Experience

Goya Europa
• Spain
• Food and Beverage Services
• 1 - 100 Employee
• Jefe de ventas

  • Aug 2018 - Present
• Retail Sales Representative

  • Apr 2017 - Aug 2018

  Functions: .- Planning and execution of trade marketing roadmap for all customers in the region. .- Definition and implementation of specific commercial strategy along with the business leaders. .- Oversee the commercial management of dealers. .- Market and trends analysis of commercial management and budget control. .- Lead negotiations with key customers in On-Trade as Off-Trade. Functions: .- Planning and execution of trade marketing roadmap for all customers in the region. .- Definition and implementation of specific commercial strategy along with the business leaders. .- Oversee the commercial management of dealers. .- Market and trends analysis of commercial management and budget control. .- Lead negotiations with key customers in On-Trade as Off-Trade.



Dekoplus, C.A.

• General Manager

  • Jun 2012 - Dec 2015

  .- Portfolio development of wholesalers and dealers in Carabobo, Aragua and Guarico states. .- Sales budgets’ allocation. .- Design and execution of strategies to attract new customers. .- Development of outsourcing business model proper appropriate to the Venezuelan legal framework. Achivements: .- I managed to consolidate high performance commercial team by increasing sales during my management (+ 2.3M $). .- Portfolio development of wholesalers and dealers in Carabobo, Aragua and Guarico states. .- Sales budgets’ allocation. .- Design and execution of strategies to attract new customers. .- Development of outsourcing business model proper appropriate to the Venezuelan legal framework. Achivements: .- I managed to consolidate high performance commercial team by increasing sales during my management (+ 2.3M $).



Distribution y Services Estratégic, C.A.

• Business Owner

  • Apr 2010 - Jun 2012

  Functions: .- Enterprise image desing. .- Registration in all governmental, fiscal and para-fiscal entities. .- Implementation and adaptation of administrative information systems. .- Design and Implementation of management models for the reception and dispatch of products, billing, administrative management, sales management. .- Customer acquisition Bakeries, Independent Supermarkets, Regional Chains and National Chains. Achivements: .- I managed to position the brand within the main stores in the assigned region. .- I managed to form a portfolio of products and brands with a high profit margin, accompanied by services that generate market value. Show less



Plumrose Latinoamericana, C.A.

• Food and Beverage Manufacturing
• 200 - 300 Employee

• General Manager of Dealers, Wholesalers and Convenience Channel.

  • May 2008 - Mar 2010

  Functions: .- Preparation of the Country’s Customer Marketing Plan as well as the specific strategies required at the national level. .- Identify opportunities and needs, in the different Convenience and MDV channels. .- Planning and projection of demand to align with other departments like Production and Finance. .- Integrated business planning between marketing and sales for all defined strategies. .- Definition of the ideal portfolio by channel and type of business. .- Design and development of customized Point Of Purchace materials by retail. Achievements: .- Designed and developed promotional and business plans aimed at the Convenience Channels (Bakeries) with innovative proposals that added high value for both the channel and consumers (Led the campaign “Live Christmas Plumrose in Bakeries” which achieved 15% volume (3.5$) growth in 2009 vs. 2008 in Smoked Back Ham category). .- Designed and develod the DAJE Project (Allied Distributors of Deviled Ham) generating high impact for the company . Project started in 2009 and contributed to close the year with an increase of 2% of Market Share, for a YTD of 34.7% and a 27% volume growth for the MDV channel. Show less



Plumrose Latinoamericana C.A.

• Food and Beverage Manufacturing
• 200 - 300 Employee

• Regional Trade Marketing Manager

  • Jan 2005 - Apr 2008

  Fuctions: .- Design and development of the Regional Trade Marketing Plan, as well as the specific strategies required at the regional level. .- Coordinate the implementation and monitor promotional activities to trade in the region measuring their profitability, reporting results and recommendations. .- Integrated business planning between marketing and sales aligned with company’s strategies. .- Design and coordination of events, promotional activities for consumers, direct sales force and support team. Achievements: .- Designed, developed and implemented promotional activities aimed at customers of wholsalers and dealers, Increased sales of channels by 30%. .- Improved the contribution margin from 18% to 24%, updgarding the portfolio mix managed by this group of clients. .- Led the penetration of the Oscar Mayer brand to reach 100% of MDV customers.- Designed and implemented management models for the promotional forces, Increaseed participation in product’s exhibitions within the region for Hams (up to 55%) and Wieners Sausages (up to 89%). Show less

• Territory Sales Supervisor

  • May 2003 - Dec 2004

  Fuctions:.- Guide and support the management of the commercial advisors (sale, collection, returns, among others) o to achieve objectives and maximize customer satisfaction..- Comply with the guidelines established by the commercial management supervision model, in order to optimize the effectiveness and productivity of the team of advisors..- Evaluate and monitor the commercial management indicators to establish action plans aligned to company’s objectives..- Transmit to the Regional Sales Management timely and truthful market information that may impact the development of commercial management, in order to support decision-making.Achievements:.- Sketched a proposal for the restructuring of the Sales force based on skills and strengths matrix. .- Achieved improvements in pre-sales service, customer loyalty, and portfolio mix moving from 65% to 82%..- Developed hidden talents in my team making them to be promoted as advisors of the year throughobtaining outstanding results in coverage of the assigned budgets and sales..- Led the negotiations with key customers in the region which contributed to exceed the regional and national company’s Sales goals. Show less

• Business Advisor

  • Feb 2002 - Apr 2003

  Functions:.- Prepare the daily schedule of the commercial management to establish the action plans that aim to fulfill the assigned sales budget..- Visit all the clients assigned to the route, in order to execute the commercial activities (sale, collection, merchandising, returns handling, among others) defined and adapted to the needs of each one of them..- Carry out the banking transactions derived from the collection management to the clients of their route, in order to comply with the administrative regulations that support the commercial management..- Perform the daily closing of the commercial activities of the assigned route, to verify, deliver and transmit the correct information of the day's operations.Achievements:.- Achieved records in Collection for 13 consecutive weeks with 100% and reached an average current during my management of 96%.- Became advisor of the year in 2002 reaching the following results: Sales Coverage 134%, Current Percentage 96%, Line Depth 92%, Visit Effectiveness: 91%. Show less



Kellogg Company

• United States
• Manufacturing
• 700 & Above Employee

• Retail Sales Representative

  • Nov 1998 - Jan 2002

  Functions:.- Responsible for sales management and compliance with the company's objectives..- Attention and resolution of incidents in retail..- Ensure the execution of marketing and brand strategies within retail.

• Sales Promoter

  • Feb 1995 - Oct 1998

  Functions:.- Execution, implementation and reporting of marketing strategies in retail.