Seasoned executive, strong in optimizing organizations to achieve growth, profits and market share. Highly skilled in the areas of marketing, sales, business development, communications, retail and distribution business, both in the U.S. and international markets”.
Consumer products' professional with more than 25 years of increasingly challenging management responsibilities in the Unites States, Latin America, Asia, and Australian markets.Knowledgeable in product categories that include Grocery, Frozen, Deli, Dairy, Coffee, Tea, Beverages, Produce, Snacks, Confectionery, HBA's, OTC’s and Tobacco.
Proven, successful track record with Fortune 100 companies like Warner Lambert-Johnson & Johnson, Kellogg, Unilever-Bestfoods, and R.J. Reynolds Tobacco International.
Skilled specialist in opening new markets and development of new business, while taking sales and profits to increased levels, within competitive markets.
Strong leader, with exceptional interpersonal skills, assertive and capable decision maker.Articulate, creative and focused. Excellent speaker and outstanding presenter.Bilingual and bicultural, with superior verbal and written skills in English and Spanish. Knowledge of Portuguese and Italian.
CHURCHTREE, INC., CaliforniaMay 2007 to present
This is my consulting company, where I have been working with consumer products, retail and wholesale clients at a national level, in the areas of sales, marketing and business development, until I find a management position commensurate with my professional expertise.
Most recent consultancy project with Nong Shim America, Inc., a leading noodle and soups multinational company, heading Marketing and Business Development. Contributed to 23% sales volume growth VPY, in addition to preparation of 2010 Marketing Plan, and opening of 12 new retail accounts.
CACIQUE USA/CACIQUE INC., CaliforniaMay 2006 to May 2007
Cacique USA/Cacique Inc. is the national leader of ethnic cheeses, yogurt, and dairy creams' product categories. Cacique does its national sales and distribution through its own DSD sales force, in addition to warehouse shipments, located in eleven distribution centers and depots around major urban areas, such as Los Angeles, San Francisco, Fresno, Denver, Chicago, New York, Atlanta, Dallas, Houston, Phoenix, Miami.
Executive Vice President and Chief Operating Officer
1Management of all aspects/functions of marketing, sales, and distribution nationally, through varied headcount of over 200 people nationwide.
2Established 4 additional distributors, located in Northeast and Southeast regions.
3Opened new Regional Sales Division, covering Northwestern region.
4Obtained 12% sales growth versus previous fiscal year.
UNIFIED GROCERS, INC., California1999 to May 2006
Unified Grocers, Inc. is a retailer-owned wholesale grocery cooperative that supplies independent retailers throughout the Western United States. Unified and its subsidiaries offer retailers all the resources they need to successfully compete in today's supermarket industry.
President, Southern California Division
1Managed sales and marketing for this $900 Million dollars’ division of Unified Grocers (formerly Certified Grocers), the largest West Coast supermarket industry wholesaler/distributor, with sales of over $3 Billion.
2Achieved continued retailer growth, assisting in the opening of over 150 new stores throughout Arizona, California, Colorado, Nevada, New Mexico, and Mexico.
3Managed planning and effectively executed programs to obtain company’s divisional sales and profits objectives, as evidenced by 8% growth over plan for 2006 year.
4Headed Sales and Services division that included all national Grocery, Frozen, and Deli national branded categories, in addition to the company’s Private Label sales (Springfield, Special Value, Foremost, Golden Crème, Western Family). This position held a Corporate Officer Vice President level and reported to the company’s CPO/CMO.
IBERIA FOODS CORP./UNILEVER-BESTFOODS, NJ1998 to 1999
(second time with this company-please refer to 1988-1992 job below)
Division of Unilever-Bestfoods, leading worldwide distributor of soaps, detergents and numerous branded food items.
Vice President of Sales
A specialized division of Unilever-Bestfoods, that services the U.S. consumer markets by commercializing and distributing company’s own market-leading Knorr, Maizena, and Iberia branded consumer food products in addition to specialized Hispanic market leading brands such as Carbonell Olive Oil, Quaker Oats/Avena cereal line, Royal Borinquen crackers, Ambassador and Postobon soft drinks, El Almendro nougat and candy, Mistolín cleaners, El Ebro brand, and others. Managed sales and DSD-Warehouse distribution of the above-mentioned products, in addition to managing three sales forces with a total headcount of 75 people distributed among the Teterboro, NJ headquarters and the Miami, FL, and Orlando, FL offices.
TETLEY USA/BUSTELO COFFEE COMPANY, NJ1992 to 1998
A major supplier to the U.S. supermarket and foodservice industries, offering a varied range of high quality and innovative tea/coffee products with international recognition.
Started as Sr. Product Manager and promoted to Marketing Manager in 1993, with most recent promotion to Marketing Director in 1994.
1Managed all marketing business of Espresso market-leader Café Bustelo brand, in addition to El Pico and Oquendo coffee brands, Bustelo Cappuccino and Tetley/Bustelo iced teas, representing over $100MM in sales and 90% of Tetley USA corporate profits.
2Reorganized advertising agency system in 1994, establishing own in-house agency to maximize advertising, media placement, merchandising, and promotion budgets.
3Had direct management of distribution channels’ marketing and sales national network.
UNILEVER/BESTFOODS, Venezuela1988 to 1992
Multinational marketer and distributor of soaps, detergents, and many food items.
Marketing and Sales Director
Directed all marketing and sales activities of the Hellmann’s and Knorr business lines, with sales in excess of $78MM. Consistently successful in achieving sales and profits objectives.
1.Led unprecedented Knorr brand sales growth, achieving market segment leadership and a compounded 19% business growth for the period.
2.Executed successful new product introductions such as Knorr Pasta Sauces, Knorr Ham and Pork Bouillon and Hellmann’s Salad Dressings that were subsequently launched in the United States and other countries.
3.Worked with region corporate to assist in Latin America area creative executions, including the successful incorporation of a Knorr character (“Pollo Knorr”) that served as a goodwill ambassador to communities and the trade regionwide.
KELLOGG CO., Venezuela1983 to 1988
A company known for high-quality ready-to-eat- cereal and other leading packaged foods. Kellogg Company is the world’s leading producer of cereal and a leading producer of convenience foods, including cookies, crackers, toaster pastries, cereal bars, frozen waffles, and meat alternatives.
Marketing and Sales Director
Directed all marketing and sales of fast-paced multi-million dollar Consumer Products Division, with responsibility for Kellogg’s brand Ready-To-Eat Cereals and Desserts business lines.
1.Achieved 24% RTEC sales growth during the period, including “new-age” product introductions such as Kellogg’s All-Bran, Muesli and Topform cereals, all of which contributed to a significant 92% category market share and double digit profits growth.
2.Brought in the desserts line to a segment leadership position, capturing 38% market share (+12 points), with approximately 32% volume growth.
R.J. REYNOLDS TOBACCO INTERNATIONAL, FL 1982 to 1983
R.J. Reynolds Tobacco Company (R.J. Reynolds) is the second-largest tobacco company in the United States.
Market Development Director
1Managed the Mexico and Central America licensing partners that represented 55% of Latin America region business, with sales in excess of $100MM.
2Contributed to market share growth for company's Winston, Camel, Salem brands.
WARNER LAMBERT COMPANY – JOHNSON&JOHNSON, NJ1975 to 1982
Warner Lambert-Johnson & Johnson, in addition to healthcare and medical products, is a worldwide leader in various categories of consumer products.
Consumer Division Director
Joined company’s Venezuela affiliate in 1975 as Product Manager of Schick business that represented 70% of consumer products sales. Promoted to Senior Product Manager in 1977, with responsibility for Schick, Listerine, Pro and EPT brands, achieving double digit growth.
1.Relocated in 1979 to the U.S. Corporate office’s Consumer Products Group, with responsibility for the domestic market introduction of the Schick Ultrex shaving system, achieving a one-year program that took the brand from test market to national, while capturing over 5% market share.
2.Promoted in 1980 to Marketing Manager, International Consumer Products Division.
3.Promoted to Director, Business Development, and Pan America-Asia Zone in 1981 to further lead business development throughout the various overseas affiliates, liaisoning with the U.S. Consumer group for research, creative and import-export opportunities.
M.B.A., International Business & Economics, Fairleigh Dickinson University, New Jersey, GPA: 3.5(unable to complete due to company job relocation)
B.A., Business Administration, University of SouthFlorida, Tampa, FL, GPA: 3.7
A.A. Business Administration, Miami-DadeCollege, Miami, FL, GPA: 4.0
PROFESSIONAL AWARDS AND HONORS
Board of Trustees/Executive Committee Member, Los Angeles Ronald McDonald House
Honorable Mention, Mayor, City of Los Angeles, California
Humanitarian Award, Mexican-American Grocery Association, Los Angeles, California
Honoree Mention, El Salvador Consulate General of Los Angeles
Co-Chairman, “Padres Contra el Cancer” Charity Drive, California
Key to Dade County, Florida Award, 1997
Key to City of Miami Beach, Florida Award, 1997
Key to City of West Miami, Florida Award, 1998
Key to City of HialeahGardens Award, 1998
City of Miami Commissioner’s Commendation, 1997
Chairman of “Amigos Together for Kids” community drive, Miami, 1996
McDonald’s 1996 Corporate Advocate of the Year, HACER Foundation, New York
Executive of the Year Award, Hispanic Chamber, New York, 1995
Man of Industry Mention, Hispanic Business News Magazine, 1995, New York
Vice Chairman, Rainbow Heaven Foundation, New York
Honorary Award, American Red Cross, New York
Industry Accomplishment Award, Exito Newspaper, Miami
Citizenship Award, Rainbow Heaven Foundation, New York
Red Apple Award, Continental Newspaper, New York
Leadership Award, Mexican Civic Society of Illinois
Honorary Chairman Award, Continental Newspaper, New York
Outstanding Performance Industry Award, Ecuador, South America
Senior Vice President, National Association of Advertisers, Venezuela, South America