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Work experience

Jan 2007Feb 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€,)
2002Dec 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 2000Oct 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 1995Sep 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 1989Mar 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 1987Mar 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 1981Oct 1987

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

MISSION COMMUNITY LAW CENTER

Education

Nov 1998Jun 1999

PROGRAMA DE DIRECCIÓN GENERAL (PDG) - Senior Management Program

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

MASTERS OF ARTS (CUM LAUDE) Government

GEORGETOWN UNIVERSITY
Sep 1976Jun 1980

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

SAN FRANCISCO STATE UNIVERSITY
Sep 1969Jun 1976

Colegio Alamán

Colegio San Estanislao de Kotska (SEK)- MADRID

Colegio Universitario Cardenal Cisneros - MADRID

Jan 1963Jun 1969

St. Brendan's Catholic School

SCHOOLS

LANGUAGES

  • English: Native
  • Spanish: Native
  • French: Proficient
  • Italian: 1 year of Studies in College -Basic

OTHER PROFESSIONAL ACTIVITIES

10/06 -         INDEPENDENT CONSULTANT - MADRID / Business School Professor -

Free Lance Consulting Commercial & Marketing - Teaching (Business Schools).

CLIENTES:

  • Holgran - RHM (Reino Unido)  - A Division of British Bakeries.
  • Le Groupe Doux - European Poultry Leader
  • Icon Comunicación - Design Agency & Corporative Communication.
  • ESCP-EAP Business School - Seminars regarding Functional Foods.
  • FMCG Negotiation in company Seminars - Varma Alimentación

PERSONAL INFO

Date of Birth: 3 of July 1958 in La Habana (CUBA) 

Civil Status: Married

Children: 2 (born in 1988 and 1994)

Nationality: Double (Spain & USA)

SENIOR COMMERCIAL DIRECTOR (SALES, MKTG & EXPORT)/ BUSINESS UNIT MANAG

+ 20 Years experience in Commercial positions at Senior Executive positions l (Sales & Mktg) at Managing Board level in leading FMCG companies doing in the range of + 100 /+ 300  million in sales  / + 20 years in overseas markets- Exports  /  General Management experience in mid-size company doing 30 million € in sales , 4,3 million € in EBITDA / Experience in contract  negotiations with Large Retailers - national & international / Handling of a large Distributor network-  national & international /  Managing large Mktg & Communication budgets +20 million €.

KEY STRENGHTS AND ASSETS:

  • Proficient in three languages: Spanish (native), English (native) y French (fluent). Double nationality USA & Spain.
  • PDG (Senior Management Program) by IESE Business School (Madrid) & M.A. by Georgetown Univ.
  • Specialist in launching New Products (design, planning , marketing and market placement)
  • Experience in opening new markets (Export) & Own Label Brand (Retailer Brands)
  • Specialist in promotional (trade & consumer) and communication techniques (Advertising & PR)
  • Solid financial knowledge / P & L
  • Strong commercial profile / Business development oriented - Growth.
  • Consolidated experience in strategic planning, Business Plans, Sales (national & export) and Marketing Plans.
  • Seasoned results oriented negotiator with large Key Accounts (national & international).
  • Commercial & Marketing team motivator. Excellent relationships with clients and collaborators.
  • Specialist in handling in-direct sales teams (Distributors) at both national & international levels.

Lácteas GARCIA BAQUERO - MADRID

 GENERAL COMMERCIAL DIRECTOR

PULEVA FOOD S.L. - GRUPO EBRO - PULEVA

MARKETING DIRECTOR

GENERAL COMMERCIAL MANAGER YOFRES, S.A

GROUPE LABEYRIE  (Vensy España S.A.)

GENERAL MANAGER FOR SPAIN & PORTUGAL

GROUPE BONGRAIN (Mantequerías Arias S.A.)

MARKETING DIRECTOR

UNILEVER ESPAÑA (Industrias Revilla S.A.)

KEY ACCOUNT  - MARKETING - EXPORT MANAGER

GENERAL FOODS ESPAÑA

PRODUCT MANAGER

About Manuel

Manuel Fernandez-Diaz accumulates a long standing experience in the Spanish market spanning 20 years in the Marketing, Commercial and General Management fields both in top multinationals such as General Foods, Unilever and Group Bongrain Spain (turnover of 200 million €uros) as well as top Spanish national companies such as Puleva (Diary subsidiary with a turnover over 400 million €uros, of Ebro Puleva, a Spanish Multinational and the country’s largest Food Company- world leader in processed rice) and Garcia Baquero (Spain’s leading Cheese Manufacture).

Responsible for the Marketing / Communication / and Promotional Activity strategies and successive launch and market success of mayor products such as Revilla processed meat products (Unilever) Burgo de Arias (Bongrain), Puleva Calcio Soja (Ebro Puleva), he has been also a ample experience as Key Account and Commercial Director handling accounts such as Carrefour, Auchan, Mercadona, Lidl and international accounts like as Wal-Mart USA, Sainbury’s , Metro GMBH among others.

This marketing and commercial experience, always at company Board level responsible for the P & L of the products / clients assigned to his direction, has been augmented by his experience as General Manager for the Spanish subsidiary of Labeyrie in Spain (Vensy España) accountable for company financial results, balance sheets and personnel (over 200 employees). He has also worked as an independent consultant for companies such as Holgran (an affiliate of Brittish Bakeries) and the French poultry group Doux.

Simultaneously he is a part time Professor at the ESCP-AEP Business School (belonging to the Chamber of Commerce of Paris, France and ranked 6th in Europe)for MBA and Excutive MBA students in the fields of Marketing and Commercial Direction / Negotiation.

Manuel Fernandez is a San Francisco State University graduate with Masters degree from Georgetown University in Washington DC, and a Senior Management degree (PDG) from the I.E.S.E Business School.

His childhood was passed between the United Ststes and Spain and is fluent (both Bi-lingual and bi-Cultural, considering both languages as mother tongues) in English and Spanish holding double citizenship both in Spain and the USA. He is also fluent in French, having worked during eight year in French companies (Bongrain and Labeyrie).