Years of experience: 27
Chemical engineerCEO🧑🔬 Engineer👍 Sales & BizDev💼 C-level Executive💸 Marketing
Trust Score
Exceptionally trusted; proven professional excellence.
Francisco's Career Path
Feb. 2021 -Present
Grupo LalaComercial Director
Guatemala, Guatemala• “Turnaround” del negocio, incrementando las ventas CARG +15%, y el EBITDA 4X, con recursos limitados y muchas restriciones. Implemente cambios estructurales aceleraron el crecimiento rentable de la empresa, a través de mejoras en el precio por Kg +20%, administrando la mezcla de skus , el balance entre canales. Al mismo tiempo optimizando los modelos de RTM para reducir el costo de servir e...
Jul. 2017 -Apr. 2020
Grupo ALZA & TecniSpiceGeneral Manager
GuatemalaResponsible for the P&L, plant operations, marketing, sales, finance, HR, R&D and supply chain with 11 direct reports.
• Historic turnaround of EBITDA and sales in 2018, repeating the same achievement in 2019, EBITDA +33% and sales +6.8%.
o Redesigned the B2C strategy and lead the rebuilding of a losing business into a step change in profit delivering EBITDA x13. Performed a portfolio analysi...
Nov. 2014 -Jul. 2017
Industrias Licoreras de GuatemalaDirector de Mercadeo Corporativo para Centroamérica
GuatemalaResponsible for the marketing of 11 local brands (Quezalteca, Venado, XL, Scandia, Cubata, VIP and others) and Botran brand for Central America with 7 direct reports. • Jump started the dropping trend of the major brands Quezalteca and Venado to an increase in sales of +12% and +5% respectively, behind a 360 plans and improvement in the innovation process. I redesigned the media plans and mar...