Speakers for the Conference

For more information please click over each speaker.

Joe Arellano

Vice President - Latin America & Caribbean, and Global Travel Retail, THE PATRON SPIRITS International A.G.

Joe Arellano’s distinguished 25-year career in the beverage consumer goods industry began at Joseph E. Seagram & Sons in U.S. domestic and international sales and marketing roles. His experience there led him to Molson-Coors Brewing Company,and then to Patrón Spirits.

As one of the first employees at Patrón to focus on international and duty free markets, Joe has been instrumental in introducing and marketing the company’s ultrapremium brand portfolio into more than 130 countries and over 700 duty free stores worldwide.

Joe holds an MBA/MS degree in Technology Management from the University of Texas at Austin, and is actively involved with local New York City-based charitable organizations near his home town of Hoboken, New Jersey.

Cynthia Barreto

Vice-president - ASUTIL

Lic. Marketing – Universidad Católica Asunción PY Magister en Educación con énfasis en investigación – Universidad Católica.

Profesora titular en la licenciatura de Marketing – UCA – “Comportamiento del consumidor” – “Investigación de Mercado”

Experiencia laboral • Jefa de Trademarketing SC Johnson & Son. • Gerente de Unidad de Negocios alimentos Bright Star S.A • Consultora en Investigación Área Ciencias Sociales (Unicef – OEI – Unesco) – Investigación Mercado (Kimberly Clark/TIGO/Volvo) • Gerente General Bright Star Duty Free – Travel Retail.

Lic. José Luis Donagaray



  • Graduated in Business Administration from the Republic University of Uruguay
  • MBA at the Austral University in Argentina.
  • Participation in the opening of the Research Center of the Harvard Business School for Latin America.
  • Participation in the release of the Endeavor Project in Uruguay as a venture corp.
  • Professor in the Marketing Area, in the Master Program of IEEM at the University of Montevideo.

Complimentary studies:

  • Seminar of Negotiation.
  • Auditor of the ISO 9000 Regulation.
  • Process of Regulation.
  • Strategic Marketing Management Program at the Harvard Business School in 1999.

Carlos Loaiza 2013


Graduated as J.D. at the University of Montevideo, Uruguay, 2003 (summa cum laude), he was awarded with a Scolarship of Fundación Carolina from the Kingdom of Spain, 2006, obtaining an LL.M in Taxation (Centro Europeo de Estudios Garrigues, 2007) and an LL.M in Corporate Law (Harvard Law School-Centro Europeo de Estudios Garrigues, 2009).

He started his professional career in Tax & Legal Services, PwC. In 2006 he joined the International Taxation and Transfer Pricing department of Garrigues Abogados y Asesores Tributarios in Madrid, Spain, where he developed an extensive professional practice advising multinational groups, being involved in some of the most relevant deals in the Latin American market. In 2009 he joined the M&A and Taxation department of Barros & Errázuriz, in Santiago de Chile, Chile.

He has represented companies, individuals, multilateral banks and the Uruguayan Government. He is a member of the Uruguayan Bar Association, the Uruguayan Institute of Tax Studies, the Latin American Institute of Tax Studies, the International Fiscal Association and the International Bar Association.

Carlos Loaiza Keel is profesor of Tax Law and International Taxation in the Law School of the University of Montevideo and Economics School of the University of the Republic. He lectures widely on Tax Law and was designated as a National Reporter for the annual Congress of the International Fiscal Association. He has published 5 books and more than 60 articles on his field, in Uruguay and abroad, and is chief editor and contributor to Consultor Tributario, a specialized monthly supplement on taxes on El Observador, with the sponsorship of Thomson Reuters Group.

Carlos Loaiza currently advises companies, individuals, multilateral banks and the Uruguayan Government in Tax and Corporate matters. He leads the Global Alumni project, of the Centro Europeo de Estudios Garrigues, he is a regular columnist for El Observador, member of Torres García Museum Art Workshop and contributor to Foreign Policy magazine.

Carlos Melconian (esp)


Economist. Expert Consultant in Economics from Argentina.

Speaker in ASUTIL 2006, 2007 and 2009.

Es director y fundador de M&S Consultores desde 1991, una de las consultoras económicas y financieras más importantes del país. Como director de M&S Consultores asesora a las principales empresas e instituciones argentinas y extranjeras.

Es Licenciado en Economía por la Universidad de Buenos Aires y Master en Economía por la Universidad Di tella. Se desempeñó en la Gerencia de Investigaciones Económicas y ocupó la Subgerencia del Área Externa del Banco Central de la República Argentina.

Es autor de numerosos trabajos sobre macroeconomía argentina y sector externo.

Peter Mohn 2013

Partner and Co-founder, m1nd-set Global Marketing Intelligence & Solutions

Dr. Peter Mohn graduated as a Psychologist and earned a Ph.D. in Business Psychology at the University of Göttingen, Germany.

Peter is of Norwegian origin, has lived in Denmark, Belgium, The Netherlands, Finland, UK and Germany and lives in Switzerland since 2002.

Peter has been working for various leading global market research agencies since 1993 and has been in top management positions since 2000. He has been specializing in Travel Retail research since 2004 and consults various leading brands as well as shop operators in this field.

Based at Lake Geneva, m1nd-set is specialized in Travel Retail and Airport marketing research & consulting on a global basis. m1nd-set conducts consumer research at airports, at border shops, on ferries and cruises on over 60 markets worldwide for global Travel Retail brands as well as operators, airports etc. m1nd-set conducts quantitative and qualitative research on many different subjects, such as Travel Retail shopping motivation & behaviour, mystery shopping, brand awareness and evaluation, price elasticity (conjoint surveys), promotion effectiveness, observation of shoppers, travel retail exclusive product testing, segmentation surveys etc.

José Carlos Rosa

President - ASUTIL

  • Graduated from Academia Militar (Portuguese Military Academy), both as a Military and Civil Engineer.
  • Completed the Engineer Officer Advanced Course at the United States Army Engineer School (Fort Leonard Wood, Missouri), as Honour Graduate.
  • Portuguese military badges: MP Officers Course, CEDMA (Mines and Explosives) Course, NBC Officers Course, Parachutist badge.
  • Shopping Centre management courses with APCC (Associação Portuguesa de Centros Comerciais).


  • Guest speaker at national and international shopping centre and travel retail related events, such as APCC (Associação Portuguesa de Centros Comerciais) meetings (national) or ASUTIL 2004 (international).
  • Guest teacher on Airport Retail Planning and Management, at the ISEC (Instituto Superior de Educação e Ciências), Lisbon.

Anna Szentivanyi

Manager Customer Marketing, MONDELĒZ INTERNATIONAL

Anna Szentivanyi heads up the customer marketing team in Kraft Foods World Travel Retail, a department which places travelers in focus and drives accelerated growth for the entire confectionery category.

Anna joined Cadbury International Travel Retail in August 2008 in the UK, where she led overall marketing projects in strategy, insight and communication and managed leading brands. She developed a strong belief in the importance of understanding travel retail shoppers’ behaviour as the key to future growth in the confectionery category, and as a result led research programs across every continent, generating key assets for our company.

Before joining the travel retail world, Anna’s passion for marketing grew while she was completing her Masters Degree and working at Nestlé Purina in Hungary in 2002. Her talent was spotted early on and she became the youngest brand manager for the country’s market leading pet food brand, Darling.

Following five years at Nestlé, Anna moved to the UK and joined Burton’s Foods where, as Group Products Manager, she was responsible for marketing across all export markets.

Arturo Valenzuela


Arturo Valenzuela is Professor of Government at Georgetown University. From 1987 to 2009 he directed the Latin American Studies Program and was the founding Director of the Center for Latin American Studies in the Edmund A. Walsh School of Foreign Service at Georgetown University.
Prior to joining the Georgetown faculty in 1987 he was Professor of Political Science and Director of the Council of Latin American Studies at Duke University.
He has been a Visiting Scholar at Oxford University, the University of Sussex, the University of Florence, the University of Chile and the Catholic University of Chile and a Fellow at the Woodrow Wilson International Center for Scholars. He earned a B.A. summa cum laude and was awarded the degree of Doctor of Humane Letters honoris causa from Drew University. He earned the M.A. and Ph.D. degrees in Political Science from Columbia University. He is fluent in English, French and Spanish.

President Barak Obama appointed Dr. Valenzuela as Assistant Secretary for Western Hemisphere Affairs in the United States Department of State, a position he held until August 2011, when in he returned to Georgetown.
In that post he was responsible for the formulation and execution of United States policy towards the Western Hemisphere, from Canada to Argentina and Chile. As the country’s chief diplomat for the Americas he managed the second largest regional bureau at the Department of State with 50 posts and an operating budget of $376 million for FY 2010. The Bureau of Western Hemisphere Affairs has over 800 US Foreign and Civil Service employees and a locally engaged staff overseas of close to 8,000. The Bureau helped manage a foreign assistance budget of approximately $1.63 billion for FY 2010, excluding assistance to Haiti.

During President William Jefferson Clinton’s second term in office, Dr. Valenzuela served at the White House as Special Assistant to the President and Senior Director for Inter-American Affairs at the National Security Council.
In that capacity he advised the President and the National Security Adviser on foreign, defense, intelligence, economic and other policy issues and helped manage the formulation and implementation of multilateral and bilateral foreign policy initiatives in the Americas.

In President Clinton’s first term, he served as Deputy Assistant Secretary for Western Hemisphere Affairs with primary responsibility for the implementation of U.S. foreign policy toward Mexico.

For his diplomatic contributions, he has been honored with the National Order of the Southern Cross by the government of Brazil and the Order of Boyacá by the government of Colombia.

He is listed in Who’s Who in America and Who’s Who in American Higher Education. A special 2008 edition of Poder Magazine listed him as one of the 59 most influential Hispanics in the United States.

Dr. Valenzuela is a specialist on the origins and consolidation of democracy, electoral systems, civil-military relations, political parties, regime transitions and U.S.-Latin American relations, and the author or co-author of nine books, including Political Brokers in Chile and The Breakdown of Democratic Regimes: Chile.
His academic work has focused on the consolidation of democracy and the challenges of democratic governance and with Juan J. Linz he published The Failures of Presidential Democracy. His scholarly articles have appeared in edited collections and academic journals such as Comparative Politics, Foreign Policy, Foreign Affairs, Rivista Italiana di Scienza Politica, Estudios Públicos and the Latin American Research Review. He serves on the editorial boards of the Foreign Policy Bulletin, the Journal of Democracy, Current History, and The Third World Quarterly.
He is a member of the Council on Foreign Relations and several academic societies, and served on the Conseil Scientific of the Institut des Amériques in Paris.

Prior to joining the Obama Administration, Dr. Valenzuela was a member of the executive committee of the board of directors of the National Council of La Raza (NCLR), and a board member of the National Democratic Institute for International Affairs (NDI), Drew University and Santiago College in Santiago, Chile. He served on the Advisory Board of Americas Watch. He was also a member of the International Advisory Board of REPSOL/YPF in Madrid, and a board member of Corpbanca, a leading Chilean commercial bank. He has been a consultant to Akin, Gump, Strauss, Hauer and Feld, L.L.P. and several Fortune 500 firms. He is currently Senior Advisor for Latin America at Covington and Burling, a leading international law firm headquartered in Washington, DC.

Dr. Valenzuela has been an adviser to the Senate Foreign Relations Committee and served as a consultant to the Senate Democratic Policy Committee. As part of his scholarly work he has served as an advisor on political and constitutional reform in Bolivia, Chile, Brazil, Mexico and Colombia. He has been a consultant to the Ford Foundation, the Inter-American Foundation, Freedom House and other non-profit organizations. Dr. Valenzuela has published commentaries in leading newspapers in the United States, Latin America and Europe, including a column for El Universal in Mexico City. His television appearances include ABC’s Nightline, NBC's Today Show, PBS News Hour, CNN, Fox News, Univisión, National Public Radio, C-Span, BBC World Service and others.

 Ph.D. (1971) Columbia University, Political Science

 French (speak, read)  Spanish (speak, read, write)