Experience

Varela Hermanos

• Panama
• Beverage Manufacturing
• 1 - 100 Employee

• Vicepresidente comercial

  • Jul 2023 - Present



Coca-Cola FEMSA

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

• Director de Ventas Monarca

  • Feb 2022 - Jul 2023



HEINEKEN Panamá

• Panama
• Food and Beverage Services
• 100 - 200 Employee

• Director de ventas y distribución

  • Sep 2017 - Mar 2022



Diageo

• United Kingdom
• Beverage Manufacturing
• 700 & Above Employee

• Regional Manager Panama-Honduras-Nicaragua

  • Jun 2011 - Sep 2017

  -Leading the relationship between Diageo and key stakeholders in each country. Developing and implementing all the Commercial and Marketing plans in order to achieve volume objectives, net sales value objectives, trading profit objectives, markets share objectives and brand health indicators objectives of all Diageo brands (Johnnie Walker, Old Parr, Buchanan’s, J&B, Smirnoff, Smirnoff Ice, Baileys, Don Julio, etc.) in the region. -Responsible of managing and controlling all A&P resources of 4 Distributors. -Lead the development and implementation of the S&OP process. -Support the agenda of corporate relations and corporate social responsibility plans. Show less



Sardimar

• Panama

• Country Manager

  • Oct 2008 - May 2011

  - Responsible for the business operation of 3 Distributors. - Develop and implement the sales plan to assure volume and profitability targets. - Manage new distributor’s start up and implement adjustments in the Route to Market to expand gross margin. - Lead the development and implementation of plans in order to increase market share objectives and brand health indicator objectives for all Sardimar brands. - Responsible for the business operation of 3 Distributors. - Develop and implement the sales plan to assure volume and profitability targets. - Manage new distributor’s start up and implement adjustments in the Route to Market to expand gross margin. - Lead the development and implementation of plans in order to increase market share objectives and brand health indicator objectives for all Sardimar brands.



PepsiCo

• United States
• Food and Beverage Services
• 700 & Above Employee

• Country Manager

  • Nov 2005 - Oct 2008

  - We achieved double-digit growth for 3 consecutive years, positioning ourselves as the second brand of cold cereals (RTE). - In conjunction with the Sales and Marketing department of Agencias Feduro, we were able to win for two consecutive years the #1 Distributor of the year award. - Lead the development of promotions and sales plans that allowed the sustained growth of my Distributor, using the budget allocated to the Country. - We achieved double-digit growth for 3 consecutive years, positioning ourselves as the second brand of cold cereals (RTE). - In conjunction with the Sales and Marketing department of Agencias Feduro, we were able to win for two consecutive years the #1 Distributor of the year award. - Lead the development of promotions and sales plans that allowed the sustained growth of my Distributor, using the budget allocated to the Country.