Allen, Texas, United States
I’m a Growth and Market Expansion Executive with 20+ years of experience building, scaling, and repositioning revenue streams across the U.S. Hispanic and Latin American markets. Throughout my career, I’ve focused on one thing: transforming underdeveloped or underperforming segments into high-growth, sustainable business units. I’ve had the opportunity to build and expand markets across the U.S., Mexico, and Puerto Rico, working at the intersection of strategy, field development, and execution. Most recently, I led the Hispanic and Mexico markets at Plexus, where I built the market strategy from the ground up in a highly unstructured environment—defining the go-to-market approach, field model, and long-term positioning during a broader organizational transformation. Previously, I’ve driven measurable growth across organizations such as Rodan + Fields and Arbonne: • Scaled multicultural revenue from 1% to 20% • Grew Hispanic market share from 3% to 10% in one year • Expanded Hispanic market contribution from 9% to 35% I bring a unique combination of strategic thinking and field-level execution, with deep expertise in direct sales, multicultural markets, and cross-functional leadership. I’m currently exploring my next opportunity where I can continue building, growing, and transforming markets.
Provide strategic consulting to a leading pharmaceutical distribution company, advising executive leadership on business growth, operational improvements, and commercial strategy. Key contributions include: • Advising leadership on strategic planning and business expansion initiatives. • Supporting procurement and government contracting strategies. • Improving operational processes and cross-functional execution. • Providing executive-level guidance on organizational effectiveness and decision-making. • Collaborating with ownership on long-term business development and growth opportunities. • Serving as a trusted advisor on commercial initiatives and special strategic projects. This consulting engagement complements my broader executive experience leading commercial operations, international expansion, and organizational growth across North America, Latin America, and multicultural markets.
Director, Hispanic Market – U.S. & Mexico 2022 – 2026 * Built the Hispanic market strategy from the ground up, creating the initial framework for growth, field development, and market expansion * Defined and executed go-to-market strategy across the U.S. Hispanic and Mexico markets in a previously underdeveloped segment
* Built the Hispanic market strategy from the ground up, creating the initial framework for growth, field development, and market expansion Defined and executed go-to-market strategy across the U.S. Hispanic market in a previously underdeveloped segment
Oversee the marketing and strategic plans to positively impacting sales execution and engagement across multicultural markets (including African American, Hispanic/Latino and Asian/Native American populations).