PROFESIONAL EXPERIENCE AND ACHIEVEMENTS
Campari Mexico – Commercial Planning Manager (Jun 2021 – Feb 2026)
Wines and Spirits | Guadalajara, México
Key Responsibilities
S&OP Ownership: Directed the monthly Sales & Operations Planning (S&OP) process alongside National and Regional Sales Directors for Wholesale, Convenience, Traditional, Modern, and Hard Discount channels to align SKU-level volumes.
Commercial Budget & P&L Governance: Led annual commercial budget planning, integrating volumes and Deferred Discounts into the P&L; coordinated cross-functional alignment between the CFO, FP&A, Commercial Director, and Sales Managers.
Trade Promotion Governance (GRID-TI): Managed and audited a $198M MXN annual Trade Incentive budget. Built an end-to-end governance architecture, establishing authorization matrices, commercial policies, and validation criteria for Credit Notes based on promotional mechanics.
Pricing & Profitability Strategy: Spearheaded price change processes nationwide to maximize Gross Sales value and secure target margins under strict corporate financial guidelines.
- Commercial Policy Implementation: Authored and implemented the first official Commercial Policy for Mexico, standardizing commercial, logistics, and financial Credit Note requests via automated single-folio workflows.
- Sales Compensation & KPI Management: Designed and executed the governance framework for variable quarterly bonuses across Sales and Trade Marketing teams, ensuring full compliance and alignment with commercial KPIs.
- Key Achievements:
- Above-Market Growth: Successfully delivered the national sales target (2025), securing 110% achievement in Gross Sales and 126% in Gross Margin, leading above-market growth in sell-out performance.
- Industry-Leading Forecast Accuracy: Boosted Forecast Accuracy to an outstanding 86% (Demand Plan Accuracy: 85.5% / MAPE: 14.8%) versus a 62% industry benchmark.
- Working Capital Optimization: Reduced overdue Accounts Receivable by recovering 30% of the past-due portfolio and preventing $10M MXN in retail payment holds through the automation of Credit Notes and vendor PO management (Costco, OXXO, Chedraui, Walmart). Honored as "El Camparista de Oro".
- Process Automation: Streamlined operations by partially automating mass data uploads for Commercial, Logistics, and Financial Credit Notes, reducing recurring operational time by 90%.
- Global Best Practices: Selected to export and scale local commercial planning and governance models to global teams across Italy, Australia, Argentina, and Peru.
L’Óreal - Leader in Hygiene and Beauty Articles (Feb 2016 – Oct 2020)
Business Planner | Mexico City, México
Scope: CPD Division (Maybelline, L'Oréal Paris, NYX, Garnier, Skin Active, Vogue)
Key Responsibilities
Annual Demand & Sales Forecasting: Orchestrated the annual sales and demand forecasting for top-tier skincare, makeup, and hair color categories.
Cross-Functional Product Launches: Partnered with Business Development, Marketing, and Demand Planning to align inventory pipelines, commercial strategy, and annual business plans.
XTEL Key User: Acted as the division's expert user for the XTEL commercial planning platform, managing client-level P&L, pricing strategies, and promotional planning.
Key Achievements
Exceptional Accuracy: Implemented advanced forecasting models, delivering an 89% Forecast Accuracy and a 95% Forecast Assertiveness.
Successful Brand Launches: Led the commercial planning pipeline for the launch of Vogue Cosmetics, Sachet Nutrisse, and Magic Retouch, achieving a 98% pipeline fill-rate coverage within the first 3 months.
BI Transformation: Designed and implemented a regional Business Intelligence app focused on sell-out and consumer insights. Reduced operational presentation workloads by 50% for Regional Directors, shifting the organizational culture from sell-in to sell-out data
Nestle - Leader in Nutrition, Health and Wellbeing (Jan 2014 – Feb 2016)
Key Account Cordinator | Mexico City, México
Scope: Customer Facing Logistics (Walmart, Sam’s Club, Chedraui, Comercial Mexicana)
Key Responsibilities & Achievements:
- Directed the Collaborative Planning, Forecasting, and Replenishment (CPFR) operations for dry goods, water, dairy, and infant nutrition categories across Mexico's largest retail chains.
- Co-led the successful system migration from Inforem to the new GRS platform with minimal disruption to nationwide invoicing and stock availability.
- Collaborated closely with retail replenishment teams to optimize Fill Rate, improve inventory health, and minimize out-of-stock occurrences.
Pernod Ricard Mexico – Co-Leader in Wine & Spirits Market (Apr 2010 – Dec 2013)
Key Account Executive & CPFR | Mexico City, México
Key Responsibilities & Achievements:
- Industry Pioneer: Spearheaded the first-ever CPFR framework in the Wines & Spirits industry in Mexico. Earned the first Retail Supply Chain Certification (RSCC - RYLA) by Walmart International for this category.
- Commercial Metrics: Improved inventory availability to 97.54% and Fill Rate over 94%, driving sales budget fulfillment from 98% to 130% while maintaining an optimal 47 Days on Hand (DOH).
- Financial Risk Mitigation: Audited and cleared Walmart and Comercial Mexicana accounts, establishing strict financial traceability that saved between $10M and $20M MXN in unsupported deductions or risk exposures.
GRISI Hnos – Pharmaceutical, hygiene and beauty products (May 2007 – Apr 2010)
Commercial Information Systems Analyst | Mexico City, México
- Tools development that allow you to manage the information on the Self-Service portals in a timely manner; through the analysis and definition of the business rules that the data must have to comply with the information requirements of the Commercial area.
- Responsible for the administration of databases of the SIC and SDF systems. In conjunction with the Commercial Coordination, responsible for the implementation of strategic projects.
- Analyze Commercial Performance.
- Co-author of the commercial information systems SIC and SDF (Copyright Registration).
Key Account Analyst | Mexico City, México
- Analyze Commercial Performance & Performance Monitoring: analysis and administration of the information of Sell Out & In, Cover Girl and Max Factor cosmetics, in the main Business Key Accounts, for decision making in commercial management, brand managers and Procter & Gamble business partner.
- Support in the preparation of presentation of results according to the quarterly, semi-annual plan. Presentation and cataloging of new products in the Commercial Chains. Analysis of Fill Rate and Refill Indicators Wal-Mart.
- Support for Key Account Executives from Wal-Mart, Comercial Mexicana, Chedraui, Soriana, Dorian’s. Maintenance to SIC of Comercial Hecal, Clearasil, Digrimex and Grisi.
- Training for the use of this tool. Project leader for the transfer of information from the SIC to PowerPlay Web; and for the development of the Monitoring System for Shortages by Chain-Branch. AMECE-SYNCFONIA information management.
Enfoque Estrategico – Company that provides business advice to leading companies (Sep 2006 – May 2007)
Account Executive | Mexico City, México
- Sales consultancy to main clients: Comercial Hecal, Digrifar and Grisi Hnos; for the Wal-Mart, Comercial Mexicana, Gigante, Soriana, Chedraui and HEB
- Implementation of the SIC commercial system at Comercial Hecal, Digrifar and Grisi Hnos. Training for the employees of Grupo Grisi.
Revlon – Manufacturing and marketing of leading beauty products (Apr 2006 – Jun 2006)
Category Management Analyst | Mexico City, México
- Captaincy of the cosmetics, feet and implements category at Wal-Mart. Weekly and monthly sales reports for the cosmetics category, both internal and external (directed to Revlon's General Management, the chain's suppliers and the Wal-Mart Purchasing department). Market & Competitor Analysis:
- Analysis of the development of the cosmetics and implements category. Management of modular space for the categories based on the sales strategies of each chain
