Aranzazu Gomez y Vivanco
CEO / GENERAL DIRECTOR / SVP
McAllen
Summary
Strategic and results-driven business leader with over 20 years of experience in retail and consumer goods across Latin America. Proven track record in leading high-impact commercial strategies, managing large multifunctional teams, and driving regional expansion for global brands. Expert in retail transformation, go-to-market execution, and omnichannel development — from placing products in 1,000+ stores to launching over 10 SKUs across multiple countries. Adept at building strong supplier and influencer partnerships, negotiating joint business plans, and delivering multi-million-dollar results. Passionate about turning insights into action and elevating brands through innovation, scalability, and operational excellence.
Overview
19
19
years of professional experience
5
5
years of post-secondary education
2
2
Languages
Work History
CEO
Matter Smart Nutrients
MEXICO CITY
03.2021 - Current
- Overall leadership of the company, driving brand expansion, positioning, and sustainable growth
- Full oversight of all operational, commercial, administrative, and creative areas
- Development and execution of the commercial expansion plan and 3-Year Plan (3YP) through 2021-2027
- Definition and implementation of national and international expansion strategies
- Leadership and motivation of a high-performance management team, fostering engagement and a strong company culture
- Supervision of all business operations and commercial activities to ensure alignment with the brand’s overall strategy and mission
- Strategic investment decision-making to accelerate business growth and profitability
- Ensured compliance with legal standards (including Cofepris) and internal policies, maintaining ethical and regulatory integrity
- Management of key financial operations, including acquisitions, mergers, and divestitures
- Oversight of corporate performance control: planning, budgeting, and financial reporting (P&L)
- Direct coordination with the product development team to ensure go-to-market success and product-market fit
- Design and execution of the supply chain and logistics strategy
- Final accountability for major business decisions and strategic direction
- Led project planning, financial analysis, and investor presentations to support capital raising efforts (raised 3 mdd)
- Through strategic thinking and visionary leadership, I scaled the company from 3 to 33 employees in just 4 years, successfully expanding operations beyond Mexico into the U.S
- And Guatemala
- Led the company from MX$7M in annual revenue (2021) to MX$95M by 2024, achieving over 13x growth through strategic planning, operational efficiency, and commercial expansion with cero debt
Managing Director
LiliPink Mexico
MEXICO CITY
04.2020 - 03.2021
- Led all business operations and departments to establish and grow the brand in the Mexican market
- Oversaw the execution and performance of all key accounts, tailoring commercial strategies to each sales channel to maximize revenue
- Developed and executed the brand’s expansion roadmap in Mexico
- Managed real estate negotiations, lease agreements, and store development for owned retail locations
- Designed the 3-year commercial, financial, and marketing strategy
- Built a comprehensive business plan and joint business planning (JBP) with major retailers for the following 5 months
- Cultivated strong relationships with all stakeholders, ensuring alignment with the initial sales agreements and resolving operational issues across business areas
- Recruited, led, and managed the local country team, ensuring compliance with corporate policies and Mexican labor regulations
- Identified and evaluated new business opportunities across all retail and wholesale channels
- Launched and implemented the franchise model, aligning with global brand standards and compliance protocols
- Demonstrated strong financial acumen and a consistent track record of driving sustainable business growth
- Oversaw company performance planning and management to ensure targets were met efficiently
- Opened 10 retail locations in record time—within just 3 months—successfully launching the brand in Mexico
General Manager Latam
Foreo
MEXICO CITY
10.2018 - 05.2020
- Promoted in 2019 to lead FOREO’s expansion from Mexico to the entire Latin American region
- Successfully led a team of over 60 people across multiple countries
- Spearheaded the placement of FOREO products in over 1,000 retail stores, securing partnerships with major retail chains throughout Latin America
- Designed and executed the brand's entry strategy into regional marketplaces, ensuring omnichannel visibility and growth
- Developed and launched go-to-market plans for 10+ new products across several countries
- Managed and activated a network of 200+ influencers across 7 countries, establishing a strong and consistent brand presence in the region
- Achieved $8M USD in sales during the first year of full regional operations — a milestone that positioned LATAM as a key market for the brand globally
- Transformed the region into a profitable, independent operation within just 13 months, becoming the second-best performing market globally
- Exceeded KPIs by +23% in Mexico, +12% in Colombia, and +34% in Chile, outperforming global targets across the board
Business Unit Senior Director Retail
Walgreens Boots Alliance - Benavides
MONTERREY
11.2014 - 10.2018
- Led the Non-Pharma Retail division, overseeing commercial strategy, category management, and supplier negotiations for 1,000+ stores across Mexico
- Directed multifunctional teams across marketing, merchandising, operations, and supply chain to drive profitable growth in key categories such as beauty, personal care, baby, and wellness
- Managed a portfolio of over 150 local and international brands, achieving significant improvements in margin, sell-out performance, and shelf productivity
- Negotiated annual joint business plans with top global suppliers, securing exclusive launches, co-branded campaigns, and high-impact in-store activations
- Played a key role in aligning local strategies with global standards under Walgreens Boots Alliance’s transformation and integration framework
- Delivered consistent double-digit growth in key categories, elevating non-pharma retail to one of the fastest-growing and most profitable business units in the company
- Led the development and execution of the overall retail strategy for 1,400+ stores across Mexico, focusing on non-pharma categories such as beauty, personal care, wellness, and baby care
- Spearheaded the implementation of Walgreens’ global retail expertise and best practices into the Mexican market, driving a major transformation of store prototypes and customer experience
- Played a key role in the national expansion strategy, adapting global retail formats to local market dynamics and consumer behavior
- Directed cross-functional teams across merchandising, operations, marketing, and supply chain to ensure seamless execution and profitable growth
- Negotiated and managed partnerships with top-tier national and international brands, delivering exclusive launches, high-visibility promotions, and category leadership
- Drove significant improvements in category performance, shopper engagement, and in-store productivity, positioning Non-Pharma as a high-growth business unit within the company
- Reversed a 5-year decline in personal care categories within just 4 months
Sr Buyer
Liverpool department stores
MEXICO CITY
09.2010 - 07.2014
- Defined the product assortment strategy for luxury beauty categories
- Managed an annual budget of $147M MXN across multiple beauty subcategories
- Oversaw space allocation for new launches and ensured product profitability
- Led in-store development projects to strengthen brand positioning for luxury partners
- Selected strategic brand partners to drive category growth and innovation
- Curated innovation and SKU selections by store, optimizing per-location performance
- Led the annual innovation catalog campaign for in-store beauty events
- Planned and executed marketing activations for new product launches and beauty festivals
- Managed nationwide makeup events across 110+ stores
Associate
Social Development Secretary – Mexico city government
MEXICO CITY
11.2009 - 09.2010
- Developed and implemented strategies to increase customer satisfaction and engagement.
- Optimized departmental processes with the implementation of innovative strategies, resulting in improved efficiency and reduced costs.
- Played an integral role in launching successful projects by coordinating tasks among team members while adhering closely to established timelines and budgets.
- Analyzed customer data to identify trends and anticipate customer needs.
Operations Manager
Kronoz Internacional Inc
MONTERREY
01.2006 - 09.2009
- Conducted regular performance reviews, identifying areas for improvement and developing action plans to address them.
- Supervised operations staff and kept employees compliant with company policies and procedures.
- Led hiring, onboarding and training of new hires to fulfill business requirements.
- Empowered employees to take ownership of their responsibilities, leading to increased accountability and improved performance outcomes.
- Increased profit by streamlining operations.
- Managed budgets effectively, consistently delivering projects on-time and within financial constraints.
Education
BBA - International Business
ITESM
MONTERREY 09.2001 - 12.2005
SPECIALIST - International Finances and Commerce
UNIVERSIDAD PONTIFICIA DE COMILLAS
MADRID 01.2003 - 07.2003
Health Coach - Health And Wellness
TRINITY SCHOOL OF NATURAL HEALTH
ONLINE - INDIANAPOLIS 03.2025 - Current
Skills
Mergers and acquisitions
Financial acumen
Effective decision making
Corporate governance
Strategic visioning
Customer focus
Digital transformation
Global perspective
Sustainable business models
Inspirational leadership
Personal Information
Visa Status: Actual E2 Visa
Compensation
$160,000 USD, Up to 6 months, True, 6% at the end of 5 years
Timeline
Health Coach - Health And Wellness
TRINITY SCHOOL OF NATURAL HEALTH
03.2025 - Current
CEO
Matter Smart Nutrients
03.2021 - Current
Managing Director
LiliPink Mexico
04.2020 - 03.2021
General Manager Latam
Foreo
10.2018 - 05.2020
Business Unit Senior Director Retail
Walgreens Boots Alliance - Benavides
11.2014 - 10.2018
Sr Buyer
Liverpool department stores
09.2010 - 07.2014
Associate
Social Development Secretary – Mexico city government
11.2009 - 09.2010
Operations Manager
Kronoz Internacional Inc
01.2006 - 09.2009
SPECIALIST - International Finances and Commerce
UNIVERSIDAD PONTIFICIA DE COMILLAS
01.2003 - 07.2003
BBA - International Business
ITESM
09.2001 - 12.2005
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