León Felipe Olvera Hernández

Marketing and Commercial Director with over 20 years of experience leading top FMCG brands and food categories across Mexico and LATAM. Proven track record driving growth in the food and beverage industry, building brand equity, and developing strategies for consumption outside the home (Foodservice & Restaurants).

Expert in CRM, brand communication, and innovation, with a strong analytical and strategic mindset focused on measurable business results. Passionate about connecting brands with consumers through meaningful experiences and data-driven marketing strategies that boost traffic, loyalty, and profitability.

Alox Alimentos Mundiales - Commercial Director Monterrey & Mexico City • 08/2019 - To date

Delivered +93% total sales growth (2021–2024) through a strategic mix of innovation, channel expansion, and CRM-driven marketing.
Led company’s expansion into restaurant and retail channels, positioning Alox as a top supplier for major restaurant groups in Mexico.
Designed and implemented the company’s conversion funnel strategy, integrating CRM, digital media, and commercial teams to increase client retention and cross-selling.
Drove the development of new product lines tailored for foodservice operations, improving customer satisfaction and penetration.
Key Skills: CRM Strategy | Commercial Expansion | Channel Development | Product Innovation

Celerum Consultores - Director
Monterrey, Nuevo León • 07/2019 - 07/2020

Only 4% of SME's and Familiar companies in Mexico get to the 3rd generation. This is mainly driven by a lack of strategic direction and commercial agenda definition.
Created my own commercial consulting firm to support these companies to improve their success rate by providing them with the right tools and methodologies to effectively establish a long run strategic vision for their business.

Developed commercial strategies to improve results in business within the following markets: Beauty Care, Retailers, Oil & Gas, Food and beverages, Tools and gear, Apparel, E-comm and Healthcare.

Focus on developing and implementing CRM programs along with digital Marketing initiatives to improve conversion throughout the funnel.
Attending clients in: Mexico City, Monterrey, Chihuahua, Tijuana, Guanajuato and Ecuador.

Mary Kay de Mexico - Marketing Director Monterrey, Nuevo León • 01/2018 - 07/2019

Results: Increase sales +18% vs LY
Top Achievements: Lead the product innovation agenda for LATAM region / Establish a new record in Sales force retention / Establish a new record in sales force recruitment / Achieve #1 rank in Direct Sales companies in Mexico.
Lead the digital business model transformation through the automatization of CRM platforms, increasing over 27% our conversion rate.
Responsibilities: Create and supervise the implementation of commercial program plans for final customers and sales force to surpass business objectives (sales, recruitments, SOM, profitability) / Create and lead communication strategy for final customer and Independent Beauty Consultants / Business model transformation development to accelerate sales results trough digital platforms.
Key abilities: Teamwork / analytical and strategic thinking / leadership / communication and persuasion

The Klass Company - Commercial Director Mexico City / Houston, Texas • 09/2015 - 12/2017

Results : +8% SOM in the US Dry Powder Beverages business / + 15% SOM in Mexico in the Soft Chew Confectionary business
Top Achievements: Development of the most successful product launches in the company's history / Achieve the largest exhibition space at point of sale in the US / Largest sales growth in new channel /Long run strategic definition approved by the Chairman fo the following 10 years.

Responsibilities: Commercial plan and sales objectives definition by market and channel / Product innovation agenda definition / Sales force objective definition to improve revenue management.

Key abilities: Teamwork / Leadership / Resourcefulness / Negotiation & Persuasion.

Pepsico Alimentos México - Marketing Director Mexico City • 02/2011 - 09/2015

Results: Largest Market Share for ready to eat cereals category for PepsiCo / Largest revenue results for Foods business unit / Set PepsiCo's entrance into a new category (Dairy) / Strongest collaboration program definition with the fastest growing retailer client (Bodega Aurrera)
Top Achievements: Being part of the 4th generation of CIMA program (PepsiCo's High Potentials fast development program) / Full scholarship to study an MBA program.
Responsibilities: Strategic definition of PepsiCo's Foods category portfolio / Development of a long term sustainable growth collaboration program with top sales channels: Self service stores and Wholesalers.
Key abilities: Teamwork / leadership / resourcefulness / persuasion / collaboration

Mondelez Internacional (Formerly Kraft Foods & Cadbury Adams) - Marketing Manager
Mexico City • 03/2003 - 02/2011

Results: Halls brand largest Market Share in over 10 years / Halls brand expansion into new confectionary segments / Jello's largest historic Market Share / Kraft Mayonnaise largest lent program activation in self service stores among others.

Top Achievements: Jello brand LATAM regional innovation and communication leader / 2009 Effie award / Best of the best (Excellence global recognition for best turnaround market) Responsibilities: Foods portfolio (Mayonnaise, Desserts, Culinary) / Hard Candy portfolio (Halls) / Teens gums portfolio (Max Air & Chiclets) / Self service stores check out renovation definition Key abilities: Learning on the fly, collaboration, negotiation, problem solving

McCombs School of Business at University of Texas

MBA
Austin, Texas 2013 - 2015

ITESM CCM

Bachelor of Marketing Mexico City, Mexico 1998 - 2003

University of Southern Europe

Advertising & PR program Monaco, Montecarlo
2001