Results-driven commercial leader with 20+ years growing revenue and market share across Mexico and Latin America in live entertainment, leisure and technology
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Results-driven commercial leader with 20+ years growing revenue and market share across Mexico and Latin America in live entertainment, leisure and technology. Proven track record negotiating multi‑year sponsorship and key-account programs—driving $50M+ USD in incremental revenue and supporting budgets up to MXN $400M—while building cross‑functional teams and strategic partnerships that expand market penetration and customer engagement.
Partnership Manager LATAM - Entratix - Mexico City
(2025-09)
In charge of developing and maintaining strategic partnerships with key stakeholders in Mexico and across the Latin American entertainment industry to expand market presence and drive revenue growth. Leads cross-functional teams in deploying bio-metric ticketing technology tailored for LATAM markets, enhancing customer experience and security.
Commercial Manager - JCDecaux - Mexico City
(2024-01 - 2025-09)
Directed strategic commercial initiatives to increase market share in Technology, and Leisure sectors. Managed key client relationships such as Andrea, Caliente, Mercado Libre, Posadas and Samsonite, leading to enhanced customer satisfaction and repeat business that contributed to an $86 million pesos 2024 budget.
Mexico Representative - Minerva Marketing - Mexico City - Barcelona
(2023-04 - 2024-01)
Served as the primary liaison between the parent company in Spain and local Mexican sports and entertainment markets, ensuring alignment of brand and a period quota of $2.5 million US. Developed and executed high-impact sponsorship activation strategies for Formula One, La Liga, and Champions League in the Mexican market, increasing brand visibility.
Strategic Alliances Director - HIR Expo Pepsi Center - Mexico City
(2019-03 - 2023-04)
Established and nurtured high-impact strategic alliances with major brands such as PepsiCo Foods, Pepsi / GEPP, Heineken and Alestra and entertainment providers to drive market expansion and revenue growth for the Pepsi Center, WTC. Negotiated and secured multi-year partnership agreements that enhanced brand exposure and amplified event attendance with annual revenues of $35 million pesos.
Customer Journey Director - Boletia - Mexico City
(2016-09 - 2019-03)
Designed and optimized end-to-end customer journeys across digital and physical touch points to enhance user engagement, satisfaction and sales of $12 million pesos in net commissions annually. Led a cross-functional 16-member team of Marketing, Sales, and Customer Satisfaction to integrate CRM, marketing automation, and data analytics platforms for personalized customer interactions.
Formula 1 Corporate Sales & Distribution Channels Director - CIE (Corporacion Interamericana de Entretenimiento) - Mexico City
(2014-11 - 2016-06)
Developed and executed a comprehensive corporate sales strategy targeting multinational companies to maximize sponsorship revenue and premium hospitality sales which generated $23 million US in sales. Expanded distribution channels by establishing key partnerships with ticketing platforms and luxury service providers to enhance product offerings and market reach.
International Director OCESA - CIE (Corporacion Interamericana de Entretenimiento) - Mexico City
(2008-03 - 2014-11)
Led international expansion for OCESA, securing partnerships and licensing agreements across Colombia and Central America to increase market penetration and diversify revenue streams. Oversaw regional strategy and cross-border collaborations to support sustained growth.
Key Accounts Director - CIE (Corporacion Interamericana de Entretenimiento) - Mexico City
(2001-01 - 2008-03)
Directed a 20 executive sales team to oversee the strategic growth and retention of key accounts such as Banamex, Coca-Cola, Heineken, Grupo Modelo, Phillip Morris, Telmex and Visa driving increase in annual revenue. Generated incremental earnings for CIE in Argentina, Brazil, Chile, and Mexico for $51 million US through tours and events for Citibank and Visa.
Marketing and Sales Director Brazil - CIE (Corporacion Interamericana de Entretenimiento) - São Paulo
(1999-01 - 2000-12)
Directed the development and execution of comprehensive marketing and sales strategies that generated $6 million US in revenue through sales of properties, licenses, sponsorship's, TV rights, venue and event signage for CIE and the Campeonato Paulista.
Bachelor of Science - Radio-TV-Film - The University of Texas at Austin
Professional Diploma - Marketing - Tecnologico de Monterrey
Professional Diploma - Finance - Escuela Bancaria y Comercial
