Graduated in 1991 from Monterrey TEC, with a B.S. in Chemical Engineering. Joined P&G in Mexico in 1992 working in PR Laundry Detergents. He has 22 years of experience in Product Research/ Product Innovation, inventing and launching new products that have left a mark in consumer minds and in the business around the world, transforming knowledge into action. Started in Latin American R&D, with assignments in Detergents and Fabric Softeners. In US R&D he worked in Air Care, Snacks, and recently Fem Care. Well known for unlocking business building insights with cutting edge PR methodology. Strengths in consumer understanding, quantitative segmentation, translating insights into technical requirements, and holistic innovation have changed the course of the categories where he has worked in.