Armando Vázquez

Region Market Manager at HRB Brands
  • Claim this Profile
Contact Information
us****@****om
(386) 825-5501
Location
MX
Languages
  • Inglés Full professional proficiency
  • Español Native or bilingual proficiency

Topline Score

Topline score feature will be out soon.

Bio

Generated by
Topline AI

You need to have a working account to view this content.
You need to have a working account to view this content.

Experience

    • United States
    • Consumer Goods
    • 1 - 100 Employee
    • Region Market Manager
      • Sep 2022 - Present

      Managing Central America & the Caribbean HRB Brand Distributors. Managing Central America & the Caribbean HRB Brand Distributors.

    • Guatemala
    • Transportation, Logistics, Supply Chain and Storage
    • Managing Partner
      • Jan 2021 - Present

      Co-Founder of GRUPO AVVA logistic operator offering Warehousing, Transportation, Distribution & Co-packing services according to specific companies or brand needs with presence in Central America. Co-Founder of GRUPO AVVA logistic operator offering Warehousing, Transportation, Distribution & Co-packing services according to specific companies or brand needs with presence in Central America.

    • France
    • Manufacturing
    • 700 & Above Employee
    • General Manager Central America, Caribbean, Bolivia & Paraguay
      • Feb 2019 - Apr 2020

      Responsible for the operation in Central America, Caribbean, Bolivia & Paraguay (45 M USD). Leading an organization of 100 people including multi-disciplinary teams.High complexity region, due to different regulations, culture, taxes and brand performance. Fulfilling commercial, financial KPIs & P&L managing. Achievements:Redesign RTM for the entire region focusing on key countries and channels • Achieved record growth sales in Costa Rica with an increase of +44% vs. LY. delivering at first time positive revenue since the last 2 years driven by client reductions and portfolio management• Record high sales in Honduras increasing +10% vs. the last 5 years driven by a new price strategy definition by channel consolidating our leadership for shaver with 53% MS RY´19.• Led a new commercial structure for Distributors operation model in the cluster (Dominican Republic, El Salvador, Bolivia, Paraguay & Panama) with +10% sales increased as result.• Created a culture of investments focused on sell out activities increasing +15% in TOP clients.• Created a process for cost reductions, gross profit improvement and sales mix promotion thru sales force training and marketing & finance involving, improving by 5% the company profitability. Show less

    • Head of Marketing North South America (Colombia & Ecuador)
      • Feb 2018 - Feb 2019

      Responsible for planned, developed and re-build a marketing structure for the cluster creating a new team of 7 persons giving support to both countries & contributing to build the new cluster.Developed marketing strategies across categories to expand our brand presence in Colombia: • Implemented seasonal opportunities for BTS, trade marketing and promotional activities for Lighters & Shavers. 2018 was the first year that my team implemented a regional BTS campaign gaining +2 p.p. according to Nielsen retail index from 24% to 26% value market share. • Developed the strategy to establish brand presence in Panamericana TOP stationery client. Design and implement branded launch campaigns, cross-promotional & digital marketing and trade implementation with sales increase of +12% as result.Ecuador with more than 65% of market share continuing developing a 20M USD business for BIC• Led a new pricing strategy, talent development and P&L accountability across categories contributing with +5% in the IFO• Implementation of Nielsen reports, consumer insights, sell in and sell out to develop focused strategies by channel for Shaver category increasing our sales +15% at the end of the first year. Show less

    • Head of Marketing & Trade Marketing Central America & Caribbean
      • Mar 2016 - Feb 2018

      Responsible to conform and established a Marketing & Trade team across the region, giving support to subsidiaries and distributors from a HC of 0 to 6 in only 1 year.Conceived, developed and implemented a complete and integrated marketing strategy to support the 3 categories across the cluster.Design and implement branded launch campaigns, new products analysis launch and P&L evaluation, defined price strategies, Marketing budget administration, Tradeshows and special events coordination.Lead the S&OP process implementation inside the cluster helping as a key player to the supply team. Achievements: Implemented a successful BTS season at POS supported by BTL & ATL investing 1M USD and reaching all the targets setting by BIC, as result our Stationery sales for BTS season increase +20%. In Walmart we gain a 2-year contract as Category advisors for all their stores in Central America for the stationery category. Drive & lead the CATMAN implementation for Walmart.Positioning BIC as the leader brand across the region in Stationery with more than 68% of MS.Launched Evolution coloring portfolio in Central America with a revenue of +800K USD.Boost the leadership of Ball pens (core business for BIC) in Central America with more than 90% of MS and positioning line extensions with excellent performance such as Cristal Fine ball pen growing sales from less than 350K units up to 1.5M in a year with +500K USD. Established Nielsen reports analysis (Retail Index) for the Shaver category to developed actions for each market due to a “Trade Up” strategy designed and coordinated by me with multifunctional teams in the region, as result BIC gained market share in all Central America from 15.8% in value to 17.2% in a moving annual total period. At the end of 2018 we reach a 20% of value MS in all the region according to this strategy. Show less

    • Sr. Marketing Manager Mexico
      • Aug 2011 - Mar 2016

      Responsible for established the marketing strategies for the core category of BIC in Mexico.Design 360° campaigns for Ball pen & Coloring portfolio at national level helping to keep our market leadership of Ball pen with 65% of MS and increasing our distribution of the coloring portfolio from 0 to 20% in only 3 years.Successful promotional activities for BTS season during 4 years in Mexico, positioning BIC as the leader in the category, helping to keep 98% of top of mind. Create digital campaigns reaching 10M impacts increasing our digital brand awareness thru SEO & SEM strategies. Show less

    • Brand Manager
      • Aug 2008 - Jul 2011

      Execution of marketing plans, market research and business intelligence. Launch of ATL and BTL Coloring campaigns integrating digital strategies and social media to increase awareness. Solid relationship with PR and Media agencies to ensure advertising objectives.Record highest SOM 65% in Ball Pens leading Mexico´s market.Successful Coloring campaign implemented all around the BIC world using our TV spot.Developed the launch strategy to introduce a new Graphite Pencil coordinated a 360° and media campaign, on pack/ in pack promotions, trade activities leading different teamwork’s.More than 10 new products launching average per year collaborating with +15% in the category results per year.Lead the new image implementation for the Cristal ball pen portfolio Show less

    • Marketing Assistant
      • Aug 2005 - Jul 2008

Education

  • Tecnológico de Monterrey
    Licenciatura, Marketing
  • Management Institute of Paris
    Executive Certificate in Business Administration

Community

You need to have a working account to view this content. Click here to join now