Mexico City, Mexico
I’m a strategic leader with experience in global retail banking, payments, and data strategy. Most recently, I served as Managing Director at HSBC Mexico, where I led Customer Propositions, Deposits, Marketing, Customer Experience (CX), CRM, and Data & Analytics for the Retail & Wealth Division. I have a proven track record of driving profitable customer growth, delivering digital transformations, leading large-scale brand repositioning, and increasing loyalty and satisfaction. My core strengths include full P&L ownership of multi-billion-dollar portfolios, lifecycle design, advanced segmentation, and omnichannel go-to-market execution. I’ve led CRM and analytics transformations across LATAM, embedding predictive tools and data-driven models to accelerate impact and efficiency. Today, I advise and partner to international tech firms building embedded finance, digital platforms, and remote banking infrastructure for retail, financial institutions and consumer ecosystems across Latin America.
• Advise international tech firms on GTM strategies for retail, digital banking, payments, and lending across LATAM. • Guide the application of AI-powered solutions for process efficiency, digital onboarding, remote branches, and enterprise learning platforms. • Leverage 20+ years of experience in banking, P&L leadership, customer analytics, and digital product delivery to inform strategic decisions. • Help align tech investments with business outcomes: profitability, customer loyalty, and CLTV.
• Full P&L ownership and commercial strategy across Personal Banking, Wealth, Payroll, and International segments. • Managed USD $6.5B portfolio of Deposits and Debit Cards, driving profitable growth. • Achieved double-digit customer growth and 80%+ product penetration. • Launched the first fully digital account opening in Mexico, integrating biometrics and improving acquisition speed and conversion. • Built and scaled data-driven CRM & analytics infrastructure across the Americas Region, delivering 30% campaign uplift via predictive segmentation and lead scoring. • Created and institutionalized HSBC’s Customer Experience (CX) discipline; NPS ranking rose from 7th to 3rd in 18 months. • Repositioned the brand narrative through a refreshed omnichannel marketing strategy, boosting awareness and brand equity across target attributes. • Renegotiated global brand agreement for debit cards; secured USD $60M NPV in value creation.
• Managed Segment Propositions (Premier, Advance, Payroll) and Core Products (Deposits, Debit) • Accountable for 30%+ of HSBC Mexico retail bank's revenue. • Launched new savings account proposition, leading market in DDA growth for 18 straight months. • Repositioned Payroll offering with digitalized onboarding—boosting switch acquisition rank from 7th to 2nd among top banks. • Co-led transformation of onboarding journey across digital and physical channels. • Established Data & Analytics team integrating CRM, customer-behavior analytics, and lifecycle campaigns. • Participated in HSBC’s Top Executive Talent Pool and strategic transformation boards.
• Built Consumer Lifecycle Management team; led customer-centric transformation strategies across product units. • Led value segmentation models and launched personalized X-sell and retention campaigns, improving customer retention by 15%. • Created enterprise pricing platform, doubling projected fee revenue impact. • Co-led agile squads focused on high-value customers and relationship deepening strategies.
• Managed a US$25B portfolio and 15M+ debit cards, leading strategic repositioning and revenue generation strategies. • Negotiated and executed global debit card brand agreement, leading to 1M+ card conversions and interchange economics. • Reengineered debit cards proposition & payment strategy, achieving a top spot in purchase sales in the industry. • Drove fee leakage control through pricing automation and restructured checking account models, unlocking US$10M+ in incremental fee income. • Represented Banamex in the Mexican Banking Association, advocating for policy improvements in accounts and deposits regulation.
• Led Analytics for Cards, Mortgages, and Personal Loans portfolios • Built foundational data marts, strategic MIS, and predictive modeling engines • Designed pricing, eligibility, credit line, and retention strategies across segments • Drove over USD $32M in incremental EBIT through campaign optimization and segmentation models • Institutionalized data-driven decision-making across marketing and product units • Selected to Citi’s LATAM Top 100 Talent Pool.
• First Banamex participant in Citicards Global Talent Program • Collaborated with US Decision Management team on credit exposure frameworks • Integrated Bureau data into profitability models and pricing strategies • Co-led cross-functional risk-profitability taskforce • Supported credit cards acquisition and balance growth strategies through predictive analytics and campaign optimization. • Advised on Hispanic market expansion through predictive marketing.
• Launched Mexico’s first co-branded credit card with supermarket chains • Built remote acquisition model in 90 days • Redesigned rewards programs; increased customer engagement • Created retention scoring model; cut cardholder churn by 10% • Developed risk simulation models to forecast NPLs • Designed B2B marketplace platforms, driving 10% of e-commerce revenue • Led compliance and continuity planning during Citi–Banamex integration