Highlights:I am an executive with over 27 years working in the financial system of Mexico and with international experience in the United Kingdom, specializing in Commercial and Financial areas. I also have additional experience in Human Resources, Scrum Master, Business Intelligence, Risk Management, Digital Transformation, Market expansion, Process optimization, continuous improvement, Product Management, Compliance, Operations and Marketing. In the last 9 years, I led the SME general division at HSBC and the Pacific South zone at Banco Azteca and Elektra. My specialization includes the development of commercial strategies, team management, Finance, and Collections. Additionally, I have over 5 years of experience in the Retail sector with Elektra. I hold a bachelor’s degree in finance and Banking from the Escuela Bancaria y Comercial and another in Accounting from the Instituto de Estudios Superiores del Colegio Holandes, along with continuous education in Credit Risk, Critical Thinking, Problem Solving, and Retail. As part of skills strengthening, I have carried out programs in Business Leadership, focused on teamwork, negotiation, sense of urgency, proactivity, strategic thinking, analytical skills, creativity and innovation, integration of high-performance teams, change management and strategic vision, results-driven work, situational leadership, and customer focus. Over the last 5 years, I have implemented specific actions aimed at increasing sales by +30% and reducing reserve amounts by 50% in the Pacific South zone through dedicated efforts in consolidating work teams, improving processes, and efficient information management for decision-making.

Skills:Credit Risk, SME Banking, Risk Management, Portfolio Optimization, Wholesale Banking, Commercial Banking, Banking, Financial Analysis, Team Leadership, Compliance, Risk Assessment, Financial Strategy, Process Improvement, Credit Portfolio, Banking Operations, Credit Analysis, Strategic Planning, Business Development, Finance, Business Anaylisis, Strategy, Planning, Sales, Critical thinking, Problem Solving, Commercial Banking, Retail, Customer Satisfaction, Business Intelligence, Market expansion, Situational Leadership

Goal:My career goal is to lead high-performance teams in commercial direction and finance business partner roles, focusing on developing innovative commercial strategies, optimizing financial performance, and expanding markets. I seek opportunities that allow me to leverage my experience in risk management, financial planning, and business development to drive sustainable growth and operational efficiency for the organization.

Certification:Risk Management Critical Thinking and Problem Solving Leadership Retail

Honor:Best Regional Director Award, Grupo Elektra, 2022

Sr VP Retail Banking 05/2016 - 02/2024
Banco Azteca, Mazatlan, Sinaloa Mexico
Industry: Banking
Responsible for the operation of 130 branches of Banco Azteca and Elektra, collection and more than 2,000 employees in the states of Sinaloa, Baja California Sur, Durango Aguascalientes, Jalisco, Zacatecas and Nayarit.
Main achievements: Implemented commercial strategies for collection management, reducing the amount of reserves by 50% in 2019 For four consecutive years, the area I oversaw was the one with the highest growth in Deposits and above market growth. Throughout my management, my sales teams have had the best rating in customer service both by Mystery Shopper and by the customers themselves. In 2020 all my regions received the distinction of being the best nationwide. Through a series of strategies, I decreased the turnover of the area that went from almost 200% to 18% in less than two years. Formation of work teams to create future leaders, more than 50% of my direct reports had a promotion in 2020. Strategic Functions: Designed commercial strategies that allow achieving goals for both Bank and Retail Create synergy with other business units of Grupo Salinas Promote teamwork among the different business units.--
Sr VP Business Banking 01/2015 - 12/2015
HSBC, Mexico, Mexico Mexico
Industry: Banking
Responsible for the attention to the SME segment, including the Innovation of all products: financial, marketing, sales, planning, budget, systems and Compliance; as well as the points of sale in the businesses.
Main achievements: Boost sales by 300% in the period 2014-2015. I improved the efficiency of expenses, improving the profitability of the SME segment by 65% vs. the previous year (2014). PBT was positive in 2015 for the first time in four years. Increase of more than 3,000 bundle products in just three months through the authorization of campaigns and product prices. Strategic Functions: Responsible for the SME business, seeking to make this line of business profitable. Design and carry out commercial sales strategies. Maintain active communication with other department managers to identify business opportunities. Led the standardization processes resulting in a 40% reduction in time-to-market for new products, boosting customer acquisition by 25%. Develop methods to assign prices to different credit products.--
CFO 10/2010 - 12/2014
HSBC, Mexico, Mexico Mexico
Industry: Banking
Responsible for all financial matters of retail and wealth and asset management. Authorization of the prices and campaigns of all the products, acquisition of the system and major expenses. Development of strategies to enhance sales and manage the budget of the branches. Act as a management consultant for RBMW
Main achievements: Savings of MXN 100 m were achieved in 2013. With the identification of accounting and operational errors, more than 180 million pesos were saved annually from 2012 to 2014. I designed and organized training courses for Finance staff and other areas, at no cost to the company, standardizing teamwork, saving more than 10 MMXN in 2014. Increase in the productivity of Relationship Managers by 10% in 2014 Strategic Functions: Research, analyze, identify, and propose improvement and innovation opportunities for the company to improve profitability in processes and systems. Budgetary control: prepare income, investment and expenditure budgets with the periodicity required for decision making. Design the process to identify the costs of credit placement in general. Prepare budgets for each branch, through statistical and installed capacity models. Created a statistical model for decision making on where to open or close branches. Redesigned strategies to increase branch sales and reduce their cost. Simplified models to allocate budget in each of the branches, identifying business opportunities.--
Finance Manager 07/2008 - 09/2010
HSBC, London, London United Kingdom
Industry: Banking
Responsible for global budget and information management for all countries with commercial banking presence.
Main achievements: Achieve standardization of the way to review results through an MI that could be viewed both in local currency and dollars and re-expressed at the desired exchange rate. Standardization of reports reviewed by each Managing Director in every country in less than 12 months. Strategic Functions: Designed strategic and information management plans in the United Kingdom in a two-year project which improved both processes and systems architecture for all countries where HSBC is present. Prepare budgets for each of the 84 countries that made up the Business Banking segment. Upgraded systems for managing and capturing financial information for each country, and standardize the information submission for budgeting, analysis, and evaluation of results. Analyze and interpret financial information and report it to the Managing Director of Commercial Banking on a global and country-by country basis.--
Deputy Director Commercial Banking 07/2004 - 06/2008
HSBC, Mexico, Mexico Mexico
Industry: Banking
Responsible for all Commercial Banking Financial strategy for businesses, including human resources, compliance, finance, marketing, information management, Balance Scorecard, and Information Technology affairs.
Main achievements: Increased Commercial Banking profitability by 27% with the compensation scheme implemented, and improved employee satisfaction in the period from 2006 to 2008. Reduction in the number of Loan Impairments Charges by more than 300 million pesos in 2008 Strategic Functions: Modernized management reporting systems that helped increase the profitability of the business line. Analyze and interpret financial information and report it to the Commercial Banking Managing Director. Redesigned the bonus plan that helped improve revenues without growing costs.--
Wealth and Business Banking RM 02/1997 - 06/2004
HSBC, Mexico, Mexico Mexico
Industry: Banking
The Wealth and Business Relationship Manager is responsible for managing and enhancing relationships with high-net-worth individuals and SME clients, focusing on satisfaction and retention through tailored financial solutions.
Main activities: • Assess and manage credit applications, ensuring feasibility and compliance with risk policies. • Provide personalized financial advice to high-net-worth clients, identifying investment opportunities and wealth management strategies. • Develop and maintain relationships with SME clients, offering financial solutions that support their growth and stability. • Continuously monitor client portfolios to identify financial needs and business opportunities. • Coordinate with internal teams to implement strategies that improve customer experience and promote loyalty.--

Escuela Bancaria y Comercial 01/2000 - 01/2002
Mexico, Mexico, Mexico
Degree: Associate's Degree
Major:Risk Management
The Risk Management in Banking degree program is designed to provide students with an in-depth understanding of the various types of risks faced by financial institutions and the strategies used to mitigate them. This program covers the theoretical and practical aspects of risk management, preparing students for roles in risk assessment, compliance, and financial regulation within the banking industry.

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