Cristina has spent 18 years at global consumer packaged goods companies, leading marketing, brand management, and trade marketing teams. She started her career in marketing at Grupo Familia, a producer and distributor of personal care products. There, she learned the importance of analytical skills and cross-functional teamwork in driving marketing decisions. After gaining knowledge about brand building, product development, and consumer insights at General Mills in the U.S. and leading marketing teams for Grupo Nutresa in Colombia, Cristina returned to Grupo Familia to lead the consumer tissue business unit. Then, as marketing VP for South America and the Caribbean, Cristina was responsible for delivering profit and loss results and improving the market position for all brands.