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Work experience

Sales Representative


Sales Technology Executive


Apr 2008May 2009

Divisional Sales Manager

Philip Morris México

Develop and Implement different sales strategies to assure long term business viability within the State. Full accountability for achieving performance indicators, representing $43,000,000 in annual sales. Coordinate sales initiatives and operating execution standards for multiple Distribution Channels. Sales force training on different strategic abilities.

vDrive sales tactics that consistently achieved or exceed sales goals, final 2008 figures represented a 2.7% volume increase vs. LY

vDevise and direct the implementation of sales strategies throughout the State; delivered an extra $500,000 by an increasing Marlboro SOM

vSelected talented candidates and develop 2 high performing Supervisors

Jun 2007Apr 2008

Operation Improvement Manager

MARS Mexico

Develop new operations’ service scheme to PSSS and WHS clients via replenishment teams and supervisor throughout the Country. Coordinate in store execution for Mexico’s Operation, including both Pet care and Snack foods commercial initiatives. Design and develop training plans for KAM team based on functional competencies

vEstablish and coordinate execution priorities for replenishment teams, assuring all commercial plans were implemented on time; all seasonal needs met accordingly to Marketing plan (Valentine’s Day, Halloween, Christmas).

vStandardize execution throughout Mexico, Benchmark display implemented from Tijuana to Cancun.

vPlanning and executing new in store execution scheme via a new commercial partner (promotions agency); no delays nor business affectations were reflected due this new process.

Jan 2005May 2007

Trade Marketing Manager

Develop National execution and communication strategies assuring are aligned to Country’s Commercial Plan. Develop different evaluation tools, keeping track or all initiatives implemented at POS. In charge of National Trade budget, comprising overhead and merchandising for over $13,000,000. Responsible for a 1200+ persons working team (replenishment teams, supervisors and demo girls)

vImplement new service structure based on strategic alliances (SC Johnson); this new scheme generated a 20% benefit from original overhead budget and at the same time, our replenishment team increased its working force by 26%.

vDevelop and implement a new compensation scheme. This new salary structure allowed the Company to have a salary increase 6pp above budget and reinvest over $700,000.

vSales Team alignment , including 1200+ shelf replenishment teams and supervisors, publishing Execution Priorities on line. This system generates information that allow us to have a clear scope on POS execution.

Dec 2001Dec 2004

Regional Sales Manager

Devise and execute different sales initiatives based on clients/consumers’ needs, identifying business opportunities and increasing product rotation. Implement strategies and promotions based on mutual benefits, maximizing our business and leadership.

vCoordinate joint efforts with Trade Marketing and Category Management areas in order to implement commercial strategies

vDevised and implemented sales strategies that continuously exceeded Sales goals; Region ranked #1 on Gross Sales for a 3 years period

vProfitable usage of Allowances budget for WHS channel; for two years in a row, allowances budget presented efficiencies by 1.5% as well as exceeding yearly volume objectives



Instituto Tecnologico Queretaro

Graduate Studies

Universidad Anahuac del Sur


Negotiation skills
Develop Sales and Promotion strategies
Information analysis and appraisal.


Alberto Solano

Reported to Alberto during a 2 years span as Sales Technology Executive

Sergio Esquivel

Sergio and I enter Kellogg almost at the same time, we worked together for more than 11 years

Angel Pedrote

Worked with Angel for over two years, He was my supplier for all Merchandising activities at POS



Trade Marketing




Professional with over 13 years of progressive management experience for World Class Companies responsible for Direct Sales, Trade Marketing and Promotions in different product categories and sales outlets. Business acumen on UTT and DTT/DSD sale structures

A team player with crossfunctional assigments capable of delivering and exceeding team and company objectives.

Results oriented and effective problem solver with developed skills for Market and Information analysis.


Retail Link User




Storewars Seminar