Sales Manager

FERNANDO A. SUCRE

*** ***** *****, ******, **, **327 H: 305-***-**** E-mail: *******@*****.*** Cell: 754-***-****

www.linkedin.com/in/sucre

WORK EXPERIENCE

AVIS BUDGET GROUP (Car Rental) / Miami, FL 2007 – 2010

Latin America & Caribbean – Regional Marketing & Sales Manager

• Managed a network of 12 General Sales Agents (GSA) in 15 Latin American countries, with sales

of over $70 millions.

• Developed and established processes for continuous identification and sharing of best practices

across the organization.

• Restructured the Brazil organization, consolidating three sales teams into one, integrating the

local licensee.

• Developed and implemented a process to determine viability of incentive programs for key clients

• Implemented country-specific pricing to maximize profit.

• Consolidated regional media purchase to generate significant savings and increased purchasing

power.

• Developed a process to manage the replacement of General Sales Agents

• Managed the development and implementation of sales and marketing plans for the region

STRYKER CORPORATION (Medical Devices) / Miramar, FL 2005

– 2007

Latin America Division – General Manager for Andes, Central America & Caribbean operations

• Identified product lines that generate recurring business and highest profit.

Focused Sales team efforts on those lines, generating growth of 70% in sales and over

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50% in operating income

• Developed and tested a company-wide initiative to reduce shipping materials and costs.

• Built and managed a highly motivated, multidisciplinary team of 18 people.

• Maintained operating expenses stable at 28% of Sales despite rapid organizational growth

Latin America Division – Product Manager – Medical (Hospital beds, stretchers & furniture)

• Identified areas of growth and developed strategies to deliver 75% revenue growth versus prior

year by:

Developing web-based tool for product configuration/ordering

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Developing low-cost bed for government hospitals

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Increasing contribution margins by improving product mix

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COLGATE-PALMOLIVE COMPANY / New York City & Mexico City

2000 – 2005

Mexico subsidiary – Brand Manager (Expatriate) / Fabric Care & Dishwashing

• Developed strategy to use strength in powder dish segment to build market share in high-margin

liquid dish segment.

• Developed and implemented value-added bonus packs for key retail environments generating

critical market share gain and improved distribution, while sustaining product profitability

• Led margin improvement projects that rendered yearly savings of $1.4 million for Suavitel brand

and $950,000 for Axion brand

• Developed Club-specific dishwashing SKUs that generated volume increase of + 4%, while profit

improved by 5 percentage points

• Project leader to replace powder dishwasher master-shipper with a more cost effective alternative

• Project leader in development of new powder dishwasher variants to counter competitive attacks

USA subsidiary – Hispanic Marketing / USA – Associate Brand Manager

• Led advertising agency and brand teams in the development of all US Hispanic communication,

including TV ads for flagship products: Colgate Total toothpaste, Total Advanced Fresh, Simply

White/Night, Mennen Speed Stick, Palmolive, Massager toothbrush

• Led development of first ever Colgate US bilingual package & Spanish POP communication

material

• Drove Colgate’s US Hispanic consumer research efforts, gaining key insights that resulted in

more effective advertising

Corporate Headquarters – Global Marketing Development Program

• Managerial rotations in key areas: Latin America Division, Global Business Development, U.S.

Marketing, U.S. Sales

FERNANDO A. SUCRE

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BAYER, Consumer Care Division / Caracas, Venezuela 1993 – 1998

Regional Brand Coordinator – Baygon brand

• Responsible for marketing activities of household insecticides, light duty cleaners and repellents

in: Venezuela, Colombia, Ecuador and Peru. Provided marketing support for the Bayer Caribbean

operations

• Standardized region’s packaging design and formula for household insecticides, allowing a single

source of manufacturing for 4 countries, reducing costs through implementation of economies of

scale

• Created business/marketing plan for the region. P&L responsibility for Venezuela: Sales $20

millions / Advertising budget $2 millions

Product Group Manager – Baygon brand

• Developed four new products/line extensions, in the household insecticides business group that

added incremental share & revenue

• Design and implementation of order-taking/processing benchmarking analysis that reduced order-

taking/processing from 8 to 2 days

Brand Manager – Alka Seltzer / Bayclin brands

• Repositioned Alka-Seltzer’s brand, with a turnaround that returned incremental sales and profits of

10% in a contracting market

• Increased Bayclin’s brand market share from sixth position to a strong second on a national level.

• Eliminated six non-profitable SKUs in the household cleaners business, saving over $1 million.

EDUCATION

• THUNDERBIRD, Glendale, Arizona - Master in International Management /

www.thunderbird.edu

Beta Gamma Sigma academic achievement honor society member /

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www.betagammasigma.org

• CASE WESTERN RESERVE UNIVERSITY, Cleveland, Ohio - MBA /

www.weatherhead.cwru.edu

• IESA, Caracas, Venezuela - Advanced Management Certificate Program / PAG XIII /

www.iesa.edu.ve

• ISUM, Caracas, Venezuela – Marketing degree / www.isum.com.ve

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