International Sales, International Business Development
Resume:
CARLOS M. HERNANDEZ
San Diego, CA, USA
*******@*******.***
GENERAL MANAGER: International Sales, International Business Development
Bilingual results-producing executive with the demonstrated ability to launch and propel the growth of international,
multi-country territories for companies in different industries. Forward-thinking strategist effectively mapping out and
delivering sales, revenue, market share, and profit growth, routinely overachieving corporate objectives. Drives the
creation of dynamic sales and marketing campaigns as well as the execution of internal process and efficiency
improvements while building and maintaining strong relationships with customers and distribution partners. Catalyst
skilled in penetrating and solidifying position in new and existing markets using high-impact leadership skills to
motivate top-performing sales teams. Fluent in Spanish and English. Legaly autorized to work in the USA and Mexico.
Global Sales • International Marketing • International Business Development
International Operations Management • New International Business Launch
International Market Development, Penetration • Multi-Channel International Sales, Distribution
P&L Balance Sheet Management • Margin Improvement • Market Positioning • Revenue Growth
Cost Reduction • Customer Retention • Strategic Planning • Signatory Authority
PROFESSIONAL EXPERIENCE
ADCOTEC, San Diego, California / Tijuana, Mexico 11/2007 – 10/2012
ADCOTEC was a construction company that specialized in Industrial building maintenance for manufacturing plants
(maquiladoras) in Baja California, Mexico, also ADCOTEC sold new and used industrial and construction equipment in
the northwest of Mexico. ADCOTEC was founded on September 2006 and closed on October 2012.
International Sales Manager – Northwest of Mexico (2009-2012)
International Sales was a new department for the company developed by myself to a chieve revenue and profitability
objectives for the company. My main responsibility was to find new and used industrial and construction equipment,
accessories and parts in the USA for clients in the northwest of Mexico. To increase our market penetration I
developed an International Marketing Plan from which our International Sales program was generated. This new Sales
Plan included direct sales to key accounts, preparing and participating in industrial and construction expos as well as
finding regional distributors for our products to gain more market penetration. With this strategic International Sales
Plan we increased sales, profits and our customer base.
Operational/Financial Achievements:
• Restructured sales functions (direct and channels) to focus on growth opportunities, created and executed 2 year
growth plan to increase sales and reach 10 million dollars.
• Overachieved revenue goals and cut field sales costs by 20% via using a market coverage strategy pairing the
direct sales with major accounts and channel partners with mid-sized and small businesses.
• Escalated sales by ~25% annually, more than double of the set goal.
• Secured the #1 market share position for select products and industries with a share of >80%.
• Cut International logistics costs by negotiating terms and conditions with new customs, freight and logistics
vendors. Improved delivery times by 30% and saved the company over $50,000.00 in 2 years.
1
General Manager (2010-2012)
As manager I was in charge of all administration, business development, sales, presales, channel partners,
marketing, supply chain organizations, public relations, strategic planning and job site supervising matters in the
company. Managed an 8 person in-office team and oversee the management and training of field personal that
at times went up to 40 employees.
Operational/Financial Achievements:
• Won key building maintenance contracts with different clients, such as Panasonic, Sony, Samsung, Covidean,
Honeywell, Square D, Delta and others that generated more than 8 million dollars in gross income.
• Implemented companywide transformation strategy focused on increasing customer focus and becoming the
leader in client loyalty.
• Positioned ADCOTEC as a market leader in the maquiladora industry for building maintenance services and heavy
industrial equipment sales and installation.
.
CVC EXPORTS, San Diego, CA 07/1997 –
11/2007
CVC Exports was the International Business office for HERSO Productos, S.A. a Tijuana, Mexico based
company dedicated to the introduction of U.S. medical and radiology products from companies like Kodak
Healthcare, Carestream, Sony, General Electric Healthcare, Siemens Medical, Phillips, Toshiba Medical, Fuji,
Agfa, Mallincrodt Pharmaceuticals, National Envelope, White Mountain, Cook Medical, Terumo Medical, PSS
World Medical and others into Mexico, Brazil, Chile, Uruguay and Argentina. CVC Exports was born on
International Sales Manager – Mexico and Latin America
Designed the International Sales strategy as well as all administrative and support functions required to ensure the
company’s success. Responsible for all aspects of the Mexico and Latin America operation, including but not limited to
sales, channel strategy, International logistics, customer service, client relations, P&L management, marketing and
public relations. Managed a 6 person team. Together we achieved and increased the sales objectives required by
HERSO Productos.
Operational/Financial Achievements:
• Created a sales model that enables CVC to grow in the Mexico and Latin America markets. During this period
sales increased form under $500,000.00 to 5 million dollars.
• Developed all necessary operating procedures to sustain the company growth going from a start up operation to
fully operational business with sales in the Mexico/LA region.
Note: Additional work history includes International Operations Manager at Ovea International.
EDUCATION
Universidad Iberoamericana, Tijuana, Mexico
Bachelor’s Degree in International Business and Customs, Major: International Sales
Universidad Iberoamericana, Tijuana, Mexico
Master’s Degree in International Operations, Emphasis: International Marketing
PROFESSIONAL DEVELOPMENT
Diploma in International Marketing, UCSD, School of International Business
2
3
Contact this candidate