Experience

cerocatorce

• Mexico
• Advertising Services
• 1 - 100 Employee

• Director Comercial

  • Aug 2023 - Present



Cadeco Refacciones

• Mexico
• Machinery Manufacturing
• 200 - 300 Employee

• National Manager of Commercial Strategy

  • Oct 2022 - Jun 2023

  Company dedicated to the sale and distribution of spare parts for heavy machinery, with a budget greater than 100 million dollars. RESPONSABILITIES: * Creation of the commercial strategy for the different regiones of the country, of the products lines under my responsability: Engine, Hydraulics, Undercarriege, Cutting Tools, Tires, Maintenence, Basic Tools, and Light Equipment. * Lead a team to define and deliver value for the company and customers through effective prioritization of objectives. ACHIEVEMENTS: * Focused on good supplier managemente, sales per customer of each spare parts, promotions, prices, margin contribution, creation of KPI's, completing the teamwork, and constant monitoring of indicators, we had +25% growth in sales. The increase obtained in this time in sales was greater than the last five years. Show less



MAQRO

• Mexico
• Construction
• 1 - 100 Employee

• Consultant for the Comercial Area

  • May 2021 - May 2022

  A company dedicated to the sale and distribution of JOHN DEERE heavy machinery, with a budget greater than 70 million dollars. RESPONSIBILITIES: • Implementation and development of a strategic plan for the sales and commercial area. • Process optimization and reengineering. • Manage and evaluate the KPIs for growth and margin of foreign branches. • Develop multidisciplinary teams and Networking in the areas involved. ACHIEVEMENTS: • Achieved with reengineering: Focus on sales team by industry and territory; business segment and strategy; attention and monitoring leads, greater specialization in the market, commercial practices, and objectives for each salesperson. Having a +50% growth in sales. Show less



MADISA CAT

• Mexico
• Machinery Manufacturing
• 700 & Above Employee

• Retail Director

  • Feb 2018 - Jun 2020

  Reporting to the CEO. Budget 150 million dollars; People in charge 12+280 in the region.RESPONSIBILITIES:• Definition of commercial and marketing strategy.• Develop and implement the new RETAIL area, as well as the sales strategies and business plan.• Display Caterpillar market share and sales based on the budget for all products.• Ensure a safe enganged workforce and customer satisfaction, in collaboration with the managers, peer at pool level, employees and cross-functional teams.• Analyze the results and key indicators of the area, both quantitative and qualitative.• Manage the development, training, and ethics of work teams. • Development of massive events for the sale of machinery and equipment in different branches. ACHIEVEMENTS:• Created 10 points of sale and transformation B2B to B2C, in addition to the expansion of 8 new branches.• Improved the customer experience by modifying times and processes (quote, billing, registration of the client, credit from 7 to 1 day. At the counter from 180 minutes to 10, etc.).• Implemented the development of E-commerce and home delivery.* By modifying the Call Center service system, it brought a high growth in telephone customers and supported product sales by +35%.• Market share growth of 1.2%, growth in sales over 12% was achieved.• I improved the corporate image and signage in the company's most important branches, such as the introduction of new products with high-profit margins.• Developed strategies by product and market segment that allowed us to exceed the 100 million dollars of sales budget per year. • Closed macro projects in the region for > 20 million dollars.• Established strategies by product, usage preference, and price in each territory that allowed us to grow in customers and serve the segments of construction, industry, commerce, agricultural, mining, quarrying, transportation, marine, and O&G. Show less

• Regional Manager

  • Oct 2013 - Jan 2018



EXA FM

• Broadcast Media Production and Distribution
• 1 - 100 Employee

• General Manager

  • Nov 2008 - Jun 2013

  RESPONSIBILITIES: • Direct and implement the strategic plan in the short, medium, and long-term, garanteeing the financial growth of the company. • Develop the operational structure (mission, vision, values, establishment of processes, procedures, structure, roles, and responsibilities), of financial, material, productive and human resources. * Drive employees engagement via effective positive employees relations plans. • Consolidate strategic relationships and relationships with governments and investors. ACHIEVEMENTS: • Sales growth of more than 50% in advertising with clients. • Developed market segmentation (schedules and audience) to increase revenues with more resources per program. • Increased audience by more than 20% through market activations, special programs, the creation of events and concerts, in addition to differentiated segmentation by audience type. Show less



HEINEKEN MÉXICO

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

• Regional Manager

  • Apr 1994 - Oct 2008

  Main responsibilities: * Responsible for several areas and states in the center and south of the country, serving dealers and branches of the company, where I had 10 to 15 branches and more than 300 employees. * Comply with the EBIT, sales budget and market share in each territory in my charge. * Generate market strategies with dealers and branches to ensure compliance with the company's objectives, in terms of sales growth, coverage, brand strengthening, product inventory, staff training, etc. * Strategy by size and type of client, position of brands by market, marketing, ensuring growth in sales and efficient distribution of products. * Generate plans to activate promotions and activities with consumers and retailers, to encourage some of our brands, differentiated by channel and type of market. Establish a relationship with the main government entities, to obtain and change permits for the sale of beer. Achievements: I developed a deep understanding of the business, anticipating the obstacles that could interfere with success, achieving growth in market share in different states, increases in EBIT and growth in sales above budgets. Increases in massive coverage, differentiating customer service and attention with a strategy by type of market. The products were promoted in the different sales channels, as well as participation in the most important sponsorships in each territory and activation of events. The distribution and inventory management systems were improved to increase the profitability of the branches and the region. I participated in a program call “Development FEMSA Executives”, with a synergy project with Coca Cola FEMSA. Founder and president of the Foundation "Vida y Naturaleza", managing to participate in the public and social environment. I established a relationship with the main government executives to obtain and change permits for the sale of beer, as well as with the media and civil society, to ensure the opening of new points of sale. Show less