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Work Background
Philip Morris InternationalPeople Engagement & Culture Manager
Sep. 2021 - Jan. 2025MexicoIn my role as a People Engagement & Culture Manager at Philip Morris International, I spearheaded initiatives to transition towards a Smoke Free Future. Partnering with senior leadership, I increased engagement, sense of pride, inclusion and retention, while presenting data-driven cases to drive sustainable transformation. I also led Pulse Survey implementation and optimization, training leaders and employees to drive engagement.
La Ciclovia Cycling Coffee & Morras Cycling ClubFounder
Jun. 2020 - Dec. 2023Mexico City Metropolitan AreaLa Ciclovia: A landmark coffee for cyclists in Polanco where its community has become the edge.
A valued brand with its own community with up to 200 active members: women helping women to ride a bike. Morras Cycling Club: Cycling in Mexico is growing double digit, though 8 out of 10 cyclists in Mexico are male. I founded a “club” for women to go riding amongst themselves, teach each other and empower other women to start riding as well, thus creating a sustainable Movement.
The Coca-Cola CompanyPowerade & New Categories Manager
Jan. 2019 - Jun. 2020Mexico City Area, MexicoPOWERADE
Re-gain consumer relevance in a context where the category does not have a clear role. Reposition Powerade from a "only a beverage" to a "sports’ brand"
Portfolio management to introduce functional, more natural options. NEW CATEGORIES
Strategy development, including product and proposition for the new Coca-Cola all natural and functional cross-category platform with cross functional teams.
The Coca-Cola CompanyTea Category Manager
Mar. 2017 - May. 2019Mexico City Area, MexicoFUZE TEA
Restage the Brand: Positioning, visual identity, new bottle, new formulas and ad hoc communication for a digital centric consumer
- On a Category with -14% 3YR CAGR and 96% of indifference, find the right consumer drivers and barriers to reignite this value generator Brand
- Engage the System: KO Stakeholders from BU President to Bottlers in order to trigger a spark that would make them commit with the Brand and bet on this restage
- Lead and inspire a cross functional team: Finance, Commercial Leadership, Supply Chain, Integrated - Marketing Communications, R&D and Shopper in order to achieve business and brand objectives OTIF.
- Focus on Profit Pools and developing a Brand proposal that brought more value to the System for a - Company transitioning to Value Results HONEST TEA
- Launch a Premium & organic brand in Mexico with little-to none budget
- Premium segment leader in 7 months
The Coca-Cola CompanyCiel Brand Manager Jr. at Coca-Cola Company
Nov. 2012 - Feb. 2017Mexico City Area, MexicoDevelop and Lead Ciel Master-Brand’s key launches: Sparkling and Flavored Water
UnileverPond’s Marketing Startegy for Latam
Dec. 2011 - Nov. 2012- Strategy development for Pond's Essential Care Platform (Pond’s S Cream relaunch) for LatAm
- Strategy development for Pond's Masstige (Anti-Ageing) platform.
- Project Leader for cross-functional innovation team (Regional Procurement Team, Regional Supply Chain Team, Regional Pack and Formula Teams and Marketing Local Teams).
- Project Leader of in store plan "Redifine Shopper Experience" for Mexico and Colombia.
- Responsible for Pond's Regional P&L.
UnileverVasenol Marketing Strategy for Latam
Jan. 2011 - Dec. 2011- Vasenol Brand Re-launch Strategy for Latam.
- Digital strategy for Latam (focused on Mexico and Colombia).
- Responsible for Vasenol's Regional P&L.
UnileverAxe Marketing Assistant
Jan. 2009 - Jan. 2011- Responsible for Axe launches: volume estimation, Sales Force presentation, plan and execution for 360º campaigns including POS, BTL, ATL, digital strategy and sampling.
- Launches: Axe Ex-Friend, Axe Twist, Axe Sensitive and Axe Excite. This latter became the #1 variant in the Deo market.
- Responsible for Axe's P&L (focused on Media and BTL marketing expenses).
UnileverRexona Marketing Assitant
Jun. 2008 - Dec. 2008- Analyse and Monitore sales quota, OOS and SOS per channel and customer.
- POS visibility implementation for three innovations: Rexona Clinical, Rexona Sexy, Happy & Shiny and Rexona Invisible, including POP material, demo training and sampling &promotional activities implementation.
- Accountable for Rexona’s P&L (focused on Trade Promotional Activities)
Mercedes BenzPR assistant
Jun. 2007 - Jun. 2008- Accountable of organizing and supervising Mercedes Benz events for customers.These included two Mercedes Benz Fashion Shows.
- Design and creation of promotional materials such as catalogs (for entrepreneur fleets) and flyers for new models.
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