Zayda Martin has over 18 years of experience in the consumer goods industry, specializing in sales management and team leadership. Currently serving as the Head of Traditional Trade at BIC, Zayda focuses on developing innovative commercial strategies to drive sustainable growth and enhance brand presence. Previously, in roles at Unilever and Casa Ley, Zayda successfully implemented strategies that resulted in significant sales growth and improved operational excellence. Zayda holds a degree in Industrial Engineering with a focus on Quality from Instituto Tecnológico de Culiacán.
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