Fermin Castaneda
National Accounts Chain Development Director (TX,LA,MO) at Diageo North America Inc.- Claim this Profile
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English Full professional proficiency
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Spanish Native or bilingual proficiency
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Bio
Carolina Leite
I was lucky enough to report to Fermin for over 2 years at Diageo. He hired me as Commercial Planning & Activation Executive for the Caribbean and was honestly one of the best managers I have ever had. He led by example, giving myself and colleagues freedom to succeed, always supporting when we needed, and providing a healthy, unified team environment. He challenged me to strive for professional as well as personal growth and his inspiration helped me get recognized at the company. I would 100% recommend Fermin!
Leandro Gonçalves
I had a privilege to work with Fermin for the past 2 years doing Sales Development for Latin America & Caribbean in Diageo. He brought lots of value to the business . With his commercial experience he was able to set new commercial standards, develop capabilities in people and also manage stakeholders in the whole region in different stages per country. His leadership made the difference and the results were very positive in the region! I hope to work with him one day again.
Carolina Leite
I was lucky enough to report to Fermin for over 2 years at Diageo. He hired me as Commercial Planning & Activation Executive for the Caribbean and was honestly one of the best managers I have ever had. He led by example, giving myself and colleagues freedom to succeed, always supporting when we needed, and providing a healthy, unified team environment. He challenged me to strive for professional as well as personal growth and his inspiration helped me get recognized at the company. I would 100% recommend Fermin!
Leandro Gonçalves
I had a privilege to work with Fermin for the past 2 years doing Sales Development for Latin America & Caribbean in Diageo. He brought lots of value to the business . With his commercial experience he was able to set new commercial standards, develop capabilities in people and also manage stakeholders in the whole region in different stages per country. His leadership made the difference and the results were very positive in the region! I hope to work with him one day again.
Carolina Leite
I was lucky enough to report to Fermin for over 2 years at Diageo. He hired me as Commercial Planning & Activation Executive for the Caribbean and was honestly one of the best managers I have ever had. He led by example, giving myself and colleagues freedom to succeed, always supporting when we needed, and providing a healthy, unified team environment. He challenged me to strive for professional as well as personal growth and his inspiration helped me get recognized at the company. I would 100% recommend Fermin!
Leandro Gonçalves
I had a privilege to work with Fermin for the past 2 years doing Sales Development for Latin America & Caribbean in Diageo. He brought lots of value to the business . With his commercial experience he was able to set new commercial standards, develop capabilities in people and also manage stakeholders in the whole region in different stages per country. His leadership made the difference and the results were very positive in the region! I hope to work with him one day again.
Carolina Leite
I was lucky enough to report to Fermin for over 2 years at Diageo. He hired me as Commercial Planning & Activation Executive for the Caribbean and was honestly one of the best managers I have ever had. He led by example, giving myself and colleagues freedom to succeed, always supporting when we needed, and providing a healthy, unified team environment. He challenged me to strive for professional as well as personal growth and his inspiration helped me get recognized at the company. I would 100% recommend Fermin!
Leandro Gonçalves
I had a privilege to work with Fermin for the past 2 years doing Sales Development for Latin America & Caribbean in Diageo. He brought lots of value to the business . With his commercial experience he was able to set new commercial standards, develop capabilities in people and also manage stakeholders in the whole region in different stages per country. His leadership made the difference and the results were very positive in the region! I hope to work with him one day again.
Experience
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Diageo North America Inc.
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United States
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Food and Beverage Manufacturing
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1 - 100 Employee
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National Accounts Chain Development Director (TX,LA,MO)
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Nov 2022 - Present
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Diageo
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United Kingdom
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Beverage Manufacturing
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700 & Above Employee
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Net Revenue Management Market Manager
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2019 - Nov 2022
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Campbell's
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United States
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Food and Beverage Services
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700 & Above Employee
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Sr Regional Sales Manager Central and South America
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2018 - 2019
Led the Commercial agenda for all the markets in Central and South America, which represents 25% of the total revenue for LATAM. Led a team of 5 Sales Managers throughout the geography, supporting the business results delivery while also supporting the growth of their commercial and leadership capabilities. Accountable for establishing the Commercial Strategies in the markets to deliver the Company short- and long-term objectives• Achieved a business turnaround from -7% in NSV during H1 FY19 to +5% in H2 by unlocking business opportunities in Brazil and Ecuador.• Implemented new Commercial processes that contributed to improving Sales Forecast Accuracy by 34%
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Diageo
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United Kingdom
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Beverage Manufacturing
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700 & Above Employee
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Commercial Capabilities Manager Central America & Caribbean
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2016 - 2018
Led the Commercial Capability agenda for 11 markets across LAC. Facilitated the programs for Distributor Management, Key Account Management, Sales Teams and Customer Marketing. Influenced the senior leaders from the markets to incorporate new commercial learnings, processes and techniques impacting the commercial results of their business.
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Commercial Planning and Activation Manager Venture Caribbean
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2014 - 2016
Formed the Customer Marketing team for the Caribbean, covering 29 markets. I hired and led a team of 4 people responsible for planning, execution, tracking and evaluation of the marketing and sales activities for these markets. Led a transformational change in the Caribbean markets focused on delivering flawless planning and execution through an effective cycle planning & briefing process across 29 markets
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Key Accounts Manager Caribbean
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2011 - 2014
Led the Key Account business for Diageo in the Caribbean managing customers like Walmart, SAMS, Costco and Pricesmart which accounted for close to $16M in sales. Coordinated through skilled people management the communications and execution of the plans with distributors, Global Accounts teams and Customer Marketing.
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Key Account Manager Supermarkets
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2009 - 2011
Led the development, negotiation, execution and tracking of the Join Business Plans for the top National Supermarket Chains in the market. managing a business of $7M. Delivered the financial KPI's for the business. Net Sales Value management, pricing negotiations, S&OP process and the flawless execution of the marketing activities at the point of sales.
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Regional Sales Manager (Secondment)
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2009 - 2009
Led the Western region Distributor that accounted for 15% of Diageo Venezuela NSV. Led a team of 3 direct reports and 40+ sales reps from the Distributor that covered 3 different branches across 5 different states.Managed the P&L for the region looking over Volume Forecast, NSV, Trade Spend, A&P investment and Trading Profit.
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Area Sales Supervisor
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2007 - 2009
Managed the Distributor in Margarita Island (Duty Free) that accounted for close to 14% of Diageo Venezuela NSV. Indirectly managed a sales force of 15.Managed Diageo Venezuela biggest customer SIGO. Join Business Plan, Execution of marketing and pricing strategies.Managed the On Trade and the Off Trade key customers with a total budget of $7M for Marketing and Trade Spend.
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Trade Marketing Coordinator
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2005 - 2007
Coordinated implemented and managed the budget of the Customer Plans for On Trade Key Accounts in CaracasWorked with agencies in the Design and execution of Brand Building Activities focused on creating brand awareness and sales uplift
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BAT
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United Kingdom
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Tobacco Manufacturing
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700 & Above Employee
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Finance Management Trainee
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2002 - 2004
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Education
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1997 - 2002
Universidad Católica Andrés Bello
Bachelor's degree, Accounting and Business/Management
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