He assumed the role of Chief Executive Officer of the Proximity and Health Division in november 2023, following his role as CEO of Digital@FEMSA since 2022. He began his career in FEMCO in 2018 as Director of Strategic Planning for OXXO Mexico. Before joining FEMCO, he was General Manager of Coca Cola FEMSA’s Central America division from 2015 to 2018. Prior to that, he worked as CEO of FEMSA’s plastics division, Plásticos Técnicos Mexicanos, and manager of sales and operations in México City at HEINEKEN México. Prior to his work at HEINEKEN, he co-founded and ran Vestige Capital, a search fund based in Mexico seeking to acquire and operate small and medium-sized companies in Mexico. While at Vestige, he co-led the acquisition of BOMI Group de México a third-party logistic provider for the Mexican healthcare industry. He has taught a class on entrepreneurship and was the founding chairman of the board of the Entrepreneurship Institute in Tecnológico de Monterrey. He received his MBA from Stanford University Graduate School of Business and his Bachelor’s degree in Industrial Engineering from Tecnológico de Monterrey.