C A R L O S O B R E G O N

G E N E R A L M A N A G E R M A R K E T I N G & S A L E S D I R E C T O R SUMMARY

A business professional with more than 20 years of experience in Commercial & Marketing Management increasing Companies sales levels with a strong background in Retail, Beverages & Broadcasting segment. Owning a solid educational foundation in Business and Sales, highly skilled in the Marketing field with a wide strategic business vision to provide an accurate guidance as a General Manager. A leader with a wide Business vision, Strategic thinking, Results orientation, Communication abilities, & Effective negotiation.

EXPERTISE

ac6atv@r.postjobfree.com

+52 1-553*-****** kobregon13

PROFESSIONAL OBJECTIVE

To collaborate in an International firm to improve the Company market position trough constant sales increases and Commercial Strategies development. To lead and manage Commercial & Marketing activities of the business. To develop and implement an innovative, growth focused commercial strategy, focusing primarily on profitable products and potential markets. To ensure that profitable business growth is accelerated and that commercial success is achieved offering short-term results. EDUCATION

2015 Master in Digital Marketing

EGADE Business School

2004 Marketing Leadership Program

Indiana University (U.S.A.)

1994 Marketing Degree

I.T.E.S.M. – C.E.M.

TRAINING

Six Retail Sigma Link. Black Belt.

Effective Strategic Negotiation & Conceptual (Karras)Selling. . EXPERIENCE

GENERAL MANAGER (MEXICO & CENTRAL AMERICA) Nov 2015 - Present AVERY - OFFICE PRODUCTS Labeling and packaging materials & solutions Lead the sales objective of the BU in Mexico & Central America for an amount of $100 USD millions. Responsible of P&L control, Sales & Marketing Plans development & execution, Pricing structure and policies by channel & Country. Business Plan development. Responsible for Sales, Management, Finances, Warehouse & Logistics departments.

OUTCOMES:

• Total restructuring of the Company, Exceeding the objectives

• After 3 years of lost income during the first half of 2016 a profit of 15% was achieved.

• Increasing sales of 2016 by 29% Vs. original Budget, and 35% Vs 2015.

• New Marketing & Sales Strategy development for different channels: Office Stores, Traditional & B2B.

• Shipping cost reduction from 10% of the sales to 3%.

• Opening New Markets in Central America (Traditional Channel & B2B)

• Understanding the value drivers of the

business and identifying profitable commercial

opportunities to grow revenue and market

share.

• Developing and maintaining an excellent

understanding of the key customers/target

audience to ensure that their needs are being

met and that their business is retained.

• Working closely with Sales team to manage key

customers, improving turnover and

profitability.

• Undertaking market research and analysis and

producing business plans/recommendations

(including all associated costs and forecasted

revenue for the business), to ensure that

all business development opportunities (new

products, services and markets) are optimized.

• Ensuring that all commercial activities meet or

improve on budget, cost, volume and efficiency

targets (KPIs) in line with business objectives.

REGIONAL SALES & MARKETING DIRECTOR July 2014 – July 2015 TV AZTECA (GRUPO SALINAS)

Lead the sales objective of the North Region in Mexico for an amount of $140 USD millions. Responsible of P&L control, Sales & Marketing Plans development & execution. Business Plan development. Responsible for Sales, Management, Finances & Local programming. OUTCOMES:

• Winning the largest account for $10 USD millions for Local Broadcasting (additional budget).

• Exceed the budget in 12% Vs. 2014 in $150 USD millions.

• North Region sales team became No.1 in selling and contribution, equal to 56% of Total Sales.

• Developing new sales strategies such as “Sales Lego”. PURCHASING & MERCHANDISING HOME APPLIANCE DIRECTOR October 2012 – June 2014 ELEKTRA (GRUPO SALINAS)

Merchandiser & Buyer Director for 1,022 stores in Mexico. $400 USD million Annual Budget. Supervisor for Elektra HA Business in 6 countries in Latin America. Responsible for the P&L of the Category. Identify and insure a pipeline of new trends, brands and products to satisfy consumer needs. Sales & Marketing Plans development by Brand & Category.

OUTCOMES:

• Best-selling Category Achievement in Home Appliances over all other categories in Elektra.

• Exceed the Annual Budget in 4% Vs. 2014.

• Achieved 32% Annual EBITDA.

• New Products development such as Refrigerators, Stoves and Washing Machines ac6atv@r.postjobfree.com +52 1-553*-****** kobregon13 MARKET DEVELOPMENT MANAGER August 2007 – September 2012 THE COCA COLA COMPANY

Leading Marketing & Sales for FEMSA - Bajio Region (Michoacan, Queretaro & Guanajuato states). Responsible for 508 millions unit cases ($4,000 USD millions). Marketing & Sales plans development by Channel, Brand and Category. Expand the usage of key analytical tools and executive reports. Sales and Market trend reports development. P&L by Channel and Analysis Capabilities simulation. Maintain and increase market share for all Categories. OUTCOMES

• Leading and responsible of the World Cup Sub 17 organization in Morelia together with FIFA.

• Responsible of the merge of three Femsa bottlers.

• Exceed Performance Evaluation in Coca Cola Mexico in 2011.

• Coca Cola Image & Visibility Plan development for Historic Districts (Centros Historicos).

• To lead Queretaro conversion into the largest City of Coca Cola worldwide consumption per capita. KEY ACCOUNT MANAGER June 1997 – July 2007

3M MEXICO

Fulfilment of Marketing & Sales objectives for Office Stores: Depot & Max, achieving the best payment terms. Category Analysis and decision making. Responsible of DSO for Office Depot & Office Max. Marketing Plan implementation & execution for Super Stores. Pre-pack deals introduction. New promotion development for Super Stores. Category Management. Sales force training. Store display measurement.

OUTCOMES

• Central América market opening and leadersip.

• Optimal inventory levels achievement: OTIF 98%, OFR 98.

• Outsell every year 20% above Budget.

• Office Super Stores sales exceed Vs. WALMEX.

QUALIFICATIONS

Account Leading Business. Management & Retention.

Costing Growth & Strategies Budgeting. development.

Effective Creating & Negotiation. Closing opportunities.

Leadership Strategic Plan & People development. Management Skills.

Performance Staffing & Coaching. Management.

Meeting Sales Planning. Sales Goals.

Build and mantain strong & long-lasting

customer relationships.

C A R L O S O B R E G O N

G E N E R A L M A N A G E R M A R K E T I N G & S A L E S D I R E C T O R

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