Hugo is a senior commercial and marketing executive with 25+ years of experience driving growth and go-to-market transformation across complex, multi-country environments in Central America, the Caribbean and other large LATAM markets. He specializes in generating and translating growth strategies into executable and sustainable commercial plans, aligning cross-functional teams and portfolios, and building scalable commercial capabilities across industries, channels, and go-to-market models.

He has held leadership roles at Procter & Gamble, Novartis Pharmaceuticals, Colgate-Palmolive, Kellogg’s, and McCain Foods, including a Global Sales Team assignment based in New York (where he engaged with TPG as customer), working with top global customers to integrate marketing and commercial planning processes across regions. Hugo is a trusted advisor to CEOs, owners, and boards across multiple industries.