XGEN Products has appointed Blanca Estrada-Gonzalez as its Latin America Account Representative, strengthening its sales and market support across Mexico, Puerto Rico, the Latin Caribbean, Central America and South America, as well as Spanish-speaking markets in the U.S.
Bringing more than 20 years of experience across intimate apparel, pleasure products and speciality retail, Estrada-Gonzalez will develop new business while supporting XGEN’s existing retail and distribution partners.
“The Latin consumer isn’t only in Latin America,” said Estrada-Gonzalez. “There are millions of Latino and Spanish-speaking consumers here in the United States who are already shopping our industry, yet we don’t always give our retail partners the tools to intentionally speak to and educate that customer. There is a tremendous opportunity to change that while also building stronger relationships throughout Latin America.”
A key focus will be expanding XGEN’s Spanish-language sales, marketing and educational resources. Estrada-Gonzalez has already begun translating and culturally localising company assets to give retailers and distributors practical tools for staff education and customer engagement.
“Blanca’s experience in the LATAM and Spanish speaking markets is second to none,” said Andy Green, CEO of XGEN Products. “Her wealth of knowledge will help position XGEN as an industry leader serving this important demographic and geographic part of the world.”
Estrada-Gonzalez will also focus on market-specific strategies, recognising that retailers and consumers across Latin America and Spanish-speaking U.S. communities have different needs.
