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Work Background
Raycore LightsVice President of Sales
Jan. 2022Miami, Florida, United StatesPromoted after the departure of my predecessor (previous leader). Responsible for sales growth and execution of the company business plan reporting to the company's owner while having a global team of six direct reports (two in the USA, one in Colombia, Japan, UK and Australia.) • Developed and grew a worldwide distribution network.
• Increased EBITDA by 13% by implementing a price increase of 2% for all products in collaboration with our distribution network, all while ensuring end-users accepted the increases.
• Increased the share of wallet for existing customers by 10% analyzing the sales pipeline and establishing sales growth strategies.
• Implemented a global sales accountability dashboard allowing the team to view each region’s actual vs. planned sales in a simple screen.
• Increased sales in Peru and Germany by 20% in each territory by participating in three international sales shows.
• Boosted sales by 500% in 2022.
• Launched a new website design that improved online presence and jump-started online sales with influencer campaigns (Diesel Brother and Diesel Queen). • Streamlined the use of a pricing database, making it a robust and uniform price list for dealers while reducing errors and the time for new product pricing rollouts worldwide.
Raycore LightsGlobal Sales Director
Jan. 2020 - Dec. 2021Miami, Florida, United StatesRecruited to leverage my personal international relationships to help grow the company by developing dealers and acquiring new partnerships for worldwide distribution. Led an International Sales Team of four (4) Regional Managers covering four (4) continents (Asia, Latin America, Europe, and Australia). • Developed and grew the international dealer network from one (1) to seven (7) new dealers in Latin America.
• Boosted initial dealer purchases by $50k launching merchandising programs for new dealers.
• Planned and implemented a new product launch strategy resulting in two (2) new product families for the international dealer network that increased sales orders by more than 9% with new products.
EYMAQBusiness Development Manager
Nov. 2018 - Dec. 2019Miami, FLRecruited to develop and deploy new strategic product lines and expand the territory within the Latin American mining industry. • Developed and deployed six (6) new Product Lines (Domite, Mine Cable Services, GE Motors, Hefest Minerals, Rimex, and Finek), expanding the portfolio that led to over $1M in annual incremental sales.
• Hired, developed, and managed 2 Product Line Managers in Peru, covering the growing customer base in the country.
• Developed a market growth strategy that included re-establishing business relationships with existing in-country contacts resulting in new opportunities. • Acquired a large account in Mexico within ten (10) months of launching a new strategy to expand services to Mexico and Brazil.
GB ConsultingPresident
Jan. 2016 - Nov. 2018Dallas/Fort Worth AreaCreated the company structure, strategy, and processes for this automotive sales management and procurement consultancy offering marketing, promotions, and representation of various US and Canadian brands and industries in Latin America. Services included offering in-country business development and technical support. • Launched a new service organization that handled major accounts for OEMETA chemicals in Mexico and Texas [General Motors]. • Expanded the consulting services portfolio yielding over $500k in sales within the first year, surpassing $1M by year two. • Streamlined the operations by hiring three employees increasing annual revenues to over $1.2M.
Caterpillar Inc.Region Manager - Latin America Sales
Jan. 2009 - Dec. 2015Miami, Florida, United StatesPromoted to lead the Regional Sales in LATAM, focusing on building the Government Division for a network of 32 in Latin America while being based in Miami reporting to a Regional Office in Panama. •Developed merchandising programs yielding sales of more than $40M annually.
• Grew the percentage of industry sales in the North-South America Region from 35% to 48%. • Implemented sales training programs at each dealer and helping them close crucial deals with major accounts using minimal sales variance (<5%).
• Increased the customer satisfaction index from 82% to 95% • Applied new customer experience opportunities allowing customers to visit our factories and having demonstration days to allow them to use the equipment.
• Employed a new customer product introduction process with rigorous collection and documentation of the customers’ needs to be utilized for new product launches. • Launched over 30 new products (2007-2015) by optimizing collected customers’ input. • Achieved >90% customer satisfaction (2007-2015) on the Latin American Regional training survey evaluated by more than 250 employees annually.
Caterpillar Inc.Marketing Strategy Consultant
Jan. 2007 - Dec. 2009Miami, Florida, United StatesRelocated to build the sales and marketing strategy for the Building Construction Products portfolio. Oversaw Small Hydraulic Excavators, Mini-Hydraulic Excavators, and Small Track-Type-Tractor and became the sales subject matter expert on all new products. Provided product marketing support and training to 32 dealers in Latin America (LATAM). Served as liaison between sales representatives and the factories. Participated in the Sales & Operation planning and strategy process monthly. Visited dealers and customers frequently to guide them on marketing strategy. Communicated all requests and inquiries of the customer back to the factories. Assigned products to sales representatives and dealers throughout the region. • Launched the Building Constructions Products, created the sales, marketing, and distribution strategy
• Planned and executed the Spring annual sales conference and educational training for the Panama and Brazil teams
• Planned and executed quarterly training throughout the region
• Launched a new Building Construction Products line of products (Small Hydraulic Excavators, Mini-Hydraulic Excavators, and Small Track-Type- Tractors) to 32 dealers by streamlining marketing campaigns tailored to each geographic area
Caterpillar Inc.Commercial Manager - Embedded Six Sigma Black Belt - Global Tire Product Group
Jan. 2005 - Dec. 2007Peoria, Illinois, United StatesShowcased excellent demand management, material planning, product availability, and consistent customer satisfaction in previous positions and was awarded a promotion to Headquarters as the Commercial Manager and the embedded black belt for the Global Tire Product Group during a worldwide construction equipment tire scarcity. Accountable for managing and organizing the tire 0price increase process each quarter and the factory allocation of tires worldwide. Collaborated with Machine Business Divisions, Global Purchasing, and the Global Revenue Group. • Achieved over 90% on annual evaluations for demand management, material planning, product availability, and consistent customer satisfaction. • Generated $200 million of new machine sales by leading a Six Sigma project between UK Product Assembly Plant, Global Purchasing, and Worldwide Tire Suppliers. • Implemented and executed a global tire price increase process in collaboration with Machine Business Divisions worldwide, Global Purchasing, and Global Revenue Group, allowing us to maintain positive margins on tires given the frequent price increases passed on by tire manufacturers. • Developed new relationships with suppliers in Japan (Bridgestone and Yokohama), China (Double Coin and Triangle), USA (Goodyear), and Europe (Michelin and Mitas), maintaining a broad supplier base with options for keeping assembly plants shipping products without interruptions.
Caterpillar Inc.Regional Purchasing Manager
Jan. 2002 - Dec. 2005Franklin, North Carolina & Georgia, United StatesPromoted to leverage my purchasing experience at Quaker and manage the purchasing departments for two manufacturing facilities (Franklin, NC, and Toccoa, GA). Managed a team of seven (7) including Supplier Quality Engineers, Purchasing Analysts & Material Planners. Executed the cost, quality, logistics, development, and management of direct and indirect material purchases. Travelled the world in search of suppliers. • Achieved savings of more than $3M per year with a spending responsibility of $30M-$40M yearly. • Mentored and managed a team of 3 Supplier Quality Engineers, 4 Purchasing Analysts, and 1 Material Planner.
Caterpillar Inc.Design Engineer
May. 2001 - Sep. 2002Franklin, North Carolina, United StatesRecruited to design new parts at the North Carolina site. Designed, controlled, and developed Duo Cone Seals. Maintained close relationships with engineers in three locations and collaborated with operations, purchasing, material planning & distribution. • Created a new seal group for a customer to protect sales of over $100,000
• Developed database for logging test laboratory data for manufacturing engineers
Quaker Chemical CorporationGlobal Technology Specialist
Jan. 2000 - Dec. 2001North Carolina, United StatesDeployed worldwide to more than ten (10) sites, including GM, Chrysler, and Ford. Collaborated with 15 site managers worldwide. • Developed a database program for the administration of chemicals at worldwide locations
Quaker Chemical CorporationSite Manager
Jan. 1999 - Dec. 2000Houston, Texas, United StatesManaged chemical purchases & monitor the use of chemicals in the factory with one (1) Technical Specialist as a direct report with P&L responsibility of $1.2M. Placed techs on sites as needed at companies like Caterpillar. • Administered the SARA Title III reporting for the factory
• Became the subject matter expert in start up's, learning all customer systems, gathering documentation and information to start new programs, and placing teams onsite to implement.
Quaker Chemical CorporationTechnical Service Representative
Jan. 1994 - Dec. 1999Pennsylvania, Ohio, Texas, United StatesHired out of college training on specialty chemicals in the lab making products and working as a Chemical Engineer before being sent to the field as Technical Service Representative visiting clients. •Performed chemical analysis and management of metalworking fluids
• Trained operators on the safe use of metalworking fluids and procedures
• Ensured production and quality of part production • Delivered a consistent metalworking fluid to the application
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