Peru
As a brand marketing manager at Stanley Black & Decker, I am responsible for designing and delivering product initiatives that meet the needs and expectations of the end users in Latin America, as well as the business goals of the company. I have over four years of experience in managing brand, product, and commercial strategies for DEWALT, one of the leading brands in the industrial and consumer goods sector. My core competencies include product marketing, e-commerce development, customer relationship management, and regional market knowledge. I have successfully increased sales, improved processes, launched new products, and developed the e-com channel for the Latin American region, with a sales budget of over $300 million. I have also created and implemented a regional brand campaign that focused on the industrial, safety, and performance aspects of the tools and accessories. My mission is to leverage my MBA and product expertise to drive brand strategy and growth for Stanley Black & Decker in Latin America.
Fundador de portal Web y redes sociales para compartir conocimientos sobre herramientas de mano y eléctricas .
Ensure product initiatives are designed and delivered according to the end users insights, including costs, features and benefits, and addressing Latin America business goals. Responsible of the product road, commercialization and e-Commerce initiatives. Develop brand strategy for Latin America, with a deep understand of End Users.
Management of brand, product and commercial strategies for DEWALT. Responsible for a sales budget + US $ 300MM. Supervision of 8 Product Managers. Report to the Commercial Director for Latin America (México, Brasil, Argentina, PERU) • Sales increase 12% in 2017 and 10% in 2018, through the development of the product portfolio and improvement of creation processes and new product launches. • Creation and development of the e-com channel with growth of more than 60%, representing sales of + US $ 2MM. • Development and implementation of regional brand campaign for 2 years, with an industrial focus, safety and performance of tools and accessories; contributing to maintain the market share. • Development of commercial plans for the customized industrial sector for each country, allowing us to enter the heavy industrial segment, with initial sales of US $ 30MM. • Development of products adapted to the Latin American market, with technical specifications for the region. Through management with a global team of supplies and purchases. Increasing the profitability of the products by 15%.
Management of the sales budget of the products of the DEWALT, STANLEY, PROTO, IRWIN and FACOM brands. Team of 14 Product and Sales Managers. Report to the Regional Commercial Director. • Evaluation and improvement of the go to market process optimizing the channels and opening of new distributors and large users fulfilling the objective surpassing the corporate objective of obtaining 5% of billing of new clients and channels. • Management of category review processes (Line review) with a modern channel throughout the region. Clients such as SODIMAC, Home Depot, Lowes, Leroy Melin and Easy. New portfolio income greater than 10% in all cases. • 8% incremental growth in the launch of new products and categories, by launching marketing campaigns and key events in the commercial calendar. • Increase in sales of 50% of Dewalt drills in the medium-sized mining sector. Through the opening of 20 regional distributors and campaigns for users.
In charge of the hardware area, responsible for the management of 50 suppliers and more than 6,500 items (SKUs). Reporting to the Line Manager. • Transformation of the assortment of the section to give a complementary approach to other categories. Which allowed to increase in more than 300% the cross sales of the line. • Entry of new suppliers with more advantageous commercial agreements for the line. • Preparation, presentation and approval of the hardware plan to the General Manager. • Complete definition of the entire lay out of the store's paintings and implementation according to the result of the line review negotiated by the commercial area in a week, achieving the commitment of the team without affecting the service level of the store.
Responsible for the supply of products imported by the corporation to the entire chain of stores (Eco, Metro and Wong). Supervision of the dates of entry of products and verify their rotation both in the chain and by stores. • Carrying out campaigns and proposals for inserts. Development of the computing area, a new segment for the store. We implemented the campaign "back to school" for the first time achieving sales of more than 20 million soles.