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Oscar Tzitzihua has a robust background in strategic management and sales within the beverage industry, currently serving as the On Trade Strategy Management Leader at HEINEKEN MÉXICO since February 2010. With a comprehensive history of roles, including Sales Project Leader and Trade Marketing Leader, Oscar has successfully led cross-functional teams and high-impact projects, focusing on customer retention, sales growth, and brand visibility across various channels. Oscar holds a Master of Business Administration (MBA) and a degree in Industrial Engineering from the Tecnológico de Monterrey, enhancing the strategic and analytical skills applied in numerous regional and commercial initiatives throughout the career.