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Work experience

Sep 2008Apr 2009

Vice President Residential and Consumer Utility

Case New Holland

Responsible for the development of a new business opportunity focused on light agricultural and construction equipment for urban-market customers.

* Develop assessment and business plan.

* Define strategic concept.

* Identify brand, product offering, distribution network, target customer segments, marketing plan, organization plan and target revenues.

* Develop implementation plan and tactics.

Jan 2003Aug 2008

Senior Manager Dealer Commercial Sales

Chrysler (DaimlerChrysler)

Responsible for start-up and development commercial vehicle and business-to-business sales.

* Develop and execute new commercial and business-to-business sales strategy including: product definition; development of new sales channels; formulation of training programs and launching of new marketing programs.

* Responsible for operation of national commercial customer loyalty sales program with over 400,000 enrollees.

* Lead Commercial Marketing initiatives (shows and events;

price positioning; communication strategies).

* Lead sales initiatives in new segment of commercial core products (commercial vans and trucks).

* Develop specific Fleet focused customer programs to increase sales and service opportunities with dealer and commercial customers.

* Responsible for Three Billion Dollars in gross revenue - over

150,000 vehicles per year.

* Increased sales 51% in 4 years.

Sep 2001Dec 2002

Vice President Dealer Development

DaimlerChrysler Vans

Responsible for start-up, development and management of Dealer Network Management.

* Member of Executive Board of Management.

* Introduction of new European Commercial Vehicle to the U.S. Market. Developed own market niche with record gross profit for distribution channel.

* Development of retail and distribution strategy.

* Establishment of new national dealer network.

Oct 2000Aug 2001

Senior Manager Dealer Network Management

DaimlerChrysler Overseas

Responsible for Dealer and Business Development for the

Mercedes-Benz, Chrysler and Jeep brands in 110 countries in Eastern Europe, former Soviet Union, Africa and the Middle East.

* Member of Executive Board of Management.

* Developed distribution strategy for "Rest of World" markets.

* Introduced integration concepts for Mercedes-Benz, Chrysler and Jeep brands, increasing turnover and reducing costs.

* Led expansion of Mercedes-Benz, Chrysler and Jeep brands in new markets.

* Analysis of acquisitions, take-over and joint ventures in Eastern Europe, Africa and the Middle East.

* Introduction of new management and controlling instruments to improve dealer profitability.

Sep 1998Sep 2000

Manager Dealer Development

Mercedes-Benz Latina

Responsible for management and development of 31 General

Distributors in 35 countries encompassing Latin America and the Caribbean.

* Successfully introduced regional controlling and management tools, customer satisfaction index, performance-tied target agreements, yearly business-plan process and financial systems.

* Controlled financial performance of General Distributors.

* Developed wholesale and retail strategy for Mercedes-Benz products in the region.

* Responsible for contractual and legal franchise matters.

Aug 1997Aug 1998

Assistant Director Fleet Procurement Latin America

The Coca-Cola Trading Co.

Designed Coca-Cola's first regional fleet-procurement strategy for Latin America.

* Established and introduced fleet procurement strategy with region's Anchor Bottlers.

* Lead first ever regional procurement negotiations. Achieved 30% lifetime savings.

* Defined optimal fleet profile for Coca-Cola's fleet in the region.

* Identified strategic suppliers and negotiated long-term supplying contracts.

Apr 1996Jul 1997

Directo Exports Sales

Mercedes-Benz Mexico

Created and developed export department, exporting over $80 million after one year of operations.

* Developed export's strategy and implementation of sales and service support export policies.

* Established relationships with international financial institutions, establishing financing lines for over $ 50 million in Central America and the Caribbean.

Apr 1995Mar 1996

Executive Manager Buses and Used Truck Sales

Mercedes-Benz Mexico

Responsible for bus and used-truck sales in Mexico.

* Developed and introduced used-truck sales in Mexican dealer network, main revenue generator for the next 2 years (1995 and 1996).

* Responsible for intercity and urban bus sales.

* Developed relationships with Government agencies responsible for urban bus projects.

* Account Executive for Mexico's major bus fleets, representing Mercedes-Benz in Brazil.

Nov 1993Mar 1995

Manager Dealer Development

Mercedes-Benz Mexico

Responsible for Dealer network in Mexico (51 truck dealers, 5 passenger car dealers).

  * Introduced additional business lines complementing Mercedes-Benz product line and increasing revenues.

* Implemented controlling systems throughout the network.

* Identified additional business and savings opportunities.

  * Developed financial early-warning system, allowing for portfolio recovery of over $ 100 million.

  * Set-up sales training programs for dealership personnel

Nov 1991Oct 1993

International Management Associate Program

Daimler Benz AG

* Mid-term sales planning for NAFTA markets (Mexico, USA and


* Supported controlling activities in Western Hemisphere.

* Developed controlling tool (new software), introduced worldwide as a management controlling tool.

* Developed a World Wide Truck Concept and Strategy.

* Introduced Business Management program in Spain (3 months Mercedes-Benz España).

* Defined key financial and controlling ratios for DBAG's retail business worldwide.

Nov 1989Oct 1991

Executive Staff Coordinator and Assistant to President.

Mercedes-Benz Mexico

Responsible for coordinating the office of the President.

* Secretary for the Executive and Operative Committees.

* Followed up on Board of Management decisions and special projects.

* Prepared projects, analysis and reports for President and Board.

* Represented President in meetings and events.

Nov 1987Oct 1989

Department Head Supplier Exports

Mercedes-Benz Mexico

Responsible for the development of automotive parts exports.

* Generated exports credits for MBMex for a value of $ 24 million per year.

* Developed Mexican suppliers for MB's operations in Brazil, the United States and Germany.


Aug 1989Jun 1990

Pot-graduate Diploma

Universidad Anahuac
Jan 1983Jul 1987


Universidad Iberoamericana