Solid Marketing experience in Communication and Cosmetique Direct Sales multinational companies in Ecuador, Perú and Panamá. Strong analysis and tactics buildup capabilities.


  • Regional Commercial Planning and Merchandising Manager

    at BELCORP

    January 2012 - at Present

    Provincia de Panamá

    Responsible for leading the commercial planning strategy for the core categories: Fragances, Make Up, Facial Care and Personal Care. Costa Rica: Market Size: 55 MM. Brands: Esika, L´bel and Cy Zone. (actual position). Guatemala, El Salvador and Costa Rica: Market Size: 70 MM. Brand: Esika. Date: (Jan 2016 – Dec 2017). Dominican Republic and Puerto Rico: Market Size: 40 MM, Brand: L'bel. Date: (Jan 2015 – Dec 2016). Ecuador, Bolivia and Chile: Market Size: 170 MM. Brands: Cy Zone and Esika. Date: (Jan 2013 – Dec 2014). Key responsibilities: - Create and implement strategies for new products launch - Portfolio management for each country in the region - Ensure tactics and strategy robustness in Catalog (Final Consumer) and Magazine (Sales Force), for each country. - Analyze the demand and results for each brand category for the markets in charge. - Lead and define business plans for new products for assigned Market / Brand.

  • Business Planning and Merchandising Analyst

    at BELCORP

    September 2009 - April 2012

    Provincia de Panamá

    - Campaign closure analysis - Monitor monthly campaign results through knowledge and learning generated (Market Pulse) - Pricing: maximize sales and profitability at Country – Brand level. - Sales forecasting along with the local Demand Team - Contingency strategies definition - Analysis of competitors

  • Market Analyst

    at EKOS Corporation Ecuador

    May 2007 - September 2009

    Provincia de Pichincha

    - Positioning, customer satisfaction and perception analysis. - Project Management (Mystery Shopper).

  • Marketing Manager Jr.


    January 2006 - January 2007

    Provincia de Pichincha

    - Customer Relationship Management - Fidelity plans - Introducing products with new customers


  • Master in Business Administration (MBA) -

    at ISEAD Business School (Spain).

    2014 - 2015 (1 year)

  • Commercial Engineering

    at Universidad de las Américas

    2002 - 2007 (5 years) Provincia de Pichincha

  • Bachelor in Economics and Administration

    at Universidad de las Américas

    2001 - 2005 (4 years) Provincia de Pichincha

Knowledge and keywords


  • Spanish Native

  • English Negotiation