Trade Director, Snacks Operating Unit of General Mills
As Trade Director of the Snacks Operating Unit, Efrain is responsible for the creation and execution of General Mills’ Snacks Sales strategy across all customers. The Snacks operating unit is General Mill’s second biggest and fastest growing unit.
With almost 20 years sales experience, Efrain prides himself on being a collaborator with a passion for making a difference in everything he does. He initiated early multicultural product initiatives to grow business with the United States’ growing Latino community.
Additionally, Efrain is a leader among General Mills’ Hispanic Leadership Team, a group focused on retaining, developing, and advancing the company’s Hispanic employees. Efrain currently participates on the Corporate Board of Advisors for the National Council of La Raza as a Corporate Liaison.
Efrain is originally from San Antonio, Texas and currently lives in Prior Lake, Minnesota. He holds a BA in Marketing from the University of Texas at Austin, and is a recent graduate of Kellogg’s Executive MBA program. He and his wife Vanessa have two kids, Aaron and Calista.