Manager - Marketing/Sales

ROBERTO SILVA CASTRO

*******.***********@*****.***

Mobile +57-304-***-****

Professional Profile

Bilingual engineer, with MBA and Marketing studies, extensive managerial experience, leading business and sales in multinational and national companies, in the sectors such as consumer goods and industry. Giving especial focus to search and develop new business and markets, locally and internationally (Americas, Europe and Asia), through consultative selling, looking for to create and build up trusted relationships, to ensure and meet corporate goals, profitability and business growth. I am a persistent, resourceful and creative person with ability to address interdisciplinary teams.

Education

ARTHUR D. LITTLE – SCHOOL OF MANAGEMENT, Boston, MA, U.S.A. Master of Sciences of Management

UNIVERSIDAD DE LOS ANDES, Bogotá, Colombia

Special Marketing Studies

UNIVERSIDAD JAVERIANA, Bogotá, Colombia

Civil Engineering

Work Experience:

COMMERCIAL AGENCY/REPRESENTATION, Bogota, Colombia May. 2015 to date Commercial Agency/Representation – for international brands, responsible for business development and growth of the same in the Colombian market (PAMESA) and LATAM (EXEN)

- PAMESA - Ceramic and Porcelain Tiles

- EXEN Resources - Metallurgical Coal and Coke

GERDAU Group: October 208 – April 2015

GERDAU Diaco S.A., Bogotá, Colombia

Metallic – Material Manager Jul. 2014 – Apr. 2015

Responsible for the scrap procurement process for the plants in Colombia, through the processes of purchasing, industrial and logistics. Besides of, new supply sources research and cost control and profitability of the business area, in order to define purchasing price strategy. Strategic Plan Development for short and long term (3 to 5 years).

Achievements:

• Increased supplier base from 450 to 660, through pulverized strategy seeking to reduce dependence and development of small suppliers

• Ensure 100% scrap demand through the negotiation of two new supply sources COQUECOL S.A. C.I., Bogotá, Colombia

Commercial Manager Jan. 2010 – May 2014

Responsible for Commercial process together with foreign trade documentation, production and logistic coordination to maintain optimal inventory levels that allow customer service excellence. Follow-up business cost and P&L to set product pricing strategy. Determine and analyze marketing opportunities in order to develop customized products according to the specific needs of each customer/end user. Achievements:

• Annual sales of 1.5 million tons (+ 50%), equivalent to US$ 274.1 MM (+ 23%), generating EBITDA of US $ 13.0 MM

• Contract with Siderurgica de Huachipato (CAP-Chile), equivalent to US$ 17.0 million - 160k-tm, with development of customized coal for a traditional company

• Contract with ferroalloy producer – FERBASA, equivalent to US$ 25 million - 80k-tm, to supply reactive coke GERDAU Diaco S.A., Bogotá, Colombia

Marketing Manager Oct. 2008 – Dec. 2009

Responsible for strategic plan development (short and long term), and implementation of the latter. Follow-up to P&L by product to set product pricing strategy by product and channel. Develop of market business intelligence to determine market opportunities, threats from competitors / imports to establish the proper strategies Achievements:

• Developed a forecasting demand model, to achieve optimal inventory levels (high turnover <30 days and low

<60 days), and improve service levels (maximum 3 days delivery)

• Strategic plan to increase customer base from 200 to 400 clients DISTOYOTA LTDA, Bogotá, Colombia Jan. 2007 – Aug. 2008 Commercial Manager – Industrial Equipment

Responsible for commercial annual plan and execution of business strategies for different product lines. Follow-up of business P&L, to set price strategy. Develop market intelligence to identify opportunities, competitors threats and establish action plan

Achievements:

• Kept Toyota leader position (45% SOM) in material handling equipment category

• Managed to persuade Headquarters (Toyota Japan) to be distributors of product line from BT and Raymond

(electric forklifts)

• Performed for the first time, strategic planning for the business division "Industrial Equipment" identifying business potential, which is widely developed today. ALIMENTOS POLAR COLOMBIA S.A., Bogotá, Colombia Oct. 2002 – Oct. 2006 Business Manager - Imported Products Mar. 2006 – Oct. 2006 Responsible for the Strategic Business Plan (3 and 1 year) and implement annual marketing plan. Follow-up to business P&L to set price strategy by product / channel. New business / categories search and analysis of to expand product portfolio.

Achievements:

Sale volume Increment of 40% for Sardine category, 760 tons

Volume increment of 92% for Beer category, 1.5 million liters Marketing Manager Nov. 2004 – Mar. 2006

Responsible for the Strategic Business Plan (3 and 1 year) and implement annual marketing plan. Identify market opportunities, market threats to generate actions and necessary activities. Follow-up business P&L, costs, in order to set price strategy by product / channel. Achievements:

Market share of Oat category increased by 25 points, reaching 72%

Precooked corn flour kept leadership with share of 60% Marketing Services Manager Oct. 2002 – Oct. 2004

Head of Marketing Services, with regard to: Investment in Advertising, managing and ensuring effective use of different media channels to optimize brand investment; Market research, recommend, manage and analyze information from research agencies and market studies to support both categories and the country in decision making, assuring the competitive position of each brand; in charge of Corporate Communications. QUAKER OATS COMPANY, Cali, Colombia Jun. 1999 – Oct. 2002 Category Manager – Milk Modifiers & RTE-Cereals

Responsible for performance and brand growth regarding marketing variables, consumer activities, new products and brand financials. Besides, support Sales department - Distribution Channel, through definition, plan and execution of promotional activities on the channel. NABISCO ROYAL, Inc., Palmira, Colombia Nov. 1997 - May 1999 Product Manager – Cookie Category

Responsible for performance and brand growth regarding marketing variables, consumer activities, new products and brand financials.

COLOMBINA S.A., Cali, Colombia Oct. 1993 - Oct. 1997 Assistant – Development Vice-President

PROPAL S.A., Cali, Colombia Apr. 1991 - Sep. 1993

Export Sales Representative

DUPONT, Brussels, Barcelona, Milano Sep. - Nov. 1990 Marketing Assistant

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