Alfonso Vergara

Head of Product & Categories at Devlyn Holdings
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Contact Information
us****@****om
(386) 825-5501
Location
MX
Languages
  • Inglés -

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Credentials

  • Strategic Planning Diploma
    Universidad Anáhuac México
    Jan, 2017
    - Nov, 2024
  • Professional Skills Diploma
    Universidad Iberoamericana, Ciudad de México
    Jan, 2013
    - Nov, 2024
  • Marketing Consumption
    Penn State University
    Apr, 2012
    - Nov, 2024

Experience

  • Devlyn Holdings
    • Mexico
    • Retail Apparel and Fashion
    • 1 - 100 Employee
    • Head of Product & Categories
      • Oct 2021 - Present

      Lead the Categories area in a 6 months special project to define strategies, improve inventory rotation, sales and margin for more of 800 nationwide stores (+ El Salvador & Guatemala stores) with special commercial partners (Sears, Coppel, Chedraui) for all product categories (sunglasses, optical frames, lenses, treatments, contact lenses, solutions, drops, accessories) managing more than 70 suppliers, 180 brands and 550,000 skus. ∆ Increase sales of +27.5% vs. 2021 ($117 million USD) with significant Cashflow increase (+1.6 million USD) updating commercial conditions with key suppliers increasing +3.5 pts. margin. ∆ Private Label (Xikú) expansion (+30% vol.). -15% suppliers decrease, improving operation and +12% up margin. ∆ Intensify optical frames inventory rotation +0.5 pts. and sunglasses +0.8 pts. (+$4.25 million USD). Show less

  • Pilgrim's
    • United States
    • Food and Beverage Manufacturing
    • 700 & Above Employee
    • FF Head of Marketing
      • 2017 - 2021

      Lead the Marketing area for Mexico, Central America and LATAM. In charge of Business Strategy, New Businesses Development, Innovation Process, Product Design and Development, Product Lifecycle, Product Growth, Brand Positioning, P&L, Market Research and Go to Market Strategy. Sales, product and supply chain forecasting for innovation products and budget control (ZBB). ∆ Launch of more than 120 products in 3 different B2C and B2B channels (Wholesale, Supermarkets (17), Traditional, Foodservice). ∆ Reduction of time in the innovation process by 60% (6 and 4 months). ∆ Increase of + 62% in innovation products volume (4,515 tons). ∆ Lead global product development with cross-functional teams and different companies of the holding. ∆ Increase of +8 Market Share points with national and international (US) campaign, NFL sponsorship (+ 14% Top of Mind and 40% Share). Show less

  • Lindt & Sprüngli
    • Switzerland
    • Manufacturing
    • 700 & Above Employee
    • Marketing Divisional Manager
      • Jan 2015 - Oct 2017

      Lead the Marketing department in Mexico. In charge of Lindt, Ghirardelli and Russel Stover brands for innovation process, product development, supply chain forecast (national and imported raw materials), product lifecycles, p&l, go to market strategy and budget control. ∆ Increase +15% (+15 million pesos) Sell Out vs. PY by innovation strategy and product catalog expansion in key market seasons. ∆ Increase +28% Sell Out in low market season by 8 additional product launches in 3 different sales channels (department stores, boutiques and foodservice). Show less

  • Grupo Herdez
    • Food and Beverage Services
    • 700 & Above Employee
    • Brand Manager Sr.
      • Jan 2011 - Nov 2014

      Lead the Marketing Product Category for Herdez Tuna Brands (Herdez & Nair). ∆ Maintain the Herdez brand leadership in the tuna category despite not having enough product inventory by: i) cost reduction with same product quality, ii) enhance product quality obtaining the Mexican Society of Cardiology product endorsement and iii) national ATL campaign. ∆ New disruptive product launches (Verdurizador, Básicos Picados and Gogo Squeeze). ∆ Increase the commercial operating profit by +5% (4.5 MdP) by costs reduction, becoming new record high. Show less

  • Johnson & Johnson
    • United States
    • Hospitals and Health Care
    • 700 & Above Employee
    • Marketing Manager New Products
      • Jun 2007 - Jan 2011

      Lead LATAM Product Catalogue, Price Strategy, and Innovation for Personal Care Product Category by the region through market research, inventory analysis, production and international legal conditions.∆ Additional +2 pts. profit margin (+ 5MdP) for Neutrogena, becoming the second most profitable brand in the business unit via: i) correct management of the product portfolio for the Mexican and Central America, ii) cost restructuring, iii) customer-focused promotions.• Increase +3 pts. profit margin (+1.5 MdP) for ROC in Mexico by: i) canceling low-displacement and high-cost products in the modern channel, ii) lowering coordinated with customers, generating 0% loss. Show less

    • Product Coordinator
      • Jan 2004 - Jun 2007

      Lead Elequine and Vermox brands for Janssen Cilag Mexico (controlled & OTC drugs).• Exceeded +10% Sales Target (+1.3 MdP) (new record high) for Elequine through: i) specific promotional plan by sales channel, ii) sales contest coordinated with the Japanese supplier of the chemical compound.• +5 pts. Vermox MS through: i) brand relaunch with a 360 campaign in a record time, ii) promotional activities and POP material for pharmacy business.

Education

  • Tecnológico de Monterrey
    Maestría, Marketing
    2015 - 2017
  • Universidad MONDRAGÓN México
    Maestría en Alta Dirección y Estrategia, Liderazgo empresarial
    2019 - 2020
  • Universidad Tecnológica de México
    Licenciatura, Administración y gestión de empresas, general
    2000 - 2004

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