Manuel Fernandez

Manuel Fernandez

Work History

Work History
Jan 2007 - Feb 2009

GENERAL COMMERCIAL MANAGER/DIRECTOR

Lácteas GARCIA BAQUERO

Family Owned business/ Spanish Leader in Manchego Type Cheese./ Net Sales: Sup. a 220 M€

JOB DESCRIPTION:

  • Direct negotiation with mayor retailers Spain and International.
  • 42 Distributor network for Indirect Sales: Traditional Channel & Food Service + Logistics to Regional Clients (30% of volume/ over 40% del margin)
  • Care of team of 10 Sales Reps. / Key Accounts
  • Creation and care of Point of Sale sales force with inside salesmen and outsourcing.

RESULTS:

  • Sale of Caprabo to Eroski - Unification of commercial conditions - Merger. Savings of 800,000€ over cross conditions
  • Contract negotiation of mayor accounts, keeping them below price increases - Net savings of 1% - 200,000€ per year.
  • Search for Distributors in USA and Germany - Negotiations with Wal-Mart / CostCo / Metro. Sales increase of 3 Mill. €.
  • Listing of brand as Preferred Spanish Cheese for Western and Northern Europe for the Metro Group
  • Re-negotiation of Distributor logistical conditions (net saving of 3% 600,000€,)
2002 - Dec 2006

MARKETING DIRECTOR PULEVA FOOD, S.L.

PULEVA FOOD S.L. - GRUPO EBRO - PULEVA - GRANADA

03/04-10/06

Spanish Dairy leader and world reference in Functional Foods of high added value/ Net Sales: Sup. a 400 M€/ MKTG: Budget 20 M€ / People in Dept.: 14/ REPORTING: General Management

JOB DESCRIPTION:

  • Strategic Product Planning, Consumer & Market Research, Trade Mktg, Category Management, Media Purchasing and Planning, Coordination with PR and Advertising Agencies, New Product Launches.

RESULTS:

  • New Product launchings: Puleva Calcio Soja, Pulava Max, Puleva Peques (Child Nutrition and FMCG), Puleva Max Defensas.(14% of volume / 20% of margin over Total Sales
  • Close collaboration with Puleva Biotech with International Groups (Lala-Mexico), (Brittish Dairies- UK), (Freisland - Holland)
  • Public Relations coordinator in the Child Obesity campaign - Sponsorship of the ACB Basketball cup.
  • Plan design and implementation of Fresh Product Division - recuperation of 3 Milll € de EBITDA due to Yofres merger with Puleva
  • Accumulated growth in 4 years +20%

10/02 -03/04 GENERAL MANAGER OF YOFRES SA ( PULEVA FOOD SL)

Yoghourt and Fresh Product Division of the Puleva Group

RESPONSABILITIES:

General Management of PULEVA's Fresh Product Division responsible for  P&L at all levels. Unprofitable company ( before I entered ) that was merged by my recommendation with Puleva in 2004. /NET SALES: 9 M € (year 2003) /EMPLOYEES: 20

Sep 2000 - Oct 2002

GENERAL MANAGER FOR SPAIN & PORTUGAL

GROUPE LABEYRIE (Vensy España S.A.)

09/00

Medium size company leader and manufacturer in Spain & Portugal of smoked fish (salmon, trout, angel fish, swordfish, tuna etc.) and gourmet duck products  (foie, magret, fresh, etc.)- Company sold to Capital Risk Fund

JOB DESCRIPTION:

  • General Manager in charge of P&L at all levels for Spain and Portugal.

RESULTS:

  • Maintenance and growth of EBITDA from 3,1 million Euros to 4,3 million
  • Capex Investment plan of 1 million Euros to modernize factory
  • Sales Director functions during the 2 years
  • Strategic alliance with mayor retailer Mercadona (Favored Supplier Status)
  • Margin increase of branded products to compensate high volume in Own label (50% of sales)
  • Labour negotiations with trade unions - Social Peace for 2 years
Mar 1995 - Sep 2000

MARKETING DIRECTOR SPAIN

GROUPE BONGRAIN (Mantequerías Arias S.A.)

03/95

09/98 -12/99 COUNTRY MANAGER PROYECTO SURIMI ESPAÑA

Spanish afíliate of Bongrain Group/.Net Sales: 15,000 mío pts. (90 million Euros) /Mktg. Budget:  1,200 mío pts. (7,2 million Euros)/People in  Dept: 10

JOB DESCRIPTION

MEMBER OF THE DIRECTOR BOARDS

MEMBER OF THJE BONGRAIN GROUP MKTG. DIRECTORS COMMITEE

RESULTS:

  • Growth Total Co. In volume '95-'99: 62% Growth in Profits '95-'99: 54%
  • Making BURGO DE ARIAS market leader with 30% Market Share in 2000 from 10% in 1995
  • Sales B.Arias 1995: 2,1 Millones € -
  • Sales B.Arias year 2000 - 30,3 Millones €
  • Launching and maintaining in market Coraya range - SURIMI alter 4 attempts in failure
  • Opening of Portuguese market with the FRESQUINHO Brand.
Mar 1989 - Mar 1995

UNILEVER ESPAÑA (Industrias Revilla S.A.)

12/92 - 03/95 KEY ACCOUNT MANAGER - Ventas - MARKETING MANAGER - EXPORT MANAGER

12/92 - 03/95 KEY ACCOUNT MANAGER - Sales

                      EXPORT MANAGER - Sales

10/89 - 12/92 MARKETING MANAGER - Dry Cured Meat Products.                             

03/89 - 10/89 PRODUCT MANAGER - Cooked Products

Oct 1987 - Mar 1989

GENERAL FOODS ESPAÑA (Now Kraft Jacobs Suchard) Comercial Saimaza S en C

05/88 - 03/89 PRODUCT MANAGER - SAIMAZA 10/87 -

05/88 ASSISTANT PRODUCT MANAGER - TANG

Dec 1981 - Oct 1987

C.C. Motos / C.C. Sports
Sep 1977 - May 1980

MISSION COMMUNITY LAW CENTER

Education

Education
Nov 1998 - Jun 1999

PROGRAMA DE DIRECCIÓN GENERAL (PDG) - Senior Management Program

I.E.S.E. Business School - Universidad de Navarra
Aug 1980 - Dec 1981

MASTERS OF ARTS (CUM LAUDE) Government

GEORGETOWN UNIVERSITY
Sep 1976 - Jun 1980

BACHELORS OF ARTS (MAGNA CUM LAUDE) in Political Science & Int Relations

SAN FRANCISCO STATE UNIVERSITY
Sep 1969 - Jun 1976

Colegio Alamán

Colegio San Estanislao de Kotska (SEK)- MADRID

Colegio Universitario Cardenal Cisneros - MADRID

Jan 1963 - Jun 1969

St. Brendan's Catholic School