International Commercial Leader · FMCG & Foodservice
Cristopher Ochoa
I build commercial engines and grow businesses — turning strategy, data and people into results that compound across markets and continents.
Building commercial engines across three continents
Over more than a decade in international FMCG, I've held full P&L accountability for foodservice and B2B businesses across Asia, Europe and the Americas — leading sales, marketing, finance and supply chain to capture, develop and grow customers across HoReCa, Bakery and Cash & Carry.
Most recently I led FrieslandCampina's Professional business across Thailand and Indochina — part of a €13bn global cooperative — carrying full P&L ownership up to €82M and holding a seat on the Asia Business Group Management Team. My job is to build the engine between strategy and the customer: the right portfolio, the right routes to market, the right partnerships — powered by a team that keeps raising its own bar. From standing beside operators in their kitchens to sitting across the table on a long-term joint plan, I believe growth is built together, not sold.
I also believe decisions deserve better than gut feel. I build the data backbone a business runs on — unifying sell-in, sell-out, market and financial data into a single source of truth — and use it to move whole organizations from instinct to evidence.
The journey so far
General Manager — Thailand & Indochina
Full P&L leadership of FrieslandCampina's Professional business across Thailand and Indochina — sales, marketing and a multicultural team growing foodservice across HoReCa, Bakery and Cash & Carry, with a seat on the Asia Business Group Management Team.
General Manager — Iberia
Led the Professional business across Spain and Portugal, growing revenue from €20M to €45M — sharpening go-to-market, winning major manufacturers, retailers and hotel groups, and executing new-market entry into Portugal and the islands.
Building the growth playbook
Built a B2B foodservice business across the Americas and the Caribbean from inception — where I learned that sustainable growth comes from commercial discipline, customer intimacy, and teams that believe in the plan because they helped build it.
Engineer by training
A mechanical-engineering foundation (ITESM Monterrey) and a finance master's (Indiana University) that still shape how I lead: define the system, measure what matters, improve relentlessly.
How I build commercial engines
A commercial engine is more than a sales plan — it’s strategy, execution, data, and people working as one system. Here’s what that means in practice:
Strategy That Ships
Clear choices on where to play and how to win — translated into channel plans, pricing, and portfolio moves the team can execute on Monday morning.
Customer Partnerships
Growing with operators, chains, and distributors — building category value together, from the first coffee to the long-term joint plan.
Data as a Habit
One source of truth, visible to everyone. When the whole team sees the same numbers, alignment stops being a meeting and becomes a reflex.
Teams That Compound
Learning cultures where capability grows faster than the business — because the engine is only ever as strong as the people running it.
Let’s talk
Whether you’re part of my team, a customer, or a partner in the foodservice world — my door is open. The fastest way to reach me is LinkedIn.
Connect on LinkedIn