Santa Ana, San Jose, Costa Rica
As General Manager at Formulaciones Químicas, S.A., I oversee operations for a leading agrochemical and fertilizer production company in Costa Rica, leveraging over a decade of expertise in operational strategy and business transformation. My role emphasizes streamlining processes, enhancing profitability, and fostering a results-driven culture, while adhering to ISO 9001 and ISO 14001 standards for quality and environmental management. Previously, I spearheaded strategic initiatives as Country Cluster Commercial Lead at Bayer, driving profitability and market presence across Central America and the Caribbean. My leadership enabled successful organizational restructuring, portfolio optimization, and integration efforts, empowering teams to deliver measurable business growth. Passionate about sustainable practices and operational excellence, I continuously pursue innovative solutions to advance the agroindustry.
As General Manager at Formuquisa, I lead the end-to-end operations of agrochemicals and liquid fertilizer production facility in Costa Rica, driving the company’s transformation toward a more focused, profitable, and sustainable business model. My role has been centered on: - Redesigning the organizational structure to enhance operational efficiency and agility. - Streamlining the product portfolio to prioritize high-volume, high margin lines. - Leading audit and compilance processes under ISO 9001 and ISO 14001 standards. - Strengthening organizational culture with an emphasis on results, operational safety, and continuous improvement. - Managing financial strategy, including variable compensation models and profitability analisys by business unit. I work closely with commercial, operational, and technical teams to ensure strategic objetives are met, always with a focus on customer value and long-term sustainability.
Manage the agrochemical and seeds business with full P&L ownership, leading 100+ employees for 8 countries in Central American & The Caribbean. Major business strategy change initiatives: • I ensured the market presence of Bayer in the region by designing and implementing a new business model, focusing on reduce complexity of current product portfolio, concentrating in strategic crops, and a simplified distribution Channel (including focus on key customers and reducing the sales force). Within a 3-year period the regional profitability of the business increased by 2.2%, moving the cluster in 2nd position in the region. • I headed the regional integration of Bayer and Monsanto organizations, successfully overcoming cultural barriers, different processes, and ways of working. I aligned and motivated the organization under the umbrella of a new purpose and deploying a robust change and communication plan across 8 countries in the cluster. In 2019 & 2020, critical years for the integration, the region avoided any business disruption by reaching all regional P&L Targets and obtaining +95 points in Engagement from the Annual Climate Survey both years. • I participated in the regional design and later implemented in Central America the Advance Marketing Leadership Strategy (AMLS). I lead the team to make a complete turnaround in the business model by shifting from a distributor-oriented sell-in approach focus on product and transactional channel relationship, to a demand-generating business concept focused on final consumers, strategic relationship with our channel, and sell out incentives. The sales force was retrained in new commercial techniques and the commercial police was oriented in sell-out incentives and demand generation activities. As a result, the market share increased by approximately 20% consolidating the position of Bayer as market leader in the region. At the same time the channel inventory dropped from 7 to 3.4 months.
Full P&L ownership leading a team of 25 employees. Manage sales, marketing, and financial areas. Appointed as CASAFE President (local industry chamber) 2014-2015. Major achievements: • I guided the team to reshape the Go to Market strategy to gain coverage and penetration in the Paraguayan Market. Mapping and identifying channel access opportunities. The number of direct customers increased from 10 to 90+. From 2014 to 2016 turnover increased 38% from 42Mio USD to 58 Mio USD and increased market share by 2.4%. Bayer regained the leadership in the Paraguayan Agrochemical market. • I orchestrated the product launch of two main blockbusters in soybean crop, by customizing the products value proposition, preparing all pre-launch and launch activities and partnering a proper demand generation plan with internal regional stakeholders. From 2013 to 2016 Cripton become the main fungicide in the soybean market and Belt the second one in the insecticides segment. Thanks to these successful introductions Bayer gain almost 6 points of Market Share regaining its leadership in Soybean by the end of 2016.
Full country P&L ownership, leading a team of 8 employes. Ensure business growth sustainably, customizing the Bayer regional strategy in the country.