Jorge Luis has 30+ years experience in Senior Management roles at P&G and Belcorp, encompassing both publicly traded and private companies with very different values and cultures, specializing in the LATAM region and working across 10+ FMCG categories.

At P&G he led the Colombia operation, successfully growing double digit and opening the Ecuador market, to then take over the responsibility of VP for Marketing for Latin America, where he led the marketing organization while developing BIC capability building. In this role, he also actively contributed to develop and execute the LATAM P&G strategy, that led to historic growth for the Region.  Further, he was a key member of the team in Latam that integrated both the Gillette Company and Wella into P&G.

At Belcorp, Jorge Luis held both the VP for Innovation and the VP for Marketing roles, leading a team of 600+ in two countries. In Innovation, he led the development of 150+ products every year across 4 different categories, with many new-to-the world technologies / concepts, which were recognized by the industry. In Marketing, he led the relaunch of the three brands, as well as the development of Digital Marketing capabilities, which resulted in two of the brands becoming 100% digital brands. Belcorp grew top line and bottom line ahead of objectives, obtaining leadership shares in the majority of countries where Belcorp operates.

Focus Areas

  • Corporate Strategy
  • Consumer Focus
  • Storytelling & Communications
  • Corporate Responsibility