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Commercial Director/Sales Director/Export Director position


High energy sales and management professional with good interpersonal and communication skills and an extensive background in the following Markets: Consumer Electronics, Car Audio, Audio Professional, Broadcast and Computer Peripherals, for Spain, Portugal, Andorra and Morocco.

Work experience

2006Jul 2009

Commercial Director Mobile Business Division

Pioneer Electronics Ibérica, S.A.

Management responsibility for three Business Lines: Audio Visual, Speakers and Navigators for Car after Market.

  • Scope: Spain, Portugal, Morocco
  • Turnover: 30 Million €
  • Total manpower: 18 people

Main activity:

Preparation, follow up and control of Marketing Plan, according to the directives from European Head-quarter and Local Managing Direction.

Some responsibilities among others:

  • Policy and strategies establishment: pricing review, terms of trade, distribution channels, customer allocation, commercial areas, etc..
  • KPI’s implementation according to the company’s BSC, and specific setting of local KPI’s as well.
  • Compensation scheme review, incentive setting and establishment of quarterly sales targets in accordance with the Managing Director.
  • Performance Evaluation and collaboration in the development of plans for motivation and training of the sales team with HR.
  • Promote and conduct monthly meetings of marketing, sales and purchases, with individual responsibility.
  • Direct participation in the trading of large accounts (A customers).
  • Monthly Reporting to the General Directorate local and European.

Main achievements:

  • Change from traditional distribution network of installers and wholesalers to Car Manufacturers/Car dealers, improving the invoicing from 10% to 50% by weight. I got customers like General Motors, Iveco and Volkswagen/Audi Group placing them as the first customers of the Navigation Division.
  • Share improvement in the navigation market by10% in the installation and retail channel, through good promotion plan to channel, never realized before, and keeping the shares of SingleCD's and Car Speakers, declining markets today.
  • During my second year, I implemented a Performance appraisal program, a CRM, and amarketing expense control program, successfully.
  • Sales reorganization, changing two sales rep. to existing sales fixed employees to get more control over sales, lower costs, greater motivation and higher sales.
Apr 1996Dec 2006

Commercial Director - Multimedia Business Division

Pioneer Electronics Ibérica, S.A.

Management responsibility for four Business Lines: Audio Professional, PC Components, Industrial Plasma Display and Cable & Satellite products.

  • Scope: Spain & Portugal
  • Turnover: 20 Million €
  • Total manpower: 12 people

Main activity:

Preparation, follow up and control of Marketing Plan, according to the directives from European Head-quarter and Local Managing Direction.

During two years (2004-05) full Export Dept. was under my direction, on top.

Main achievements:

·I got the leadership of CD players for Disc jockeys keeping a market share over 50% at all times.

·Got the sales of 500,000 units of digital satellite decoders, and turnover of 90 Million Euro in four years. Also, I proposed the direct shipment of goods from Japan to the customer's warehouse in order to reduce redundant costs of manipulation.

·In the Moroccan market of Car Audio, I change distribution from an exclusive distributor to a diversified distribution, doubling sales in that country to 2 million Euro.

Apr 1992Apr 1996

Commercial Director - Industrial Systems Division

Pioneer Electronics Ibérica, S.A.

It was a similar job as above, only for Components and Industrial Display, within the Consumer IT market, mass storage, peripherals, Video professional rental market, among others.

  • Scope: Spain
  • Turnover: 9 Million €
  • Total manpower: 5 people

Due to reorganisation and merits, I was appointed as Multimedia Commercial Director.

Main achievements:

·I got important customer, Editorial Aranzadi, achieving number one position in my client portfolio, reaching the figure of 3 million Euro over 3 years, until the emergence of new technologies such as DVD-ROM.

·I managed customer loyalty for computer peripherals distribution network.

·I got the biggest selling of Rear-projector (Cube system), in Spain for rental application, 100 units a year.

Apr 1989Mar 1992

Corporate Planning Manager

Pioneer Electronics Ibérica, S.A.

Main job was stock controller and reporting responsibility for all consumer products to European HQ, attending regularly the monthly meeting in Antwerp.

I was also member of the Market Studies committee at the Consumer Electronics Association, maintaining contact with market research companies like AC Nielsen, GFK, Metra-seis and Dympanel. I was given to conduct the first brand image study of Pioneer in Spain.

Apr 1986Apr 1989

Import Director Assistant

Pioneer Electronics Ibérica, S.A.

Product procurement from suppliers, customs clearance, transport coordination

Also, I was responsible for applying bonded warehouse, before becoming full member of EEC.



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