CRISTINA
HERNANDEZ
Founder & Managing Director, Managed Strategies
Cristina Hernandez is an accomplished international business consultant, educator, and nonprofit founder with over 15 years of experience advising companies on cross-border trade, foreign direct investment, and market entry in Latin America. She is the Founder and Managing Director of Managed Strategies, a boutique consultancy supporting North American and European companies with commercial expansion, sourcing, and strategic partnerships across Mexico and 12 LATAM markets. Her clients range from multinational firms to scale-up ventures across sectors such as food & beverage, consumer goods, and manufacturing.
Earlier in her career, Cristina served as a Trade & Investment Officer at the British Embassy (UKTI) in Guadalajara, Mexico, where she led initiatives in retail, agri-food, and consumer goods. She was later appointed by the Governor of Utah to serve as the State of Utah’s Trade and Investment Representative in Mexico, representing Utah businesses and attracting investment to the state.
Cristina holds a Global MBA in International Management from the Thunderbird School of Global Management and Tecnológico de Monterrey, and a Bachelor's degree from the University of California, Santa Barbara. She currently teaches part-time as a professor of international business at Tecnológico de Monterrey, where she focuses on topics such as intercultural management, global leadership, and doing business in Mexico.
Driven by her deep commitment to educational equity, Cristina is the founder of the Roots Foundation, a 501(c)(3) nonprofit dedicated to expanding access to high-quality, bilingual international education in underserved regions of Mexico. In partnership with Instituto International, an IB World School, Cristina is launching a new nonprofit middle and high school in Nayarit, Mexico starting August 2025. Cristina is bicultural and grew up in Santa Ana, California she is passionate about creating cross-border opportunities through education and international collaboration.
Cristina Hernandez is an accomplished international business consultant, educator, and nonprofit founder with over 15 years of experience advising companies on cross-border trade, foreign direct investment, and market entry in Latin America. She is the Founder and Managing Director of Managed Strategies, a boutique consultancy supporting North American and European companies with commercial expansion, sourcing, and strategic partnerships across Mexico and 12 LATAM markets. Her clients range from multinational firms to scale-up ventures across sectors such as food & beverage, consumer goods, and manufacturing.
Earlier in her career, Cristina served as a Trade & Investment Officer at the British Embassy (UKTI) in Guadalajara, Mexico, where she led initiatives in retail, agri-food, and consumer goods. She was later appointed by the Governor of Utah to serve as the State of Utah’s Trade and Investment Representative in Mexico, representing Utah businesses and attracting investment to the state.
Cristina holds a Global MBA in International Management from the Thunderbird School of Global Management and Tecnológico de Monterrey, and a Bachelor's degree from the University of California, Santa Barbara. She currently teaches part-time as a professor of international business at Tecnológico de Monterrey, where she focuses on topics such as intercultural management, global leadership, and doing business in Mexico.
Driven by her deep commitment to educational equity, Cristina is the founder of the Roots Foundation, a 501(c)(3) nonprofit dedicated to expanding access to high-quality, bilingual international education in underserved regions of Mexico. In partnership with Instituto International, an IB World School, Cristina is launching a new nonprofit middle and high school in Nayarit, Mexico starting August 2025. Cristina is bicultural and grew up in Santa Ana, California she is passionate about creating cross-border opportunities through education and international collaboration.
Bernardo
alcocer
Joined the Managed strategies team in 2019 and is an Industrial Engineer and Intl. Sales Operations Manager. In this capacity he handles all operations activities for Managed Strategies key accounts which include mass retailers, Tier 2 manufactures & international suppliers. He handles the all the importing and logistics needs for managed strategies customers all through LATAM often working directly with Chinese factories on behalf of USA and Canadian companies in Mexico.
His background includes managing manufacturing teams, controlling KPIs mainly focused on operational cost and quality controls.
He was part of the Continuous Improvement team at PepsiCo focusing on reducing lead times, from sourcing of raw materials to customer deliveries. Also, he worked assisting the Quality Control department.
He joined the Finance team at Kraft Heinz Mexico as Supply Chain Finance Coordinator. In Heinz, he was accountable for the operational cost; tracking and forecasting. He was owner of the Quality Loss package, where he controlled the main KPIs affecting this indicator. As owner of the supply chain main financial indicators, he was involved in the daily operation of a company who source from Asia, Europe and North America and sales to different countries all over the world.
B
His background includes managing manufacturing teams, controlling KPIs mainly focused on operational cost and quality controls.
He was part of the Continuous Improvement team at PepsiCo focusing on reducing lead times, from sourcing of raw materials to customer deliveries. Also, he worked assisting the Quality Control department.
He joined the Finance team at Kraft Heinz Mexico as Supply Chain Finance Coordinator. In Heinz, he was accountable for the operational cost; tracking and forecasting. He was owner of the Quality Loss package, where he controlled the main KPIs affecting this indicator. As owner of the supply chain main financial indicators, he was involved in the daily operation of a company who source from Asia, Europe and North America and sales to different countries all over the world.
B
Cecilia
sanz Cerrada
Ana Cecilia Sanz Cerrada, has more than 15 years of experience in Retail Sales and Logistics with companies such as The Home Depot, Walmart, Costco, Sam’s, Amazon, among others. She specializes in sales expansion in the Mexican Retail market.
She is devoted to helping brands succeed as she facilitates the introduction of new products into retail channels, but just as important, she makes sure that these brands remain on the shelves.
Ms. Sanz Cerrada Previous worked for C.H. Robinson in both Logistics and Business acquisitions with companies such as Tequila La Herradura (currently Brown Forman), Conwed Plastics, among other companies and handling of all their Logistics and Transportation activities.
She was Winner of Annual Prize provided to the best employees of the Company (C.H. Robinson’s stocks)
Ana Cecilia is a graduate from Tecnologico de Monterrey, where he obtained her Bachelors in International Commerce. Moreover, she studied abroad in Nice, France and in Boston, Massachusetts through Harvard University Extension school.
She is devoted to helping brands succeed as she facilitates the introduction of new products into retail channels, but just as important, she makes sure that these brands remain on the shelves.
Ms. Sanz Cerrada Previous worked for C.H. Robinson in both Logistics and Business acquisitions with companies such as Tequila La Herradura (currently Brown Forman), Conwed Plastics, among other companies and handling of all their Logistics and Transportation activities.
She was Winner of Annual Prize provided to the best employees of the Company (C.H. Robinson’s stocks)
Ana Cecilia is a graduate from Tecnologico de Monterrey, where he obtained her Bachelors in International Commerce. Moreover, she studied abroad in Nice, France and in Boston, Massachusetts through Harvard University Extension school.
Dr. Lorena
A. Palacios-Chacon
Has been collaborating as a consultant for Managed Strategies since July of 2020.She is a Full Time Professor of International Business at Instituto Tecnológico y de Estudios Superiores de Monterrey (ITESM), Guadalajara Campus. Dr. Palacios-Chacon earned her Ph.D. in management from the University of Puerto Rico and her two degrees in economics and finance and international trade from Sergio Arboleda University. One of her main interests is writing cases; she has participated in several conferences, winning multiple best-case awards. She is a member of the Board of Directors of the Latin American Case Association (ALAC).
Dr. Palacios-Chacon has written several books and articles in the areas of: internationalization of a firm, financial deepening in Colombia, the processes of offshore and outsourcing of companies, and international economic integration between countries. Her more recent line of research includes multinationals from emerging markets, with a focus on Multilatinas.
Dr. Palacios-Chacon has written several books and articles in the areas of: internationalization of a firm, financial deepening in Colombia, the processes of offshore and outsourcing of companies, and international economic integration between countries. Her more recent line of research includes multinationals from emerging markets, with a focus on Multilatinas.
misael
rangel
Mr. Rangel has over 10 years in the creative world split between private projects and the political sector working side by the side on government communication teams in various states in Mexico consulting on creating campaigns, & digital strategies.
At Managed Strategies he has led projects adapting foreign brands to the Mexican market by refreshing multiple brands and adjusting them to new audiences, products, and platforms, giving them a new angle based on their goals.
In the political sector he was part of the Tamaulipas, Mexico communication team who led to his candidate to achieve governor of the state, same year he work with the government institute: DIF Tamaulipas (National System for the Comprehensive Development of Families), the last three years he's supporting to Guanajuato, Mexico government communication team, the sixth economic power of Mexico, where in 2019 they won the "Reed Latino" award on the Category of Best Government Report Campaign for Medium Audiences in León, Guanajuato, for his participation creating a new experience to communicate a government report during the COVID pandemic.
At Managed Strategies he has led projects adapting foreign brands to the Mexican market by refreshing multiple brands and adjusting them to new audiences, products, and platforms, giving them a new angle based on their goals.
In the political sector he was part of the Tamaulipas, Mexico communication team who led to his candidate to achieve governor of the state, same year he work with the government institute: DIF Tamaulipas (National System for the Comprehensive Development of Families), the last three years he's supporting to Guanajuato, Mexico government communication team, the sixth economic power of Mexico, where in 2019 they won the "Reed Latino" award on the Category of Best Government Report Campaign for Medium Audiences in León, Guanajuato, for his participation creating a new experience to communicate a government report during the COVID pandemic.
Managed strategies provide a network of experts in International Business & Trade to execute your market expansion projects. Managed strategies Intl. LLC does not retain or hire employees. Our team is comprised of independent contractors.
