Central America


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Sofia de Grajeda

Program Director Central America

Sofia has a wealth of management experience for more than 30 years in multinational companies, performing as a general manager in Central America. Her experience varies across a variety of industries including consumer products, personal care, pharmaceutical and OTC and consulting with several organizations. Sofia is specialized in finance, sales, marketing and project management and a great value addition to Advantage team.

Roberto Vega

Managing Director, Latin America Region

Roberto has an intense experience in the benchmarking business in Latin America.  As a pioneer of Advantage Group, he launched retailer benchmarking studies in the Latin America region in 2003.  Since then, Roberto has been building relationships with manufacturers and retailers and now oversees the entire region, outside of Brazil and Mexico.  Roberto holds an MBA from the University of Nebraska.