Keep in touch with meI'm using Intch to connect with new people. Use this link to open chat with me via Intch app
Work Background
adidasDirect to Consumer, Senior Director
Jan. 2020 - Mar. 2024MexicoOversaw Direct-to-Consumer business with a total portfolio of 90 stores, and a high-performing e-commerce division, while effectively managed a team of 700 employees. Spearheaded acceleration of regional e-commerce grew through strategic optimization of commercial moments and product assortment to ensure sustained business vitality. Led end-to-end DTC strategy and oversaw market trends, consumer behaviors, and competitive landscapes to drive revenue growth. Reported to Mexico General Manager and dotted line to VP Retail & Franchise LATAM.
● E-commerce: Maintained prominent global ranking, showcasing sustained operational excellence through inventory management; for an omnichannel experience; by introducing Ship from Store, leading to noteworthy 10% boost in e-commerce sales.
● Implemented targeted digital APP sales and marketing strategy with focus on consumer segmentation, resulting in substantial increase in APP revenue share, going from 30% to 60% in two years. ● Retail: Achieved 20% increase in sales per square meter and improved Factory Outlet margin by 18 pp points within two-year timeframe by emphasizing enhancements in product assortment and in-store personnel hiring and training. Additionally, increased 10 pp in operating profit, demonstrating commitment to financial growth and sustainability. ● Pioneered in the implementation of first two Brand Centers in Mexico, including largest in LATAM, making a significant accomplishment in retail expansion. As a result, received recognition with LATAM Retail Experience Award 2022 for outstanding visual merchandising and local flavor implementation.
● Franchise: Successfully orchestrated turnaround of Franchise business by strategically redefining partner portfolio and implementing clusterization strategy to enhance consumer interaction. As a result, achieved status of most profitable channel in Mexico for years 2022 & 2023.
adidas GroupDirect To Consumer Director at adidas Peru
Mar. 2017 - Dec. 2019PeruLed diverse portfolio comprising 56 brand stores and factory outlets across 10 cities. Spearheaded and implemented Data Analytics initiative while providing valuable insights into client journeys within stores. Monitored and analyzed key performance indicators (KPIs) related to DTC operations, regularly reporting findings to executive leadership and recommending adjustments as needed. Led a team of 3 senior managers and a total organization of 580 employees. Reported to Peru General Manager and dotted line to VP Retail & Franchise LATAM.
● E-commerce: Collaborated with cross-functional teams to optimize our online shopping platform, while enhancing user interface and functionality, improving customer satisfaction and conversion rates.
● Retail: Introduced an innovative omnichannel tool "Endless Aisle," that allowed to administer store and warehouse inventory in a more efficient manner, resulting in a noteworthy 6% boost in e-commerce sales.
● Pioneered a groundbreaking project in the Latin American region called “Heat Map” that enabled us to understand consumer journeys through the store and identify cold areas. As a result, net sales per square meter were increased 15% by doing changes on layout out and visual merchandising based on consumer data. ● Enhanced Retail sales through strategic establishment and execution of POP-UP stores in suburban areas, contributing impressive 8% increase to net sales.
adidas GroupDirector of Supply Chain
Nov. 2014 - Jan. 2017PeruOrchestrated adoption of 3PL framework for warehouse and distribution operations, catering to e-commerce, retail, and wholesale sectors. Analyzed market trends, demand forecasts, and inventory levels to optimize stock levels, while minimizing carrying costs, and enhancing overall supply chain performance. Implemented and maintained robust supplier relationships, negotiating contracts, and overseeing supplier performance to guarantee quality, cost-effectiveness, and on-time delivery of goods. Collaborated with internal stakeholders, including finance, marketing, and sales teams, to align supply chain strategies with business objectives and enhance overall organizational effectiveness. Led a team of 4 managers. Reported to Peru General Manager and dotted line to VP SCM LATAM.
● During the first months as Warehouse Manager, the throughput was increased by 20% and at the same time overtime was reduced impressively by 80%, applying bottleneck, shift balances and layout strategy. ● Ensured uninterrupted business processes by facilitating seamless transition, at leading a critical project to redefine the SCM business model, from own operation to select a 3PL partner to support outstanding commercial growth projections over 30%. ● Spearheaded end-to-end execution of SAP implementation in Peru, recognized as a standout success within LATAM's project landscape.
adidas groupOperations Manager
Mar. 2012 - Nov. 2014Perú
adidas GroupWarehouse Manager
Jan. 2009 - Apr. 2012Lima, PeruSince January 2009, in charge of the Distribution Center of adidas Group in Peru. Reports to the Operations Director of the Andean area.
adidas Group PeruRetail Manager Reebok
Oct. 2008 - Jan. 2009Lima, PeruSince October 2008 to January 2009. In charge of the implementation and development of Reebok stores in Lima. Reports directly to the Product and Marketing Manager of Reebok Peru.
Nextel del Perú S.A.Selection and training of personnel
Sep. 2006 - Sep. 2008South Region, PeruSubsidiary of NII Holdings, Reston, Virginia, USA Since October 2006 to September 2008. In charge of training and development of sales forces for the southern region of Peru, such as Arequipa, Cusco and Puno. Contributed to the economic results and organizational excellence of the region. Reports to the Trainee Manager.
Nextel del Perú S.A.Corporate Consultant
Mar. 2004 - Sep. 2006Lima, PeruSince February 2004 to September 2006. In charge of sales and after sales monitoring for corporate accounts in Lima. President's Club Award for exceeding sales goals, 2005. Reports to Sales Manager.
Intch is a Professional Networking App for the Future of WorkSee more people like Sergio on Intch
300k+ people
130+ countries
AI matching
Get Intch if you'd like to
393138 people
19
Business Manager Mexico @ Acosta Sales and Marketing
15
CEO @ Trasladista
15
Sales & RTM vicepresident @ Danone
97128 people
15
CEO @ Trasladista
15
Sales & RTM vicepresident @ Danone
16
EPM Consultant @ Asher & Company