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Planning, Consulting, implementation, evaluation and project control. Clear vision on loyalty and client retention.

Marketing executive with 18+ years of experience in different corporate and multicultural environments and 15 years of experience on project leadership, consulting, team leading and project financial evaluation. Implemented CRM projects, Implemented and managed loyalty, win-back and cross-sale programs. Data-warehouse and database operation and business functionality design, RFP elaboration and evaluation for CRM related systems. In-depth experience in the implementation, managing and strategy for inbound & outbound call centers. Customer service and quality reengineering and process implementation expert. Worked on Six Sigma and ISO9002 implementations and under Sarbanes–Oxley and local and international banking regulations as well as Call center PCI certification. Highly effective on team building leadership.

CRM Lecturer

Designed syllabus for the CRM module on the postgraduate “Strategic Marketing” course at the Anahuac University and tenured lecturer of the course for 5 years.

Work experience


Market Director, Strategic Services, Latin America.

TPG TeleManagement, Inc.

TPG TeleManagement, Inc. is a leading provider of independent quality monitoring and CRM strategic services for the Fortune 500

  • Manages outbound telemarketing vendors/call centers and manages all facets of relationship, program support, training, process, systems, reporting and performance/ROI tracking
  • Monitor to ensure all key performance metrics are met, Evaluates and recommends program methods for outbound telemarketing programs and communicates with Clients and Vendor Partners.
  • Execution of quality and performance strategies at our clients call centers.
  • Responsible for setting up legal entity in Mexico.
  • Increased the value of the existing contracts with client from 450k USD to 1.5M USD in 4 years.

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.

Marketing Sub-Director

ING México 

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)

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.

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.

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.

Latin America Logistics Coordinator

Corporate customer services

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

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.


Finanzas Para Ejecutivos no Financieros



Relevant Professional Experience

  • Experience in ISO 9002 and COPC.
  • + 9 years project management and staff leadership experience.
  • Experience managing advertising and media agencies.
  • Knowledge in the implementation of BTL campaigns.