Head of Sales Mexico & Bermuda at Hallmark Cards Inc. (2019-09 – Present)
Lead Hallmark's business development and market expansion across Mexico and Bermuda, managing wholesale, retail and licensing channels and coordinating commercial execution with regional and corporate teams.
- Expanded distribution to 600+ points of sale across major retailers including Costco, Sam's Club, Walmart, Liverpool, Sears and Sanborns, while developing new channels and Hallmark-branded retail opportunities.
- Manage business planning, budgets, customer profitability and performance across multiple channels, using sales, inventory and financial KPIs to identify growth opportunities and corrective actions.
- Lead strategic negotiations and long-term relationships with major retail partners while coordinating assortment, inventory planning, launches and commercial programs with internal stakeholders.
- Support retail expansion initiatives, new business models and local market development while acting as a key link between customers in Mexico and Bermuda and Hallmark's international organization.
National Sales Manager at Pandora Jewelry (2018-02 – 2019-09)
Led a nationwide network of 103 corporate and franchise stores, six direct reports and 350+ employees, with responsibility for a business generating more than USD 80M in annual revenue.
- Managed sales performance, budgets, profitability and operational KPIs across the store network, consistently exceeding business targets.
- Partnered with store managers and cross-functional teams to improve productivity, inventory performance, customer experience and execution standards across the retail network.
- Led turnaround plans for underperforming stores, delivering significant improvements in sales and profitability within approximately 90 days.
- Supported expansion, store openings and organizational development while ensuring consistent execution of Pandora's global retail standards throughout Mexico.
- Developed managers and teams through structured performance management, coaching and operational follow-up.
Sr. Manager Franchise at Adidas (2013-03 – 2018-02)
Designed, launched and scaled the adidas franchise business in Mexico, establishing the operating model, partner strategy, expansion plan and performance framework for the channel.
- Expanded the network to 40+ stores and more than USD 20M in annual sales, developing one of the company's most profitable channels in Mexico.
- Managed franchise partners through business planning, store performance, profitability analysis, assortment and inventory management, operational standards and expansion plans.
- Coordinated new store openings and market development projects with internal and external stakeholders.
- Monitored business KPIs and implemented corrective actions to improve store productivity, inventory efficiency and overall profitability.
Key Account Manager at Adidas (2010-07 – 2013-03)
Managed Martí, Innova Sport and MisterTennis, representing more than USD 30M in annual sales.
- Led annual business planning, forecasting, assortment strategy and inventory planning for major sporting goods retailers.
- Consistently exceeded financial targets through disciplined performance management, assortment optimization and close collaboration with customers and internal teams.
- Managed and developed a team of three account executives.
Key Account Executive at Nike (2008-06 – 2010-07)
Managed strategic accounts, booking orders and inventory levels. Launched a Never-Out-of-Stock program for Martí, improving product availability and supporting category growth.
Sales Executive at Kellogg Company (2006-09 – 2008-06)
Managed field sales and portfolio profitability across a 32-store retail channel.
- Increased market share by 9% through stronger in-store execution and shelf-space management.
