Concrete sustainability company
LATAM General Manager; Responsible for developing and expanding markets in Latin America for precast concrete companies,
addressing carbon emission issues and reducing carbon footprint through CarbonCure's technologies. Led a team covering sales,
marketing, lead generation, international trade, technical support, and customer service with 11 team members. Reporting to the
Global VP of Sales.
• Achieved a 150% increase in the Mexican market in the first year, surpassing targets by raising awareness about the
importance of reducing carbon emissions.
• Expanded from 2 to 9 Latin American countries, exceeding OKR by 75%, influencing markets through specialized
sustainability conferences in the cement and concrete industry.
• Successfully opened the Brazilian market in the first year through non-exclusive distributors and developed partnerships
with potential clients.

Responsible for opening and overseeing the market for vertical construction in Mexico, ensuring a healthy client portfolio, timely
steel supply, and optimizing construction timelines and costs.

Responsible for developing commercial, pricing, production, and market strategies for Deacero's new line of steel fibers for on-
ground (floors and pavements) and underground projects (civil and mining tunnels). This involved supplying and providing technical
consulting services for steel and/or steel fiber-reinforced concrete projects.
• Introduced and developed Deacero's steel fiber line in the market of steel fiber-reinforced concretes in Mexico.
• Generated and developed technical and commercial tools to increase market share, positioning Deacero among the top three
steel fiber marketers within three years.
• Closed the first project for the mining industry in Mexico within three months, leveraging knowledge in this industry's fiber-
reinforced underground projects.
• Optimized internal and external logistics strategies to reduce freight and transportation costs by analyzing routes, distribution
centers, and transport fleets.

Geosynthetics manufacturing and marketing company
General Director for the Mexico office Responsible for developing financial, commercial, and personnel strategies to achieve
sustained growth for the company over the next 5 years, addressing credit and supplier issues, optimizing cash flow, and reducing
overdue accounts.
• Actively participated in the strategic supply program and financial plan for geogrids and geomats used in the Texcoco airport
for soil stabilization.
• Contributed to financial strategy plans to settle credits with various banks, clean overdue accounts with internal and external
clients and suppliers, aiming for improved cash flow and working capital.
• Created a specific strategy for the Mexico office to enhance company growth, fostering interdisciplinary groups for more
efficient teamwork and customer problem-solving.

Wire manufacturing and marketing company
Technical and Commercial General Manager for Mexico and LATAM Responsible for developing marketing, technical, and
normative strategies, as well as growth plans for the commercial area. Achieved an annualized growth rate of at least 15% in
market share, completed the writing and publication of the NMX for the use of steel fibers as concrete reinforcement.
Sales Manager Mexico (2004 - 2006), Sales Manager Mexico and Central America (2006 - 2007), Technical and Commercial
Manager for Mexico, Central America, and the Caribbean (2007 - 2009), Technical and Commercial Manager Latin America (2009 -
2014)
•Increased sales from 600 tons/year to 8,000 tons/year in 8 years, making the region the second most important globally after
Europe.
•Participated in designing reinforced industrial floors for companies such as Grupo Modelo, Ford, GM, VW, Gigante, DHL, UPS,
Office Depot, Heineken, Colgate, Michelin, Oxxo, Walmart, Soriana, Deacero, Fiat, Chrysler, Key, Magna, etc.
•Contributed to the design of reinforced shotcrete linings with Dramix steel fibers for tunnels in the CDMX Super Via Poniente