Professor and director of the Center for Retailing of the Business School of Tecnológico de Monterrey. Co-founder and CEO of Social Piper, a social media self-management platform for SMEs in Mexico and Latin America.
Rafael has more than 16 years of experience in e-commerce. Under his responsibility and leadership, he has implemented the e-commerce businesses of the two most important supermarkets in Mexico: Walmart de México y Centroamérica and Organización Soriana.
At Organizacion Soriana, he developed the company's omnichannel strategy. This strategy includes not only the Internet sales business, but also the implementation of a virtual mobile telephone operator (Soriana Móvil). With this service, Soriana customers have access to low-cost cell phone service, which they can also pay with points from the store's loyalty program. With Soriana Móvil and the e-commerce business, Soriana is in constant communication with its customers to offer them high-value products and services.
During his stay at Walmart de México y Centroamérica, he was responsible for the membership area at Sam's Club, whose objective is to attract and retain members so they can save in the store. Following his experience at Sam's, he was responsible for developing and implementing the company's digital strategy. In 2012, it launched the first application to order supermarket delivery in Mexico, and in 2013 it participated in the market launch of www.walmart.com.mx, a general merchandise site that complemented the assortment of physical stores.
Rafael is an Industrial Engineer from the Universidad Iberoamericana and has an MBA from ESADE Business School in Barcelona, Spain. In addition to experience in e-commerce, he has experience in the telecommunications and financial industries.