Colombia
Seasoned Commercial & Trade Marketing Executive with extensive experience in Fortune 500 multinational consumer goods companies. Proven track record in devising and executing high-impact commercial strategies, leading and developing high-performance teams, and driving business growth through strategic initiatives. In-depth expertise in shopper insights and performance drivers across diverse sales channels. Adept at managing commercial budgets, optimizing performance metrics, and formulating strategies to enhance profitability and market share. Demonstrated ability to deliver results and foster long-term business relationships. Proficient in English and highly skilled in office tools such as Office, SAP, Tableau, Think Cell, and Power BI. Cell: +57 3163621331 E-mail: [email protected]
• Consolidate, control, and review the performance of categories at the regional, channel, and RTM levels, proactively managing gaps between annual goals and the latest estimates. • Provide direction on strategic plans to close business gaps and enable the required resources. • Continuously evaluate consolidated category and channel plans to seize opportunities, maximize synergies, and optimize resource allocation. • Ensure data, analysis, and tools that allow for business monitoring, optimization, and agility in decision-making and strategic plan creation. • Drive process efficiency and continuous improvement, ensuring the application of integrated planning practices and commercial excellence.
• Lead the Trade Marketing & B2C strategy across all channels, managing a direct team of 9 Trade Marketing Executives, 1 B2C Executive, 1 Area Leader, and 40 outsourced personnel. • Ensure the implementation of commercial cycles, visibility strategy, portfolio management, distribution, sales, and engagement plans for both clients and end consumers. • Oversee the achievement of development objectives for a multi-category portfolio, including Cigarettes and Smoke-Free Products, ensuring fundamentals and growth in Share of Market.
• Spearhead Commercial and Trade Marketing negotiations across the departments of Valle del Cauca, Cauca, and Nariño, leading a sales force of 16 representatives and managing a territory valued at $10.000.000 USD. • Oversee commercial operations and execution within major retail chains in the region, including Grupo Éxito, Cencosud, Olímpica, Comfandi, regional chains, and independent supermarkets, ensuring the attainment of monthly targets for Volume, Numeric Distribution, Share of Shelf, Innovation Coverage, etc. • Strategize and drive SOM growth in Volume and Value by devising long-term, sustainable commercial and competitive strategies. • Ensure comprehensive portfolio availability and compliance with numeric distribution targets, enhancing the number of SKUs per POC for the company’s Malt, Water, and Beer categories. • Lead the operations of 3 Distribution Centers (Dry & Wet), in partnership with the logistics team, ensuring the achievement of optimal Service Level indicators.
• Spearhead the Trade Marketing strategy for the Modern Channel in Bavaria's Southern region, encompassing 40% of the national territory and valued at $50.000.000 USD, covering the Departments of Valle del Cauca, Cauca, Nariño, Tolima, Huila, Caquetá, Cundinamarca, Meta, and Casanare. • Oversee the execution and development of trade, sales, and brand plans for national, regional, and independent chains, ensuring adherence and achievement of monthly volume and execution budgets. • Lead major national events such as Feria de Cali, Carnavales de Blancos y Negros, Reinado del Turismo, San Pedro, and Mundial del Coleo, through strategic BTL activations and events, guaranteeing a positive ROI and an increase in SOM compared to LY and LM. • Drive, develop, and execute processes and RTM initiatives for modern channel management. • Ensure compliance with execution and sales budgets for in & out products and new innovations. • Manage the BTL budget and POP material inventory allocated to the department, ensuring optimal resource utilization.
• Support the Key Accounts channel in its operations by providing critical sales indicators and historical data analyses. • Monthly reconcile and compensate commercial agreements signed with key national and regional chains. • Forecast demand and adjust inventory levels for each of the management's essential SKUs. • Develop and implement KPIs to monitor and enhance field execution by sales supervisors. • Analyze data from Nielsen, Logyca, and Scantrack to generate territory-specific action plans. • Collaborate with the regional manager to restructure processes for operational efficiency.
Assume full responsibility for and achieve the established targets in the commercial budget related to Bancassurance (with a monthly budget of $100,000,000 or more) by providing ongoing monitoring, coaching, and strategic leadership to the commercial advisors in the Southwestern region. This ensures the attainment of the targets set by national management.