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Work Background
CAFÉ GRECAFounder & Commercial Director
Feb. 2024Founder and commercial leader of a specialty coffee company overseeing commercial strategy, brand positioning, pricing architecture, product development, omnichannel growth, and business expansion across direct-to-consumer and wholesale channels. Driving key account development, demand planning, and market growth while building a premium consumer brand focused on transparency, traceability, and regional impact.
EL PALACIO DE HIERROBrand Director
Mar. 2020 - Feb. 2024Directed commercial and brand strategy, premium client experience initiatives, pricing architecture, profitability management, and growth initiatives across boutiques, department stores, and e-commerce channels. Led teams spanning buying, operations, visual merchandising, and commercial execution while aligning local business priorities with international brand direction.
Improved gross margin by 15 points and reduced obsolete inventory by 70%.
SHELLSenior Purchasing Manager
Jun. 2018 - Mar. 2020Led localization and commercial adaptation of Shell’s international convenience retail concept in Mexico through assortment development, pricing strategy, supplier negotiations, and promotional planning. Managed strategic categories while balancing profitability objectives, consumer insights, and commercial growth priorities.
CATEGORIES: Sweet and salty snacks, Non-Alcoholic Beverages and Tobacco.
PUMARetail Business Manager
Jun. 2017 - Jun. 2018Led nationwide boutique planning, assortment management, pricing architecture, and retail commercial initiatives. Developed pricing and brand campaigns that increased Outlet channel sales by 60% while improving margins by 10%, strengthening inventory rotation and commercial performance.
CATEGORIES: Textiles, Footwear and Accessories for Women, Men and Children.
CENTRO ESCOLAR VERACRUZMarketing Manager
Apr. 2016 - May. 2017Led marketing initiatives, advertising campaigns, and market development strategies to strengthen brand awareness and increase customer acquisition by 20%. Coordinated institutional events and communication initiatives to reinforce positioning and community engagement.
PRIVALIAPurchasing Manager
Oct. 2015 - Mar. 2016Managed luxury outlet assortment strategy, supplier negotiations, pricing mix, and campaign planning aligned with market trends and seasonal demand. Drove inventory turnover and brand performance, achieving an 85% sell-through rate above company average while balancing customer value and profitability objectives.
CATEGORIES: Fashion for Women and Men.
WALMARTJunior Buyer
Jan. 2013 - Sep. 2015Managed category portfolio strategy through market analysis, pricing, supplier negotiations, and shelf optimization initiatives across 2,000+ stores. Increased category demand by 15% annually while improving profitability by 2% through assortment and commercial strategy execution.
CATEGORIES: Boxed milk, Fresh cream and Cheese.
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