Chile
As Chief Marketing Officer at Cencosud Supermarkets Chile, I lead the marketing teams for the country's most iconic supermarket brands — Jumbo, Santa Isabel, and Spid — delivering outstanding experiences to millions of Chileans across physical and digital channels. My path to this role spans over two decades of building brands and leading teams across Latin America. At Cencosud, I previously served as Chief Marketing & Sustainability Officer at Easy, driving consumer engagement, communications, visual merchandising, and sustainability for one of Chile's largest home improvement retailers. Before joining Cencosud, I was Chief Marketing & Commercial Officer at Vitamina, Chile's largest early childhood education network. The foundation of my career was built over 10 years at PepsiCo, where I grew from local to regional leadership across Brazil, Chile, South Cone, the Andean region, CariCam, and ultimately Latin America. As Marketing Senior Director for Quaker Latam, I oversaw brand strategy, innovation, digital transformation, and portfolio management across all major markets including Brazil and Mexico, leading a team of 9 marketers across 5 countries. Earlier roles included marketing leadership for iconic global brands — Lay's, Doritos, Cheetos, Quaker — managing portfolios of 15+ brands and 350+ SKUs across multiple markets and categories. Throughout my career, I have been driven by a passion for building high-performing, cross-cultural teams and creating meaningful impact — for consumers, businesses, and society.
• Quaker regional director for all Latam countries including Brazil and Mexico; • Responsible for brand communication programs, innovation development, portfolio and revenue management, digital transformation and brand strategic planning; • Leadership of 9 marketers in 5 countries
• Regional director in charge of brand strategy, communication and innovation for 12 different brands in +15 countries Regional Salty Brands: De Todito, Mixes and Better for you Snacks Natuchips and Twistos Nuts & Seeds brands: Mani Moto, Maniax and locals Sustainability: Planet positive agenda with focus on sustainable agriculture and plastics • Leadership of 5 marketers in 3 countries
• In charge of all Food categories for South Cone region (Chile, Argentina, Uruguay & Paraguay) • Salty Snacks, Cookies and Crackers, Nuts, RTE Cereals, Oats, Bars and Milk Modifiers; • More than 15 brands as Lays, Doritos, Cheetos, Quaker and Toddy, ~350 SKUs • Leadership of 17 marketers in 4 countries
Lay's, Doritos, Tostitos, Cheetos, Nuts and 8 local brands. More than 150 SKUs in 5 different segments.
• Responsible for 5 brands - global and local (i.e.: Cheetos and Fandangos): 30% of Sales in Brazil; • Leaded Cheetos turnaround with brand re-positioning, double digit Revenue growth (19% CAGR 2010-13) and increased key brand metrics (penetration +3pp; TOM +5pp, SOV +0,8pp); • Launched Cheetos 100% digital consumer promo platform in partnership with Marvel with more than 3 MM unique users and reached 1 MM Facebook fans (#1 in the world);
Natura Plant (hair care) • Nearly doubled the business in 2Y +78% in Net Sales, +5pp penetrat; +2pp Margin, +1,2pp share; • Developed new brand positioning and communication campaign with highest Ipsos pre-test scores in Natura track record that became Twitter trending topic on launch week; • Launched 5 new lines (20 SKUs) impacting Natura sales force (+1MM consultants), press and consumers (Cosmopolitan Magazine “best shampoo” awards in 2010);