Mexico City, Mexico
Business Transformation Leader | RGM & Commercial Strategy Expert | Driving Growth, Precision Execution & Market Impact Across LATAM My edge: I combine deep RGM expertise (pricing, portfolio, margin expansion) with real operational discipline—translating strategy into actions that move the business fast. Known for creating clarity, mobilizing teams, and delivering measurable impact under pressure. Today, I lead my organization scale smarter and faster, leveraging data, AI-enabled insights, and world-class commercial capabilities to unlock the next level of performance. Skills: Decision-Making & Problem-Solving, Strategic Thinking & Vision, Strategic Planning & Execution, P&L and Financial Management, Revenue Growth Management, Digital Transformation & Implementation, Change Management, Data Analysis & Competitive Intelligence, Team Leadership & Development, Mentoring & Coaching, Cross-functional Collaboration, Negotiation & Persuasion, Risk Management & project evaluation, Multi-market Experience (Latin America), Brand Management & Positioning, Market Expansion & Penetration
• Spearheaded revenue growth initiatives resulting in LATAM becoming Coca-Cola's fastest-growing global region, achieving double-digit growth for three consecutive years. This success was driven by the implementation of data-driven Revenue Growth solutions across 30+ countries and 20+ bottling partners growing from 44% to 88% of adoption of data driven solutions. • Led the end-to-end digital transformation of revenue and operational functions, leveraging AI/data-driven solutions and change management strategies to optimize performance across the LATAM operating unit. • Co-Develop, Test and Deploy of AI/ML Pricing Solutions now scaled to Top 40 Markets Worldwide • led the LATAM Reusable Platform Project, achieving a 32% market mix of region´s volume, recruiting +10% of LSEL Consumers and leading ESG efforts (avoiding >500,000 tons of single-use plastic annually).
• Transformed Chile into a top-performing business unit, driving a 30% share of growth under digital commerce and expanding traditional trade channel through innovative distribution partnerships (Diageo). • Accelerated into a $3 billion USD market, achieving a ranking as the 3rd most profitable market in LATAM. • Successfully spearheaded a turnaround of the flavors segment, reversing a 5-year decline through a comprehensive strategic repositioning targeting the adult demographic
Strategy leader fostering the traditional trade strategy (60% revenue mix LATAM) into a transformation program for the channel (Prospera Model) for sustainable growth. +300K customers in LATAM digitalized through payment methods & +100K digitally trained and Led 1st multi-CPG digital campaign to protect the channel during pandemic. Lead “Virtual Bottle project” disrupting the beverage industry as the first digital subscription model for refillable beverages in Latam
Team leader in charge of detecting market trends, forecast patterns, competitor data research, among others, to create commercial strategies in line with organizational goals aiming for growth acceleration. spearheaded the country commercial growth agenda: 1) RGM: Captured +US$1.2B inc. revenue growth through the Life Time Value strategy approach, 2) Service models: Developed indirect distribution model which led +US$0.8B; and +250K new customers 3) Channel Strategy: Designed and implemented “King Project”, a collective multi CPG program to protect Traditional channel during the covid-19 pandemic 4) Commercial Metrics: launched ́1st digital execution tracking platform in LATAM through photo-recognition systems, earning +US$2M of analogue tracking.
Develop Strategic channel plans meeting the top line sales objective. Develop and manage the Joint Business plans for modern trade accounts delivering profitability & optimal cost of sales. Designed and deployed “The 7 capabilities for Modern Trade” delivering historic turnaround of +7pts market share and +US$20M in revenue. Recognized with the Best Commercial Global Award by Coca-Cola worldwide.
Responsible for the strategic and commercial relationship with one fo the company’s top supermarket customer (Soriana Group), representing an annual business of $150 million USD, executing the Company’s commercial plan through the customer in each format & banner. Substantial growth in sales performance ( 8+10%) supported by a win-win long term agreement based on: 1) Execution: Increased Inventory Levels to an optimal base for the category 2) Category Management: Balancing Shelf space according Profit and Growth 3) Revenue Growth Management: Improving portfolio according Consumer Needs and Demand. 4) Innovation equipment program: Increased 30% of Cold Inventory through equipment innovation and a win- win agreement. 2008 - 2010 Soriana was the Top Growing Customer for Coca-Cola Mexico in the Supermarket Channel
Responsible for the strategic planning, negotiation, follow up and joint activities with Retail Key Accounts. - Significant agreement with Gigante Group which lead a turnaround of sales during 2007 - Lead transition to Soriana's acquisition agreement negotiating financial debts and commercial commitments
Responsible for the strategic planning, negotiation, financial statement and value chain model of the price club channel. Accounting for the highest volume customer of the company (Sam's Club).
Responsible for negotiation, follow up and execution of joint activities with Walmex Group across Coca-Cola Femsa's Franchise.