Experience

BLN Brands

• Mexico
• Wholesale Alcoholic Beverages
• 200 - 300 Employee

• • Feb 2021 - Present

• • Sep 2019 - Feb 2021

  Responsible of 25% of billing company and national plans for trade marketing team.Leading the front-line region 4 and 5 ISCAM sales force (4 KAM´s, 2 Acc Exec and 2 sales coordinators); for trade marketing (1 Wholesalers Sr. Manager and 3 trade coordinators).



Bonafont

• Food and Beverage Services
• 700 & Above Employee

• Head of Wholesalers and On Premise

  • Jul 2017 - Feb 2019

  National Wholesalers and On premise channels head with the objective to deliver sustainable growth as the most efficiency way in order to recover the market share around the business context opportunities (mainly core and innovation brands), leading the business strategy and commercial growth plans in synergy with multifunctional teams. On premise coverage from fragmented trade to Organized HORECA´s / Committees, etc. Through tailor made plans, specialized distribution, high quality brands portfolio and preferred contract agreements. (+6% Vs Ly) Wholesaler’s business model in order to tackle the national channel opportunity through Nielsen and ISCAM figures; getting the basics right like POS execution plans (merchandisers), JBP´s , packaging and ANAM forums with strategic clients. Leading the inter-channel value chain in order to consolidate the business ambition with the correct revenue growth management, trade spend and profitable plans. (+24% Vs Ly). Show less



Diageo

• United Kingdom
• Beverage Manufacturing
• 700 & Above Employee

• • Oct 2016 - Jun 2017

  Responsible of one of the most important wholesaler’s clients for wines and liquors Mexico industry "La Europea", annual value around 700MP.Positive sell in and sell out results with double digit increasing Vs Last year. Leading strategic and commercial plans agenda in order to consolidate the profitable investment with a positive share of market results.Multifunctional team leadership, as a trade marketing teams, commercial finance, demand planning, order management and marketing.National coverage with 61 point of sales and 5 directly reports (Acc Exec). Show less

• • Mar 2015 - Sep 2016

  Commercial management for Superama, Supercenter and Bodega Aurrera Walmart banners (~11% Diageo Mexico sales weight) 650 MP of annual sales.28% sales increased (same stores) Vs Ly and a profitable JBP in terms of margin and Instock figures. Responsible to lead WM JBP through strategic plans and intern stakeholders with the objective to align the company vision to the client needs. Margin Enhancement thinking through the innovation and core portfolio, developing different scenarios of sales drivers to achieve WM goals with a clearly impact in the most important sell out seasons. Defining value generators through innovation portfolio, shopper and consumer opportunities as a strong category recruitment.Leading multi-functional teams the best commercial plans according profitability terms; create a solid shopper and customer development platform trough commercial insights with the objective to over-deliver the organization goals. (CPFR / Trade marketing / Marketing / Merchandisers) into more than 2000 point of sales.Communicate account knowledge through the organization in order to deliver continuous innovated ideas and supported platforms. Show less

• • Oct 2012 - Feb 2015

  Responsible to lead Wholesalers Trade Strategy (45% Diageo Mexico Sales Weight) 140 clients according their own type of business and each business ambition.20% sales increased around the main customers of the channel “80/20 targeted with sustainable and positive ROI”.Strategic planning Wholesaler channel developer with the objective to maintain the commercial market investment equity through higher commercial budget followed by the market thinking, channel opportunity and M&E capability developed by my team and myself. Generator of differentiated proposals according brand category, seasonality’s, business priorities, trade strategy and commercial acumen insights. Show less

• • Aug 2011 - Sep 2012

  Wholesalers management in the Occident region with Abarrotera del Duero, Grupo Giralda and Vinos America (those accounts represents the 70% of the Occident weight).Sales objectives based on executional path, sell in/out targets and cash collection. Managing the commercial plans and assuring the best performing execution on each activity driven by Diageo guidelines and customer needs.Cash collection and trade spend managed with the 100% of accuracy in order to capitalize the business growth through a sustainable business strategy and brand health. Show less

• • May 2009 - Jul 2011

  Managing commercial plans ad-hoc to shopper and consumer target into de point of sale with an effective communication to the sales field, measuring the impact of each plan with the objective to understand the ROI and the effectiveness of the uplift brands.Trade marketing budget administration according the business priorities in order to develop the channel relevance in the spirits and liquors category.Pre and Post M&E culture of every plan that has been executed on each customer in order to maintain the equity among the different type of customers and weight inside the organization. Show less

• • Aug 2007 - Apr 2009

  Category Specialist in the displays and tailor-made visibility on each point of sale of the most important Diageo´s customer; leading the suppliers to produce the best displays quality with the lower cost and developing the potential suppliers in the short and middle term in order to have strategic suppliers in the long term.

• • Apr 2006 - Jul 2007

  Inventory controller, responsible of the company billing and returns management of the most important seasonality of the year (September to December).



Nestlé

• Switzerland
• Food and Beverage Services
• 700 & Above Employee

• Customer Service Executive

  • Jul 2004 - Mar 2006

  Data Base customer administrator in terms of POS assets, cash collection and trade terms from AS400 version to SAP Business Model. Data Base customer administrator in terms of POS assets, cash collection and trade terms from AS400 version to SAP Business Model.