Director - Digital Transformation

Since August 29th, 2023, I have been spearheading the creation of Castillo Hermanos' inaugural Center of Excellence (CoE) for Digital Transformation. In this role, I was entrusted with crafting a comprehensive 5-year strategy for the conglomerate, encompassing the identification of key initiatives, formulation of operational and business models, development of new capabilities, and resolution of cultural and talent-related obstacles. Noteworthy accomplishments include:

• Exceeding objectives within the 2-year timeline and yielding a significant increase of over $25 million in incremental EBITDA through the implementation of AI/ML models in Revenue Growth Management (RGM) and Route to Market (RTM) strategies.
• Revamping the digital Go-to-Market strategy for the Food and Beverage divisions, focusing on an omnichannel approach to deliver a seamless experience for clients. This initiative involved the integration of diverse digital products such as Loyalty programs, spearheading the digital strategy and architecture.
• Upholding the CoE's vision to emerge as a frontrunner in the region for digital innovation and advanced analytics strategies, thereby creating value for strategic partners. This endeavor necessitated instigating a significant cultural shift across all business units and countries within a 20,000-employee corporation.

Director - Innovation and Digital Transformation (2021 – 2023)

I assumed leadership of this role with the responsibility of leading the strategy and execution of both: the Digital Transformation of the Company and the deployment of the Design Thinking innovation methodology across all areas of Alicorp, reporting into the VP of Finance and Transformation and with a team of +60 collaborators.

• Leadership Committee approval to 5yr Digital Transformation pipeline spanning Commercial and Supply Chain initiatives
  valued in over USD $150MM in incremental EBITDA, anchored in:
  • Creating a seamless experience for around 50% of our DSD clients, generating a reduction of Cost to serve of 2.4%
    and $18MM of incremental NPV
  • Spearheaded business cases resulting in over $50MM in efficiencies through the use of AI/ML throughout the entire
    organizations supply chain (Ex: Inventories, Fill rate, amongst others)
  • Accelerated, through various use cases, the adoption of a data-driven mindset throughout the organization, while at
    the same time monetizing the data
• Integration of Innovation and Digital Transformation COEs that formerly were two separate Directions and Oversaw the
  adoption of an agile driven mindset, allowing for better collaboration between various stakeholders, including IT, Digital and Business users, resulting in a reduction of Lead Time of over 50%

Director – Integration Management Office Leader (2019 - 2021)

As the leader of the IMO, I reported directly into the VP of Strategy & Corporate Development and was responsible for overseeing all aspects of the execution of the integration of acquired companies.

• Led the creation of the Corporate Integration Management Office with a portfolio of 4 deals with an Equity Value of more than $1,000MM. These acquisitions, made between 2018 and 2021, represent the biggest value creation driver contributing more than 30% of Company Value.
• Responsible for ensuring, not only complete integration (synergies, systems, processes, people, culture, communications), but also maximizing the value creation of each deal which generated a total of +83% in incremental Cash Flow.
• Leader of the implementation of the corporate governance model, the integration methodology and ensuring an optimal organizational culture with all integration leaders: more than 150 initiatives and 100 managers and directors.
• Responsible for creating and leading the Separation Management Office (SMO) in charge of the sale and exit of the Brazilian business Pastificio Santa Amalia (Ticket size USD $76MM). Responsible for ensuring the successful separation of this operation including the reduction of almost USD $4MM of corporate expenses associated with this business.

Sr. Manager – Corporate Efficiency Office (2016 – 2019)

For the first half of the assignment, I was the Continuous Improvement Manager and in the latter half I was promoted to Leader of the entire Efficiency Office overseeing both Continuous Improvement and Transformational Improvement:

• Under my tenure, I delivered EBITDA margin growth of more than +2 percentage points behind a series of continuous and transformational improvement initiatives that spanned the entire company, including commercial projects (Go-to-market,
  Revenue Management, Marketing Effectiveness), Supply Chain projects (Lean Manufacturing, Strategic Sourcing, SKU Rationalization), financial efficiency (Working Capital including inventory, payables and receivables) and others.
• Led a pipeline of 12 Transformational Fronts that ranged from restructuring, strengthening the entire supply chain (Supply) and market initiatives, doubling the expected goal and achieving in 2018 savings of more than $21MM
• Creator of the Corporate Government Model of Continuous Improvement, with overview of $1,300MM in costs and expenses.

Manager – Financial Planning Peru Operations

Responsible for leading the Financial Planning for the Foods Platform in the Peruvian CPG market.

• Pricing Process Implementation Management - Led the implementation of tools and processes of revenue management for a US$850MM portfolio alongside McKinsey consultants and a multifunctional team of more than 20 people from Alicorp
• New Acquisitions Management - Supervising all financial results, projects, and synergies of all new acquisitions
• P&L Tool Management & Creation - Overseeing the new tool to improve portfolio optimization, investment opportunities, G2M and R2M strategies.

Strategic Financial Head Pepsico Foods South Andean Region - Lima, Peru – (2010 - 2012)

In charge of the Financial Strategy for the Foods Platform in Peru, Ecuador and Bolivian CPG market.

• Lead the Profitability Project for South Andean. Create from scratch, implement and model the Profitability Tool for the first time in the region and with a profound analysis, which resulted in margin increases of 9%.
• Started and led the Productivity team for Peru. A team of 10 people, in which I was responsible to create a pipeline of different opportunities to existing problems, sponsored by the South Andean GM. Within the first quarter we launched a project that optimized the Supermarket portfolio, reducing goods returns up to 50% during 2012.

Sr Financial Analyst – San Jose, Costa Rica

Responsible for migrating and optimizing several finance processes from Brazil to one of the worldwide Center of Excellence.

Awarded with an HP worldwide recognition. Co-led the implementation of the 4th Worldwide Center of Excellence in Costa Rica.

Financial Analyst, Central America & Caribbean Operations – San Jose, Costa Rica

Responsible for the valuation of multi-million dollar projects for the company (Intangibles, REITS, Banks and other Financial Groups). Promoted in record time -10 months- due to positive client and internal partners’ feedback.