Celia Isabel Rocha Guadarrama

Senior Business Analyst with 17+ years of experience leading digital transformation and process improvement initiatives for organizations in the financial, industrial, and services sectors. Skilled at facilitating stakeholder workshops, eliciting requirements, modeling AS IS/TO BE processes, managing and prioritizing Product Backlogs, writing user stories, and supporting functional implementation through Agile methodologies. Experienced collaborating with Product Owners, Sponsors, and cross-functional teams on national and international projects.

Senior Process Consultant - VASS Consultoría de Sistemas México, S.A. de C.V.

(2021-11)

• Led identification of business and technology opportunities through end-to-end process analysis for key industrial and banking clients (Linde, SmartFit, Banco FICOHSA, Banco Atlántida).
• Led AS IS and TO BE process modeling for digital transformation initiatives, driving functional requirements definition and solution prioritization alongside Product Owners and Sponsors.
• Facilitated discovery workshops with clients to elicit requirements and build the Product Backlog, prioritizing jointly with each project's Product Owner.
• Refined user stories based on business feedback and supported the technical team through development and UAT execution.
• Designed processes and built risk matrices that enabled digitalization of critical operations, aligned with corporate strategy.
• Presented progress and digital transformation recommendations to Sponsors and executive stakeholders, securing approval for strategic initiatives.

Process Analyst - Grupo Rotoplas, S.A. de C.V.

(2018-07 - 2021-11)

• Mapped end-to-end processes at macro-process, process-group, and process level to standardize operations company-wide.
• Modeled AS IS/TO BE processes and structured documentation per the documentation hierarchy (policies, processes, procedures, forms, and manuals).
• Designed and rolled out process adoption and training plans that ensured correct field implementation.
• Conducted group-wide process audits across Central America and LATAM, identifying deviations and improvement opportunities.
• Aligned job descriptions with current processes, supporting the organization's shift to a process-based structure.

Continuous Improvement Analyst - Obra Nacional de la Buena Prensa, A.C.

(2015-03 - 2017-01)

• Mapped corporate-level processes and modeled AS IS/TO BE processes, producing baseline documentation (policies, procedures, forms, and manuals).
• Designed and delivered process training and developed job descriptions and org charts aligned to process-based work.

Cost Engineering Analyst - Vialdi, S.A. de C.V.

(2013-10 - 2014-12)

Costed products, analyzed unit pricing, and managed materials databases in SAP.

Production Manager - Industrial CAISA, S.A. de C.V.

(2012-06 - 2013-10)

Managed material and human resources; oversaw deliveries and compliance with specifications.

Plant Manager - Refrigeración Santana, S.A. de C.V.

(2011-09 - 2012-06)

Managed resources and continuous improvement plans; identified operational improvement areas.

Time & Motion Analyst - Industrias Riviera, S.A. de C.V.

(2009-11 - 2011-07)

Conducted time and motion studies, continuous improvement, and process validation for the quality management system.

Process Intern - Copamex Corrugados, S.A. de C.V.

(2009-02 - 2009-09)

Developed procedure manuals and quality certificates.

Industrial Engineering Intern - Calorex, S.A. de C.V.

(2008-07 - 2008-10)

Conducted time and motion studies and updated Standard Operating Sheets.

MBA - Master's in Business Administration - Instituto Politécnico Nacional, UPIICSA (2016 - 2018)

B.Eng. - Industrial Engineering - Instituto Politécnico Nacional (2004 - 2008)