COMMERCIAL DIRECTOR at Evokalife (2023-04 – 2026-06)
- Identified an unaddressed regulatory and reputational risk in the company's original strategy; advised the CEO and led a full pivot of the business model, culminating in Mexico's first line of epigenetic supplements — 20 products, formulated to a safety standard rigorous enough for neurodivergent users.
- Built the go-to-market channel from zero: a network of 100+ health-professional and institutional partners across Mexico and the U.S.
- Restructured the supplier and cost base (-40%+) as a P&L-level decision to secure the model's commercial viability.
- Built and led a 15+ person cross-functional team, the organization that ran the business post-launch.
- Result: the pivoted model launched commercially and delivered 1,000+ personalized wellness protocols, validating it as scalable.
GLOBAL MARKETING DIRECTOR at Immunotec (2017-12 – 2023-02)
- Led Immunotec's global commercial transformation, contributing to annual revenue growth from approximately US$100M to US$260M through brand repositioning, portfolio strategy and commercialization across North America, Latin America and Europe.
- Reported directly to the CEO while directing Global Marketing across North America, Latin America and Europe, managing approximately US$2M in annual marketing investment.
- Built the company's first global innovation pipeline, integrating product development, commercialization and market readiness into a repeatable growth engine.
- Created and launched Immunocal Sport, the company's most successful product introduction, leveraging Olympic athletes and elite performers through earned advocacy with zero paid sponsorship investment.
- Developed the global market segmentation framework and commercial calendar adopted across international markets, improving resource allocation, launch coordination and distributor engagement.
MARKETING MANAGER, MEXICO & COLOMBIA at Isagenix (2016-01 – 2017-12)
- Led Marketing across Mexico and Colombia, contributing to double-digit annual growth through integrated commercial initiatives, distributor activation and product launches.
- Increased market penetration by 31% within six months through targeted acquisition and field engagement strategies.
- Delivered three major product launches annually while developing commercial tools and campaigns aligned with Sales leadership.
GENERAL MANAGER at Depelle (2014-03 – 2016-01)
- Led the commercial transformation of a medical aesthetics business, expanding operations to 12 business units while integrating marketing, operations and patient acquisition.
- Increased the customer base by more than 150% through commercial programs focused on acquisition, retention and referrals.
- Secured more than US$100K in funding to accelerate business expansion and operational growth.
PRODUCT MARKETING MANAGER at Herbalife (2012-10 – 2014-03)
- Redesigned the commercial strategy for Herbalife's flagship nutrition category (~55% of company revenue), simplifying the permanent portfolio from 12 core flavors to 4 strategically supported by seasonal limited editions.
- Led cross-functional portfolio transformation across Marketing, Sales, Supply Chain and Operations, reducing manufacturing and forecasting complexity while maintaining consumer engagement.
- Earned Herbalife Mexico's Business Initiative of the Year Award for one of the market's most impactful commercial initiatives.
KEY ACCOUNT EXECUTIVE at Unilever (2010-07 – 2012-10)
- Originally hired to replicate an innovative direct-selling model successfully piloted by Unilever in India.
- Designed and validated the Mexican pilot before recommending against national rollout based on long-term profitability, demonstrating commercial judgment over project ownership.
- Redirected the strategy toward traditional trade, designing an asset-light distribution model built on third-party delivery infrastructure instead of proprietary logistics.
- Built partnerships that expanded Unilever's presence across more than 9,000 traditional retail locations while minimizing capital investment.
MARKETING COORDINATOR at Belcorp (2007-02 – 2010-07)
- Developed "Minuto de Locura," a behavioral-insight-driven promotional mechanic that delivered exceptional commercial results with a fraction of the original budget, earning the company's Business Initiative of the Year Award and remaining in use for years.
- Designed the company's leadership incentive platform and commercial planning calendar, improving field execution and organizational performance.
