Feb 2025 – Present · 1 yr 2 mos · Houston and Global

• TiE is an organization with a mission to foster entrepreneurship through mentoring, networking, education, funding and incubation.
• Leveraging my experience of being a intrapreneur in Fortune 100 and Start-Ups, my goal with TiE is to help budding entrepreneurs build and scale their companies.
• Tie Houston also has the audacious goal of working with similar organizations in Houston to build an innovation ecosystem in Houston rivaling those of Silicon Valley and Boston.
• I am a firm believer in the potential of Houston and this is my way of giving back to the community and the city of Houston.

Oct 2021 – Jun 2022 · 8 mos · United States

• Selected as part of the US CMO Fellowship Program cohort for The Marketing Academy, a non-profit organization which develops leadership capabilities in talented senior marketing and growth leaders. This tailored program consists of immersive masterclasses covering all elements of Board stewardship including strategy, corporate finance, organizational health, leading transformational change, operational effectiveness and stakeholder influence.

Jul 2021 – Jul 2023 · 2 yrs

• Added Ecommerce to responsibilities and scaled this new channel from an Idea to a $XX Dollar Business
• ✔ Built AlEn’s e-commerce business from scratch, transforming Amazon from an untapped opportunity into a major revenue driver.
• ✔ Acted as a general manager, setting up:
• A profitable product portfolio
• A dedicated e-commerce team and agency structure
• Forecasting and fulfillment structures
• ✔ Developed other online channels including Instacart and other retailer.coms

Aug 2018 – Present · 7 yrs 8 mos

• Led the U.S. market transformation of Mexico’s leading household products company, building a consumer-led brand platform that delivered 5X revenue growth in the highly competitive cleaning category.
• In this time, I’ve:
• 1. Expanded my scope of responsibility across marketing, innovation, consumer insights, and e-commerce
• 2. Launched and scaled new brands and businesses
• 3. Integrated newly acquired brands—including Lemi Shine—into the AlEn ecosystem with seamless execution across innovation, product development, omnichannel marketing, and brand positioning
• 4. Driven topline growth and profitability through portfolio premiumization and Revenue Growth Management (RGM) strategies
• Under my leadership, the U.S. business has become a key growth engine for the global AlEn Group, helping accelerate its ambition to become one of the top five CPG players in the Americas.
• One of my proudest accomplishments has been building a high-performing marketing organization—recruiting top talent and elevating team capabilities to support the company’s evolving strategy. I believe strategy only succeeds when backed by the right structure, culture, and people.
• Core Strengths:
• 📈 Growth Strategy | 🌎 Multicultural & Consumer Insights | 💡 Innovation & Brand Building | 🛒 Omnichannel & E-Commerce | 📊 Digital Marketing & Analytics | 👥 Team Leadership & Capability Building I 📈 Smart P&L Management

Jul 2018 – Jul 2021 · 3 yrs

• Promoted to VP of Marketing, adding Agile Innovation & Consumer Insights to responsibilities.
• ✔ Built a data-driven insights and communications platform that positioned ALEN as the go-to expert on key growth audiences: Hispanic, Value, and Scent-focused consumers—driving credibility with U.S. retailers.
• ✔ Expanded marketing expertise beyond performance marketing to serve new retailer media ecosystems as distribution expanded. Started investing in brand marketing to complement the strong performance marketing, updating activations and investments as the media landscape evolved.
• The demand generation model now included a 360 digital approach:
• SEO, SEM, programmatic, DSP, social media, influencer marketing, PR, and experiential activations.
• ✔ Worked with McKinsey & Co. to create an agile innovation structure, making ALEN one of the first CPG companies in Mexico and among the first in the U.S. to adopt this approach.
• ✔ Managed an aggressive demand surge during Covid, ensuring product availability and strategic marketing investments during the pandemic.
• Result: AlEn USA established itself as a must-have in retailers’ portfolios, scaling brand visibility and impact.

Jan 2016 – Jul 2018 · 2 yrs 6 mos

• 2016-2018: Transforming Regional Brands into National Powerhouses
• ✔ Built a brand segmentation, positioning, and architecture strategy, re-launching three brands with a US consumer centric focus: everything from packaging to formulas, claim structures and consumer benefits
• ✔ Secured national distribution with major retailers, laying the foundation for rapid growth.
• ✔ Built a high performing marketing team and a new agency structure to drive performance marketing and conversion.
• Result: AlEn USA moved from a niche player to a recognized competitor in the U.S. CPG market.

Jan 2013 – Jan 2014 · 1 yr · Greater Chicago Area

• Brought on to lead global brand development and set up business for profitable growth and valuation, I managed a global 10-person team firmly position Baker - the cornerstone of Kohler's Interiors Group - as the #1 designer-preferred luxury furnishings brand. In this role, I set the foundation for comprehensive brand architecture overhaul that to transformed marketing executions
• Highlights:
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• ➥ Developed 3-Year innovation pipeline, ensuring product mix was modernized to expand reach to younger, affluent consumers, opening up the brand's first collaborations with influencers.
• ➥ Created and executed a transformational global campaign with innovative digital content and turnkey marketing collateral, setting highest order history record for the designer.
• ➥ Launched new collection with internationally renowned French designer Jacques Garcia aimed at acquiring high net worth customers.

Jan 2011 – Jan 2012 · 1 yr

• Chosen to do a fast paced expat assignment leading the brand strategy, architecture and communications of the Whirlpool Brand in Europe, Middle East & Africa: led marketing for 33 countries, managed a highly diverse team of 8 people, 6 agencies and a budget of €XXM, high process complexity.
• Highlights:
• ‾‾‾‾‾‾‾‾
• ➥ Drove region’s first digital and social strategy laying out a 3-year roadmap & metric driven governance structures.
• ➥ Managed relationships with key trade partners and marketing collaborations with companies like P&G, Reckitt Benckiser and Barilla

Jan 2011 – Jan 2011 · 0 mo

• Chosen to be part of a turn-around team to bring meaning to the flagship brand
• Hand-picked by VP of marketing to lead Whirlpool Brand's 100th Year Anniversary plans in North America
• Managed a $XXM marketing budget, 5 agencies and channel marketing plans for key trade partners

Jan 2009 – Dec 2010 · 1 yr 11 mos

• Led the revitalization of the Fabric Care business of an iconic American brand through strategic investments in brand positioning, product attributes and 360 marketing communications plan
• Led key marketing activities that drove a market share growth of + 5.5%, trade partner floor presence of +40% and reversed a 6 yr downward trend to become the #1 preferred Fabric Care brand in the US

Aug 2007 – Jan 2009 · 1 yr 5 mos

• Brand Portfolio Leadership Development Program Fellow
• Led product development, positioning, promotions and P&L management within the highly competitive front-load washer and dryer business involving manufacturing in 3 regions and across 3 brands: Whirlpool, Maytag and Amana.

Jun 2006 – Jul 2007 · 1 yr 1 mo

• Brand Portfolio Leadership Development Program Fellow
• Led market share and margin growth of 7 brands, 200+ retailers within the $300M microwave category. Developed and executed trade/channel specific pricing, promotions and integrated plan to sell for the sales floor

Aug 2005 – Jun 2006 · 10 mos

• Brand Portfolio Leadership Development Program Fellow
• Maytag integration internal consultant focused on marketing organizational continuity

Jan 2005 – Jan 2013 · 8 yrs

• 8-year career which started in a leadership program post-MBA consisting of fast paced general management and marketing assignments. This experience culminated in leading the flagship Whirlpool brand in EMEA and North American markets. Key accomplishment was leading the global brand strategy & architecture while aligning the regional marketing programs.
• North American Brand Marketing Leader 2012 –2013
• Led brand strategy, marketing communications and product innovation pipeline for $4B flagship brand. Spearheaded launch of Whirlpool's first IOT enabled Smart suite of appliances. Directly responsible for $60M marketing budget, 5 direct reports, 5 agencies and marketing for all 4 product categories.
• Highlights:
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• ➥ Modernized a 100 year old brand, making it relevant through "Purposeful Technology that Simplifies Life'. Elevated an appliance brand to an ally that helps everyday life become simpler, so consumers can focus on things that truly matter.
• ➥ Successfully executed compelling 360 integrated marketing plan that delivered 3pt growth in brand preference to become the #1 preferred appliance brand in the US and poised to overtake the historic high for brand in 2013.
• ➥ Drove Whirlpool brand’s strategic partnerships ranging from the National Association of Home Builders, all big box retailers to IoT partners like Nest, Amazon & Google.
• ➥ Created curated experiences that elevated the brand: CES 2012, House Beautiful Kitchen of the Year at Rockefeller Center, Connected Home launch among others.
• ➥ Spearheaded the creation of Whirlpool’s first comprehensive social media strategy that launched at CES in January 2013; drove 1.2M+ YouTube views, top 10 Twitter#, #1 Pinterest board, 19.5M reach via blogger network.
• ➥ Pioneered industry-first ‘Kitchen StylistTM’ interactive tool, brand’s first and award-winning mobile app ‘WashSquad’, a review based C

May 2004 – Jul 2004 · 2 mos

• Co-led a cross-functional team on the launch of a new Georgia brand of premium boutique tea and coffee. This product was aimed at the $1Billion out-of-home tea and coffee consumption market and a key innovation for Coca-Cola in India.