Francisco Rodríguez is co-founder of Route2Grow, with over 30 years of international experience in Mexico, the U.S., and Europe in the Fast-Moving Consumer Goods (FMCG) sector. He has held executive and leadership positions across Marketing, Innovation, Business Development, Commercial Strategy, Supply Chain, and Manufacturing, giving him a strong global and business-oriented perspective.

He holds a degree in Industrial and Systems Engineering, an MBA from Tecnológico de Monterrey (Mexico), and completed a General Management Program at IESE–University of Navarra (Spain).

Francisco is a passionate advocate for business transformation and sustainable growth, with a strategic focus on branding, innovation, and customer experience. He is deeply committed to human development and talent, having led multicultural and cross-functional teams throughout his career.

He has successfully led the development and launch of a wide range of new products, category growth initiatives, commercial expansion strategies, as well as brand relaunches and both traditional and digital communication campaigns.