More than 25 years of experience in retail sector and CPG company management.  Some of his leadership experiences includes the following roles:  National Sales Manager of Nabisco-Gamesa, President of Next Generation Marketing Associates (Hispanic Marketing Company), Executive Vice President of Pacific Star Corporation (Cuetera Cookies from Spain).  Executive Director of the Mexican American Grocers Association (MAGA).

Currently, President of The Benites Group, Inc., a sales and promotion based marketing  and consulting agency impacting the national Hispanic market, and founder of Action Demos, the nation’s largest Hispanic-owned and managed  in-store-demo, merchandising and event management company, Joe has designed and executed sales and promotion programs for manufacturers such as Schering-Plough Healthcare (Dr. Scholls), Nestle Nesquik, Disney, Univision, Pfizer, Avandia, Tampico, Bush’s Beans, Johnson & Johnson, McNeil Pharmaceutical, Cerveceria Centro Americana , San Miguel Beer. Six years at the Adolph Coors Brewing Company in Golden Colorado working as an Assistant to President.