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Hugo Lizarraga, Masters in Global Management

Hugo Lizarraga, Masters in Global Management

Senior Business Development Manager at H-E-B

San Antonio, Texas

Global executive with experience in business development, vendor management and leading cross functional teams. Excels in the areas of procurement, sales, multi-modal logistics, marketing, merchandising, product development, innovation and financial analysis.

Conducted business and created solid relationships in more than 16 countries. Thrives when working in multi-cultural environments.

As a Business Development Manager at H-E-B, he successfully creates and implements go-to-market strategies consistently breaking sales records and increasing market share. He leads multiple teams in the areas of: forecast and replenishment, data analytics, manufacturing, global sourcing, financial planning, marketing & advertising, private label, product development and accounting, among others. Negotiates costs and works closely with leading CPG companies to set and exceed annual sales targets.

At H-E-B, he also worked as Global Sourcing Manager establishing direct relations with top suppliers in Europe, Asia, Africa, Latin America and North America. He collaborated in key initiatives for the company such as the annual Ciao Italia event and sourcing all grocery categories for Mi Tienda, H-E-B's authentic Hispanic store format in Houston.

At the City of San Antonio International Affairs Department he worked in the areas of economic development, investment programs, foreign policy and protocol. Benefited industries include: Aerospace, Automotive, Logistics, Food Retail, IT, Construction, and more.

As a Global Business Consultant, Hugo assisted multiple companies in import/export process, trademark registration, business plans, marketing, logistics and sold product to food service companies and retailers.

Graduated with honors from the Global MBA program at the Thunderbird School of Global Management, in Arizona. He has a Bachelor's degree in International Trade from TEC de Monterrey, in Mexico. Fluent in English and Spanish.


  • Senior International Trade Consultant (Henderson International Corporation)
  • General Manager (Azteca Products, Inc.)
  • Business Development Manager (HEB Grocery Procurement)
  • Senior Business Development Manager (H-E-B)
  • International Trade Specialist/ Acting Chief of Protocol (International Affairs Department, City of San Antonio)
  • Global Sourcing Manager (HEB Grocery Procurement)


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