CRM Teacher

I have been teaching CRM class at Postgraduate studies in Anahuac University for the past 4 years. This is a module in a Strategic Marketing course that Postgraduate students take as a elective minor for their MBAs.

CRM and data warehouses Systems Implementation & Management

I have accumulated extensive experience in the implementation and management of CRM Systems and data warehouses, operation of inbound & outbound call centers and the deployment of RFPs and subsequent implementation of such systems.   Always able to translate user or "Business requirements" to IT department ensuring a business oriented successful implementation.

Work History

Work History
2008 - Present

Subdirector Lealtad y Retención Seguros y Afore


Business and product development

  • Responsible for customer persistency and retention.
  • New products development and implementation.
  • Administration of call center retention strategies.
  • Administration of collections strategies.
  • Design and implementation of collection and retention operative strategies.
2005 - 2008

Marketing Sub-Director

ING México (AXA)

Strategic planning, Corporate Marketing

  • Developed customer identification system, customer database. For Insurance & Afore (Pension funds)
  • Implemented customer loyalty and retention campaigns. For Insurance & Afore (Pension funds)
  • Deployment of service and cross-selling tools. For Insurance
  • Project Management of outsourced call center. For Afore (Pension funds)
  • Operated win-back and cross-selling projects. For Insurance & Afore (Pension funds)
  • Implemented value differentiated services (customer segmentation). For Afore (Pension funds)
2003 - 2005

CRM Manager

Seguros Banamex (Citigroup’s Banamex)

Marketing Area

  • Implemented customer data base.
  • Customer attrition and satisfaction metrics implementation.
  • Developed and implemented customer retention project (call center)
  • Customer needs and behavior analysis.
  • Redesigned product and marketing processes.
  • Launched cross-selling direct mail.
2001 - 2003

CRM Project Leader

Marketing Area

  • Implemented of CRM and Loyalty programs.
    • Implemented service differentiation initiatives.
    • Executed service campaigns differentiated by customer value.
    • Generated customer retention campaigns.
    • Brought about “Red Club” loyalty program from concept to operation.
  • Completed costumer database value segmentation.
  • Analysis of transactional data and customer profiles.
  • Started datawarehouse implementation.
1998 - 2001

Latin America Logistics Coordinator

Corporate customer services

  • Management of customer care, call center.
  • Logistics Planning.
  • Warranty parts inventory analysis.
  • ISO 9002 Certification.
2000 - 2001

Commercial Manager

ISS México

This is a SME company that provides CRM solutions through call centers and help desks.

  • Developed strategies for loyalty, incentives and direct marketing directed at customers of the company’s clients.
  • Performed the set up of inbound and outbound service call centers.
1990 - 1998

Busboy, waiter, head waiter, restaurant manager

Hospitality industry experience

Worked in various 5 star hotels * in Acapulco and Cancun with direct contact with clients, developing sensitivity to the treatment and attention of customers, constantly striving for service excellence. During this time I became aware of my aptitude for customer service and the reason I continue working in this field.

* Acapulco Plaza, Princess, Caesar Park, Fiesta Americana Condesa, Camino Real.