Experience

HRA Pharma

• France
• Pharmaceutical Manufacturing
• 100 - 200 Employee

• Regional Business Head LATAM

  • Feb 2022 - Present

  Formular las bases estratégicas y de liderazgo para la expansión y posicionamiento de las marcas HRA en Latín América, dando dirección para asegurar la excelencia comercial y el desarrollo de los planes de Trade MKT como de las inversiones de marketing, además de impulsar la Innovación en canales digitales, con el objetivo de asegurar un crecimiento sostenible y rentable para el país y la región Formular las bases estratégicas y de liderazgo para la expansión y posicionamiento de las marcas HRA en Latín América, dando dirección para asegurar la excelencia comercial y el desarrollo de los planes de Trade MKT como de las inversiones de marketing, además de impulsar la Innovación en canales digitales, con el objetivo de asegurar un crecimiento sostenible y rentable para el país y la región



Miind Brands

• Mexico
• Personal Care Product Manufacturing
• 1 - 100 Employee

• Estrategic Offline Director

  • Feb 2021 - Dec 2021

  Responsable de la estrategia de la compañía en el canal Offline así como identificar oportunidades de distribución y penetración para las marcas, además de establecer el presupuesto de ventas y cuotas para el equipo comercial. A fin de alcanzar el desarrollo máximo del canal como el crecimiento sostenible y rentable de las marcas Responsable de la estrategia de la compañía en el canal Offline así como identificar oportunidades de distribución y penetración para las marcas, además de establecer el presupuesto de ventas y cuotas para el equipo comercial. A fin de alcanzar el desarrollo máximo del canal como el crecimiento sostenible y rentable de las marcas



Bayer

• Chemical Manufacturing
• 700 & Above Employee

• • Oct 2018 - Dec 2020

  Ensure the execution of the business strategy for the entire Bayer portfolio and OTC brands, in order to increase sales +15% and market share 1.8% in the 5,400 POS visited national wide, managing the budget for agency fees and controlling the investment of shopper MKT for POS materials and campaigns. Member of the management team, reporting directly to the G of the Consumer Division in Mexico, leading the sales team integrated by 6 Managers, 42 Sales Representatives and 300 Promoters. Achievements: • Redesigned the structure of the sales force, made up of 348 employees, to ensure the execution of consumer brands strategy, aligned with the sales operation drivers • Managed and implemented the sales training plan according to the CuEx Blueprint to ensure compliance with the commercial KPI's (ISPOS, SOS, SO, MS%, Advocacy) in the self-service and pharmacy channel, achieving a high-performance sales team. • Developed a Targeting and Segmentation model, increasing the level of effectiveness in the implementation of category strategies, with a Market Share growth of +1.8% above the national average in the stores visited. Model that today is a reference in the OTC market. Show less

• • Feb 2015 - Oct 2018

  Mexico City 2015 – 2018Developing and implementing Collaborative Business Plans with the company's top clients and leading the key account management team and CPFR, responsible for serving nationwide the self-service, pharmacy, convenience and price club channels, which accounted for 60% of the company's sales. Managing a P&L of $2.7 billion annually. Reporting to the Commercial VP of the Division.Achievements: • Achieved the mention as best supplier of the year by Farmacias Benavides in 2017 for implementing the best CATMAN strategy for the Analgesics and Vitamins categories with the highest growth in Sell Out +19% vs. previous year. • I was recognized as the best supplier of the year by Farmacias del Ahorro in 2016 for higher sales growth +16% vs. previous year and commercial plan with better execution. • Elaborated the new Commercial Policy to integrate the commercial conditions of new brands such as Copperton, Lotrimin, Clarytine, etc, due to the acquisition of MSD Company, ensuring a successful portfolio transition with all customers. Show less

• • Jul 2011 - Feb 2015

  Definition and implementation of the commercial strategy for the wholesale channel, leading a team of 4 managers and 20 sales representatives to ensure the execution and coverage of business plans with customers. Planned seasonal promotional activities with Trade Marketing. Managed a P&L of $1.7 billion and an investment budget of $50 million. This channel represented 40% of the company total sales. Achievements: • Managed the introduction and codification of portfolio codes that did not exist in the channel, obtaining an accelerated growth in the categories of Analgesics +28% and Anti-flu +17%, in addition to gaining important Market Share points for the entire portfolio at national level. • Increased distribution for the Alka-Seltzer brand within the traditional channel through a successful brand positioning campaign, activating Trade Marketing plans in supermarkets aimed at the grocery store and retailers. • Affiliate Bayer Consumer Division as an active member of ANAM, strengthening the presence of the brands and actively participating in forums and presentations of the association, in addition to creating training programs for the sales forces of the main affiliated clients. Show less

• • Aug 2010 - Jul 2011

  Commercial planning and preparation of the annual sales budget, as well as the allocation of quotas to the entire sales force. Leading a team of analysts to generate all the follow-up reports to the main business indicators for the decision making of the Sales Management. As well as leading demand planning meetings in collaboration with marketing and production areas in order to detect business opportunities, based on trend analysis and market share. Achievements: • Implemented improvements in the demand planning process, making it more efficient, obtaining a tangible improvement in the company's Forecast Accuracy to levels of 80%. • Developed a "Governace" model for the use of the sales team's bid and promotional budgets, optimizing spending down to a 5% to 3% investment ratio. • Participated in the Distribution Center project, achieving a successful start-up, improving the company's Fill Rate to 95%. Show less

• • Jan 2007 - Aug 2010

  Definition of commercial strategies, Trade Marketing Plans and negotiation with the key accounts under my responsibility (Walmart, Sams, Costco, Chedraui, Comercial Mexicana, Farmacias del Ahorro, Sahuayo), for the fulfillment of sales objectives by brand, both Sell In and Sell Out, as well as ensuring the correct inventories and dispersions at the points of sale, activating promotions and following up on prices and ensure the success of the campaigns. Achievements: • I was recognized by Walmart for Best Product Launch (Alka Seltzer Boost) and Best Point-of-Sale Campaign Execution, making this code a VPI in 2009. • Through a visibility strategy, Farmacias del Ahorro achieved +40% sales growth for the brand, contributing to category growth by increasing the average purchase ticket. • Successfully executed within the Supermarket Chedraui a campaign for Winter Season with preloaded pallets, achieving a growth in sales during the season of +20% vs. previous year, challenging all the internal processes of the company to produce them and ensure execution at the point of sale. Show less

• • Oct 2003 - Dec 2007