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Work Background
Heartland Food Products GroupMarketing & Innovation Director LATAM
Nov. 2023 - Feb. 2025Ciudad de México, MéxicoLed LATAM marketing and innovation for Splenda, overseeing brand, reputation, and insights across the region. Managed $7.5M budget, expanded brand beyond sweeteners, and served on LATAM Executive Team. Directed strategy across marketing, product, pricing, and channels; led full innovation process from concept to launch. • Delivered 6% sales growth in 2024 and maintained market leadership in sweeteners (MX 40%, PR 45%, UR 36%, COL 24%) • Captured 5% share in drink mixes and 1% in protein shakes in Year 1 vs Mondelez and Abbott • Launched “Sé Spléndido Contigo” campaign in 4 months with 90%+ awareness across OTT, TV, DOOH, and digital • Unified LATAM social media, reaching 500K users in 3 months • Restructured marketing team by region/function and strengthened innovation and insights capabilities
BASFCommercial Manager Dispersions & Resins. Mexico, Central America and Caribbean
Apr. 2023 - Nov. 2023Ciudad de México, MéxicoLed Dispersions & Resins Business Unit at BASF, transitioning from B2C to B2B. Managed 12-person team and directed commercial strategy, pricing, forecasting, and customer negotiations across industries like construction, paints, and packaging. • Hit 2023 sales and profitability targets through strategic negotiations and pricing optimization • Drove $5M+ in incremental sales and recovered key accounts via data-driven outreach • Applied FMCG marketing tactics to translate technical benefits into clear value propositions
BASFActing Head of Marketing, Senior Corps & Products Manager - Agricultural Solutions Mexico, CA & Car
Dec. 2019 - Apr. 2023Ciudad de México, MéxicoLed marketing for $200M Agricultural Solutions business across Mexico, Central America, and the Caribbean. Managed $4M budget and team of 35, driving Go-to-Market and crop strategies. Redesigned team structure and implemented standardized planning processes to boost focus and impact. • Launched “Farmers Talks” virtual focus groups to inform strategy and loyalty programs • Led new product launches, from market research to business case development • Delivered +9.7% Sell-In in 2022 and increased gross margin through premium product focus • Created “Cosechando Puntos” distributor loyalty program, driving 25%+ annual sales growth
Mattel, Inc.Head of Marketing Fisher Price LATAM
Apr. 2017 - Dec. 2019Ciudad de México, MéxicoLed marketing for Fisher Price, Mattel’s top LATAM brand ($145M in annual sales). Managed team of 10 and directed strategy, product launches, digital engagement, and forecasting. Collaborated with global teams across marketing, sales, and supply chain. • Drove 6% sell-out growth in 2018, sustaining market leadership in a declining market environment • Tropicalized global campaigns for LATAM; strategy became global benchmark • Launched region’s first digital + influencer strategy, reaching 15M+ views and 1.2M+ followers • Led 2020 LATAM Toy Fair execution, securing 30% of annual volume from top buyers • Oversaw demand generation and seasonal inventory planning
Mattel, Inc.Senior Marketing Manager – Fisher Price & Mega Brands Brazil
Apr. 2015 - Apr. 2017Ciudad de México, México
AlpuraHead of Marketing & Communications
Mar. 2013 - Mar. 2015Estado de MéxicoLed marketing, communications, and PR for 9 product categories at Alpura. Directed brand strategy, innovation, digital, pricing, distribution, and campaigns. Managed full P&L and agency relationships. • Increased market share by 2% in volume and 7% in value • Launched Alpura’s 2014 brand campaign across TV, OOH, POS, and digital • Secured Disney and Universal licenses, boosting flavored milk category share • Introduced Alpura’s first structured innovation process, enabling new product development
Grupo ExpansiónExpansion Magazine & CNNExpansion Publisher
May. 2012 - Mar. 2013Ciudad de México, MéxicoOversaw commercial strategy and revenue growth for Expansión magazine and CNNExpansión digital platform. Led sales team, key account negotiations, and brand event commercialization, driving new business development and exceeding sales targets through strategic partnerships and event-led initiatives.
Financiera IndependenciaMarketing Sub-Director
Apr. 2011 - May. 2012Ciudad de México, MéxicoLed marketing, telemarketing, and commercial intelligence teams at national level, building structure, strategy, and processes. Oversaw brand strategy, consumer research, and media planning across 40+ cities, driving increased credit applications and placements through the company’s first institutional brand media campaign.
Yum! Restaurants InternationalMarketing & R&D Grouper – Pizza Hut
Jul. 2008 - Apr. 2011Ciudad de México, MéxicoLed marketing and new product development for Pizza Hut Mexico, including brand strategy, innovation pipeline, advertising, and digital initiatives. Launched multiple product lines and promotions, managed budget and agency partnerships, and received global CTO recognition for digital platform revamp and campaign execution.
Yum! Restaurants InternationalNew Products Marketing Manager – Pizza Hut
Mar. 2007 - Jul. 2008Ciudad de México, México
Yum! Restaurants InternationalFamily & Kids Segment Brand Manager – KFC
Sep. 2006 - Mar. 2007Ciudad de México, MéxicoLed implementation of KFC’s new global brand image across communications, packaging, and store design.
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