Luis Eduardo González Chapa

Luis Eduardo González Chapa has over two decades of experience in revenue management and commercial operations within the beverage industry. Currently at HEINEKEN MÉXICO since March 2009, Luis Eduardo specializes in pricing, promotional execution, and trade terms management, ensuring transparency in pricing structures for key accounts in modern channels. Prior experience includes strategic process design and operational enhancements at CERVECERÍA CUAUHTÉMOC MOCTEZUMA, where responsibilities spanned project advisement, call center optimization, and documentation of ERP processes. Luis Eduardo holds a Bachelor's degree in International Marketing from Universidad de Monterrey and a Master's degree in Administration from Universidad Autónoma de Nuevo León.