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Work History

Jun 2008Present

Independent Consultant

MarketMix / MC2 Energy / CYTI

Carioca Bela, S.A., "Delicias de Sao Conrado". Brazilian cheese bread line ("QuePao de Queijo") family business venture. Product launch at gourmet / deli destinations: Palacio de Hierro, City Market (Comerci), Fresko, Mega CoMexa, Walmart, Superama, Chedraui Selecto, HEB.
Ingeniería Industrial, S.A. (BRAVOAG Agrochemicals) - Strategic business analysis and long-range planning. Company restructuring and M&A evaluation. Acting Marketing & International Sales Director.
Rational Services, Ltd. ( Acting Country Manager – Mexico Launch
Company startup, license negotiation, media negotiations, Chivas football team sponsorship, LAPT event.

Aug 2010May 2016

Managing Director

A.T. Cross Services México, S. de R.L. (A.T. Cross Company)

Opened and grew the first LatAm subsidiary for leading international manufacturer of fine writing instruments, reading glasses, and personal accessories. Distribution takeover from local distributor for retail, Stationary, and BG channel expansion. Extended shop-in-shop (2 new doors) presence in Sears with aggressive growths.

Launched several new CROSS®QWI lines (Townsend, Edge, Tech3+, Click, Tech2, Star Wars®, Marvel® collections), as well as leather, stationary accessories, with healthy inventory levels in major retailers, sustaining profitability for last three years. SHEAFFER® line takeover from BIC Mexico to become local category leader by Dec, 2014, regain market leadership.

Sep 2007Jun 2008

Commercial Director

bwin México, S.A. de C.V.

Reporting to bwin Mexico CEO.

Manage the sales, marketing, advertising and other communication matters of the Company as well as the website, supporting online and offline activities for the bwin Entertainment Group – the main shareholder of bwin in Mexico – to aggressively position the bwin brand in the Mexican and LatAm markets. Successfully launched the first integrated Marketing campaign, increasing customer awareness to over 40% and above competition (Caliente, Play City)

Jun 2008Aug 2010

Marketing & Business Development Lead

TF Digital / SolFort

Strategic marketing consulting and communications, including business planning and development, salesforce communications, event and sport marketing.Customers to date include:DHL Express Mexico - Salesforce incentive / motivational - Relaunch business plan

SuperISSSTE - Digital, POP, Brand marketing strategies and implementation plans for government-owned supermarket chain. Go to:

Mar 2006Aug 2007

Marketing Director

General Mills Ventas de México, S. de R.L. de C.V.
        Reporting to Commercial Director.

Establish the commercial vision for the company based on its corebrands / platforms (Häagen-Dazs, Nature Valley, Betty Crocker, Green Giant, Pillsbury) to secure growth in the long and short runs.

Prepared and executed the F’07, F’08 Marketing Plans to fulfillment of the KPI´s summarized in the Unit Rating Grid (Volume, Sales, %DM/NS, etc.) + 30% top line and EBIT growth vs. LY.

Sep 2004Mar 2006

Associate Partner

ABC Consultores, S.A. de C.V.

        Marketing Division. Reporting to Founding President.

Provide customers with solutions and knowledge to build or consolidate profitable businesses through opportunity areas identification and analysis, strategic brand development, as well as optimal action plan definition and execution. Customers included:

·        Church & Dwight, Marketing plans for various product lines (Arm & Hammer)

·        Sport City (Grupo Martí) sports clubs, preventive health Marketing program

·        CYTI (C. y Técnica Industrial), Business expansion & diversification project

·        NW Universe, No!No! skin care treatment Marketing strategy

·        ITESM, CEM Small Business Incubator, Strategic Planning counselor

·        Quiznos Sub Mexico, Master Franchise Analysis, Proposal

·        Bandag México, Premium Brand Seminars

May 2003Sep 2004

Equipment Business Unit Director

NIKE Servicios de México, S.A. de C.V. (NIKE, Inc.)

Reporting to General Manager.

Accountable for revenue and profitability generation (+17% vs. YAGO) as well as planning of product / category portfolio management for the leading athletic balls, bags, and sports accessories brand in México, as well as new category introductions (NIKE Golf, Fitness, Baseball, Am. Football).

Nov 2000May 2003

Marketing Director

NIKE Servicios de México, S.A. de C.V. (NIKE, Inc.)

Reporting to General Manager

Responsible for developing Brand Marketing strategies and seasonal business plans, new business opportunities, as well as managing regional and country initiatives, advertising, sports promotions, PR, brand protection, and retail development activities. On the Sports Marketing activities, I led the relationships with NIKE Teams Club América and negotiations with Club Atlas, Pumas, and the Soccer National Team (thru FMF). In terms of athletes, names such as Ana G. Guevara, Rafael Márquez, and Pavel Pardo were added to NIKE roster under my tenure.

May 1998Nov 2000

Footwear Business Unit Director

NIKE Servicios de México, S.A. de C.V. (NIKE, Inc.)

Reporting to General Manager.

Accountable for revenue and profitability generation as well as planning of product / category portfolio management for leading athletic footwear brand in México. Market size potential was researched and consumer, product, channel, price strategies developed to obtain double-digit growth each year. First locally-produced lines for new segments and channels (mass-merchants and zapaterías) launched successfully.

Jan 1996Apr 1998

Regional Business Development Manager

Sabritas, S.A. de C.V. (Frito-Lay International)

Reporting to West Zone Sales VP.

Responsible for planning, design, and coordination of regional trade and product marketing activities within Sabritas’ largest, most important sales region.

Planning and implementation of “Plan Perla” comprehensive growth plan, exceeding 20% in ´96 and 30% in ´97 revenue growths, and achieving Sabritas’ highest regional market share (91.3% Area 3 Nielsen). Successfully launched 2 new regional products plus several Sales force incentive programs and trade (Mom & Pop, Organized Trade) promotions.

Sep 1993Dec 1995

National Sales Development Manager - Merchandising

Sabritas, S.A. de C.V. (Frito-Lay International)

Reporting to Natl. Sales Dev. VP.

Planning, design, and distribution of all merchandising and POP materials. Planning and implementation of national Sales force communication programs and trade promotions.

Budget: 7.5 M USD. Launched new display systems for existing and new channels. Achieved sales growths of +25% on sales force incentive programs and +35% with trade promotions. Part of the Marketing team that launched the all-time successful "Sabri-Tazos" consumer promotion, where I headed the Sales Force and Trade communication and promotional efforts. Led the design and implementation of the new "Happy Face" design launch into all internal and external media.

May 1992Aug 1992

MKT Summer Intern

Procter & Gamble Distributing Co.

Reporting to Customer Business Development – Publix Team Leader (While @ UT Graduate School)

Participated on a UT Graduate School led program where I immersed myself in a leading company for a Summer and analyse and learn about building systemic business relationships. Because of my consumer goods interest, I was appointed to P&G working in a multi-disciplined team working with the leading supermarket chain in the Southeast Division: Publix Supermarkets. I led the introduction of a new product ("Ultra Downy") and helped with the P&G / Publix negotiations for increased shelf spaces with a competitive shelf analysis that took me to over 40 retail stores across Florida and South Georgia. 

May 1990Jul 1991

Brand Manager – Sonric’s

Sabritas, S.A. de C.V. (PepsiCo Foods International)

Reporting to Group Brand Manager - Sonric´s.

Led several new product introductions, new packaging designs, and aggressive advertising and promotional campaign for the chewing gum and soft candy categories (+40% total Sonric's business) that helped the "Bombiux" chewing gum core brand achieve category leadership, upsetting all-time leader "Motitas" (Warner Lambert). Introduced first generation of supermarket channel Sonric's line as well as first product lines coming out of the JV with Canadian "Leaf" production partner.

Mar 1988Jun 1989

Sales Development Assistant

Sabritas, S.A. de C.V. (PepsiCo Foods International)

Planning, design, and distribution of all merchandising and POP materials for all Sabritas and Sonric's lines and channels. Budget: 6.0 M USD. Define supplier production processes and uniform bidding procedures.


Aug 1983Dec 1987

Bachelor in Sciences

ITESM CEM (Monterrey Tech)

9.4/10 (Best GPA in Class)

Founding President, ITESM CEM Alumni Association – 1988-91

Mention of Honor, ITESM CEM - 1987

P&G México International Marketing Seminar – Nov 1987

Career Magazine Chief Editor “Avance Empresarial” - 1986


Actively contend in national and international Tennis, Soccer, Running tournaments and events.

Willing to travel and relocate if a suitable opportunity comes along within North America, Latin America, or Western Europe.

Summary & Objective

Fernando is a Commercial executive with + 25 years of Marketing and Sales experience expanding leading global brands in Mexican and LatAm subsidiaries. His career foundation was built at Frito-Lay México (Sabritas) and Procter & Gamble US, followed by progressively responsibility leadership roles at NIKE, ABC Consultores (Quiznos Sub, Church & Dwight), General Mills México, bwin, and CYTI / TF Digital (Live for Speed, PokerStars, DHL, BRAVOAG, SuperISSSTE). Fernando prides himself for having the Strategic Planning, Business Analysis and Quant. Skills, High-Profile Communications, Leadership Identity, and Team Management competencies that have enable him to profitably grow market share in several of them. He is a passionate and competitive individual, always seeking excellence in every aspect of my professional and personal life, committed to surpass results and overachieve at the job done.

Fernando has a focused expertise on premium brand management and marketing communications (offline and online), product marketing with different sub-regional BU's with sales organizations under my command, sports marketing sponsorships and regional media negotiations, LatAm and North American regions' consumer knowledge, trade marketing, alternative channel development, customer business development and retention, category management, supply chain management, and full P/L responsibilities managing profitable growth for all of them.

Fernando is actively seeking a solid leadership opportunity in the Commercial (Marketing / Sales) area or General Management within a dynamic, profit-seeking, growth-oriented organization with which to fulfill his labor stability, economic growth, and professional development goals.

Please check my business network and LinkedIn public profile at:


Languages: Spanish (Native tongue), English 100%; Portuguese 50%. Multi-cultural


Consolidate a leadership opportunity in the Commercial area or General Management within a dynamic, profit-seeking, growth-oriented organization. Plus 25 years’ experience with career foundation built at Frito-Lay México (Sabritas) and Procter & Gamble US, followed by progressively responsible leadership roles at NIKE, General Mills México, bwin, CYTI, and AT Cross / SHEAFFER.