Cali, Valle del Cauca, Colombia
High performance executive, bilingual, qualified in Sales, Trade Marketing, Field Operations and E-commerce in multi-national companies. 15 years of experience with a solid career development and proficiency in the Customer Development area of Consumer Goods and Pharmaceutical industries. Broad experience developing trade marketing strategies and distribution channels to expand categories. Facility in customizing global strategies to local environment to ensure business expansion. Successful in new product launching, ability to drive change forward and teamwork. Ability to identify customers and channel needs to create innovative solutions. Skillful in effectively leading virtual and geographically dispersed teams to drive business growth. High commitment and passion to deliver promised results. Ability to work under pressure and adaptable to change. International Master´s studies in London, England : MBA with emphasis in Marketing Management. Additional skills : ► Innovation/Creativity ► Negotiation skills ►Planning and organization ► Problem solving ► Customer orientation ►Teams development
Lead the development of a 3-year expansion plan for the channel and the eCommerce strategy in Colombia as well as the deployment of the strategy of all online channels & customers such as: Last Mile Delivery, Pure Players, and Bricks & Clicks. • Developed the channel landscape with all the e-players in the food and Pasta category, to segment strategy and objectives. • Generated a business context analysis, finding opportunities for the eCommerce channel vs Pasta category. • Designed each customer strategy through the customer prioritization matrix methodology, and the roadmap to be followed for each one. • Developed the eCommerce strategy in Colombia with different financial performance indicators (ROI) and scenarios. • Developed business agreements for main clients and led negotiations in the channel. • Responsible for the calendar grid negotiation and deployment of activities in main clients. • Designed and deployed a balance scorecard methodology to follow up the channel results vs the plan and KPIS such as: CTR, sales conversion, impressions, and traffic.
Responsible for the Field Operations area, supporting the execution of the strategies of The RB brands at the stores across all retail channels, focusing on ensuring the goals of the business by leading, negotiating and connecting the different areas, such as: Marketing, Sales, Finance with our third party merchandising partner, ensuring the alignment of the KPI's and the optimization of resources in order to achieve the perfect shop. Led a team of 60 people through the merchandising partner, plus 2 direct company reports. • Increased weighted coverage of the supermarket and independent supermarket channels by 40%, through a current structure analysis, generating new structure design, relocating the team in the most profitable stores for the core categories. • Created and designed strategic planning for the area. • Increased additional free stores displays by 45%, generating a $200 MM monthly investment savings. • Awarded Latin American recognition for the best execution of the "T-sunami" Prefect Store for Vanish. • Designed a new store execution (reallocating some positions of the third party to our distributors) structure to ensure the perfect execution as well as the commercial areas needs. • Optimized the investment of the Pharmacy Channel by 22% by redesigning the structure while retaining Weighted coverage
Responsible for Indirect Channel development, focusing on customizing brand strategies for the independent supermarket, mom & pops and wholesaler channels with the aim of exceeding the organization’s goals, applying leadership and negotiation skills throughout the different areas of the company, such as: Sales, Marketing, Finance, Demand Planning and Business Intelligence. Ensured in-depth channel knowledge and linking to stores variables, Nielsen, customer information and shopper knowledge to determine business opportunities, assuring profitable growth and products turnover. 2 direct reports. • Recognition as the most successful Trade Marketing manager in Colombia (2016). • Created and design the business plan form the area all years in charged. • 15% growth in independent supermarkets channel by leading: o The automatization of the database of more than 1000 key independent supermarkets. o The design, creation and implementation of the Commercial Agreements plan for the channel. • Designed and executed loyalty plans to increase the distribution of sales of wholesaler, mom & pops and independent supermarket channels: o Increased distribution points on key wholesalers channel SKUs by 30% o 33% Increase in Gaviscon distribution in The mom & pops Channel and 64% growth in sales in 2016, through innovative sales incentive plans. • Redesigned and maximized budget allocation per channel, achieving 120% compliance and generating 20% savings vs last year. • Achieved the promotion of my direct reports within the commercial area.
Responsible for the development of the Supermarkets and E-commerce Channel, focusing on customizing brand strategies for the channels under my charge, aimed at exceeding the goals set by the organization, applying leadership and negotiation skills throughout the different areas of the company such as: Sales, Marketing, Finance, Demand Planning and Business Intelligence and E-commerce. Ensured in-depth knowledge of the channel and linking stores variables, Nielsen, customer information and shopper knowledge to pinpoint business opportunities. • Recognition as the most successful Trade Marketing manager in Colombia (2014). • Led the opening of the e-commerce channel in Colombia, through the listing, execution of sales basics and trade marketing strategies of the main e-Tailers, reaching a growth of 300% in sales year 2013. • Led the training and a new ecommerce culture introduction plan inside RB. • Promoted to Head of Trade Marketing for Casino. • Designed and executed the "Car of your Dreams", promotional plan for the entire company reaching a growth in the Supermarket Channel of 19% (including Casino Group) and Distributors 16%. • Increased penetration of the Woolite brand in the Casino Group from 5% to 10%, with double- digit growth, with a promotional plan in key Casino events.
Responsible for strategies to ensure the company's profitable growth objectives for the client, through the implementation of trade marketing, inventory turnover, trade agreement negotiations, P&L control and investment. Had 5 horizontal reports of regional Kams and 12 nationwide promoters. • Ended the negative trend in sales figures, moving from -10% to 7% in 2009 vs 2010, by means of: o Obtaining a 30% increase in counterparts negotiated with the client, resulting in more efficient use of the trade agreement. o Setting up new negotiation models through regional buyers by means of proposals designed to meet regional needs. Increased sales by 10% in Regions. o Designing and putting into operation a project to focus exhibitions on Éxito’s type A formats, producing an increase of a 50% presence in exhibition in this format. o Designing and vectorizing the Éxito group’s portfolio by format, guaranteeing the correct product in line with the shopper’s profile in each format.
Responsible for the strategic and commercial development of the La 14 and the other Pacific regional chains. 1 sales executive report and 5 promoters. • Positioned the Scotch Brite brand (3M core brand) as the most profitable in the Sponge and Scouring Pad category at La 14 by designing and implementing stocks turnover activities giving the brand 32% more shelf space. • Obtained a 30% increase in counterparts negotiated with the chain, resulting in more efficient use of the trade agreement. • Gained promotion to manage the most important national chain in the country: Casino group