Betterware de México, S.A.P.I. de C.V., now known as BeFra, has appointed Rodrigo Muñoz as Chief Financial Officer. Muñoz brings more than two decades of experience in finance, including leadership roles within multinational companies in the retail, services, telecommunications and banking industries.

Muñoz will now lead BeFra’s finance division, employing financial and cost discipline as the company seeks to optimize its capital structure and financing costs to drive additional profitability.

“Rodrigo brings considerable financial and leadership experience with a keen eye toward strategic financial oversight,” said Luis Campos, BeFra’s Chairman of the Board. “I speak for the entire board in our support of Rodrigo’s appointment and our continued guidance which helps ensure a seamless transition and a world-class finance function that contributes to driving long-term shareholder value.”