"There are four elements that I want to highlight: 1) First, be always willing to assume challenges and adapt to changes, with an internal evaluation process; 2) second, permanently study the market, consumer, competition and national reality of each country; 3) Third, be on the line of innovation to provide adequate products and services to each client segment, and 4) fourth, facing companies and strategic partners, being able to be a member that contributes value to the team in each development and commercial objective ".