Years of Experience


Member Since

Big 3 Consulting (MBB)


British American Tobacco Canada - Strategic Planning & Insights Senior Executive
09/2010 - 09/2016
Shape the future marketing strategy through embedding consumer and commercial insights into marketing developments.
Perform analyses using both Consumer (Qualitative and Quantitative research, Out of Category information) and Commercial (Nielsen, Shipments, POS) information in order to answer key business questions and drive marketing strategy and business growth.

British American Tobacco Canada - Marketing Communications Development Manager
04/2008 - 09/2010
Development and execution of added-value business communications and tools for the field force and retail partners, to enable the Consumer Dialogue through Retailer, specially during the transition to a restricted market scenario.

British American Tobacco Canada - Marketing Operations and Communications Manager
10/2007 - 03/2008
Supervised and facilitated the execution of all brand and trade marketing programs in the marketplace, aligning all corporate and commercial initiatives and ensuring proper cycle planning of activities and instructions to the field force.
Defined the communication strategy and platforms required for engagement with adult smokers in a restricted market scenario

British American Tobacco Canada - Restricted Market Brand Manager
02/2007 - 09/2007
Strategic project with McKinsey & Company as external consultant.
Developed the strategic plan for the new marketing model facing a restricted communications environment. Designed new Performance-based Trade Terms and Transitional contracts with retailer partners. Developed a new trade communication model and guidelines for communication through retail in a dark market scenario.

Management Consulting
McKinsey & Company - Associate Consultant
09/2004 - 09/2006
Media & Entertainment: Growth strategy for a FTA TV channel.
Telecommunications: Corporate segment business strategy, Product portfolio rationalization.
Consumer Goods: New company organization and go-to-market and distribution strategy in a post merger management for a Spirits company. Consumers need state segmentation and product portfolio strategy for Beer. Design and implementation of New Trade Marketing, customer segmentation and go-to-market strategy for Beer. Growth marketing plan.

British American Tobacco Venezuela - Brand Manager
03/2002 - 10/2002
Brand: Belmont – Cigarette market brand leader with more than 50% SOM.
Development of all the strategic plans for the brand. Planning and supervision of all brand activities and programs implemented in the Market (TTL). Responsible for all brand’s objectives, market and financial related. Leading of the regional strategic project for product alignment.

British American Tobacco Venezuela - Corporate Brand Manager
01/2001 - 02/2002
Brand: Bigott – Cigarette market Company leader with more than 85% SOM.
Development of the new Corporate Brand Management position, building the communication and marketing strategic platform. Planning, coordination and supervision of image activities and communicational programs targeted to all different stakeholders of the company (external and internal). Development of relationship program for key external stakeholders. New vision, mission and values for the company.

British American Tobacco Venezuela - Market Research & Information Manager
01/1998 - 12/2000
Responsible for all the market information and competitive analysis issued to internal clients (Marketing Intelligence). Active participation in the strategic planning and decision making process in Brand Marketing, Trade Marketing, Distribution and Product Development. Leading and participation on key strategic and multifunctional projects such as: Dark market strategy, Low tar strategy, New Marketing organizational structure, ISO 9000 qualification, Consumers’ value based segmentation, etc.