Leads global strategy, execution, and innovation for a portfolio of iconic beauty and personal care brands (Cicatricure, Tío Nacho, Teatrical, Asepxia, Goicoechea) with operations in over 20 countries across the Americas and Europe. Manages a P&L of over $500M and leads a cross-functional team of 50+ professionals. • Developed and executed a 3-year strategic growth plan focused on market penetration in the US and Brazil, resulting in a 15% year-over-year revenue growth in key expansion markets. • Drove a robust product innovation pipeline focused on clean beauty and sustainable formulations, leading to a 20% increase in portfolio sales from new product launches. • Implemented a data-driven marketing framework, leveraging consumer insights to optimize media spend and achieving a 25% improvement in marketing ROI. • Led and mentored a high-performing, cross-functional team across marketing, R&D, supply chain, and sales, fostering an agile, results-driven culture.

Directed the brand’s marketing, sales, and operations, achieving consistent double-digit growth for four consecutive years and elevating Krispy Kreme to the second most loved indulgence brand in Mexico. • Spearheaded the brand’s digital transformation, including the successful launch of its e-commerce platform and a comprehensive digital roadmap, resulting in online sales growing from 2% to 15% of total revenue. • Integrated marketing, sales, and operations under a unified business strategy, launching impactful 360° campaigns across TV, radio, digital, and PR, which doubled brand love metrics. • Fostered a culture of agility, innovation, and empowerment, leading to significant gains in brand equity and a 10% increase in market share.

Led marketing and innovation for a diverse QSR and casual dining portfolio, including Krispy Kreme, Carl’s Jr, Sbarro, Taco Inn, La Mansión, and Casa Ávila. Directed a team of 35 professionals. • Developed and executed successful brand repositioning strategies that delivered sustained, profitable growth across the portfolio, achieving a 12% average annual growth rate. • Played a key role in the strategic acquisition of Krispy Kreme Mexico by its U.S. parent company, contributing to a seamless transition and integration.