Experience

• 

  Hasbro

  Jun 2007 - Apr 2011

  Brand assistant games/ preschool

  Orchestrated substantial sales growth and market expansion for key brands such as Play-Doh, Playskool, and Monopoly through strategic marketing initiatives, partnerships, and promotions, resulting in a notable 30% increase in preschool division sales and a remarkable 20% increase in Games division sales.

• 

  Spin master ltd.

  Jan 2011 - May 2016

  Strategically managed multiple product categories, overseeing portfolio, finances, budget, marketing, customer engagement, and business relations for a leading Mexican toy company with prominent brands like Teenage Mutant Ninja Turtles, How to Train Your Dragon and Paw Patrol. Orchestrated Paw Patrol's successful launch strategy, driving it to #2 in NPD's "Preschool Figures" by 2015, accounting for 35% of company invoicing. Leveraged licensor synergy savings to boost action figure sales by 20%. Strategically managed budgets, developed comprehensive marketing plans, and orchestrated agency coordination to drive significant growth for assigned brands, achieving remarkable milestones such as a 500% increase in Board Games division billing over three years and positioning VTech as the #1 Preschool brand in 2012, showcasing my exceptional leadership and strategic insight.

  • Marketing Manager

    Feb 2013 - May 2016

  • Brand Manager

    Jan 2011 - Jan 2013
• 

  Grupo ruz mexico

  Jun 2016 - Jun 2017

  Product manager sr.- toys

  Oversaw strategic initiatives for Girls' and Preschool categories, encompassing contract management, marketing, and budgeting. Directed multidisciplinary teams, supervising a brand coordinator and two managers. Achieved notable successes such as securing bonuses through media campaigns with Disney, resulting in the "#1 selling item" status for the "Sing With Me Elsa" doll. Negotiated exclusive distribution contracts, driving incremental sales of $60M MXN. Led a remarkable 150% sales increase for managed Disney Girls brands in 2016 through innovative promotional strategies and collaborative initiatives with Disney, delivering the company's most aggressive spring campaign. Show less

• 

  Bandai namco mexico

  Jun 2017 - now

  • My role has allowed me to showcase my ability to identify and seize new opportunities. I have created and maintained relationships with different business units within Bandai Japan, localizing them into the Mexican market through innovation, managing internal and external teams, developing business strategies, and expanding company growth into new markets and verticals.• Directed Bandai Namco Mexico's video game marketing promotions, optimizing resource allocation and collaboration to deliver brand activations and achieve strategic launch goals. Pursuing a steady presence in our market and a steady double-digit growth yearly.• Directed the planning and market introduction of Bandai Hobby model kits, devising targeted sales, pricing, logistics, and marketing strategies to achieve 15% of the company's sales within five years.• I Have been involved in three key projects, pillars of the company's mid-term plan: Vending Machine Business, Nearshoring Project, Ecommerce B2B/B2C. Show less • Launched Gashapon capsule toys in Mexico through regular retail, expos, and our first venture in a Bandai-operated retail space. Through strategic pricing, retail partnerships, and distributor relations, we achieved one-year sales projections.• Pioneered market entry for Gashapon in Mexico, resulting in $2M in revenue and 170 vending machine installations via tailored marketing and partnerships. Enhanced productivity and financial performance by optimizing the supply chain, import processes, product mix, and staff training.• Led groundbreaking marketing efforts at the La Mole Convention, captivating 30,000 attendees to elevate brand visibility and pioneer a new pop culture retail category. Show less •Driving the early stages of the nearshoring project to position Mexico as an export hub for the Americas, exploring plastic injection molding and printing opportunities.•Acted as primary liaison between Bandai Namco's internal stakeholders and external Mexican vendors, driving alignment on project objectives and timelines.•Built a pipeline of qualified Mexican manufacturing partners with capabilities across injection molding, machining, printing, packaging and assembly, obtaining detailed cost proposals from suppliers for different Bandai Namco product lines and production scenarios.•Coordinated prototype development and initial production trials with suppliers to evaluate product quality, manufacturing processes and overall fit. Show less • Developed the company's B2B and B2C websites using online platforms, commercial partners, and a team of six.•Achieved 109% sales growth in the second year through optimized digital marketing and operational efficiencies.• Increased conversion rate by 3% and repeat customer rate by 67%, capturing 30% of the collectibles industry's market share within three years.• I led the successful launch of the first physical retail store at La Mole Comic Con, surpassing sales goals for the event. My marketing efforts resulted in additional sales, demonstrating my ability to execute any project.• Architected the creation of Bandai Partners' B2C self-service platform for wholesaler customers, achieving 85% of the first-year Bandai Shop sales.• Improved 3PL partnership to streamline picking and last-mile delivery, reducing delivery times to under five days and enhancing customer experience for B2B and B2C segments. Show less • This role helped me demonstrate my adaptability, openness to change, and willingness to thrive in a new department. I utilized my leadership and managerial skills in a global logistics crisis scenario. I successfully Rebuilt the imports department into a high-performance team that has continued to deliver positive outcomes.• Streamlined and optimized logistics processes end-to-end, from purchasing to packaging, achieving over 90% of internal efficiency objectives. This demonstrated my ability to manage different kinds of projects from beginning to end. • Provided oversight for coordination across ten suppliers and four freight agents, enabling an 85% on-time delivery rate throughout pandemic disruptions.• Ensured efficient supply chain operations for Bandai Mexico, fulfilling 98% of orders and guaranteeing availability. Show less • My role allowed me to demonstrate my expertise in consumer product marketing. I was responsible for the search for new brands, portfolios, financial aspects of the brands, marketing, and competitive landscape. I maintained continuous contact with local and international commercial partners and managed a team of 8 people, showcasing my strong team leadership skills.• Strategically optimized entertainment brands portfolio, driving 20% sales growth over 2018 through data-driven consumer insights, product mix realignment, and expanded retail distribution.• Led market expansion initiatives by identifying and introducing top global toy brands to the Mexican market, which resulted in a 20% increase in sales growth for the territory in 2019.• Engineered reinvention of collector’s category go-to-market strategy, instituting structural reorganization and implementing a targeted category expansion plan, resulting in over 125% segment growth in 2019. Show less

  • New Business Development Director

    Apr 2020 - now

  • Vending Machine Business Director

    Apr 2022 - now

  • Manufacturing Projects Director

    Apr 2023 - now

  • Ecommerce B2B/B2C Director

    Apr 2020 - Mar 2023

  • Interim Logistics Director

    Apr 2020 - Feb 2023

  • Marketing Director

    Jun 2017 - Mar 2020