Management Team

Mr. Rocha joined Elementia as CEO of Cementos Fortaleza in January 2015 and later headed the Cement Division after the acquisition of GCHI, leading domestic and international growth, earning his appointment as CEO of Elementia in 2020. He is a Civil Engineer from the Pontificia Universidad Católica de Chile, with 30 years of experience in the construction industry, holding various management positions with Holcim for 23 years, prior Elementia. He has postgraduate degrees in high-level management from ULB in Belgium, IMD Business School in Switzerland and IPADE in Mexico.

Mr. Gomez assumed his current position at Elementia in 2020, after a 35-year career in high-level management positions at Condumex. Hugo Gómez is an Industrial Engineer from the Universidad Autónoma Metropolitana, with specialization courses in Finance from the Universidad de las Américas Puebla and in High-Level Management from IPADE.

Mr. Perez joined Elementia in 2020 as Business Unit Leader for Building Systems Mexico. He has 25 years of experience in management positions with various companies, like Saint-Gobain Mexico, Knauf, Stanley Black & Decker and Sherwin Williams, among others. He has an undergraduate degree in Business Administration from the University of Texas at Austin, where he also received a Master’s degree in the same field.

Mr. Fonseca began his professional career 27 years ago in the group, performing different roles in financial and administrative areas. In the last 12 years he served as Plycem's Country Manager for El Salvador and Honduras plants. He leads Plycem's operations as Head of Central America. Mr. Fonseca holds a bachelor’s degree in Public Accounting from the Latin American University of Science and Technology (Universidad Latinoamericana de Ciencias y Tecnología, or ULACIT for its Spanish acronym).

Mr. Rangel has been with Elementia since 2018. He has 27 years of experience in management with 3M and Knauf, among other international firms. He has an undergraduate degree in Economics from the Universidad del Rosario, and a Master’s degree in International Administration and Marketing and an MBA from the University of St. Thomas.

Mrs. Barajas joined Elementia in 2014 as Financial Controller of Cementos Fortaleza and in 2020 was promoted to Chief Financial Officer of Elementia. With 18 years of experience in the industry, she previously worked at Lafarge leading different departments such as Internal Control, Plant Controller, and Accounting and Financial Information Reporting. She holds a bachelor's degree in Public Accounting from Universidad La Salle, a master's degree in Senior Management from Mexico Banking and Business School (Escuela Bancaria y Comercial), and certifications in Taxation from Mexico College of Public Accountants (Colegio de Contadores Públicos), and in Corporate Finance from Mexico Autonomous Institute of Technology (Instituto Tecnológico Autónomo de México, or ITAM for its Spanish acronym).

Mr. Potthoff joined Elementia in 2014 as Director of Key Accounts and, in 2019 he was promoted to VP of Sales for Allura, in 2021 he was appointed VP and General Manager of Allura, and as of 2022, he took over as Chief Executive Officer of Allura. He holds a degree in Business Administration and Finance from Auburn University.