I am a mexican gen X guy, I got married  with an extraordinary women while new millenium was arriving, and actually now I have the opportunity to be father and rise two wonderful gen Z daughters with strong and deep values.

We love to laugh and do things together and our hobby is to visit "pueblos mágicos" and pre-Hispanic sites.

Dynamic and results-driven senior executive with extensive experience in the Pharmaceutical and FMCG industries. I excel in strategic planning and execution, bringing a broad vision developed through diverse roles in Marketing, Trade Marketing, and Sales. I have a proven track record of delivering efficiencies, creating value, increasing revenues, and maximizing profits. With a strong knowledge of both industries, I effectively reapply and adapt best practices to drive business success. My leadership approach focuses on nurturing the soft skills of team members, including self-confidence, self-awareness, and continuous learning, ensuring a motivated and high-performing team.

Trade Marketing, Sales, and Go-to-Market Head
June 2021 - Present

Scope:
Drive the growth and strategic redirection of Liomont’s $250 MM USD business in Mexico, initially overhauling the OTC sector (15% of total business) and subsequently applying successful strategies to the RX division (75% of business). Key responsibilities include:

• Strategic Go-to-Market Planning: Craft comprehensive channel strategies,      optimizing product placement, pricing, distribution, and customer listing      to enhance market penetration.
• Investment and Brand Strategy: Develop and implement customer and      brand investment strategies that enhance A&P and commercial discounts,      boosting efficiencies and profit margins.
• Joint Business Planning: Lead the creation of annual JBP's      focused on accelerating sell-out, setting and achieving ambitious growth      and investment targets with key customers.
• ROI Cultivation: Establish a culture of ROI analysis to      assess the efficacy of marketing strategies and understand the dynamics of      successful initiatives.
• Best Practice Sharing: Foster a culture of knowledge sharing      to scale and replicate successful marketing activities across the      business.

Mexico & Central America Trade Marketing Director 

September 2014 - December 2019

Scope:

Oversaw trade marketing initiatives across Mexico and Central America, managing a $290 MM USD portfolio across over 100 customers. Directed strategic efforts within a network of over 50,000 pharmacies, supported by a diverse team of 4 Trade Marketing channel managers, 1 Business Intelligence Manager, 1 POS Execution Manager, 10 District Managers, 3 Trade Marketing Analysts, and 150 external FTEs. Key responsibilities included: Joint Business Planning (JBP): Development and execution of annual JBP's to align on common targets and accelerate customer sell-out. Portfolio Management: Oversaw investment strategies, pricing, and profitability enhancements. ROI and Strategic Replication: Implemented ROI measurement tools and facilitated a cross-country share and reapply program to optimize marketing strategies.