Work History

Work History
2006 - Present

Marketing & IPTV Business Unit Director

Maxcom Telecomunicaciones

First 4 Play (Telephone, Internet, Cell Phone and TV) Telecomunications Company in México, with a US$ 60 million EBITDA.

Project leader developing and launching Internet Protocol Television.

Responsible of Product, Brand and Pricing Strategy, Contents, Programming, Sales, P&L, ROI,  Advertising and Promotion and Market Research


15 % Market Share since launched in August 07 as a market test in the city of Puebla.

2001 - 2006

Marketing & Advertising Director

TV Azteca - Grupo Salinas

TV Azteca (Second largest TV Network in Latin America)

Unefon (Wireless phone network),

Elektra (Largest household retailer in Mexico)

Banco Azteca (Financial Services)

Member of the Executive Committee of TV Azteca Mexico. leading National TV Channels 7 and 13.

Responsible of Contents, Programming, Sales and Profit. Ratings, Advertising and Promotion, Market Research. New Products Development and Media planning.


359 million US Dollars record Ebitda 05.

41% record market share achieved.  (4 channel ibope)

Creation of product and brand strategy, as well as the positioning for Banco Azteca, the third bank in number of accounts opened in Mexico.

Development of the operative strategy and repositioning for Fundación Azteca, recognized as the best, most active and transparent charitable Foundation in Latin America.

2000 - 2001

Marketing Director

Azteca Milling ...GPA-GRUMA

Marketing Plans (Strategic Bussiness Plan and Long Range Plan). P& L., Sales and Production  Forecast.


Created and implemented  a New Product, Pricing and Distribution Strategy.

Relaunching all product lines, attaining a 40% increase in sales of white bread, 26% in sweet bread and 110% in buns. Reformulation of all products reducing costs 12%.

Launched a new product line of specialty breads increasing sales 30%.

1998 - 1999

Executive Marketing Director

HEB Self Service Stores México

Development of Store and Private Brands, Category management, pricing strategy and sales potential analysis for new stores.


$US 2.5 million sales month-average per store.

1987 - 1989

Marketing & Sales Manager

Picsa Foods

Sales, Warehouse. Distribution and Collection

Rehired as Sales Manager in 1991-1995


Launching Café Blasón.

1984 - 1987

Sr. Brand Manager

Gillette de Mexico

New products, Marketing Plans (SBP and LRP). P& L., Sales and ProductionForecast.

Rehired 1995 - 1996


Launching Prestobarba Plus, and Silkience Shampoo and Conditioner.


1978 - 1983

Business Administration

Universidad La Salle
1971 - 1973


Professional Profile

Multicultural, highly committed senior executive with 20 years of Marketing experience  in multinational first level companies such as TV Azteca, Gillette, GPA-Gruma, and HEB, leading business strategic planning.

Strong leadership and negotiating skills. Expert level on Business Development integrating market potential business opportunities, operational and financial viability. Focusing Strategic Business Planning towards results, quality and innovation.


Spanish native

English fluent