Born in Guatemala, Roberto spent his early childhood growing-up in his family’s coffee plantation in a small town called Mazatenango situated in the southwest region of the country.

He received a Bachelors Degree in Business Administration from the University of Denver in 1983, and an MBA degree from the Monterey Institute of International Studies in 1989. After his MBA program Roberto returned to Guatemala to continue working for Kellogg’s de Centro América, S.A., where he was the Brand Manager responsible for all marketing functions of this company’s top three brands for the Central America and Caribbean markets.

Subsequently, Roberto moved back to the US to work for The Coca-Cola Company in Atlanta, Georgia, as Licensing Manager for Latin America and Africa where he managed eight different product categories ranging from Coca-Cola plush-toys to Coca-Cola collectibles sold by high-end retailers. By far the most successful category developed by Roberto was the Coca-Cola apparel line sold in Chile, Mexico and South Africa.

In 1998, Roberto was recruited by Wal-Mart as the Vice President of International Marketing, Roberto and his team performed a stewardship role to ensure that the Wal-Mart brand activation was consistent with the global architecture/ positioning and managed the global marketing initiatives of Wal-Mart by providing direction to country marketing units in order to optimize global brand strategies, and support the development of country-specific marketing plans.

Roberto accepted a position with Target Corporation in January of 2002 where he led the Multicultural Merchandising and multicultural marketing initiatives for the company. Inclined to apply his experience and vision of multicultural marketing to an industry where he could do the most good, Roberto took the Sr. Director of Multicultural Marketing responsibility with AstraZeneca, leading multinational pharmaceutical company. The significant shift in the US social composition redefined the concept of the typical American family. Subsequently, Multicultural Marketing focuses on meeting the needs of our changing society. The multicultural marketing endeavor at AstraZeneca is more than a marketing program. It is a key corporate initiative dedicated to developing a comprehensive way of managing the business in order to focus on patient healthcare needs.