Executive

Executive with great expertise in Public Relations, Corporate Communications, Media Buying, Sales and
Licensing with more than 20 years of experience in the areas of Theatrical, Television, Consumer
Products, Live events and Radio working for the world's most important entertainment company.

I have developed and implemented strategic business plans including public relations and corporate
communications (social responsibility, diversity & inclusion, corporate citizenship, crisis management,
healthy living and environment). I have worked with high-performance global and multicultural teams. I
am a highly creative person, focused on results. I have the skills to face and solve new challenges,
always working towards the development of winning teams.

Responsible for carrying out the advertising and marketing campaigns on behalf of the Company.
Developing branded content campaigns for our content creators, we currently represent the most
famous Influencers (Los Polinesios, Mis Pastelitos, Dany Hoyos, Craftingeek, Antrax, SKabeche and Gibby).

Expand the portfolio of consumer products of the creators (licensing)

Corporate spokesperson and leader in internal and external communications of TWDC. Strategist in the communication and PR plans for the different line of business of the company and for all movie films, live
events, consumer products, and TV show releases.

Responsible for the company's media buying: Pay / Free TV, print, radio, billboards, shopping malls,
Facebook, YouTube, Instagram, Twitter, Google. My last position reported to the regional office and my
own team was of 6 people.

Achievements:
• I developed the public relations plan for the film "COCO", making it one of the most successful and memorable campaigns in Mexico. I formed partnerships with Festival of Morelia, promotional partners,
and dubbing talent. The world premiere took place at the Palacio de Bellas Artes of CDMX.
• Over the past 10 years I have held more than 30 press conferences / junkets as well as press tours with local and international talent, phoners and face-to-face radio and TV interviews controlling all aspects that
resulted in a great media exposure (movie films, live events and tv shows)

• I designed and led the communication campaigns of "Avengers Endgame" and "Toy Story 4", as of today the films with the highest revenue and box office ever in Mexico

• Efficiently coordinated the company's media buying as it developed a strong promotion and advertising
plan with top influencers, You Tubers and creators of content in Mexico, saving 30% of the investment in free and pay TV.

• I worked and designed with all the areas a "Synergy"plan, which means: "one company-one vision"

Corp. Comms & Publicity Director

Responsible for the fast penetration, development and growth of TV channels (Disney Channel, DXD, Disney Junior) in the Mexican market as well as Colombia, Venezuela, CA.

Achievements:
• Less than a year after Disney Channel was launched it became the highest rated channel on pay-TV in Mexico, defeating channels such as Cartoon Network and Nickelodeon.

• I successfully implemented the change, launching and re-branding of Premium to Basic channel in all
cable and DTH systems and positioned shows as: Hannah Montana, Zapping Zone, Patito Feo,
Floricienta, Art Attack, Bear in the big blue house, Zack and Cody and Wizards of Waverly Place.

Marketing Director (TV)

Responsible for the sales of home entertainment business (VHS / Blu-ray) as well as the development and implementation of seasonal programs for Disney consumer products with the main retailers as
Wal*Mart, Soriana, Casa Ley, SAM'S and Palacio de Hierro.

Achievements:
• More than 1 million units of the title "Monsters Inc" were sold, making it the best-selling video ever in Mexico.

Sales and Retail Sr. Manager

Management control of party goods and stationery products with Disney Licenses as Grupo Ruz, BIC,
Berol, Granmark and wholesalers.

Achievements:
• Increased the number of "items" from 750 to 2000.
• Developed new retailers, department stores and wholesalers.
• Managed themed product lines for back to school season.

Hugo Pacheco: VP

Hugo Pacheco

IPADE

Universidad Iberoamericana