Freelancer profile translated to English.
Back to original languageAbout Ana Paula
Many companies grow… but don't generate profitability.
Or they grow, but face constant liquidity tension.
I intervene in those critical moments.
Through a structured financial diagnosis methodology, I identify the real causes of margin loss, working capital disorder, and decisions based on incomplete information.
My work is not just about analyzing historical figures.
I design and implement Financial Information Systems that act as a strategic GPS: they allow you to anticipate, decide, and govern the business with clarity.
I structure:
• Executive reporting architecture
• KPI frameworks aligned with strategy
• Liquidity and profitability control models
• Information systems for Management and the Board
I work with management teams that need to transform scattered data into sustainable strategic decisions.
Because without a solid financial system, growth is just speed without direction.
Spanish
Native or bilingual
English
Fluent
Can work on-site
Valencia (up to 50km)
Experience
- MastercardRegional Chief Financial Officer /BANKING AND INSURANCEMay 2023 - June 2025 (2 years and 1 month)Mexico• Full regional P&L responsibility and strategic finance partner to regional leadership.• Responsibility for financial strategy, budgeting, forecasting, performance management and governance.• Optimization of long-term client contracts, improving margins by +10% through IRR and profitability restructuring.• Leadership of regional investments, ROI analysis and capital allocation decisions.• Led post-acquisition M&A integration in Mexico in close coordination with corporate M&A teams, covering financial, operational and organizational dimensions.• Subsequently coordinated the full divestment process of the acquired entity.
- RabbitChief Financial Officer (CFO)RETAIL (SMALL BUSINESS)January 2021 - April 2023 (2 years and 3 months)Mexico• Executive responsibility for finance, controlling, treasury and performance management in a high-growth scale-up environment.• Led capital raising processes with venture capital funds and family offices; strategic partner to investors.• Designed a 3-year organizational maturity roadmap with Deloite and led its execution across finance, operations and technology.• Enabled rapid expansion: 10 regional offices and distribution centers launched in 18 months.• Increased gross margin from 18.5% to 23% and reduced inventory days from 120 to 75.• Implemented NetSuite ERP, significantly improving data integrity and financial controls.
- Viña Concha y Toro | International Wine Industry GroupFinance and Operations DirectorAGRICULTUREJanuary 2012 - January 2021 (9 years)Mexico• Full P&L ownership, including finance, supply chain, treasury and internal control.• Led multicultural teams across multiple countries.• Implemented Bain & Company commercial strategy, achieving 10% annual growth with 98.5% service level.• Doubled business volume within five years while maintaining corporate profitability targets.• Coordinated multi-country supply chain operations (Chile, Argentina, USA, Italy).• Increased operating margins from 7.5% to 10.5% through portfolio optimization and cost management.
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Education
- ADETecnológico de Monterrey2002Especialidad en Finanzas Corporativas
- Diploma in Project ManagementUniversity of Toronto2012Diploma in Project Management
Certifications
- Strategic InnovationESADE2020