Printing tool Download PDF



More than twenty years of experience in top management positions at leading global companies in the consumer good industries, in areas such as; Operations, Supply Chain, Customer Services, Procurement and Social Responsibility.                Developing business, international trade, operations and labor strategies. A strongly committed and innovative executive with participative leadership and results-oriented strengths in supply chain streamlining, planning, processes simplification and labor union management. An executive who supports team work and has yielded constant bottom line results in positions of increasing accountability.  Vast negotiating experience with clients, industrial chambers and suppliers.

Work experience

Apr 2009Sep 2010

Director, Operations & IT

Sodexo Motivation Solutions, Mexico

Member of the executive board. Countrywide responsibility for Production, Distribution & Logistics, Information Technologies and Affiliate Affairs. Reporting to Director General. Managing an organization of 145 employees.

  • Renegotiated service agreements with card-issuer bank generating yearly savings of more than 500 M usd while setting up required transactional conditions to support expected growth for the next three years.
  • Successfully migrated paper voucher key affiliates to the new electronic card platform keeping/improving commercial terms.
  • Reinforced and reshaped organizational structure to strengthen operational support in order to accomplish three year strategic plans.
  • Generated yearly savings of more than 100 M usd through redesigning paper vouchers specifications and "change-of-edition" issuance and go to market processes.
Sep 2007Dec 2008

Sr. Director, Operations Mexico & Central America.

Herbalife Internacional de México S.A. de C.V.

Member of the executive committee.  Responsible for the Supply Chain, Information Technologies (IT), Procurement and Distribution Network. Reporting to Director General and SVP for the Mexico and Central America region. Managing an organization of 85 people. 

  • Designed and implemented the "Home Delivery System" countrywide reducing delivery time from 5 to 1 days for 85% of the country, by means of the implementation of a "Flat Freight Fee" system and the development of a reliable regional couriers' base.
  • Increased from 80% to 97% the "Perfect Order" index by redesigning all basic supply chain processes.
  • Restructured previous operational organization, leading selection and recruiting processes for key managerial positions replacing 50% of the managerial level in less than 6 months.
  • Orchestrated ORACLE System implementation for the operational, financial and customer services processes, achieving its full functionality in a 7 months period.
  • Reached savings of over 1.5 MM usd by redefining procurement policies as well as redesigning selection and bidding procedures for vendors, carriers and parcel service providers.
Jul 2007Sep 2001

Director, Operations.

Mattel de México C.V.

Nationwide accountability for the International Trade, Procurement, Distribution Center, Operating Finance, Human Resources for Operations and Customer Service areas. Head of the Social Responsibility strategy of the organization. Member of the Board of Directors of the Mexican Toy Industry Association (AMIJU). Reporting to the Vice President and Director General of Mexico and to the Director of Operations for the Latin America Region in Miami, Fl.

  • Designed and implemented the Social Responsibility strategy of the organization, reinforcing its public image and achieving acknowledgement of over 90% of all employees, according to the 2006 internal employee opinion survey.
  • Reduced overhead expenses from 3.6% to 2.9% of net sales, and allowed an operational support of an 8% compounded annual growth rate on sales for the 2003-2006 term, through designing, financial justification and starting-up the new world class distribution center (24M m2).
  • Achieved ISO9001:2000 certification in a 6 month time frame, unprecedented for a distribution center in Mattel worldwide, by means of leading and coordinating work groups in charge of the development of operating and customer service processes and procedures. Achieving +10pp improvement on the service index and a 20% reduction in administrative headcount from 2002 to 2006.
  • Managed to get the 351% countervailing duty renewed for China origin products for the 2004-2009 time frame, protecting the local market against dumping trade practices as well as against "gray market" by means of submitting before local authorities a series of damage to domestic industry and dumping analyses together with legal counselors and the Mexican Toy Industry Association.
  • Generated yearly savings of 700 M usd through redefining purchasing policies and ORACLE system implementation in order to provide procurement processes with higher levels of accuracy and reliability.
  • Reduced distribution expenses from 4.5% of net sales in 2001 to 2.6% in 2006 through the redesign of local carriers' bidding, evaluation and rationalization processes, reducing, as well, the total number of ground transportation providers from 60 to less than 15 in the same period.

Director, Operations and Customer Services.

Avon Cosmetics C.V.

Nationwide accountable for service and order supply to more than 350M independent Representatives through two technologically advanced order processing and distribution sites and the customer telephone call center. Reporting to the Operations and Manufacturing Vice President. In charge of an annual budget of 54MM usd, accounting for  9% of net sales, and of an organization of 1,480 employees.

  • Increased the "on-time deliveries" index by 8 pp through resizing and optimizing the countrywide distribution network and reducing the total count of third party logistics providers by 13%.
  • Managed an investment in technology and equipment of +10MM usd for the conceptualization, design, supervision, construction, start-up and actual operation in Celaya Gto. of the most advanced picking and distribution center in the entire Avon world.
  • Increased the "Perfect Order" rate from 42% to 91% by leading and coordinating cross-functional work groups in charge of redesigning order flow processes.

Director, Procurement and Operations.

Sabritas S.A. de C.V. / División Sonric’s.

In charge of a working capital equal to 20MM usd for the Division and an annual operational budget of 7.5MM usd. Reporting to the Director General of the Division.


Director General.

Pepsico Food Systems (PFS) S.A. de C.V.

Responsible for implementing, organizing and starting-up the company in Mexico, reaching greater economy of scale levels through the consolidation of the supply chains of restaurants property of the group: KFC, Pizza Hut and Taco Bell.  Taking company yearly sales volume to 43mm USD.  Reporting to the Director of International Operations in Dallas, Tx.


see below

Sabritas S.A. de C.V.


Manager, Logistics Operations.         


Logistics Operations, Mexico City Plant.


Manager, Planning and Logistics Systems.                       


National Industrial Engineering Manager.


Planning Manager, Mexico City Plant.


Jr. Project Engineer.



Diploma in Strategic Administration and Leadership.

Instituto Tecnológico y de Estudios Superiores de Monterrey. Mty.

Michigan Business School.

The Michigan Leadership Program for Experienced Managers.


Industrial and Systems Engineer.

Instituto Tecnológico y de Estudios Superiores de Monterrey. CEM