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Work Background
Inner Bloom ArtFounder Inner Bloom Art
Sep. 2024MexicoOur mission is to express stories through art, helping people connect with themselves and their deepest desires and aspirations.
Heartland Food Products GroupShopper & Category Director LATAM
Sep. 2023 - May. 2024MexicoExpertly established the Shopper & Category Management department for LATAM, optimizing go-to-market strategies by defining shopper profiles and unifying brand approaches across 14 countries. • Implemented a unified shopper strategy (leveraging cutting-edge shopper studies and category trends for effective implementation) that enhanced collaboration between Marketing and Sales across LATAM • Secure three new Category Management leadership positions in Ecuador, Peru, and Uruguay, while retaining local leadership in Mexico. • Successfully launched two brand extensions for Splenda in Mexico—powder dry concentrates and nutritional drinks—supported by targeted shopper initiatives, resulting in a remarkable 3x increase in sell-through and facilitating additional listings with key customers and channels.
Heartland Food Products GroupInnovation and Marketing Director LatAm/Andine/SouthCone/Brasil
May. 2021 - Sep. 2023Mexico City, MexicoSpearheaded the development and launch of three key innovations with a LATAM focus, aiming for a remarkable 20% long-term growth in Net Sales: Splenda Liquids (drops) for the South Cone and Brazilian markets, Splenda Powder Dry Mixes (Mexico), and Splenda Nutritional Shakes (Mexico & Central America). These high-complexity projects involved advanced formulation technologies, multiple production sites, innovative packaging solutions, and careful navigation of regulatory affairs. This strategic initiative is set to significantly enhance brand penetration and establish a comprehensive strategy for SPLENDA® sweeteners in emerging markets, driving sustained growth and market leadership. • Achieved successful on-time, in-full (OTIF) launches of innovative products, capturing a remarkable win of +5 BPS in SOM in emerging markets (Andean region and Uruguay) through a comprehensive 360° campaign that unified brand messaging across all countries. • Gained an additional +2 BPS in SOM in Chile (new market) and secured listings with core Brazilian retailers, opening new avenues for Splenda. Strengthened collaboration between Marketing and Distributors to create a cohesive and inspired team, driving engagement and alignment with our strategic goals and objectives for unified success.
Heartland Food Products GroupHead of Strategic Business & Innovation Development LatAm
Mar. 2020 - May. 2021MexicoLed the development of a comprehensive three-year growth plan in collaboration with the directors' committee, securing robust buy-in from the Heartland owner, which resulted in increased investments for the LATAM region. In addition to enhancing the innovation pipeline, unified the company under a single strategy aligned with this growth plan across LATAM. Established a new process for strategic planning that empowers teams to engage in stronger, data-driven conversations, facilitating better planning and alignment for sustained success. • Our improved annual planning resulted in over 12% growth in Net Sales and a 5 Points in Gross Margin. We streamlined communication and aligned brand priorities across all countries. • During the pandemic, we launched three innovations—Splenda Bakery, Splenda Granular, and Keto—tapping into the trend of in-home cooking. This strategy helped offset the impact of Foodservice channel closures, maintaining flat sales compared to the previous year and showcasing our agility in tough market conditions.
Heartland Food Products GroupSr. Regional Innovation Lead Latam
Jul. 2017 - Feb. 2020MexicoAs the architect of the newly established Innovation area, I defined processes, roles, and responsibilities that streamlined collaboration across cross-functional teams, ensuring a swift path to market for innovative solutions with both local and regional impact. Developed a dynamic two-year innovation pipeline that introduced exciting new sweeteners for SPLENDA® powder and liquids, as well as innovative products like Cold Brew Coffee. By creating compelling concepts, positioning strategies, and engaging product stories, I empowered local marketing managers for successful implementation. This led to the successful launch of Splenda Liquids, Splenda Stevia (in two tailored formulas), and Splenda Monk Fruit in Mexico, capturing +8 BPS in Mexico and +6% BPS across LATAM. These innovations boosted Net Sales by 7% and laid a strong foundation for lasting growth and market leadership.
Heartland Food Products GroupSr Brand Manager SPLENDA
Sep. 2015 - Jun. 2017Played a crucial role in the successful merger between Johnson & Johnson and Heartland from the marketing perspective, facilitating a seamless transition for customers. Trained and empowered 15 new Heartland team members to deeply understand the category and brand, ensuring they were equipped to drive customer engagement effectively. Additionally, revitalized SPLENDA® sales by strategically addressing the Stevia trend, reversing the decline and positioning the brand for renewed growth in the competitive market. • Maintained a 38% Share of Market during the transition period through a strong medical detailing program and effective PR/influencer activations. Successfully developed and launched Splenda Stevia in Mexico within six months of the acquisition by Heartland, achieving listings with all customers through a comprehensive 360° campaign that combined global leadership with local initiatives, resulting in a +2 BPS of share gain.
Johnson & JohnsonSr Brand Manager Splenda
May. 2013 - Sep. 2015Mexico City Area, MexicoSSuccessfully increased SPLENDA®'s market share by implementing robust marketing boost and brand equity plans which resulted on an increase of +3 BPS of SOM, recovering from negative sales trend. Established a formal Public Relations program that included learning about Crisis Management strategies (external and internal) to protect the brand's reputation amidst negative news, which were reverted maintaining 95% positive conversation on media. Learning and leveraging medical detailing programs, alliances, and endorsements to reinforce product safety, we gain 95% recommendation among nutritionist and family doctors which help us maintain consumer loyalty. Strengthened the foodservice channel bringing new alliances such as Sigma to help us achieved 89% total distribution and securing SPLENDA® as the #1 brand in cafeterias and restaurants while effectively blocking competitor growth.
UnileverInnovation Brand Development Dressings Manager - Latam
Feb. 2011 - Apr. 2013Mexico• Define innovation roadmap projects for LATAM in the Dressings, Beverages and Desserts Platform based on GSV, NVP, GM, ROI, Expected Market Share, Market opportunity, Investment, Competition, Brand Strategy, Local Needs, Consumer Insights, etc. • Lead and execute the selected category projects in conjunction with the Global Region Team (USA & Rotterdam). • Lead multifunctional teams like: Regulatory Team, Supply Chain, R&D, CMI, Packaging, Media, and local Marketing teams (Mexico, Colombia and Costa Rica) to execute on time the projects. • Define qualitative and quantitative tests for each of the projects. • Responsible to Roll outs regional projects to all the countries in NOLA. Approve execution and activation plan for each Country. (LATAM Countries: Mexico, Venezuela, Colombia and Central America). • Define Investment A&P and 360° Communication Materials that will be used for each Innovation and activation plans for core business.
UnileverBrand Development Pond's LatAm
May. 2009 - Mar. 2011Mexico• Define innovation roadmap projects for LATAM in the Skin Lightening Platform based on GSV, NVP, GM, ROI, Expected Market Share, Market opportunity, Investment, Competition, Brand Strategy, Local Needs, Consumer Insights. • Lead and execute the selected skin lightening projects in conjunction with the Global Region Team (Thailand and India). Launching Pond’s Flawless White in México winning 5% VMS in the Masstige tier during Y1 and all the Educational Programme about skin lightening. Launching Pond’s White Beauty in México with all Bases Results in green score and full 360° Campaign. • Lead multifunctional teams like: Regulatory Team, Supply Chain, R&D, CMI, Packaging, Media, and local Marketing teams to execute on time the Skin Lightening projects. • Define qualitative and quantitative tests for each of the projects. Launching Face to face programme which get us closer to consumer in daily activities to have better insights and options to talk and promote our products. • Responsible to Roll outs regional projects to all the countries in LATAM. Approve execution and activation plan for each Country. (LATAM Countries: Venezuela, Colombia, Argentina, Central America, Paraguay, Peru, Uruguay and Chile). Campaign Y1 for Clarant B3 in Perú and Bolivia • Define 360° Communication Materials that will be used for each of the Skin Lightening Innovations.
Unilever Foodsolutions USAAssociated Channel Manager
Jul. 2008 - Apr. 2009Lisle, Illinois• Lead and execute Authentic Ethnic project, one of the sixth most important projects for North America (US and Canada). • Authentic Ethnic Project consisted on Roll out 11 Products from Mexico. The objective was to address the authentic flavour need on the Hispanic and American Foodservice Market. Expanding to new channels (Hispanic wholesalers, distributors, brokers and Hispanic Restaurants), bringing the emotional brand value of Knorr® for Hispanics and bring the know how of the real and authentic Mexican flavour. • Prepare all the market insights and activation platforms to sell the product and assure success in new channels: Brokers and Specialty distributors. Create new activation ideas for Hispanics in the normal channels: Broad lines, Clubs and C&C. • Research, analyze and understand the Hispanic Market consumption and the Foodservice trends to create a reason to be for the Authentic Ethnic Project. • Prepare material based on communication needs (product description) and channel needs. • Involve and influence Sales and top customers to get the excitement and commitment for volumes and new plans for Authentic Ethnic Project. • Lead Authentic Ethnic Team conformed by: Sales, Supply Chain, Packaging, R&D, Finance, Quality Assurance, Exports in US and the Mexican Teams.
UnileverSavoury Category Manager
Oct. 2006 - Jun. 2008Mexico• Lead and execute three innovations from concept insights to real production. “Tarsila” Project was the most important to launch for all Latin America, new technology and plant investing involved. All projects launched on time. o Tarsila products won in 2008 the prize as the best innovation in the foodservice market, based on concept (insights), product (formula), Activation (materials). • Achieve the Savoury Objectives Growth Net Invoice 12 % (2007), Sustain 60% Margin in Bouillon and Seasonings and 35% in sauces category. Results: Obtained growth 21% (2007), Gross Margin (60%) Bouillons and Seasonings 60% and Gross Margin in Sauces 45%. • Identify the market opportunities to grow in all channels. • Create all the communication and launch preparation for innovations and re-launches. Process involve: Understanding customer need and develop communication and activation platforms based on market insights. • Create and Execute the Category Market research Program for 2007 and mid 2008, based on three targets: consumer information, market trends and budget. • Create S&OP based on Category and Channels target for 2007. • Create and apply strategies to increase loyalty and gain market share.
UnileverTrade Marketing Coordinator
Feb. 2005 - Sep. 2006Mexico• Create the Annual Sales and Operation Plan with Regional Sales Managers and Category Managers to develop strategic activations in distributors and wholesalers in all Mexico to meet the Company Annual Objectives. • Organize and execute all the activations proposed in the Sales and Operation Plan in the Distributors, tracking results and reacting with tactic activities when needed. • Growth Cash and Carry performance in NVS, Volume and GM throw new activations within all Foodsolutions categories: bouillons and seasonings, dressings, desserts and others. I executed the first promotional activity in Sam’s Club with Hellmann’s, it was the first for all Unilever Mexico and the first for Sam’s Club in Mexico. We had a growth of 15% in Sell out, 30% in Sell in, and GM according to the Mexico Target. It’s was consider as a good example in the company for further promotions. • Organize and execute national and clients trade fairs to have brand and company visibility. Two National trade fairs in Abastur International, we won first place as creativity, cuisine, stand and communication. • Organize and execute the “End of year event” for Distributors and Whole Sales who had met the objectives of the year.
UnileverSales Analyst Assistant for Key Accounts and Cash & Carry
Feb. 2004 - Jan. 2005• Consolidate, create and analyze the monthly sales information and data from the principal channels to have clarity on the market and define strategies for the future periods. • Make the forecast of the products according the sales, with the minimum difference error of 5%. • Have contact with the buyers of each client (Sam’s and Costco) to check prices in the market, margins and sales. • Make the buy orders and distribution orders to invoice the product according to the client. • Monitor Wal-Mart and Sam’s Club Sell Out throw Retail Link in order to present the monthly scorecards and sales trackers to the Foodsolutions and Wal-mart Director.
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