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Work Background
Colgate-PalmoliveDirector of Insights Personal Care Products LATAM
Oct. 2021 - Sep. 2025Mexico, Mexico City- Led LATAM consumer–shopper–customer insights shaping the regional innovation roadmap.
- Implemented Need States and communication targeting models.
- Built insight foundations for category growth drivers across LATAM.
- Partnered with marketing and commercial leaders to create strategic, insight-based plans.
- Managed and coached 6 insights professionals.
Conagra BrandsMexico Demand Sciences Leader
Nov. 2018 - Oct. 2021Ciudad de México y alrededores, MéxicoImplement Evidence Based Demand Model to strengthen Conagra's Innovation strategy • Shaped 3Y Strategic plan and innovation agenda, based on deep consumer and market understanding from behavioral science and Data analytics. • Developed and implemented Volume Simulators (+80% accuracy) to estimate demand. • Partnered with Commercial team to enable Omnichannel strategy with particular focus on key channels. • Established strategy for development of key partners.
Philip Morris InternationalLATAM Market Research Senior Manager
Aug. 2015 - Oct. 2018Ciudad de México y alrededores, MéxicoShaped regional commercial plans and launch strategies having the “consumer at the core”. • Led the regional execution of the Consumer Journey workshop for new category launch, across 5 countries, with +100 participants from 7 markets. • Built the first Market Research Analytics team in LATAM • Drove initiative’s success rate increase, implementing an integrated tracking plan • Increased efficiency of global research tools • Direct supervisor of 3 managers and coach to local market researchers in 7 countries.
Procter & GambleConsumer and Market Knowledge Senior Manager, LA Business Optimization
Apr. 2013 - Jul. 2015Ciudad de México y alrededores, MéxicoDrove strategic investment choices for key Latin American markets based on ROI and reinvigorated ROI practices by implementing new analytics capabilities. • Reduced by +50% time spent on Marketing Mix Modeling data collection process. • Shaped P&G multi-brand strategy, based on the newly-introduced low-cost MMM. • Developed a strategic plan for long term relationships with key regional suppliers. • Direct Supervisor of 3 managers and indirect to 3 managers, located across 4 countries.
Procter & GambleConsumer and Market Knowledge Manager for Beauty Brands in Latin America
Oct. 2011 - Mar. 2013Panama, PanamaProcter & Gamble LA Headquarters (Panama), Beauty Business Unit Delivered breakthrough consumer insights to guide Beauty strategy in the region. • Creator and global ambassador of alternative business models (reducing launch costs up to 60%), to diversify marketing mix and increase ROI of new launches. • Identified whitespaces opportunities worth multi MM USD to win in Mexico. • Guided product initiatives design for success by implementing a 360 qualification plan. • Direct supervisor of one full time employee, and one summer intern.
Procter & GambleIntegrated Business Optimization Manager for Female Beauty Latin America
Mar. 2009 - Oct. 2011Panama, PanamaImplemented Volume Forecast and ROI best practices to optimize marketing effectiveness. • Identified multi million USD ROI opportunities, based on Marketing Mix Modeling. • Drove global best in class forecast accuracy (+90%), implementing BASES program. • Designed and executed a global training series for ~100 Market Research Managers. • Direct supervisor of one full time employee and 2 summer interns.
Procter & GambleConsumer & Market Knowledge Associate Manager, Wal Mart Mexico account
May. 2005 - Feb. 2009Ciudad de México y alrededores, MéxicoDesigned, executed and delivered shopper/retailer insights to maximize P&G business • Increased P&G promotion effectiveness, driving Known Value Items. • Fueled P&G market share recovery plans in key categories with shopper insights. • Led shopper segmentation of Club format database, identifying incremental sales potential. • Led P&G recruiting team at UNAM, becoming the main source of talent in 2009.
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