributors in Israel, UAE.and India Entyva was founded in 2000 and it is based in Aventura, Florida. The company has an additional showroom in Hong Kong.

Director | Founder

• Jul 2008 - Present

A niche beverages brand that manufactures and markets a competitive niche beverages; RTD juice drinks .and Teas Our portfolio have sugar sweetened flavors: strawberry-kiwi, mango-grape and peach-passion fruit; and “light” flavors: tamarind, pink lemonade and blackberry. In 2013 We have launched our RTD Te line under the Shanghai Tantra Brand A niche beverages brand that manufactures and markets a competitive niche beverages; RTD juice drinks .and Teas Our portfolio have sugar sweetened flavors: strawberry-kiwi, mango-grape and peach-passion fruit; and “light” flavors: tamarind, pink lemonade and blackberry. In 2013 We have launched our RTD Te line under the Shanghai Tantra Brand

General Manager Venezuela

• Mar 2008 - Jul 2008

Groupe SEB Venezuela is a subsidiary of Groupe SEB France. The company operates an importing business in the segments of Small domestic appliances and Cookware through a small portfolio of products mainly sourced from Colombia. The company operates with 3 brands Samurai, T-Fal and Panex.Accomplishments• Built a defensive financial structure to offset the negative effects of the exchange market (CADIVI) • Preparing and presenting in France the product plan for 2009 in conjunction with the SBUs• Streamline of administrative procedures and documents for the corporate audit that took place in June 2008• Preparation and presentation in Brazil of Venezuelan business outlook and forecast for the remaining of the year

Marketing & Sales Director Venezuela

• Jul 2006 - Mar 2008

Due to the restructuring process that the company was undertaking, the core of the job was helping turning around the company by re-negotiating more than US$ 20 millions of existing contracts increasing revenues, making them profitable and obtaining better commercial terms. New sales of more than US$ 2 millions in order to grow selectively and negotiating our exit from those non-profitable or working capital intensive contracts.More than 12 contracts have been re-negotiated improving our operational margins and cash flow including Kraft, 3M, Siemens, MMC, Pepsi Cola, Ford, Ameriven/Petrozuata, Bauxilum, Avon (FM), GoodYear, Pride and Instituto Clinico La Florida. An extensive market research was implemented to assess the real size of the opportunities in Venezuela.

Marketing Vice President Oster de Venezuela

• Mar 2000 - Jan 2006

I led the process of forming a marketing structure suitable for the size and needs of the organization. Since my arrival our department contributed to increase sales from US$44 million in 1999 to US$80 millions in 2005.Main achievements: • Development of Oster fan line reaching sales of US$5MM the first year.• Sustained growth of Coleman outdoor recreation business from US$800K to US$8MM improving brand positioning (measured as communications recall, brand awareness, loyalty and purchasing intention).• Increase sales of Arepa makers in 20%. Successful launch of Oster 15 arepita Maker• Annual free brand and product exposure of more than US$1MM in through successful PR campaigns.• Launch more than 40 new products and development of 12 more, including non-traditional categories and locally manufactured.• Obtained profound and actionable market assessment and consumer data and insights (Target’s psychographic segmentation study, Advertising tracking, and concept and product evaluation).• Development of the Coleman and Oster Web sites for Venezuela, used as a role model for the rest of the region

Marketing Vice president Pension Fund Venezuela

• Mar 1999 - Mar 2000

Grupo Santander operates in 38 countries, has 22 millions of customers and more 100.000 employees. I was hired to introduce Grupo Santander´s pension fund business in Venezuela. Pension funds administrators were enabled by Venezuelan social security laws reforms in 1997. These laws permitted participation of private owned companies to administrate retirement income, managed, up to now, by the Government.Principal achievements: • Market entry plan and the strategic communication guidelines. • Obtained profound and actionable market assessment and consumer data and insights (Target’s psychographic segmentation study, brand and concept evaluation, and motivation research). • Marketing budget control and advertising agency selection. Recruiting and forming marketing team. • Sales force training for more than 200 representatives. Development of sales aids materials, sales force training and contest for Cuenta Global that busted sales to 5.000 in 6 weeks• Negotiated year 2000 T.V time pre-purchase with TV channels for the group in favorable conditions for both businesses the bank and the pension fund administrator. Pension fund Marketing Director is part of Grupo Santander marketing committee in Venezuela

Marketing Manager

• 1995 - 1998

Brand Manager Gatorade Venezuela

• Jan 1994 - Dec 1995

Financial Planning Manager Venezuela

• Apr 1991 - Jul 1992