Rubén Reyes Garza
Driving brand growth and commercial success through data-driven marketing strategies.
Mexico City, MX
Full time
Hybrid
Action-oriented marketing leader with over 17 years in Trade and Brand Marketing and 3 years in commercial roles within FMCG. Specializes in strategy design...
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My Career Journey
1/8
BYDSA Xignux
Marketing Senior Manager
May 2014 - Mar 2025 | 10y 10m
Nuevo León, MX
Led the redesign of brand image based on consumer research, doubling sales for a product line and increasing share by 1%. Improved contribution of innovation to sales by 2% through testing purchase intention....
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BYDSA Xignux
Key Account Manager (Temporary Assignment)
Feb 2020 - Oct 2021 | 1y 8m
Redefined and aligned organizational structure with HR, boosting commercial output and sales by 12%. Led negotiations with major chains, improving assigned retail space and income with data-backed analysis....
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BYDSA Xignux
Gerente Comercial Mayoreo (Temporary Assignment)
Feb 2017 - Apr 2021 | 4y 2m
Increased sales by 18% through strategic portfolio restructuring using ISCAM data and new client capture. Initiated P&L reviews with Finance to enhance operational profit by 12% via portfolio, pricing,...
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Heineken México
Jefe de Trade Marketing
Sep 2012 - Jan 2014 | 1y 4m
Veracruz, MX
Executed Trade Marketing plans by brand and channel. Gained 7% market share through customer acquisition initiatives. Increased convenience store sales by 12% via sales competitions.
Heineken México
Jefe de Promociones y Rentabilidad Nacional
Apr 2011 - Aug 2012 | 1y 4m
Nuevo León, MX
Evaluated promotional profitability nationwide. Designed the national Consumer & Retail Promotions Manual, optimizing budget allocation and profit by 2% by implementing discounts.
Heineken México
Información Comercial Regional
Aug 2009 - Mar 2011 | 1y 7m
Developed pricing and margin strategies per channel and territory, leading to a 2% increase in market share through a revised commercial offer.
Heineken México
Desarrollo Canal de Ventas On y Off Trade
Jul 2006 - Jul 2009 | 3y
Designed strategies for pricing, promotions, and merchandising by channel. Developed the 'Arquitectura de Volumen' business model and launched national priority brands.
Heineken México
Analista de Precios
Nov 2004 - Jun 2006 | 1y 7m
Tabasco, MX
Designed pricing strategies per territory, channel, and brand. Identified pricing opportunities that improved territory revenue.
Leadership
Business Acumen
Consultative Approaches
Coordinating
Most proud of (2/3)
1st
Led a consumer-research driven brand redesign that doubled a product line's sales and grew share 1%.
2nd
Led a cross-functional new-product launch, aligning finance, supply chain, R&D, design and agencies to hit sales forecasts, earning CEO praise.
Career Highlights
1/2
Led consumer-research-driven brand overhaul
Redesigned brand and doubled product-line sales
Mexico City, MX, 2026
In a product-marketing role I led a consumer-research-driven redesign of our brand image for...
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Project lead coordinating internal teams and external agencies
Led cross-functional product launch that hit sales targets
Mexico City, MX, 2025
In the same initiative I led the end-to-end launch, coordinating internal teams (finance, supply...
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