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Work Background
HolcimHead of Commercial & Cement P&L Leader
Jan. 2021El Salvador
LafargeHolcimHead Of Commercial - El Salvador
Dec. 2019 - Jan. 2021El Salvador
LafargeHolcimRegional Retail Manager Central America
Dec. 2017 - Dec. 2019NicaraguaLead and implement the commercial and operational strategies of the franchisee business, through management, follow-up and evaluation of the resources allocated, aimed at customer satisfaction, framed within corporate policies and generating the maximum profitability and customer loyalty in the segment.
Mitrana GroupGlobal Commercial & New Business Development Manager
Apr. 2015 - Dec. 2017PanamaManage current relationship with direct clients / distributors globally. Find / close new leads for new business - from new clients to new segments / catgeries to play. Design, execute and track go-to-market strategies that enables disproportionate growth. Design, excecute and track advertising / promotional plan globally – from e-commerce to trade shows participation.
• US Business grew +15% behind new clients like Target.com, Staples.com, Walmart.com, etc. • New Distributors set for 2016 in KSA, Lebanon, Central and South America.
Procter & GambleSr. Global Brand Manager Secret Brand + Beauty Care Global Expansions
Jul. 2013 - Mar. 2015Cincinnati AreaDesign strategies (Where to Play / How to Win) to layout Personal Care Global Expansions plans – markets / brands matrix. Create alternative business support models to successfully launch these brands in markets owned by competition.
• Developed and aligned ATL for every APDO + PCC focus markets for expansions in the following 3 FYs. • Designed 3Y IMP that represents ~30% of LRBP for Business Unit enabling expansion of portfolio global footprint in +3X.
• Designed and successfully qualified BIGGEST initiative in Personal Care Portfolio – new brand in new market. • Created business models as part of the HTW strategies that will improve success probabilities in markets owned by competition.
• Designed and qualified Secret IMP for following 3Y exceeding LRBP targets for the brand.
Procter & Gamble1. Regional Brand Manager – Panama + Local Beauty Care Brand Manager
Feb. 2010 - Jun. 2013Panama1. Regional APDO BM: Directed global master plan design to drive brand strategy and ensure plan met brand financial targets for $160MM+ business. Collaborated with global and local marketing, R&D, and consumer/market knowledge teams to develop/qualify global product and regional commercial innovations to sustain share growth Latin America. Developed deep consumer/trade behavior understanding to strengthen brand fundamentals through trial and promotional plans implemented within key accounts. Led multifunctional team comprised of finance, customer business development, consumer market knowledge, and country personnel in the planning, execution, and tracking of base business support model with short term sustainability. 2. Local Beauty Care BM: lead the local business delivery in Andean Cluster (Venezuela, Peru & Colombia); responsible for executing regional initiatives, tracking results and react when results are not coming in. Design and execute local (by market / by channel) trade and promotional plans while having budget under control.
• Generated sales of more than 10% Ix vs. YA across LA. • Assumed responsibility for abandoned deodorants business in LA, turning around business within one year with no product or commercial initiative until last quarter of FY by visiting key markets to build trial/merchandizing plans to grow base business. o Double digit growth (volume and sales) in all three key markets (Brazil, Mexico, Chile/Central America, and Caribbean Cluster).
• Devised an IMP plan intended to cover the following three fiscal years’ brand/category financial and volume objectives. • Enabled Old Spice to become the second male APDO brand in Mexico with 50%+ of LA brand sales. • Designed strategic model for Mega brand to be reapplied by Global team on other white spaces globally.
• Andean Cluster estimating to close 107Ix Volume and 110Ix in Sales vs. year ago (FY ends on June 30th).
Procter & GambleRegional Sr. Assistant Brand Manager (+80MM $ Business)
Jan. 2006 - Jan. 2010Venezuela / ChileLed new commercial- and product-initiative development efforts for Camay and Safeguard in Mexico and reapply on the rest of LA for $80M business segment. Aligned applicable countries with each initiative and product scope, closing detailed ATL and BTL plans for each alignment. Qualified consumer qualitative in effort to understand concept/execution appeal. Oversaw TV copy/key visual development and qualification involved in all initiatives. Supervised multi-functional team in in-depth business analyses comprised of sales, share, distribution, household penetration, marketing spend, etc.
Enabled both brands to deliver 105%+ Ix vs. YA in volume/sales during FYs 2006 – 2010.
Achieved record high share for Camay Pink in LA and highest score ever for Camay Passion TV commercial.
Attained highest share for four consecutive years for Safeguard.
Earned Best Commercial Innovation Initiative of LA 2010 for Safeguard commercial innovation.
Designed more than six product initiatives from consumer research that were launched between 2006 – 2010.
Cultivated collaborative relationships with the multi-functional team upon assuming new management role as “the face’ of Gillette within P&G that ensured rapid results and an accelerated learning curve.
Procter & GambleSales Representative (Zulia, Valera and Bocono)
Mar. 2005 - Dec. 2005VenezuelaManaged all sales activities involving Zulia (partly), Valera, and Bocono (within the Gillette, Oral B, Duracel, and Braun brand lines) to distributors, wholesalers, regional supermarket chains, and independent stores. Devised sales strategies in line with each brand’s objectives. Ensured timely payments from clients. Supervised five merchandisers charged with maintaining natural exhibitions in line with shelving principles and implementing additional ones for new initiatives/promotions. Generated sales above target in all categories 100% of the time.
Ensured Gillette clients submitted prompt payments via check and made on-time deposits, obtaining payments nine out of 10 months, to date.
Won the Oral B sales/exhibition/distribution contest for Q3 of 2005.
Placed client on the Top 50 Clients List by executing highly effective client development initiatives.
Exceeded monthly targets within 11 months in the position, bringing top clients back up to their previous levels, by setting clear development objectives for each key client with focus on 30% that made up more than 80% of sales.
Procter & GambleOral B / Professional Sales Representative (PSR)
Sep. 2003 - Feb. 2005VenezuelaRegularly visited up to 14 dentists daily, promoting products and leading participation of Oral B in every dentist congress in the country. Obtained 100% target commitment with sales above target for all categories.
Earned PSR of the Year award in 2004 for sales achievement and collaboration skills.
Procter & GambleMedia Coordinator
Aug. 2002 - Aug. 2003VenezuelaPlanned and monitored media budget for all brands, maintaining contact with media reps to assemble proposals and filter to senior management after cost/benefit analysis. Liaised with agency partners regarding briefs, budgeting, and media plans for Ogilvy and Mindshare brands. Established the use of alternative and targeted media.
Identified efficiencies in media spending.
Ensured all media efforts fell within budgetary restrictions.
Euro RSCGAssistant to Media Department
Jul. 2000 - Jul. 2002• Responsible for all Print Campaigns development. • Responsible for keeping updated the competition reports.
• Responsible for tracking TV commercials effective airing on SITEL system.
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