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Work Background
Llapan SL (Tiyapuy foods)Global advisor
Jan. 2025 - Jun. 2025Madrid, Community of Madrid, SpainLead as an advisor the launch of the global commercial strategy across HORECA, Traditional, and Retail channels, achieving outstanding results in Mexico, Spain, Germany, UK, Peru, Colombia, Guatemala, and the US. Led international expansion through strategic partnerships, managed commercial budgets, and drove digital transformation of key processes. Also strengthened relationships with clients and partners at international healthy food trade fairs.
Llapan SL (Tiyapuy foods)Global commercial advisor
Jan. 2025 - Jun. 2025Madrid, Community of Madrid, SpainLead as an advisor the launch of the global commercial strategy across HORECA, Traditional, and Retail channels, achieving outstanding results in Mexico, Spain, Germany, UK, Peru, Colombia, Guatemala, and the US. Led international expansion through strategic partnerships, managed commercial budgets, and drove digital transformation of key processes. Also strengthened relationships with clients and partners at international healthy food trade fairs.
Mark Anthony GroupAdvisor for International commercial operations
Mar. 2024 - Jan. 2025InternationalAdvisor to Led the launch of White Claw and Mass+ by Messi in LATAM and Spain, securing strategic coverage in HORECA, Traditional, and Retail channels. Built a distribution network with over 1.2 million points of sale, optimizing product visibility and availability. Managed SKU-level P&L, maximizing margins and channel profitability.
Suntory Global SpiritsInternational region Sr. General Commercial Director
Jun. 2019 - Oct. 2023Madrid Area, SpainTransformed the HORECA commercial strategy from volume to value through customer segmentation and differentiated value propositions, generating €50M above budget and +35% growth in premium portfolio. Integrated Retail and E-commerce under a unified omnichannel strategy, reducing cross-channel conflict by 95% and aligning margins nationwide. Strengthened the team through training programs, certifications, and performance-linked KPIs. Also implemented cycle planning with Finance, Supply Chain, Production, and Marketing to improve efficiency and sustainability.
Molson Coors Beverage CompanyInternational Marketing and commercial Director
Apr. 2016 - May. 2019Denver, Colorado, United StatesLed global integration of Miller and Molson Coors brands across 84 countries, optimizing go-to-market routes and DSD distribution channels. Designed marketing strategies tailored to local regulations, ensuring successful launches. Defined channel strategies—primarily HORECA—to maximize profitability and market share. Coordinated cross-functionally with key departments, increasing volume by 3.2 million hectoliters over 24 months.
Grupo AJEGlobal Commercial Director
Dec. 2014 - Apr. 2016Madrid Area, SpainDesigned and implemented go-to-market (RTM) processes in three regions, boosting brand recognition by 15%. Led international expansion of Volt Energy Drink to five new countries, achieving 27% sales growth. Also directed zero-base launches in Africa, the Middle East, and Asia while transforming LATAM operations.
SABMillerSales and distribution LATAM Director
Dec. 2012 - Dec. 2014Miami/Fort Lauderdale AreaImplemented an integrated value proposition model for LATAM, standardizing go-to-market processes, channel segmentation, and portfolio definition through Revenue Growth Management (RGM), driving premiumization across the region. Aligned local strategies with the company’s global vision and consumption patterns. Integrated BI and Salesforce.com tools to improve ROI per point of sale and execution. Achieved over 20% CAGR market value growth and maintained market share above 70% in each country.
BonafontNational GTM and Commercial Director
Dec. 2009 - Dec. 2012Mexico DFRedesigned the national distribution model, integrating logistics centers, external distributors, and hybrid schemes to maximize profitability and improve service, especially in HORECA and Traditional channels. Standardized commercial discipline through critical KPIs such as Efficiency, Effectiveness, ROS, Distribution, and Portfolio Penetration. This model was successfully replicated in international markets like Brazil and Europe, proving its scalability and effectiveness.
PepsiCoTraditional (Mom & Pops) trade national director
Jun. 2000 - Dec. 2010Mexico DFStarted my career leading a distribution center in Mexico City, driving profitability and portfolio penetration in HORECA and Traditional channels. As Regional Manager and Commercial Director, optimized operational processes, rationalized the portfolio, and improved key distribution (+15pp) and sales (+18%) indicators. As National Commercial Director, led operations across Mexico, standardizing processes and designing regional strategies that significantly boosted share, volume, and profitability.
La CosteñaExport manager
Jan. 1995 - Jun. 1999Mexico DFLed international expansion, negotiating with distributors in the US, Europe, Asia, and Oceania. Opened distribution centers in new markets, achieving exports representing 28% of total revenue in 1999.
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