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Professional & Board Experience

My Leadership Journey

Founder & Managing Partner

Stratēon Partners

2024 - Present

Stratēon Partners is a Strategic Advisory and Management Consultancy boutique, helping CEOs, Boards, Leadership Teams, Privately Held Organizations and Family Businesses and Conglomerates of small and mid-cap size, to create value, drive growth and transform their business.

EVP - Global Chief Marketing & Strategy Officer + Board Member

Grupo Bachoco

2022 - 2024

C-Level role reporting to the CEO and President of the Board. Bachoco is a publicly traded company (NYSE & BMV) with NS of $5 BN USD (in 24 countries). Responsible for the group’s corporate strategy, all commercial functions, as well as General Manager for the PVA (Added Value Products) & Pet Food Business Units, and Board Member for 3 of the group’s businesses.

Developed the 5yr Strategic Plan for the businesses, leading to a 20% portfolio rationalization, +18% NS growth, +10% EBIT growth and +300bps Margin Expansion, and delivering incremental NS of $450MM USD (as of 2025 and excl M&A).
Evolved Digital Marketing and Communications strategy, behind a data driven and evidence based approach, strengthening brand health by +500bps and SOM by +300bps.
Developed an omnichannel strategy and expanded into neglected E-Commerce channels (Pure Players and Marketplace), doubling the size of the E-Comm business to 7% of NS.
Developed and implemented an agile Stage & Gate Innovation process leading to a pipeline of initiatives and Multiprotein Added Value Products for FY23-25 worth 12% of current NS.
Led a company wide packaging reengineering process and developed an eco pack to increase sustainability footprint, reduce costs, supply chain & manufacturing complexity, translating into $30 MM annual savings.
Created a digital transformation and data science strategy to increase commercial and operational efficiencies.
Evolved corporate strategy and strengthened M&A agenda, from poultry into multi protein, to leverage neglected businesses, manufacturing capabilities, and expand into other segments to fuel growth.
Member of the Boards of Industrias Bachoco, Bachoco USA and SaSa.

Marketing , Digital & Innovation VP

Conagra Brands

2019 - 2022

Conagra is a publicly traded company (NYSE) with NS of $11 BN USD and over 100 brands. In charge of Brand Marketing, Innovation, Precision Marketing, Digital, E-Commerce, Corporate Strategy and Demand Science for the Mexican subsidiary.

Developed a companywide 3yr Strategic Plan and annual operating plans, leading to +6.3% NR 3Y CAGR, +500bps Gross Margin expansion and +7% EBIT 3Y CAGR, growing bottom-line at a faster rate than top line.
Reverted historic decline of the Del Monte business, leading to sustained profitable growth, recovering share and leadership position with 29% SOM, and expanding margins by 600bps to 15%.
Step changed marketing model, taking Act II, Hunts and PAM to being the most innovative brands in their categories, consolidating their leadership (Act II 68% SOM / Hunts 49% /PAM 57%), following a data driven & evidence based modern marketing approach.
Created the Snacks & Sweet Treats Business Unit, integrating neglected coves like Swiss Miss, Duncan Hines and Reddi Wip, to expand into other segments , leveraging indulgence trends to drive +15% incremental NR and Profit growth.
Developed a junior team into a world class marketing team.

Over 25 years in executive and board roles, leading global teams in marketing, strategy and general management, driving transformative growth and creating value for top lifestyle brands and CPG companies worldwide.

General Manager & Board Member

Triumph Motorcycles de Mexico SAPI de CV / Harley-Davidson Mexico - Grupo BMC

2015 - 2019

Launched Triumph Motorcycles Mexico, leading full business setup including operating model, systems, people, and governance.
Designed and executed market entry, expansion strategy and retail network, achieving profitable growth from inception.
Built teams and organizational structure, establishing processes and performance culture for sustainable business operations.
Treasurer of the Board for Triumph Motorcycles de Mexico SAPI de CV, and Independent Board Member for Harley-Davidson Mexico Grupo BMC

Global Marketing Senior Vice President

Regional General Manager / Global Marketing VP

Global Sr. Marketing Director / Regional Marketing Director

Imperial Brands plc

BAT (British American Tobacco plc)

Reckitt Benckiser plc

2013 - 2015

Dubai, UAE / London, U.K. - World Head Quarters

2005 - 2009

Imperial Brands is a publicly traded FTSE 100 global company with revenues pof £32 Bn in 120 countries. Responsible for the West Brand Chassis ( £3 Bn NTO) and for the strategic and commercial development of its brands globally, while leading cross-functional teams to ensure a successful implementation locally, and deliver volume, profit and share growth.

Defined vision, mission and goals, and developed the 3-year global strategy (equity, innovation, portfolio, advertising, digital, consumer engagement & promotions) for West, Lambert & Butler, News and Bastos brands.
Led the development of a relevant pipeline of initiatives and innovation, building on consumer insights and needs segmentation, in order to create value, drive market share growth, enter new markets and improve ROI.
Influenced key stake holders in regions and end markets, gaining full buy in and implementation of the FY14 Business Plan, delivering +7% Volume, +9% NTO and +30bps Market Share, in a declining industry.
Led the re-engineering of the global commercial structure through the development and implementation of a new Operating Model and Digital Transformation agenda, supporting the strategic direction of the group.

BAT is a publicly traded FTSE 100 global company with revenues of £26 Bn and presence in 150 markets.

General Manager for the GCC region, heading all functions. Accountable for the P&L and business results for UAE, Saudi Arabia, Kuwait, Bahrain, Oman and Qatar, with a +500 headcount and USD $600 MM in NS.

Implemented a Change Management program to transform the business and improve performance, delivering +20% Volume, +18% NR and +20% OP, behind strong portfolio, sales & go to market strategies, and overall cost optimization.
Led the GCC region to become Dunhill’s 4th biggest market globally and #1 in the EEMEA Division, overtaking key competitor Davidoff, and significantly increasing market share by +300bps.
Created the 3yr strategic plan for the GCC, presented to the CEO and Global top team, achieving full buy in, and leading to double digit corporate share, operating margin, cash flow and profit growth, whilst reducing net working capital.

Global Marketing VP, in charge of the Dunhill brand globally, a USD $2 BN NS business, with presence in 120 countries, covering brand equity, digital marketing, portfolio, innovation, and P&L Management. Constantly interacting with C-Level and top teams from end markets.

Overhauled the global business model for Dunhill and led a co-creation taskforce with GMs and agencies from top markets, to revisit the equity, portfolio and innovation strategy, translating into +18% vol, +20% NR, +25% OP growth, and record market share in T40 markets.
Presented the new global strategy for Dunhill to the board and C-Level stakeholders, with 100% buy-in, and rolled out across T40 markets, significantly improving the revenue and share position.

Reckitt Benckiser is a FTSE 100 global company with revenues of $17 Bn and presence in 180 countries.

As Global Sr. Marketing Director, managed the global brand Vanish (US $1.7 BN NTO in 70+ markets). Responsible for the strategic development through brand equity, innovation, advertising, business planning and success models.

Launched the In-Wash segment for FT in US, biggest white space for RB globally, delivering +40% NTO.
Created the global strategy for CC, to unlock penetration & consumption, delivering +67% volume growth.
Developed the FT&CC strategy for NAANZ region (50% of business), leading to double-digit growth.
Interacted regularly with the CMO and CEO to develop the category strategic plan for sustainable growth and influenced MD’s and GM’s from key markets to ensure alignment and execution.

As Regional Marketing Director was Accountable for Mexico’s Household Division (USD $300 MM NS) and for global brands across LatAm. Interacted with regional and global management for developing a clear vision and strategy for the categories. Member of the Management Team committee.

Led the strategic and business planning processes, and the marketing mix development and implementation, through effective sales & marketing interfaces, exceeding sales targets and delivering +22% NTO growth.
Created and launched a FT penetration and consumption strategy for the Vanish brand, which step changed the performance and established new benchmarks, delivering +62% NTO growth for Mexico and +45% for LatAm.
Launched the Multi-Purpose Cleaners category for Lat Am, with the Cillit Bang brand, and led cross-functional teams to drive top line growth while ensuring local relevance, delivering +15% NTO for the region.
Recruited, coached and developed direct reports into exceptional marketers, and led the selection, negotiation, management and relationship of external service agencies (advertising, media planning, market research).

Bristol, U.K. - World Head Quarters

2010 - 2013

London, U.K. - World Head Quarters / Mexico City, MX - LatAm HQ

Head of Marketing

Brand Manager

Assistant Broker & Trader

Nike

PepsiCo Foods Mexico (Sabritas)

Deutsche Bank

2003 - 2004

1999 - 2003

1997 - 1999

Led the Marketing function for Mexico, and managed a team of 12 people, covering brand marketing, PR and Communication, Advertising, Digital, Retail and Sports Marketing. Played a key role in developing the Americas Region strategy for the Nike business.

Launched the ‘Ole 04’ (Soccer Football) initiative and 360 ATL/BTL campaign to drive the football category for the 3 business units, which overachieved the sell out targets by 50%.
Created the “Nike Running” Consumer Engagement Platform, and launched the ‘Speed 04’ (Running) initiative, in order to strengthen Nike’s credibility in the category and delivering +20% NS growth for the apparel and footwear BU’s.
Developed a holistic campaign and integrated the Olympics initiative for Mexico, in order to drive growth for the apparel and footwear categories, by leveraging and reinforcing Nike’s brand strengths behind athletics.

Managed the Kids and Value for Money business units (Cheetos global brand + 6 regional brands). Responsible for all marketing, innovation, communication, market research and new business development activities, with full P&L accountability.

Received ‘The Chairman’s Award’ for an outstanding contribution with the re-positioning strategy for Cheetos, a US $350 MM brand, delivering +32% volume growth, and becoming part of the global Cheetos business model.
Key player in the development of the Stage & Gate Innovation Process for Mexico, and its successful presentation to C-level.
Identified market trends & consumer needs, and developed a new business to capitalize the Convenience and Health trends with a range of new brands and products, to maximize long-term relevance in the macro snack arena.
Created a new premium platform under the “Toy Snack” concept, consisting of in & out snacks with promotional licenses, delivering US$50 MM incremental NTO for the business, maximizing unused plant capacity whilst creating a new market segment.
Launched an umbrella brand of snacks to tackle a white space in the wholesale channel and value segment, while leveraging existing production & technology resources to deliver incremental sales for the business.