Highly qualified Regional Commercial Director and General Manager with solid background in sales, marketing and business development within consumer goods industries (food, health and personal care). Extensive P&L experience within the Latin America and the Caribbean markets.
Pastelería Los Cidrines May 2012 - at PresentResponsible for developing and managing of all sales and marketing strategies and plans, report directly to the owner and CEO of the company
Ø Successfully introduced the new full baked product line in over 426 new accounts in less than 8 months
Ø Developed a DSD division and distribution company growing volume 322%
Ø Acquired the exclusive distribution of different brands lines such as; Knotts Cookies, Balconi, Balocco and Docile.
Ø Restructured the sales department , improving customer satisfaction
Caribbean Brand Development October 2009 - April 2012Responsible from this new business startup, including developing the right business model and strategies, to the introduction of represented brands in the Puerto Rico market.
Ø Got approval as vendor for Walmart and Sams
Ø Successfully introduced over 52 products in Walmart in less than one year
Ø Gained 50% of the bath & body category in Walmart from day one.
Ø Successfully introduced the Aromasense and Mattel brands in three of the top 5 clothing and accessories consignees.
Ø Introduced Arrurru and Mattel in some of the top supermarkets chains, including Econo supermarkets.
Gerente General, Caribe, Centro Amercia y Pacto Andino
Alberto Culver/Unilever September 2006 - August 2009
Responsible for developing and implementing strategies and plans for the Central America, Andean Countries and Caribbean region. Led all sales and marketing efforts in 34 countries. Directly supervised 7 managers overseeing duties and responsibilities of over 140 employees.
Ø Achieved a strong business turnaround resulting in $7 million positive profitability swing within three years, shifting from red numbers in 2006 to becoming the highest profitable region for Latin America in 2009, and contributing with over 59% of the total Latin America profitability.
Ø Led the 2008 downsizing and shut-down of the Puerto Rico Manufacturing Plant and Commercial Offices, assigning the commercial business to a distributor for the Puerto Rico, achieving an 18% volume growth and doubling profitability during 2009.
Kellogg Caribbean June 2003 - August 2006Retained to direct all strategic sales and business planning upon acquisition of Keebler by Kellogg. Led sales and marketing efforts in 22 Caribbean countries. Directly supervised 5 managers, overseeing duties and responsibilities of 83 employees in Sales, Trade Marketing and Promotions.
Ø Achieved the lead position in Cereal Bar Category in less than six months from 22% to 62% value share. As a result we received the K Award for Best commercial and Marketing Plan.
Ø Successfully reversed the trends of cereals, recovering market share month after month, achieving 54% value share, highest in the last three years mostly due a stronger shopper activity and implementing the best practices learned from Keebler to the ready to eat cereals, over 250 end caps were installed in most major supermarkets.
Keebler Company/Kellogg Caribbean February 1998 - May 2003Promoted to undertake additional responsibility over the general management of the Puerto Rican subsidiary, along with regional sales direction. Accountable for all initiatives related to P&L. Continued leading market penetration efforts to introduce Keebler in Latin America. Managed international alliances and co-packing agreements.
Ø Directed the Keebler brand growth form fourth biscuit brand to a solid number two by generating $8.9 million in 1996 to over $26 million in 2005.
Ø Designed and implemented a DSD operation system with 37 routes in 2005, achieving $12 million in incremental sales.
Ø Designed and developed various products through a locally developed co-packer network, also created and developed the El Duende brand which contributes nearly $4 million a year.
Ø Successfully negotiate the acquisition (law 75) of the Sunshine Biscuits business in Puerto Rico during 1998.
Director de Ventas Regional Latino America
Keebler Company/Kellogg Caribbean January 1996 - January 1998Promoted to determined regional sales strategy and direction. Led market penetration efforts to introduce Keebler in Latin America. Managed international alliances and co-packing agreements.
Ø Successfully launched Keebler in Colombia and Panama
Ø Increased sales in Dominican Republic by 37.7% within first year
Ø Participated in the start-up of distribution efforts in Mexico and Costa Rica
Gerente de Ventas
Keebler Company/Kellogg Caribbean January 1993 - January 1996Responsible for developing and executing all sales and marketing strategies and plans for the Puerto Rico and Caribbean markets
Ø Significantly lowered amount of outstanding accounts taking DOS to 36.
Ø Positioned Keebler Export Sodas as the No. 1 brand in the market.
Ø Launched Export Sodas foil pack in PR achieving 80% of expected annual sales in first trimester.
Administrador de Empresas
1982 - 1986
(4 years) Valle del Cauca