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Work Background
Bridgestone AmericasMarketing Data Analytics, Bridgestone West
Nov. 2024At Bridgestone’s West Marketing Center of Excellence, we drive thought leadership and strategic direction across the United States & Canada, EMEA and Latin America. Reporting to the Vice President of Digital & Demand Marketing, I lead the advancement of marketing science capabilities to enhance the digital path to purchase, strengthen data-driven decision-making, and accelerate growth across our brands and markets.
Bridgestone Americas Business Services Costa RicaMarketing COE Site Lead
Nov. 2024San Jose, Costa RicaI act as a liaison between the Marketing West COE and Costa Rica’s Business Services organization, strategically guiding the function on talent development, local best practices, benchmarking and communications while having full P&L responsibilities.
INCAE Business SchoolGuest Professor
Oct. 2022 - Oct. 2022Costa RicaIn collaboration with INCAE faculty members, developed and taught the Growth Strategy (Sales & Marketing) course for students of the Masters in Analytics, Innovation and Technology. Over the course of 11 lessons, we covered the fundamentals of Customer Acquisition and Life Time Value and applied them to a live case study in a operating business in Costa Rica through their whole Customer Journey INCAE is ranked by the Financial Times as the #18th best business school in the world and #1 in Latin America.
ZepzGrowth Marketing Director U.S. Hispanic Markets
Jun. 2022 - Nov. 2024RemoteRegarded as one of Europe hottest unicorns with a valuation of over $5B USD, Zepz has recently been named as the Tech Champion 2023 for Europe by the Financial Times in Banking, Payments and E-commerce. Zepz is powering two leading global payments brands: WorldRemit and Sendwave. Led U.S. to LATAM expansion, achieving rapid growth in Brazil and Mexico corridors, hitting over $500 million USD in revenue in the first year. Design and implement our global attribution model. Created and implemented a global customer segmentation model using RFM methodology. Redesigned and automated the global influencer process, from sourcing to contract to follow-up, within a challenging regulatory environment. Championed and Lead our High Reach Media campaign for LATAM with Cafú.
KIRUHead of Growth
Sep. 2020 - May. 2022Austin, Texas, United StatesCompany Overview: Kiru aims to alleviate the financial burden of workers in Latin America by improving payroll transparency and offering fintech solutions. By enhancing the clarity of the payroll process between workers and their employers, Kiru supports workers with comprehensive fintech solutions. Strategic Leadership: Spearheaded the LatAm operations, overseeing Sales, Marketing, Customer Experience, and Business Development for a team of 30+ employees. Business Modeling & P&L: Managed comprehensive business modeling and full P&L responsibilities, ensuring financial stability and growth. User Acquisition: Achieved a 5x month-over-month CAGR in user acquisition while adhering to budget constraints. HubSpot Implementation: Successfully integrated HubSpot (Enterprise) with predictive lead scoring, combining Inbound and Account-Based Marketing strategies. Product-Led Growth (PLG): Implemented PLG strategies to drive user adoption, retention, and overall growth. Fintech Ecosystem Development: Led the creation and rollout of a comprehensive fintech ecosystem in collaboration with multiple service and goods providers. Public Relations & Product Development: Served as the company spokesperson and actively contributed to the Product Design Lifecycle Team.
HabílitasCo-Founder and Managing Director
Nov. 2014 - Sep. 2020Costa RicaCompany Overview: Habílitas specializes in digital transformation, pioneering the use of Platform as a Service (PaaS) in Latin America, with a strong focus on microservices and expertise in DevOps. We help Latin American organizations enhance their business capabilities through technology and prepare for industry disruptions. Strategic Leadership: Transformed the company into a cloud-first, tech vanguard firm specializing in Cloud PaaS architecture and microservices. Partnership Development: Established key partnerships with Microsoft (Gold, IP Co-sell ready), Oracle, and Dell. Financial Performance: Achieved 55% overall revenue growth and 61% operating profit growth. Industry Expertise: Delivered managed service projects across major industry verticals, including Public Sector, Retail, and Finance. Team Development: Facilitated the certification of 15 engineers with Microsoft Cloud Technical Certifications. Recognition: Secured the Essential Costa Rica certification for top exporters.
SC JohnsonDTT & WS Sales Manager
Nov. 2012 - Nov. 2014Costa RicaRegional Leadership: Managed Traditional Trade Distributors (10) and Wholesalers across six Central American countries, collaborating closely with regional and Mexican country managers and directors. Sales Performance: Achieved 100% quota attainment for FY 13 & 14. Market Penetration: Attained the largest weighted (100%) and numerical distribution (52%) in product categories, benchmarking against other global subsidiaries. Global Projects: Participated in ADIS/DIAL, a global sales and distribution information project. Customer Thought Leadership: Championed Customer Thought Leadership (CTL) for Key Account Management in Central America.
SC JohnsonKey Account Manager
Jun. 2011 - Oct. 2012Costa RicaWorked as Key Account for 1 SSS (Automercado),1 membership club (Pricesmart), 3 distributors and two wholesalers all in San José Costa Rica. 100% quota attainment in FY12 Named vendor of the year by Automercado (2012) and ranked 2nd overall in Advantage Survey
SC JohnsonTrademarketing Executive
Nov. 2009 - Jun. 2011Costa RicaP&D planning, management and execution in Central America for all sales channels and countries. Lead a team of over 60 merchandisers in Costa Rica
Red AlóCo-Founder & Head of Growth
Jan. 2007 - Nov. 2009Costa RicaCompany Overview: Founded Red Aló during the signing of CAFTA in Costa Rica, providing significant growth for the state-owned Telco (Kolbi). Market Expansion: Expanded Kolbi’s prepaid phone lines from 10,000 to over 1 million within two years. Distribution Network: Grew the distribution network from under 50 stores to over 10,000 stores across all retail segments, including Key Accounts and DTT. Revenue Generation: Processed 80% of prepaid top-ups in Costa Rica, generating over $70M USD in annual sales.
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