Management Team

Luis Campos

Chairman of the Board

Luis Campos has been in the direct-to-consumer business for more than 30 years. He has been chairman of Betterware de México since he bought the Company in 2001. Prior to Betterware, Mr. Campos served as Chairman of Tupperware Americas (1994 – 1999), Chairman of Sara Lee — House of Fuller Mexico (1991 –1993), and Chairman of Hasbro Mexico (1984 – 1990). Mr. Campos brings with him a strong commercial and financial background as an enhancement to his proven general management skills. Luis Campos is an active member of the “Consejo Nacional de Comunicación”, and an active member of the Regional Board of Citibanamex and Regional Board of BBVA in Mexico.

He was an active member of the Direct Selling Association, The Latin America Regional Managers’ Club, The Conference Board, and a board member of the Economic Development Commission of Mid Florida, Casa Alianza-Covenant House, The Metro Orlando International Affairs Commission, SunTrust Bank and Casa de Mexico de la Florida Central, Inc.

Mr. Campos was selected to serve on Betterware’s board of directors due to his extensive experience in consumer product companies, especially in the direct sales, as well as his relevant top-level experience in American public multinational companies

Andres Campos

President and CEO of BeFra Group

Mr. Andres Campos was CEO of Betterware since 2018. Prior to becoming CEO, Andres served as Commercial Director (2014 – 2018) and Strategy and New Businesses Director (2012 – 2014). Prior to Betterware, Mr. Campos worked in Banamex Corporate Banking area (2005 – 2010) and in KPMG as an Auditor (2004 – 2005). Andres holds a bachelor’s degree in business administration from Instituto Tecnológico y de Estudios Superiores de Monterrey and an MBA from Cornell University.

On January 4, 2024 Andres was appointed BeFra’s CEO, which includes Betterware and Jafra brands, both in Mexico and abroad. Andres will report directly to Luis Campos, Chairman of the Board. During his eleven years in Betterware, Andres has been a key contributor to the company's different stages of outstanding growth, where his leadership strength and strategic vision added to the company's overall success.

Santiago Campos

Managing Director of Betterware Mexico and Board Member

Santiago Campos served as Director of Innovation and Communication at Betterware since 2018. Before assuming the CMO role in 2019, he worked rotational periods with the Sales team, and lived in China for 6 months working with our Quality team. Prior to joining Betterware, he served as Commercial Director at a local Real Estate Development company. On January 4, 2024 Santiago assumed the position of Managing Director of Betterware, reporting directly to Andres Campos.

Santiago holds a bachelor’s degree in public accounting and finance from Instituto Tecnológico y de Estudios Superiores de Monterrey, LEAD Professional Degree from Stanford University and Design Thinking Certificate from Kellog Executive Education. Santiago was selected to serve on Betterware’s board of directors due to his instinct in product innovation and household needs in the Company’s market target group.

Pilar Sanchez Valdovinos

Managing Director of Jafra Mexico

Pilar Sánchez joined Jafra Mexico with extensive experience in leading consumer goods organizations, driving categories growth, building brands value, launching breakthrough innovation, and developing high-performance teams. In her previous experience she served as Chief Marketing Officer of Mondelez Mexico, and before that, she held various local, regional, and global positions of increasing responsibility at PepsiCo for 17 years, having across broaden functional roles such marketing, innovation, strategy, and R&D. Pilar has immersed herself into the business since joining the company in July, 2023, and has been appointed as the Managing Director of Jafra Mexico, effective January 1st, 2024.

María Gordoa

Chief Commercial Officer, JAFRA U.S.

María Gordoa has served as Chief Commercial Officer of JAFRA Cosmetics International U.S. since August 2024, having previously held the role of Chief Marketing Officer. She leads the company’s marketing and sales strategies in the United States.

She has more than 15 years of experience in the beauty, wellness, and direct-selling industries, having held senior leadership roles at global companies including Yoli, Young Living, and Nu Skin Enterprises. She holds a bachelor’s degree in Corporate Communications from Universidad Europea de Madrid and a specialization in Digital Marketing from the University of San Diego.

Ana Cecilia Augusto

Managing Director of Betterware Andean Region (Ecuador, Peru, Colombia)

Ana Cecilia Augusto is an executive with extensive experience in business unit management, development of growth strategies and brand management in multinational companies. Her career spans the cosmetic, personal care, fashion and accessories and mass consumption sectors in Latin America. At the transnational Belcorp she assumed strategic positions as Executive Brand Director and Executive Director of eCRM. As a business consultant she worked on strategic projects with the multinationals AJE and Aruma of the Lindley group. Currently, she serves as General Director of the Andean Region at Betterware, being in charge of introducing the brand in South America, with Ecuador as the first country to open in 2025.

Lucia Dorronsoro

Managing Director, Betterware Central America

Lucia Dorronsoro has served as Managing Director of Betterware Central America since September 2024, leading the brand’s growth and consolidation across the region. She brings over 13 years of experience in Latin America’s direct-selling industry and holds a degree in Business Administration and Public Accounting, with specializations in Finance, Marketing, and Sales. Before joining Betterware, she held senior leadership roles at Belcorp, including Planning & Merchandising Director (2021–2024) and Senior Marketing Manager (2017–2021).

Raúl del Villar

Corporate Chief Financial Officer

Mr. del Villar is a seasoned finance executive with over three decades of experience in senior leadership roles within multinational consumer companies. He most recently served as Vice President and Corporate Chief Financial Officer at Grupo Axo, where he was instrumental in supporting the company’s expansion across multiple countries and a diverse portfolio of global brands. During his tenure, he led public and international debt issuances and strengthened financial reporting standards to comply with global exchange requirements.

Earlier in his career, Mr. del Villar served as Chief Financial Officer and Administrative Director at Adidas Group Mexico, where he oversaw strategic planning and financial operations. His experience also spans cross-functional leadership, including legal and corporate governance, enabling disciplined growth in complex and dynamic operating environments.

Mauricio Alvarez

Corporate Chief Information Officer

Mauricio Alvarez Morphy joined the company as CIO in August 2020 responsible for information technology spanning applications, data, cybersecurity and infrastructure, all a vital part of nearly every aspect of our customer and service experience. Mauricio joined Betterware from multinational customer experience company Atento where he was Chief Information Officer for the US, Mexico and Central America. Previous to Atento, Mauricio co-founded Flip Technologies, a SaaS provider for nonprofit organizations and held various IT & Innovation leadership roles of increasing responsibility at The Coca-Cola Company globally. Mauricio holds a bachelor’s degree in Computer Systems from the Universidad Iberoamericana in Mexico City.

Leonardo Ayala Latapí

Corporate Chief Business Intelligence Officer

Leonardo has worked for ten years developing business analysis capabilities for Betterware. Previously he held positions in Business Analysis and Commercial Strategy for telecommunications companies such as Telefónica Movistar (2007-2012) and in the financial sector (Grupo Profuturo 1996-2006). Leonardo holds a B.A. in Business Administration from Universidad Nacional Autonoma de México (UNAM).

Maria Fernanda Gil

Digital Transformation Officer

Maria Gil serves as Digital Transformation Officer of BeFra Group, leading the company’s end-to-end digitalization roadmap. She oversees “customer & seller” digital platform development, partnering with commercial and technology teams in all our business units.

With more than 15 years of experience across CPG, retail, and SaaS, Maria has led regional programs spanning marketing, e-commerce, and digital integration for leading consumer and B2B organizations. Her prior experience includes roles at Coca-Cola FEMSA, Cueros Vélez, and TransPerfect. She holds an MBA in Digital Marketing & E-commerce from the Instituto Europeo de Posgrado and a bachelor’s degree in International Management from Menlo College.