Printing tool Download PDF


I am actually working with being responsible for Mexico and Argentina, besides planing the expansion to other LATAM countries. Due to the delay in the actual plans and the poor opening of the above mention countries, the perspectives are limited and my personal point of view is that HQ are not completly decided to continue supporting the effort. That is why I'm in search for an opportunity.

Work experience

Feb 2006Jun 2007

Purchases and Merchandising VP

Grupo Salinas, S.A. (Elektra)

In charge of purchases, marketing, basic conformation of line of products, layouts, negotiations for Mexico and Latam for Major and Minor Appliances, Home Products for the three different formats and 1900 stores. Also being responsible for inventories, pricing, and the development of a specilized group of agents with a higher profile based on training and negotiating skills.

Oct 2001Jan 2006

Commercial V.P.

Grupo Salinas, S.A. (Unefon)

In charge of all the commercial operations for this mobile carrier including marketing, sales, call center, warehouses, service centers, telephone purchases, products, rates and tarifs for air time and services, plus negotiations with wholesalers, distributors and channels.

May 1998Sep 2001

Commercial V.P.

Grupo Vitro,S.A. (Whirlpool)

Responsible for all the commercial process from Warehouses and Logistics, to national and export Sales (Central and South America), Marketing, Postsale Service, Call Center, and Trade Marketing.

First Prize on two consecutive years of the National Quality Award from the Mexican Government presented in the different categories of Quality Service and Exports. EBITDA grew in 3.5 points and share of market 4.5 points.

Sep 1996Apr 1998

Executive Director for the Metropolitan Region

Grupo Financiero Serfín, S.A.

In charge of 55 % of total income of the bank covering Mexico City, Queretaro, Morelos , Hidalgo, Tlaxcala, the State of Mexico and Guerrero, with 186 branches and 7500 employees. Leader in all the different products among the different regions improving the income of the region in 70 % besides creating a group of 200 women call "Contacto Serfin" who represented 15 % of total income.

May 1995Apr 1997

Latam General Manager and Operations VP

Amerinet/Exired (Amway LATAM

In charge of Operations for Latam, Spain and the Hispanic Market of U.S.A.. Main responsibility was to standardize the operation, line of products, program of events, training and development materials, commissions for those materials, and regional participation of main distributors in those countries, plus the opening of Colombia, Venezuela, and Costa Rica.

May 1993Mar 1995

Co - General Manager

Laboratorios y Agencias Unidas (LYAUSA)

A join venture between Lozada from Mexico and Carulla from Spain to expand the operation four times to export and complete the distribution within Mexico.I was incharge of the commercial operation (Marketing, Sales and Exports) while the construction of the new facilities in the State of Mexico. The project was cancelled after the devaluation on 1994. 

Oct 1989Apr 1993

Commercial Director

Amway de Mexico, S.A,(Amway Corp)

Founder and legal representatnt for the operation in Mexico and Latam taking the company from plans and objectives to be the most successful opening for any country getting to the 7th place amongst 86 countries after three years of operations with 220,000 distributors and sales of 185 MM US. I was responsible for the Commercial Operation, hiring and training all the different area managers. Introducing all the different lines of products (home & household care, cosmetics, cookware, food complements).

Mexico was considered as the Headquarters for Latam, since after Mexico we repeat the model in Brazil, Argentine, Panama, and Guatemala.

May 1975Sep 1983

From Product Manager Assistant to Marketing Director

Gamesa/Nabisco, Pepsico(Frito lay), Warner Lambert,Scott Paper

From Assistant Product Manager to Marketing Director in many US and Consumer Product Companies, from tissue paper to food products, being responsible for Marketing Plans, Marketing Research, New Product , Promotions, Media, and Advertising.


Jan 1981Dec 1982


University of Wisconsin (Madison)

MBA with two majors in Marketing and International Business. Graduated in 1982 with 3.5 average.

Feb 1981Dec 1981

Economics and Finance Diploma

University of Colorado (Boulder)
Aug 1973Jun 1977

Business Administration

Universidad Iberoamericana, A.C.