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Ricardo Velazco is an experienced corporate leader with a proven track record in key account management, customer service, and advanced collaboration. Currently serving as a Corporate Key Account Manager at HEINEKEN MÉXICO since July 2018, Ricardo has previously held significant roles at Grupo Lala, where responsibilities included leading CPFR activities for major retail chains and executing sales strategies in high-revenue markets. With a strong background in inventory planning and procurement developed through roles at MADISA-CAT and Charras, Ricardo emphasizes effective supplier negotiations and strategic purchasing. Ricardo holds a Master of Business Administration in New Business Development from EGAII, UANL, and a Bachelor's degree in International Relations from Universidad Autónoma de Nuevo León.