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Work Background
Associate Vice President
Celebrity Cruises, Inc.Associate Vice President
Dec. 2019 - Aug. 2024Miami, Florida, United States
Business Designer / Partner
PON - Potenciamos NegociosBusiness Designer / Partner
Jan. 2019South America EcuadorPON is a business accelerator that supports entrepreneurs or mature companies to explore its full structural and comercial potencial. We use design thinking, research, integrated marketing, digital technologies and quantitative tools to innovate and develop ideas from the onset taking companies to a new level. PON also supports as incubator for new entrepreneurs by funding with start up capital or contacting investors. www.pon.ec
VP Strategy and Business Development
Fundireciclar VP Strategy and Business Development
Jan. 2017 - Dec. 2018Quito EcuadorInterim position reporting to CEO. Design, development and manufacturing of ferrous alloy parts and assemblies. Development of mechanical-metal projects for various industries. Responsible for strategy development and company turn around. • Interim position responsible for business turn around, strategy and process reengineering. Results improve notably from a bottom line loss in 2017 to a net return of U$400k in 2018 Through a balance score card approach the company implemented structural changes in finance, Human Resources and governance functions allowing for a leaner operational structure.
Sr. Director Product Marketing Latin America
HerbalifeSr. Director Product Marketing Latin America
Oct. 2012 - Dec. 2016Latin American RegionNutrition, weight management and personal care products. Lead position for the integral management of portfolio strategy and product development for 17 countries
General Manager
Herbalife Del EcuadorGeneral Manager
Apr. 2010 - Sep. 2012Nutrition, weight management and personal care products. Led the consolidation of new Ecuadorian office, which involved the structuring and re-structuring of key areas: (Commercial, client service, new product development, Finance, Logistics, Human Resources, Corporate Affairs) Developed 3-year plan, which resulted in a sales increase of 64% from 2010 – 2013 period (CAGR 18%)
Marketing Director Andean Region
Kraft Foods GroupMarketing Director Andean Region
May. 2007 - Mar. 2008Directed US$ 211MM beverages, cheese and grocery businesses, category strategy development, new product development and Consumer Service Function.
Global Marketing Director Snacks
Kraft Foods GroupGlobal Marketing Director Snacks
Mar. 2004 - Jul. 2007Directed global category development for Ritz and Oreo + 1.5 billion global brands growth and strategy development. Brand equity keeper Ritz / Belvita / Oreo global brands.
Marketing Director Venezuela
Kraft Foods GroupMarketing Director Venezuela
Jan. 2000 - Dec. 2004Directed Kraft Venezuela’s U$ 130MM biscuit, sugar and chocolate confectionery businesses.
Marketing Director Ecuador
Kraft Foods GroupMarketing Director Ecuador
Jan. 1993 - Dec. 1999Managed three business divisions Nabisco Biscuits, Royal Dry Mixes and Fleischmann Industrial Bakery Products plus R&D and consumer service functions.

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