Sales Manager

FERNANDO D. VALDEZ FLORES

**** ******** **. ***. **** San Antonio Tx. 78229

Tel. 210-***-**** Cel. 210-***-**** mail: ********@*******.***

EDUCATION

****-**** ********** ** ********* (Udem) Monterrey, Mexico

. Bachelor of Science Degree in Marketing Management, Minor:

International Marketing.

. Member of the Soccer Varsity Team.

Experience

2008-2009 FEMSA BREWERY (CERVECERIA CUAUHTEMOC MOCTEZUMA)

MONTERREY, MEXICO

International Marketing Manager (Dos Equis, Tecate, Sol,

Carta Blanca and Bohemia) (2008 Tot. rev: $3,804M)

. Supported the Dos Equis and Tecate communication campaigns for

the US, achieving volume growth of 9.2% of the total portfolio

and a market share gain of 2.1pp vs. 2007 in the imported

Mexican segment.

. Achieved brand positioning alignment at a world-wide level by

developing and implementing the roadmap for strategy,

communication and launching plan formats for current and new

importers.

. Led and developed new packaging alignment and point of purchase

materials designs, consolidating brand image and maintaining

consistency among the different packages around the world.

. Managed the product placement for Dos Equis and Tecate brands

in movies and TV shows in the US, generating value exposure of

more than $18 million USD in the first semester of 2009.

. Controlled the budget ($ 400 K) assigned to the area, reducing

excess expenses by 20%.

2007-2008 WHIRLPOOL CORPORATION Monterrey, Mexico

Category Manager, New Business Development

. Developed the marketing strategy for new product categories

(air conditioners and microwaves), leading the sales team to

execute it. The sales increased by 5% and 20% respectively.

. Generated strategic alliance with Reckitt Benckiser in order to

promote the sales of dishwashers, generating incremental sales

of 8%.

. Led a national consumer promotion which increased sales for

core product lineup by 15% and surpassed redemption objectives

by 7K registers.

2006-2007 MARS SNACK FOODS (LATAM DIVISION) Monterrey, Mexico

Assistant Brand Manager, Spicy Confectionary Category

(Skwinkles Brand, 35% of total sales; $650M)

. Developed and implemented the strategic communication plan for

2007, leading to increased sales of Skwinkles brand by 9% ('07

vs. '06) after 3 years of consecutive decline (CAGR -28% '06

vs. '03).

. Generated and executed a short term plan to halt sales decline

in low season, increasing sales by 3% vs. plan.

. Leveraged consumer insights to develop Skwinles brand

positioning. Results: improved brand connection with target

consumers increasing the top of mind from 3 to 6pp.

. Contributed with operational areas to increase brand's revenue

and established a plan for product optimization leading

Skwinkles to achieve positive P&L results (+10% vs plan).

2002 - 2005 Pepsico laTin american snacks (gamesa-quaker)

Monterrey, Mexico

Assistant Brand Manager, Chokis and Mamut Cookie Brands

(+$190M in Annual sales) - 2004-2005

. Developed and managed the Marketing strategy and financial

performance for "Chokis" and "Mamut" brands.

. Led together with Ad Agency TBWA the new positioning campaign

for Chokis and Mamut, developing TV commercials, packaging

designs, and POS promotional materials. Results: sales increase

of 12% and 20% respectively.

. Led a team of 6 people to develop and market 5 licensed

products (Gamesa - Disney line).

Assistant Brand Manager, Vuala Sweetbread ($60 in Annual

sales) - 2003-2004

. Led the brand re-launch increasing sales 46% '04 vs. '03 and

3pp of top of mind.

. Defined the strategy and established current performance

indicators (in-store rotation, % distribution, pricing).

Trade Marketing and Promotions Coordinator - 2002-2003

. Established the logistics for prize delivery to consumers

nationwide, reaching 98% of delivery index.

. Developed trade marketing in-store events and point of purchase

materials surpassing brake-even points.

ADDITIONAL Data

. LANGUAGE PROFICIENCY: FLUENT IN ENGLISH AND SPANISH.

. Exchange student at St. Pierre High School in St. Pierre,

Manitoba. Canada (1996-1997).

. Community service: 3rd grade teacher for underprivileged

children (Volunteer 1999).

. Won 3rd place in the National Private Varsity Soccer Tournament

in 2001 (CONADEIP).

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