Experience

Camas y Colchones LAMAS

• Mexico
• Furniture and Home Furnishings Manufacturing
• 1 - 100 Employee

• Gerente de Ventas

  • Sep 2018 - Present

• Director de ventas

  • Aug 2017 - Present



Colchones Ideal

• Ciudad de México y alrededores, México

• Director Comercial

  • Jun 2016 - Jul 2018



LESTER S.A. DE C.V.

• 1 - 100 Employee

• Director Comercial

  • Sep 2012 - May 2016

  I am in charge of the Sales Area, Sales Management, Customer Service and Sales Reps, for national market. I have overall responsability for Sales Strategies, Sales Budgeting as well as Corporate Customers. MAJOR ACHIEVEMENTS • Organizational restructure for Commercial area, open center region to attend key accounts like Wal*Mart, Comercial Mexicana, Sam’s Club & seeing Mexico, Hidalgo, Tlaxcala & DF, the rest of the sales team . • Production Programs were made based on priorities of the costumer stablishing max & min to main distributors, planning production with at least 48 hours before. • Deliveries with common sense making it profitables • Reduced past due collection from 50% to 20%. • Exports to Guatemala, Honduras & US • Developed new accounts, such as Wal*Mart, Comercial Mexicana, Sears, Chedraui, Sam’s Club, Dormimundo, Gran Chapur, Merco, as well as whole sale distributors such as Fernandelli, Xaze, Bomsa etc. • Got to new brands to Lester those were “Colchones Ideal” & “Sang” premium brand of mattresses. • I reduced number of clients from 700 to 400 keeping the most profitable customers & adding new • Growth sales in average of 12% for the last 4 years. Last year 17%. • Developed new product adding perceived value to the costumer & develop new bedding products like pillows, mattresses pad, etc. Show less



Colchones Master SA de Cv

• Naucalpan de Juárez Area, Mexico

• Commercial Consultant

  • Mar 2012 - Aug 2012

  COLCHONES MASTER (RESTONIC) COMMERCIAL DIRECTOR I am in charge of the Sales Area, Sales Management, Customer Service and Sales Reps, for national market. I have overall responsability for Sales Strategies, Sales Budgeting as well as Corporate Customers. MAJOR ACHIEVEMENTS • To implant a new system of production planning to give & have better service to clients. • Commercial and marketing restructure of more than 60 employees including sales executive agents, marketing and distribution specialists and product promoters. • Plan of action to give better service to Wal*Mart. Show less



Comercializadora PAPARI

• Naucalpan de Juárez Area, Mexico

• Director

  • Oct 2006 - Mar 2012

  •FINANCIERA RURAL. •XOCHITLA MEXICAN FOUNDATION. •DORMINUNDO/COLCHONES AMERICA / SEALY DE MEXICO. •MARIO HERNANDEZ. •SOFTEK. •LAPONTE •SIGMA ALIMENTOS MAJOR ACHIEVEMENTS •Sales increase above 45% •Definition of Commercial Strategies based on distributor, market and product quality •New product lines introduction for departmental stores •Successful negotiations with foreign vendors for products with new terms and conditions agreements •Coordination of Foreign products importation process •Professional assistance to vendors to implement commercial best practices for each retail •Retail systems analysis for national market •Commercial performance assessment from sales promoters to take assertive decisions to change the organizational structure •Promotion of unusual wholesales to increase profitability •Introduction of media publicity with good magazine acceptance to increase sales •45% expenses reduction by taking some action plans •Design and implementation of an Incentive plan to improve sales promoter’s performance and achieve financial results •Design of a visual management system to keep track of the performance vendor’s assestment including metrics for annual purchases, lead time, annual savings, customer service, on time delivering, etc. Show less



Reebok de Mexico

• Retail Director

  • Jul 2008 - Feb 2009

  •To define commercial strategies for the own 18 stores •Best Practices for Retail operations. •To implement & develop plans to improve customer service according to comapny's goals. •Ensure & Controling budgets such as sales, profit, net margin, costs, stores expenses, market share & implement stadards of productivity. •To plan and develop budgets for the stores on P&L and HR for the stores. •To plan goal of growth on new stores. •To present to board Directors P&L of the stores. MAJOR ACHIVEMENTS • Organizational restructure for the retail area with 250 employees in 20 stores • 10 stores make up in one month increasing sales and customer service. • 40% profitability increase from projection by commercial strategies implementation, improving the product selection, inventory cycle, personnel training and follow up • 7 points increase gross profit growing from 42% to 49% • Inventory cycle reduction from 8 to 3 months eliminating obsolete inventory • Definition of an action plan to allow saving up to 20% • Compensation plan designed and implemented with fix and variable metrics for sales agents and store managers, to promote commitment and productivity • Training program was established for sales, product knowledge and store management. Show less



Grupo Selther

• Gerente de Nuevos Negocios, Gerente Comercial

  • Jan 2003 - Aug 2006

  New Business Manager MAJOR ACHIEVEMENTS • Design and development of new product lines in alliance with International vendors in China, Spain and US, achieving a positive rate of return during the first year of the Project by negotiating win to win conditions with all vendors. • Introduction of product lines in Wal*Mart, Sam´s Club, Liverpool, P.H., Sears, Hermanos Vázquez, Dormimundo, City Club, and minors retailers around the country • Sales increase of 66% Vs previous year, obtaining a budget increase from 2 US Millions projected to 3.3 US millions • Product Introduction to International markets like Texas, California and Spain participating in a NY International Expo. • Development of “corner store” concept in Liverpool and Palacio de Hierro stores to promote Selther products Simmons Brand Commercial Manager. MAJOR ACHIEVEMENTS • 15% Sales increase, average of 25% Unit price increase and 35% profit increase Vs previous year • Commercial and marketing restructure of more than 90 employees including sales executive agents, marketing and distribution specialists and product promoters. • 2004 First Place Sales Recognition from Palacio de Hierro, Liverpool, Sears, Hermanos Vázquez and Dormimundo • 2003 / 2005 Best Vendor Recognition from Sam’s Club Show less



Selther

• Manufacturing
• 1 - 100 Employee

• Gerente Comercial

  • 2003 - 2006



Walmart

• United States
• Retail
• 700 & Above Employee

• Wal*Mart Executive Buyer & Sam's Club Furniture, Dommestics, Carpets, Lugagge, RS Purchasing Manager

  • 1997 - 2003

  MAJOR ACHIEVEMENTS SAM'S CLUB • 103% gross profit growth and 25% Sales increase from 2002 Vs 2001. • Product Marketing plan development considering size of local market, market sector, product diversity and sales between whosales clubs. • New product development in alliance with vendors for the furniture and house products with low cost, improving quality and profitability. • Road Shows department implementation with robust policies and procedures to deliver good results • Recognition on 2000 for exciding in 70% the sales projection of 110 million ($ pesos) obtaining 100% vendors financing • Set major record for increasing sales in 4 times by establishing a solid annual program for a close track of fill rate, promotions, model changes, profitability metrics, selling in 2002 110,000 sleeping mattress Vs 30,000 from previous year MAJOR ACHIEVEMENTS WAL*MART • Design and implementation of a plan to increase sales 50% on 1998 and 25% in 1999 • 1998 and 1999 Profitability improvement exceeding projections • Importation purchases increase from US, Korea, Japan, Pakistan, China and Taiwan and other, duplicating from 40% to 80% exceeding the Organization expectations. Show less



Deportes Marti

• Product Manager

  • 1991 - 1993