Experience

  • VP Marketing & Brand Building

    at 40 North Foods

    October 2016 - May 2017

    Colorado

    Led Marketing & Brand Building for a food start-up backed by JBS and Pilgrims Pride, the largest protein producers in the world. • Established new Company and Marketing capabilities, including Brand Building, product development and Initiative launch processes. Leading top agencies (JWT New York, Accenture, Barrows LA, GPG, Landor, Maxus NY and SRG)

  • Home Care LA Brand Building Leader

    at Procter & Gamble

    July 2012 - August 2016

    Provincia de Panamá

    Marketing leader (P/L responsibility) in Mexico, Argentina, Peru, Chile, Colombia, and expansions. Five brands on different development stages. $240MM. • Established a unified strategic choice to win in liquids detergents delivering 3 years of double digit top-line growth and profit turnaround. On FY 15/16 +14% NOS and +$13MM AT (highest in last 8 years), expanding BT margin by +5.3 pts. • Led MF Team to drive 50% more concentrated formula for the region and deliver unique differentiation on mileage, turning around Mexico stagnant business both top and bottom line, increasing share and penetration; Argentina: reaching Market Leadership and growing +7 share points (+65% shares in concentrates), Chile: growing sales +51%, achieving +5 share points in 2 years to own 95% of concentrates. Peru: increasing market leadership, with +52 points of share, owning +65% share of liquid segment. Colombia: re-launching Salvo, boosting liquid segment growth and owning 35% shares in 2 years.

Education

  • Juris Doctor

    at Universidad Central de Venezuela

    1998 - 2005 (7 years) Distrito Capital

  • Bachelor Marketing and Advertising

    at IUNP

    1992 - 1996 (4 years) Distrito Capital

  • Bachelor Journalism. Mass Media and Communications

    at Universidad Central de Venezuela

    1992 - 1996 (4 years) Distrito Capital

Languages

  • Spanish Native

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