Carreras Limited - Hector Bustillo
Mr. Bustillo is a seasoned commercial leader with over 14 years of experience across Sales, Trade Marketing, Brand Management, and Commercial Deployment within the Latin America and Caribbean region. He currently serves as Head of Trade at Carreras Limited, a role he assumed in May 2026.
Skills & Experience: Mr. Bustillo has a strong track record of driving market growth through effective route-to-market execution and cross-functional leadership. His expertise spans traditional tobacco and New Categories, including vapour and modern oral products, with extensive experience across Mexico, Colombia, Central America, and the Caribbean. He is recognized for translating global strategies into impactful market execution, leading end-to-end product launches, and aligning marketing, trade, and supply chain functions to deliver sustainable growth.
He has successfully led regional category strategies, including vaping and modern oral products, improved demand planning and forecasting capabilities through Sales & Operations Planning (S&OP) leadership, and enhanced brand positioning through consumer-focused campaigns and innovation deployment. Mr. Bustillo is also experienced in managing complex market conditions, strengthening trade engagement, and ensuring business continuity during periods of disruption.
Throughout his career, Mr. Bustillo has held several senior roles within British American Tobacco, including Modern Oral Senior Deployment Manager, Area Head of Vaping, Senior Brand Manager for New Categories, Area Growth Planning Manager, Brand Manager for Pall Mall Mexico, Brand Manager for Lucky Strike Central America, and Head of Trade in Honduras. He began his career as a Trade Marketing Representative and progressed through multiple commercial and marketing roles, consistently delivering strong business results and market expansion.
Qualifications: Mr. Bustillo holds a Bachelor’s degree in Finance from Universidad Tecnológica Centroamericana (UNITEC) in Honduras. He has also completed professional certifications in marketing and data analytics and is fluent in both Spanish and English.
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Carreras Limited
8 Automotive Parkway
Kingston 20
Jamaica
Tel : +1 876 749 9800