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Work Background
BayerCustomer Experience for Northern Latam Countries (NORLA)
Jan. 2023 - Mar. 2024Guatemala, Guatemala · HybridDesigning and implementing B2B and B2C marketing strategies for core crops in Norther Latam Region (NORLA), which includes Andean countries, Central America & Caribbean and Mexico, leading local teams when rolling out marketing activities without losing sight on reaching financial targets such as sales and profitability. Led the team through marketing plan implementation, always focused on capitalizing business opportunities and mitigating potential risks, achieving sales growth above 14% in contracted markets (growth ≤ 4%), gaining 2 points of market share.
Developed the sugar cane and banana business in Mexico, which presented great potential for the company, but lacked structure and support. At the end of the first year, sales increased by 18% thanks to the implementation of Bayer Expert Communities throughout the region, where employees put their knowledge at the service of Mexican producers.
Generated disruptive experiences for our VIP clients at high-impact regional conferences: ACORBAT (Miami), ATAGUA (GT) with high client acceptance (Satisfaction ≥ 98%).
BayerCustomer Experience Manager Andean Region and Central America (PACA Region)
Dec. 2020 - Dec. 2022Guatemala City, Guatemala, GuatemalaDefining marketing strategy for PACA Region, which includes Andean and Central American countries, with the main objective of homologating the image and key messages for TOP brands in core crops, continuously improving the return over investment.
Built the new way of working throughout the region, negotiating with business leaders which crops and brands will be prioritized in terms of investment. With this implementation we achieved a 15% saving in marketing investment throughout the region and an increased the TOP of mind of key brands. Implemented the first regional marketing plan for Crop Protection business in PACA, thus increasing the sense of belonging in the entire organization thanks to the communication and recognition of “ONE” powerful vision.
BayerMarketing Head Central America and Caribbean
May. 2018 - Nov. 2020Guatemala City, Guatemala, Guatemala · On-siteDefining the commercial strategy for crop protection portfolio in Central American and Caribbean (CA&C) region. This strategy included all aspects of the marketing mix: Distribution (G2M), Pricing, Branding, Communication, commercial and loyalty programs.
Significantly improved the coverage (+8 points) and penetration (+12 points) of Bayer´s portfolio among the distribution chain, through the implementation of a new business model, one year after its implementation we managed to reverse the negative sales dynamics, reaching towards 2020 double-digit growth in sales.
AvonSales Manager for Retail Channel, México
Mar. 2010 - Sep. 2011Mexico City, MexicoResponsible for achieving sales and profitability objectives for the 8 stores located throughout the Mexican territory.
AvonTrade marketing Retail Channel, Central America
Sep. 2008 - Feb. 2010Guatemala, GuatemalaDesigning and Implementing Incentive/Loyalty Programs for CA&C customers, as well as rolling out Brand Image at point of sales.
AvonSupply Chain Agent CA&C
Aug. 2006 - Aug. 2008Guatemala, GuatemalaEnsure an uninterrupted supply chain for raw materials manufactured in Central America core countries.
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