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Work Background
Mattel, Inc.Regional TradeMarketing Team Leader
May. 2023 - Jan. 2024México · HybridLeading the instore execution of Mattel in a business of 5 MUSD/month with team of 5 regional supervisors and 250 merchandisers across 8 cities, visiting 350 stores to win the best visibility and assuring product availability. Executing seasonality strategies to maximize sales in a profitable way by negotiating with retailers the best spaces in every store positioning Mattel as leader in the region (41% SOS)
Leading the Implementation of a new CRM to eliminate nonvalue added activities across LatinAmerica, increasing productivity of the execution team +10% and measuring the compliance to visits to stores that previously were not even tracked. Simplifying information analysis processes using tableau dashboards to deliver powerful insights for the leadership team and improving decision making and efficiency of budget.
DiageoModern Trade Commercial Project Manager
Jun. 2022 - Dec. 2022MéxicoModern Trade Commercial Head for a project that will deliver around 20% savings in the national production of tequila y mezcal by splitting the company into two different entities and taking advantage of the government incentives for local manufacturers. Leader of the commercial strategy to avoid any business disruptions while assuring to be listed by the key players of modern trade.
Procter & GambleRegional Trademarketing Manager
Apr. 2019 - Feb. 2021Monterrey, Nuevo León, MéxicoBuilding a strategy to execute best in class visibility materials and win against competition on shelf and displays in 2,500 stores of all channels including: Hypermarkets, Traditional stores, Pharmacies, Minimarkets, Clubs, etc. Training and mentoring a team of 18 direct reports and 1,000 merchandisers in sales and negotiation skills.
• Improving visibility execution overall in the region +10 points vs previous year (Share of Display)
• Sales Growth of the Region 110 index vs previous year, winning in all channels and formats • Delivering the best operations results of the country improving 2X the compliance of execution key business drivers in the point of sale. • Improving revenue + 2points applying category management strategies.
• Improving coverage +5points and reducing transportation time 20% by redesigning routes to increase efficiency and minimize movements of supervisors and merchandisers.
Procter & GambleNational Trademarketing Manager for Pharmacy Chains
Jan. 2017 - Apr. 2019Monterrey, Nuevo León, MéxicoBuilding a massive visibility plan for beauty categories (Brushes, Shampoos, Razors) to win against competition in 2,500 Pharmacy Chains in all the country. Analyzing and reapplying best global trademarketing practices in the channel. Reporting to the local (Mexico), regional (Panama) and global (Switzerland) teams of pharmacies. Defining more profitable standards of execution and training the entire organization on them. Optimizing the go to market to improve coverage.
• Best in class execution global recognition by the global pharmacy team
• Best sales fundamentals numbers in the country 40% share of shelf and 80% share of display.
• Coverage improved +20 points by selecting the top seller stores to maintain merchandisers visits.
• Sales grew 110 index in stores executing the strategy, helping to even grow the entire categories.
• Blades & Razors category even grew 150 index in counter pharmacies where the displays helped to create the natural exhibition spaces that previously were nonexistent.
• Reducing half the cost of rent, production, and installation of displays by negotiating with retailers, contractors and using internal resources.
• Growing + 10 points of distribution of top Skus in the 5 more relevant pharmacy categories (razors, oral care, haircare & OTC)
Procter & GambleSenior Key Account Manager Pharmacy Chains
Mar. 2013 - Jan. 2017Monterrey, Nuevo León, MéxicoAligning the Joint Business Plan in a complex business situation with half the budget vs previous year. Reducing non-profitable investments that delivered poor results. Establishing a strategic master plan focused on more profitable segments. Negotiating fairer commercial conditions with “Farmacias Benavides” (2nd biggest pharmacy chain in 2014) to build a long-term win-win relationship.
• Growing the more profitable category (OTC) +20points by negotiating a successful visibility plan
• 2X investment efficiency, maintaining same level of sales (13.5 million USD per year) with half the investment of previous year with the costumer:" Farmacias Benavides".
• Successfully closing a negotiation to have the 1st pharmacy chain checkout with P&G brands with no rental cost in 350 stores of “Farmacias Benavides” that delivered double digit growth in categories that were not growing at all (razors, shampoo, brushes) and became a best-in-class practice for the channel. Improving distribution of P&G Portfolio on my group of costumers ("Farmacias del Ahorro", "Farmacias San Pablo", "Farmacias Similares" y "Farmacias Paris"). Assuring proper inventory in store to fulfill expected sales on promotions and reducing out of stocks. Establishing an adequate trade-marketing strategy to focus on more profitable segments.
• Sales growth of 120 index vs previous year on “Farmacias del Ahorro”, while the channel grew 10points.
• Improving oral care distribution in the channel +5points, by listing 2 additional skus in the pharmacy chain with more stores in the country (“Farmacias Similares” with 4,000 stores at that time)
Procter & GamblePlant Capacity Expansion Project Manager
Apr. 2012 - Mar. 2013Ciudad de México, MéxicoInstalling a new production line to produce locally big sizes of detergent that previously were manufactured externally with a higher cost. 30% reduction of costs of the national production of big sizes (10kg bags of detergent).
Procter & GambleRecruiting & Training Leader
Jan. 2011 - Feb. 2020Additional responsibilities as interviewer and trainer
I was ranked as one of the top3 interviewers nationally for having the best efficiency in the recruiting process for new hires. Defining a training path for machine operatives and sales representatives, selecting training and trainers. Building capability for 1000 merchandisers and training a technical team of 30 people in best manufacturing practices.
Procter & Gamble Laundry & Cleaning Products LtdProject Manager / Process Engineer. Process Reliability Optimization
Jan. 2011 - Mar. 2013Ciudad de México, MéxicoReducing breakdowns and stops by finding root causes, establishing standard operation procedures, and training a team of 40 people on best practices to increase productivity. Process Reliability +10 points by implementing daily reviews of key measures and analytic tools to improve them.
QSG Sorting (Chrysler Inplant)Quality Assurance Automotive Inplant
Jun. 2010 - Sep. 2010Toluca de Lerdo, México, México · On-siteDetermining the root cause of defects on the sunroofs of our costumers (Chrysler vendors) to eliminate stops on the production line and reducing losses implementing a quality assurance system based on ISO9000 standards, to avoid repeating the same failure modes.
Bausch + LombLogistics/ Regulatory. Importing Process Optimization Leader
Apr. 2007 - Dec. 2007Ciudad de México, México · On-siteDefining a process between regulatory affairs and logistics to avoid failures in the importing process of surgical equipment. Implementing a database to communicate to logistics the skus authorized by the mexican government. Applying to authorization processes to obtain Mexican licenses and increasing the portfolio +20%
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