Israel Higuera Massa

Israel Higuera Massa is a seasoned marketing and business development professional with extensive experience in the beverage industry. Currently serving as MKT and Business Development Lead at Firmenich since July 2007, Israel has held multiple roles including Global Account Manager and Regional Account Manager for Latin America, where responsibilities included developing and implementing business strategies to maximize sales and identify new opportunities. Prior experience includes a Senior Executive position at Coca-Cola FEMSA focused on innovation and technology, and an Account Executive role at McCann managing strategic planning and budget for major brands. Educational qualifications include a Diplomado in Habilidades Gerenciales from Tecnológico de Monterrey, a Master's in Marketing & Publicidad from Universidad Pontificia Comillas, and a Bachelor's in Ciencias de la Comunicación from Tecnológico de Monterrey.