Jorge Arturo Franco

Accountable for $1.4Bn USD business, LATAM commercial Team capabilities development, commercial processes alignment, Operational discipline, Revenue Growth Management, Marketing function lead, Integrated business planning, Strategic Customer Engagement, Processes and tools standardization across the region.

• Lead full P&L accountability $180M , across seven markets including UAE, Qatar, Oman, Bahrain, Kuwait, Jordan, and the West Bank. • Drive regional business transformation through enhanced Integrated Business Planning (IBP), revenue growth management (RGM), and GTM/RTM optimization. • Guide the customer marketing strategy across a $600M enterprise, aligning commercial initiatives with brand priorities and consumer insights. • Build and mentor high-performing cross-market teams (+600 team members); embed a culture of performance, compliance, and values-driven leadership. • Translate the company brand strategy to different countries' shopper profiles, understanding the retail environments where they shop.

• Oversaw $150M P&L and operational leadership across six countries. • Led commercial strategy execution, financial discipline, supply chain integration, and talent development (+500 team members). • Strengthened governance, compliance, and cross-functional execution across business units. • Translate the company brand strategy to different countries' shopper profiles, understanding the retail environments where they shop.

• Held full regional P&L responsibility across Mexico, Central America, and Puerto Rico. • Drove strategic cost control and operational efficiency across P&L lines. • Built multifunctional teams, aligned to growth plans and cultural values, delivering consistent regional EBITDA performance. • People development agenda (+70 direct HC) Plus external agencies management • Member of the Latin-American leadership team

• Led commercial and operational strategy for a $80M+ business unit spanning seven countries(Mexico, Guatemala, El Salvador, Honduras, Nicaragua, Panamá, Costa Rica) • Full P&L responsibility driving double digt operational profit growth across P&L lines (Trade investment/Warehouse & distribution/Advertising & Promotion and Overhead lines control) • Directed GTM, RGM, supply chain, and customer marketing functions. • People development agenda (+50 direct HC) Plus external agencies management • Actively engaged in Latin America leadership team, influencing regional agenda.

• Directed the global "Perfect Store" strategy as part of the global growth office, shaped channel and execution playbooks. • Partnered with RGM teams to improve net price realization and customer-centric growth initiatives. • Drove global tools deployment across regions, enhancing sales planning and channel execution.

• Managed full P&L for six Central American countries; implemented IBP, commercial planning, and category strategies. • Led regional customer and shopper marketing, category development, and sales operations. • Member of CENAM leadership team, shaping strategic priorities for the region.

• Directed a $250M+ value sales portfolio; led multifunctional team covering sales, finance, HR, insights, and logistics. • Lead the Walmart multifunctional team (Finance, Logistics, Shopper marketing, Sales operations, Category management, Account management, HR, insights and planning) delivering sustainable growth. • Executed a 5/3-year joint business plan with Walmart and Sam’s Club, aligning category growth and brand strategy. • Delivered strong financial results and developed a high-potential leadership bench.

• Led integrated commercial planning for a $600M business. • Developed 5Ps strategies aligned with brand goals, shopper insights, and retail environment trends. • Managed multifunctional teams and drove ROI-focused execution with key retailers. • Develop and execute customer-marketing strategies to win in the marketplace adapting consumer and shopper business opportunities into a specific and actionable perfect store (5p´s) across retail environments