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I am a skilled International Marketing and Sales professional, with over 18 years experience in consumer goods, developing businesses and brands in Latin America and the Caribbean, with some experience in the U.S. and Canada. My experience and current work responsibility include:

  • International consumer product marketing and sales
  • Strategic development and implementation of the marketing and sales plan
  • Key Account Management - Wal*Mart, PriceSmart, Traditional and Convenience Channel
  • Managing and developing distributor and Licensee networks
  • Training the sales forces
  • New product launches
  • Remote management, development and training of direct reports
  • Working in Multi cultural and language environments

Work experience

May 2009Present

Franchise Manager


Responsible for managing the PepsiCo beverage franchise operation in several countries in Central America, including Bottlers and Distributors. Full P&L, Marketing, and sales responsibility. Key responsibilities in include developing the strategic and annual operating plans that drive the business balancing short and long term results.

Jun 2007Apr 2009

VP International Sales and Marketing

Tampico Beverages

Responsible for 45 % of the Company’s sales and 55 % of the profit, through business outside the United States, including Mexico, Central and South America, The Caribbean, and West Africa, and most recently, India, through a Licensee network. I manage the International Sales and Marketing Team, and I am responsible of developing the current business, as well as identifying, expanding and prioritizing incremental volume opportunities within international markets, such as Eastern Europe and Asia Pacific, reporting to the COO.

Nov 1995Apr 2007

Business Development Manager

Mars Incorporated

Responsible for the Sales and Marketing development of the Mars business in Central America, leading a team of 6 associates, reporting to the regional director in Miami. Strategically developed a network of 12 distributors through innovative sales and distribution plans, while managing key accounts (Wal*Mart, PriceSmart Warehouse Club, Convenience Stores, etc.) directly. Averaging sales growth over 10%. Strengthened the leadership position of the Chocolate brands (Snickers® and M&M’s®) at 23% value market share, and got back the lead in Pet food (Pedigree® and Whiskas®) at 25%, after recovering from the effect of Mad Cow disease, which affected sales. Mad Cow required me to work with local authorities and the USDA, while also developing alternate supply sources.

Jun 1993Oct 1995

Marketing and Sales manager

New Zealand Milk Products

Responsible for the launch of three new consumer products in 10 months, from planning and market research to strategic execution. Achieving leadership positions in their respective segments, butter, processed cheese, and cream. Responsible for sales of these new products throughout the region. Managed the worldwide development of a new cream product with headquarters in New Zealand.

Apr 1991May 1993

Key Account Manager

Coca-Cola Ineramerican

Responsible for sales growth of 30% above previous year in the fast food restaurant channel, specifically, international chains in Central America, Aruba, and Curacao.

Aug 1989Apr 1991

Brand Assistant

Initially responsible for the development and advertising of Health Care / Cough and Cold Brands in Central America and The Dominican Republic. Managed a project to make Vick’s® Throat Drops an every day Candy through developing a “singles” SKU, advertising and horizontal distribution. I was then responsible for the launch, development and advertising of Hair Care Brands in Central America. Specifically, Head & Shoulders® and Pert Plus®.

Jul 1988Aug 1989

Sales Representative

Shell Guatemala

Responsible for managing the national lubricant wholesaler channel, controlling cash, credit and consignment sales. Member of the board of directors of the employee association.


May 1988

Bachelor of Science

Recipient, Academic Scholarship. Member of varsity swim team. Member of Latin American Students Association.