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José Luis O. has an extensive work experience in the marketing field. José Luis is currently the Head Of Marketing Services at Grupo Herdez since 2018. Prior to that, they worked at Cereal Partners Worldwide as a Senior Regional Marketing Manager and as an Innovation Marketing Manager LATAM. Before that, they were a Consumer Knowledge Manager and an Adult Health & Wellness Brand Manager at Nestlé México. José Luis also served as a Sr. Brand Manager and an Insights Manager at PepsiCo. José Luis O. started their career as a Project Coordinator in Market Research at Marketing Group.

José Luis O. completed Collective Labs, a program specializing in Behaviour Design, at Collective Academy in 2020. Prior to that, from 1998 to 2001, they attended Universidad Anáhuac, where they obtained a degree in LAE. Before that, from 1994 to 1997, José Luis O. studied at Universidad Panamericana. In addition to their education, they also obtained a certification called Storytelling Bootcamp x Grupo Herdez, provided by Collective Academy, although the specific month of attainment is not provided.