I am a classically-trained Marketing executive with +12 years experience developing and executing Strategic Marketing Communication plans for CPG companies and retail organizations. Expertise in finding the right positioning and value proposition for brands. Languages: English, Spanish, French.


  • Director, Innovation and Sustainable Operations

    at Sears Canada

    December 2013 - at Present


    I am responsible for leading the efforts of a $2B retailer to refine its value proposition for consumers and businesses (home & appliances division) through proper segmentation and consumer insights work. In a highly matrixed environment, I collaborate with and influence the work of the various Marketing departments, from Analytics to Strategy to Brand Communications to Customer Experience. This involves challenging the status quo and overcoming resistance to change, which could not be done without the support of a carefully crafted business plan outlining how the new processes will bring in additional revenues and increase operational efficiency. From hangers to packaging, I have obtained Sr. Management’s buy-in to tap into a new, emerging consumer segment qualified as ‘environmentally conscious’ that it is expected to generate $20M.

  • Director, Marketing Strategy and Planning

    at Sears Canada

    March 2013 - at Present


    Led the cross-functional team tasked with changing consumers’ perceptions around Sears’ Home Furnishings from outdated and irrelevant to contemporary and ‘for me’. This included setting the communications strategy to create value for the consumer through new product development and management; to capture value through price setting and adapting; to communicate value through awareness and loyalty building programs; and to deliver value through channel design and channel management. It also involved shifting marketing spend from traditional vehicles with low ROI (national flyer, ads, radio) to new, efficient media, opening up digital & social media channels and geo-targeted activities. I selected a new agency base and led the inter-agency team in the development of annual marketing communications campaigns, incorporating ethnic and business marketing for the first time at Sears.


  • Master of Business Administration

    at Schulich School of Business

    2002 - 2004 (2 years) Madrid


  • Spanish Native

  • French Negotiation

  • English Native

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