Grow the top line
Commercial technology that shows up in sell-out: algorithmic field routing, marketplaces, quick-commerce and AI for marketing.
I lead IT&D for Reckitt across Spanish Latin America as a member of the regional leadership team. For 20+ years across FMCG, Consumer Health, Nutrition and Pharma, I've turned digital investment into what the business actually measures: sales, productivity, cost and compliance.
With degrees in electronic engineering and finance, I judge technology by one standard: does it grow sales, give people time back, or protect and create value? I'm a trusted advisor to C-level leaders, bridging corporate governance with local market execution.
Commercial technology that shows up in sell-out: algorithmic field routing, marketplaces, quick-commerce and AI for marketing.
Automation, modern ERP and shared services that remove friction from daily work and turn FTE capacity into strategic value.
Resilient plants and supply chains, clean audits, disciplined M&A separations and vendor economics that free up millions.
A selection of results delivered with regional teams, business partners and vendors across Latin America.
Replaced static promoter calendars with algorithm-based routing across supermarkets and pharmacies — less travel downtime, more coverage.
Co-led commercial tech and strategy with Amazon and Mercado Libre, adjusting campaigns minute-by-minute on Prime Day, Buen Fin and Black Friday.
Launched an enterprise marketing AI suite (Brand Health, Insights, Creative Content) across the region and set its Responsible-AI governance.
Championed the regional automation agenda across 50+ business processes, simplifying daily workflows and turning FTE capacity into strategic work.
Directed technology strategy and cutovers to consolidate regional Finance, Supply Chain and IT into shared services — stable under the new model.
Steered two major regional SAP releases, renewing the digital backbone for manufacturing, supply chain and finance while upskilling teams.
£5M in direct savings renegotiating vendor and software contracts, plus £10M in indirect value by retiring duplicate platforms and legacy services.
Led the regional IT&D separation workstream: system uncoupling, data cutovers and service continuity without disrupting operations.
Azure P2V virtualization, IT/OT network separation, lab modernization and 3PL integrations under GxP/CSV standards.
A path built from the network room to the regional board — which is why I can talk P&L with the CFO and root cause with the plant engineer.
Capabilities proven at regional scale in regulated, high-volume consumer businesses.
Multi-year roadmaps, Capex/Opex stewardship, business cases.
From governance framework to AI in production for marketing.
Field force, CRM, marketplaces, quick- and social commerce.
SAP S/4HANA, WMS, cloud and infrastructure modernization.
RPA and low-code programs that return hours to the business.
Separations and integrations without disrupting operations.
Plant reliability, CSV validation and audit readiness.
Building and retaining talent; high-stakes negotiations.
Formal grounding in engineering, finance and the frameworks that keep large technology organizations disciplined.
Open to conversations about senior technology leadership — VP, CIO and CDO roles — and to advisory work in digital transformation, AI adoption and commercial technology across Latin America.