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Work Background
Metabrands Next Gen SolutionsPartner / Strategy and Commercial Transformation
Nov. 2023MexicoAt Metabrands, I contribute to business transformation initiatives focused on integrating CRM, marketing technology, and execution systems to drive measurable performance across multi-site and international organizations.
My work centers on execution and delivery. I manage complex, cross-functional projects using agile methodologies, ensuring visibility, prioritization, and alignment across stakeholders and workstreams, particularly in CRM and marketing transformation programs.
A key area of contribution is the design and development of corporate learning and capability systems that support adoption, standardization, and consistent execution. This includes creating structured training content, learning frameworks, and performance-driven materials aligned with operational and commercial processes.
I have been involved in initiatives requiring coordination across multiple countries, including the United States and England, working with distributed teams and ensuring consistent delivery across regions.
My role operates at the intersection of technology, operations, and learning—helping transform strategy into execution by aligning systems, processes, and people into integrated, scalable models that improve performance and accountability.
Multiple CompaniesGuest Speaker
Apr. 2020Invited speaker at industry-leading forums across the hospitality and vacation ownership sector, including RCI, AMDETUR, ACOTUR, and ASTIEMPO. Delivered on-site conferences and online workshops on leadership, commercial strategy, customer lifecycle, CRM transformation, sales optimization, and the design of corporate universities and learning systems, including OKR-based performance frameworks, for vacation clubs and resorts across Mexico and LATAM.
SAPERE ConsultoríaFounder & CEO | Business Transformation and Organizational Development
Jan. 2014Mexico, CancúnAt SAPERE Consultoría, I lead and contribute to business transformation initiatives focused on improving organizational performance, commercial execution, and scalability across multi-site and international service organizations.
My work centers on diagnosing and redesigning end-to-end business systems—integrating strategy, operations, governance, and execution frameworks to improve alignment, accountability, and measurable results. This includes organizational redesign, implementation of OKR-based execution systems, and development of performance frameworks that enable consistent delivery across teams.
I have led and executed transformation initiatives in more than 150 organizations across Mexico, Latin America, and the Caribbean, working in both on-site and cross-border environments, including projects in the United States, Colombia, El Salvador, the Dominican Republic, and Panama.
A core component of my work is the integration of corporate learning and capability systems as drivers of execution. I have designed and deployed corporate universities, role-based certification models, and performance-driven learning architectures supporting large-scale operations. This includes curriculum design, stakeholder-driven content development, training delivery, and train-the-trainer models to ensure scalability and long-term sustainability.
My work consistently focuses on turning strategy into execution—aligning systems, processes, and people to improve performance, reduce variability, and enable scalable growth.
Multiple Companies · Freelance/ConsultantIndependent Consultant
Sep. 2009 - Aug. 2015Served as a consultant in educational marketing and faculty development for multiple institutions within the Lasallian School Network over a nine-year period. Advised schools on student recruitment strategies, enrollment growth, and retention, while coordinating and supporting promotional teams across institutions such as Instituto Cancún La Salle and Colegio Benavente (Puebla). Additionally, contributed to faculty development initiatives at Colegio Simón Bolívar (Pedregal) through the design and delivery of both in-person and online training programs.
Tecnológico de MonterreyGraduate Faculty & Researcher
Sep. 2008 - May. 2014Mexico, MonterreyServed as Graduate Faculty and Researcher at Tecnológico de Monterrey (ITESM), Virtual University, contributing to postgraduate programs in education and technology-enhanced learning.
Designed and delivered graduate-level courses, facilitating learning experiences focused on instructional design, educational technology, and the application of learning frameworks in professional contexts.
Conducted research and published academic work on educational technology and open educational resources, contributing to the understanding of how digital tools and learning systems can improve teaching and learning processes.
Worked within virtual learning environments, applying online instructional methodologies and digital platforms to support distributed learners and ensure effective learning outcomes.
This role strengthened my ability to connect academic research, instructional design, and real-world application in learning systems.
Universidad La Salle Cancún A.C.Director of Communications, Outreach & Admissions
Oct. 2006 - Sep. 2015Mexico, CancúnServed as Director of Communications, Outreach, and Admissions at Universidad La Salle Cancún, leading commercial transformation and multi-site growth initiatives focused on driving enrollment performance across all academic programs.
Held full responsibility for student acquisition across high school, 13 undergraduate degrees, diploma programs, and graduate studies, consistently delivering approximately 2,000 new enrollments annually.
Designed and executed educational marketing strategies, including market segmentation, positioning, and recruitment campaigns, aligning marketing, admissions, and communication functions into a structured, performance-driven model.
Based on results, expanded scope to support multi-site growth across the Lasallian network, leading remote marketing and recruitment teams for institutions in Mexico (Simón Bolívar, La Salle Playa del Carmen, Instituto Benavente Puebla), and advising universities in northern Mexico, the Dominican Republic, and Panama.
Additionally, coached leadership teams and supported the development of recruitment frameworks and execution models to improve consistency, scalability, and performance across campuses.
Universidad La Salle Cancún A.C.Director of Bachelor's Degree in Communication Siences
Aug. 1999 - Jul. 2008Mexico, CancúnServed as Director of the Bachelor’s Degree in Communication Sciences at Universidad La Salle Cancún, leading the design, launch, and operation of the first Communication Sciences program in the state of Quintana Roo.
Led the end-to-end creation of the academic unit, including curriculum design in coordination with other campuses, faculty recruitment and development, and the planning and execution of academic infrastructure such as television, radio, and photography laboratories, overseeing architectural specifications and equipment selection.
Directed the program’s operation over eight years, managing academic delivery, faculty performance, student experience, and day-to-day execution, ensuring alignment with institutional standards and consistent academic quality.
Built the program from the ground up, establishing processes, academic structures, and operational routines required to sustain long-term performance and growth.
At 28, became the youngest program director within the Lasallian university system in Mexico, leading the successful development and consolidation of a new academic program in a previously underserved market.
Universidad La Salle Cancún A.C.Head of Cultural Department
Jan. 1998 - Jul. 2000Mexico, CancúnServed as Head of the Cultural Department at Universidad La Salle Cancún, leading the design and execution of extracurricular programs focused on student engagement, cultural development, and institutional integration.
Designed and managed a portfolio of cultural initiatives, including events, workshops, and student programs aimed at strengthening participation, community building, and alignment with the institution’s educational model.
Coordinated multidisciplinary teams and external partners to deliver consistent, high-quality programming, ensuring effective execution and alignment with institutional objectives.
The role contributed to enhancing student experience, increasing participation in extracurricular activities, and strengthening the overall cultural and community environment within the campus.
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