Summary
Overview
Work History
Education
Skills
Websites
SOFTWARE
Awards
Timeline
Generic

Carlos Andrés Licón Rojas

Finance Business Partner | Revenue Growth Management
Mexico City

Summary

Functional Senior Director driving proven results within CPG and Retail. Manages complex occupational issues while meeting business objectives. Proven expertise in large-scale business transformation and change management, offering effective communication team building and coaching skills with commitment to fostering company vision and building professional culture rooted in trust and mutual respect while upholding company vision.

Overview

16
16
years of professional experience
3
3
Languages

Work History

Sr. Director, Financial Planning (FP&A)

Walmart Mexico
09.2023 - Current
  • Leading the end-to-end financial planning, budgeting and forecasting agenda: Long-Range Plan → Annual Operating Plan → Monthly Forecast.
  • Responsible for performance tracking and construction / analysis of short and long-term P&L projections, providing insights and identifying trade-offs to enable decision-making across the business.
  • Transformed and streamlined financial planning process: integrated stand-alone functional forecasts into one single official forecast.Developed strong relationships with key industry partners, fostering collaboration and mutual growth opportunities.
  • Created an agile working environment, enabling rapid response to changing business needs without sacrificing quality or performance standards.
  • Developed strong relationships with key business partners, fostering collaboration and growth opportunities.

Sr. Director, Revenue Management Strategy

PepsiCo Latin America
04.2021 - 06.2023
  • Elevated the Revenue Management capability in LATAM sector through business intelligence, methodology harmonization, and organizational upskilling.
  • Led development and implementation of advanced analytic tools and models, leveraging on digitization, to enable data driven decision-making.

Director, Pricing & Sales Finance Central/South America

PepsiCo Latin America
04.2017 - 03.2021
  • Developed and deployed framework and governance model for Revenue Management and Sales Finance within Central & South America business unit (USD ~$2B in Net Revenues).
  • Structured high-performing team (28 executives) by providing mentorship, guidance, and opportunities for professional growth.
  • Drove initiatives that delivered >250 bps of incremental year-over-year revenue growth from 2018 to 2020 (~USD $50 million YoY).
  • Reset portfolio’s Pack & Price Architecture, reigniting sustainable volume growth; revamped Trade Spend configuration, driving greater ROI.
  • Led segmentation of portfolio, pricing, and commercial conditions by geography and customer in key markets.

Sr. Manager, Sales Finance & Planning

PepsiCo Mexico Foods
08.2014 - 03.2017
  • Business partner to Sales team: enabled short and long-term plans to drive sustainable growth and meet objectives in Net Revenue and Profit.
  • Enabled go-to-market transformation and customer segmentation, driving growth while optimizing Cost to Serve.
  • Implemented and developed financial and operational standards, policies and procedures (Contribution Margin, Cost to Serve) by sales region and distribution system.

Sr. Manager, Financial Planning & Analysis

PepsiCo Mexico Foods
05.2013 - 07.2014
  • Consolidated, analyzed, and reported P&L actuals and forward-looking scenarios (forecast, annual operating plan, 3-year strategic plan).
  • Developed and deployed reporting model extracting information directly from transactional systems; defined expense allocation criteria to generate automated P&L at granular level (category, brand, channel, customer group, region, distribution center, route type).

Analyst/Coordinator/Manager, Brand Finance

PepsiCo Mexico Foods
08.2009 - 04.2013
  • Business partner to one Business Unit: responsible for its long-term strategic business plan, short-term operating plan, and rolling forecast.
  • Collaborated with cross-functional teams to identify opportunities for process improvement and increased efficiency.

Education

Industrial Engineering

Tecnológico De Monterrey (ITESM)
Mexico
05-2009

Skills

Collaborative leadership

Websites

SOFTWARE

  • PowerPoint, Excel, Word
  • HFM, SAP BPC, OneStream
  • Power BI, Tableau
  • GenAI: Copilot, Gemini

Awards

PepsiCo’s representative delegate at 'One Young World' 2015 – a summit that brings together young leaders from around the world to discuss urgent global issues., PepsiCo Chairman’s Award 2016: Successful design/deployment of Sales’ compensation revamp, reaching more than 17,000 associates., National Basketball Team: Pan American Youth Games, 2002., College Basketball Team: Team captain, with 90% athletic scholarship all along.

Timeline

Sr. Director, Financial Planning (FP&A)

Walmart Mexico
09.2023 - Current

Sr. Director, Revenue Management Strategy

PepsiCo Latin America
04.2021 - 06.2023

Director, Pricing & Sales Finance Central/South America

PepsiCo Latin America
04.2017 - 03.2021

Sr. Manager, Sales Finance & Planning

PepsiCo Mexico Foods
08.2014 - 03.2017

Sr. Manager, Financial Planning & Analysis

PepsiCo Mexico Foods
05.2013 - 07.2014

Analyst/Coordinator/Manager, Brand Finance

PepsiCo Mexico Foods
08.2009 - 04.2013

Industrial Engineering

Tecnológico De Monterrey (ITESM)

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Carlos Andrés Licón RojasFinance Business Partner | Revenue Growth Management