Guatemala, Guatemala
Good Day: My name is Diego Fernando Soto. I'm an Agronomist with 17 years of experience in the agricultural sector, mainly in the commercial areas of horticultural inputs; excelling in product development, demand generation, data analysis, sales and marketing strategies, digital systems, and advanced knowledge of the English language. I am a professional committed to sustainable growth and innovation in the agricultural sector, and I seek to continue developing my career in a dynamic and challenging environment.
Lead and drive sales growth and expand market presence for melon and watermelon crops across Central America by implementing targeted sales strategies and key account management initiatives. Lead cross-functional teams to transform the product development strategy by analyzing market trends, customer needs, and identifying opportunities for new product launches within the melon and watermelon segments. Collaborate closely with the R&D department to tailor product offerings that meet client specifications and improve crop yield and quality. Analyze sales and product performance data as well as market insights to optimize product positioning and pricing strategies specific to Central America. Coordinate regional field trials and technical demonstrations to validate product effectiveness and support product development and sales efforts with evidence-based outcomes.
Leader of the planning, execution and monitoring of field trials at a regional level (Central America and the Caribbean) for the melon and carrot crops (pre- commercial and commercial programs). Evaluation, identification and recommendation of product advancement to commercial phases in the different programs of our brands (Seminis & De Ruiter) for the most important vegetable crops in Central America and the Caribbean. Development and execution of Demand Generation strategies for the most important commercial products in the region in conjunction with the Sales, Key Account and Marketing teams. Development and execution of launch plans for new commercial products, identifying the target market. Provide technical and field support to dealers and customers in the Central American and Caribbean region. Assist on sales financial targets, forecasts, product positioning, market segmentation, and increasing market share in different vegetable crops. PROFESSIONAL ACHIEVEMENTS Increase from 1% (2011) to 20% (2024) the market share of Long Shelf-Life Cantaloupe Melon for Central America and the Caribbean valued approximately at $USD 22 Million. Increase from 0% (2016) to 60% (2024) the market share of the large seedlesswatermelon program in Central America and the Caribbean valued approximately at $ USD 2.8 Million. Design and Execution of the go to market strategy for the Cucumber American Slicer segment for Guatemala from 2014 to 2024, developing and launching two new products with better performance and better qualities to capture a 40% market share in 2024. Implementation of the commercial strategy in the short-day onion crop through product segmentation according to the planting season, thus maintaining a market share of 50% by 2024. Early adoption of the Field-Testing Suite (FTS) and Salesforce digital systems to enter information from field evaluations and efficiently prepare presentations with results and recommendations.
Management and support to the production process of vegetable seedlings. Development and execution of the nutrition and phytosanitary control program within the seedling production greenhouses. Evaluation of the quality of seedlings (forest and vegetable). Development and execution of the production process of tomato and watermelon grafting. Projection analysis to prepare seedlings based on sales orders, inventories and delivery dates.
Management of the buffalo and cattle herd related to breeding, feeding and animal health. Management of area collaborators in charge of the support in improving working conditions of farm staff. Development and administration of breeding and production of the pig herd. Development of the Corporate Social Responsibility program under the 7 axes created by Centrarse. Development of rural projects to improve relations with surrounding communities.