Sales Manager

ADRIANA GARCIA ESCOBEDO

Phone: +**.**.****.**** Mobile: +521.55.85.31.21.87 E-MAIL: adri_garcia2002 @hotmail.com

OBJECTIVE:

Continue developing my career in a global organization leveraging my personal and professional abilities in a Managerial position in the commercial area (Sales/Marketing). Driving my team to achieve company’s goals and their career goals.

SUMMARY:

I am a professional with broad experience in multinational consumer goods companies; Colgate Palmolive, Hasbro and Nestlé in sales, with experience in multiple distribution channels such as Self-services, Wholesalers, Chain Pharmacies and Department Stores.

Highly oriented to Consumer, and successful in developing commercialization strategies and Go to Market strategies for new products to drive growth. Strong focus in aligning customers’ strategies with marketing strategies to flawless point of sales execution. I am a professional with strong and clear growth results based on comprehensive market analysis and development of innovative strategic proposals oriented to problem solving, and opportunity identification to drive customers’ growth and categories. All of which reflected in sales growth, and incremental SOM. I have broad experience in Category Management, Customer Development, Customer Marketing and Trade marketing implementing successfully holistic point of sale proposals with key retailers.

I have a strong strategic vision, solid market knowledge, comprehensive analytical abilities, leadership and team building and developed influenced and negotiation skills always oriented to achieve results.

PROFESSIONAL EXPERIENCE

NESTLE Dec 2011- Oct 2012

Channel Strategy Development Senior Manager – Traditional Channel

Responsible for defining the strategy for traditional channel for all RTM aligned with categories strategies.

• Identified and quantified Opportunities by region and category based on syndicated data analysis

• Defined and directed the methodology and development for defining ideal portfolio for the traditional channel resulting in a clearer perspective of investment needed to include in products in the channel

• Coordinate the definition of the placement and optimum visibility for all the categories and outlets for the traditional channel.

• Defined investment priorities on visibility for key categories and the best suitable outlet

HASBRO May 2010- Nov 2011

National Customer Strategy & Marketing Manager

Responsible for designing the strategy and annual POS plan for the entertainment category for all channels (SS, department stores and Toy Specialists).

• Re-define POS investment strategy for department stores, resulting in the implementation of fixed visibility areas at POS improving Hasbro visibility at POS

• Define portfolio strategy by retail environment based on shopper out-of pocket resulting in a better volume planning for key products and a sales increase of sales (triple sales in one year)

• Re-structure CSM team on distribution Channel and type of shopper to ensure strategy definition on shopper profile and retail environment service

• Coordinate with marketing team the POS annual plan ensuring alignment to marketing strategies in each category and aligned to shopper profile for each distribution channel, thus facilitating execution and tracking to POS team

• Recover CATMAN advisor ship for the games and dolls category for supercenter

COLGATE PALMOLIVE MEXICO May 1994 – May 2010

Customer Marketing Manager – Self-services Sept 2009 – May 2010

Responsible for designing long term strategies for self-services and all retail environments.

• Identified gap opportunities by RE and category to implement action plans to close gaps

• Optimized the process for launching new products, ensuring a better implementation at POS

• Responsible of managing investment for SS channel (+600MM pesos) and +120MM pesos for additional POS activities

• Coordination of annual plan development for retail environment and category based on promotional assessment (ROI, effectiveness), ensuring sustainable growth above the market

• Ensure execution for toothpaste plan to protect territory (+100MM MXP) resulting in sustained 86% SOM

• Defined a differentiated strategy for softeners category by RE maintaining investment balance

TEAM LEADER - Government May 2007 – Aug 2009

Responsible for Account Management, align in-store tactics through all the distribution steps, to ensure products positioning at the POS. Develop and support the partnership with customers by helping to align strategies and their shopper strategies to increase demand and support profitable growth.

• Developed government customer by increasing sales +22% in one year (400MM MXP annual sales)

• Achieved record SOM and SOS for all categories- the highest in all self-services

• Consolidate multifunctional team integrating demand planning team and finance

• Ensure price change at the same time that all of the retailers

• Definition of sales goals for Sales Force by Category / Coordination of sales force activities within Government Stores. Ensured flawless execution of strategic and tactic plans

• Responsible for account P&L managing an investment of 72MM mxp ensuring a healthy payment balance

TEAM LEADER - Casa Ley Feb 2006 – April 2007

• Growth above Retailer’s growth (+18%), resulting in SOM increase on key categories consolidating Colgate’s leadership

• Developed profitable categories (deodorants, toothbrushes and mouth rinse resulting in a more profitable growth and healthy sale thru

• Developed and implemented a promotional proposal for deodorants that resulted in sales increase of +81% and a clear improve of customer’s margin. This resulted in an increase of average selling price per ton of +2%

• Consolidate account team

• Responsible for account P&L – Improve investment level (reduction of 3points) and improved account profitability

Key Account Manager - Chedraui Feb 2005- Jan 2006

Responsible of Sales targets achievement through excellence in the 5P's execution at the point of sales for all categories.

• Ensured account sustained growth (+5%) during acquisition period (Carrefour’s transition period)

• Sustained healthy investment level (13%) despite customer’s aggressive price strategy

• Reduced OOS levels as a result of collaboration with the customer’s replenishment team

• Collaborate with customer to prevent un-effective price reductions by working closely with customer’s pricing team in conjunction with promotional plans improving customers profitability

Customer Marketing - Indirect Trade Channel June 2002- Jan 2005

Responsible for developing Indirect Trade Strategies push and pull strategies along the distribution chain, to increase distribution and sales, supported on shopper insight studies and trade knowledge.

• Developed and implemented strategic Visibility plan at Point of Sales (Marea Roja) – Becoming a differentiating activity in the channel and main factor for sell-out increase, and for increasing distribution / presence of CP products in M&P (small stores)

• Identified and quantified gap opportunities by region and category to implement action plans to resolve them

• Defined optimum assortment for indirect trade throughout distribution chain. Resulting in sales concentration and optimization

• Defined and implement right placement of products within each retail environment. Increasing product visibility and rotation.

• Designed attractive promotional activities for store owners to increase product distribution

• Developed and implemented successfully CATMAN process in wholesalers. Model used as inter-company benchmark

Category Management Specialist August 2000- June 2002

• Defined and developed Category Management Process for CP specific categories according to eight steps process (TPG process).

• Roll out of Category Management process with specific Retailers for various categories

o WALMART – Fabric Softeners, Hair Care, Liquid Cleaners

o COMEXA- Fabric Care and Liquid Cleaners

o Super Maz- Fabric Care and Liquid Cleaners

o HEB- Hair Care

EDUCATION

Master in Science in Science and Technology Commercialization (MSSTC)

University of Texas at Austin, 1997

Honors: George Koztmesky Award

Chemical Engineering

UNAM, México, 1987-1991

Honors: Mención Honorífica

LANGUAGES

Spanish – Native speaker

English – Fluent 100%

French – Basic

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