HH

Hugo Herrera Heras

Managing Partner at Living On The Edge Capital

San Pedro Garza García, Nuevo León

Overview 

Hugo Herrera Heras is the Managing Founding Partner at LOTE Capital, with a strong background in trade marketing and shopper marketing in the beverage industry. He has held key roles at companies like Coca-Cola FEMSA and OXXO, showcasing expertise in business development and strategic planning. Hugo's career highlights include his role as the Modern Trade Manager at Coca-Cola FEMSA and his current position as a Managing Founding Partner at LOTE Capital, where he invests in diverse sectors like AgTech, MarketingTech, and Retail, focusing on supporting female and diverse founders.

Work Experience 

LO

Living On The Edge Capital

  • Managing Partner

    2022 - Current

T

Tacotote!

  • Partner

    2022

Real Taco Tote is a family of over 20 restaurants, dedicated to provide authentic, real Mexican food in a relaxed, quick service atmosphere.

tacotote.com
GO

Grill On Box Mx

  • Innovation & partner

    2017

    innovation processes & council member

O

OXXO

  • Negocios Adyacentes (New Business Development)

    2019 - 2021

    Launching and developing new revenue streams into businesses.

A

Appuntos

  • Business Development Partner

    2018 - 2020

    Product development in Monterrey

S

Solistica

  • Planning & Growth

    2016 - 2019

CF

Coca-Cola FEMSA

  • Modern Trade Manager

    2015 - 2015

    Northen Mexico's Supermarket Account Manager. Responsible of the Budget, Pricing, Promotion, and Business Plannning of the company's products for the accounts.

  • Regional Accounts Manager- Key Accounts División Mexico

    2011 - 2015

    -Negotiation and managment of Regional Key Accounts in On Premise and Home Market channels. -Strategy implementation and sales performance maximization for local special accounts.

CF

Coca-Cola FEMSA

  • Trade Marketing Sr. Executive

    2010 - 2011

    Collaboration in the design of sales stragies for the region's top clients.

  • Market Intelligence Sr. Executive

    2010 - 2010

    In charge of the development of a system for monitoring the competitor’s strategy

F

FEMSA

  • Executive Development Program

    2009 - 2011

    Fast Track Executive Development Programme for top management (talent in development) 20 month rotation program along the 3 key core business & divisions: Coca Cola FEMSA, Cervecería Cuauhtemoc Moctezuma (HEINEKEN) and OXXO.

CC

Cervecería Cuauhtémoc-Moctezuma

  • Trade marketing Regional Coordinator

    2007 - 2009

    Analysis and execution of sales programs and promotions for the region. Support in the design and execution of the region´s Business Plan.

  • Chief of Home Market Channel Strategy

    2008 - 2008

    Responsible for the execution and performance in Home Market's trade marketing strategy.

  • Competence Development Process Leader

    2006 - 2007

    Team leader for the proyect "Competence Development"redesign of the sales and marketing processes.

  • Commercial Development Executive

    2005 - 2006

    •Co-design and development in the strategy for client acquisition and coverage. •Client’s Best Practice Project Coordinator.

  • Trainee Program for Commercial Areas

    2004 - 2005

    3 month program with focus in pricing, sales, distribution, customer service.

Education 

Articles About Hugo

Relevant Websites