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When weather permits I love to play golf with my threesome (My wife and my son), otherwise I love being at home making my own wine.


Business specialist with strong sales experience and marketing background mainly within the Retail Consumer Packaged Goods and Pharmaceutical industries; Experience identifying and developing new business opportunities, managing and developing existing accounts through building business relationships based on service and fact based business proposals.

 Fluent in English and Spanish.

Work experience

Nov 2007Present

Business Developer

  • Accountable for the development of a new category within the retail food arena
  • Ongoing market research and business analysis to identify trends and opportunities to grow revenew
  • Increase brand awareness among existing accounts
  • Distribution channel development
  • Orders placement and inventory management on a routine basis
  • Portfolio optimization and category advise at store level


  • Successfully increased sales by 300% from 2009 to 2012
  • Developed and implemented the Latin American category within the main retailers in Ontario.
Sep 2006Nov 2007

Account Manager


Primary liaison for assigned accounts within the GTA territory, providing account management in terms of overseeing and assisting with design of campaigns, contract renewals, marketing campaigns advice and post sales service.

  • Accountable for maximizing sales within the assigned territory
  • Frequent client contact to ensure all projects are executed within time frames and budget.
  • Build and maintain solid client relationship through superior customer service and follow up
  • Sales proposals from mockup to financial aspects
Mar 2004Mar 2006

Product Manager


Accountable for the brand management and annual sales quota of Allegra (Antihistaminic product).

Defined and implemented the business’s product strategy by providing suitable and innovative responses to the needs of target market to reach sales and market share goals.

  • Designed and implemented the annual marketing plan.
  • Designed a brand awareness strategy based on the brand’s name and utilized CRM programs to build an emotional link between target audience and brand.
  • Managed and allocated annual marketing budget
  • International trade shows representation


·Successfully surpassed the Allegra sales quota of CAD $2 million in 2004 and 2005

·In two years I doubled the market share of the Allegra brand in Colombia

·By early 2006 raised the Allegra brand to be on ‘top of mind’ within the medical community

Jul 2001Mar 2003

Marketing and Sales Manager

La Sante Pharmaceutical
  • Responsible for profitably launching and introducing a new portfolio of products within the Peruvian market
  • Coached and supervised sales team accountable for the market penetration
  • Conducted market research through primary and secondary data
  • Forecasted unit volume, revenues and expected and calculated profit over a three-year period
  • Responsible of the P&L for the Peruvian operation
  • Presented monthly reports to the board of directors related to P&L
  • Designed and implemented the Annual Business Plan in order to achieve financial results


  • Moved the company from the 80th to the 60th position according to IMS from 2001 to 2002
  • Optimally positioned the new brand within the context of market
  • Personally launched La Sante in Peru, positioning it as a high quality generics drugs brand


Jan 2009Dec 2009

E-Business and Web Marketing Certificate

University of Toronto

E-Business & Web Marketing are at the heart of a rapidly expanding, innovative revolution in marketing today, and represent the fastest growing new channels of targeted access, communication, sales and delivery for a company’s brand development, products and services. A thorough understanding of the added value, best practices and business techniques for these two critical tools is essential to anyone contemplating a career in Marketing.


People skills
Sales and Marketing is the art of understanding people needs, to do so, we have to build relationships based on trust, respect and partnership. I just apply one simple principle: Treat others as you would like to be treated.
Strategic thinker
The complex decision making process is something that I do following a systematic procedure that includes goals setting, swot analysis, targets identification, resources calculation, tactics definition and time management. If you are a marketer these steps might sound familiar to you, yes, that is the way we marketers usually start every single project in order to anticipate and somehow predict the future outcome of our actions.