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Sales Representative

Grapevine, Texas, United States
March 21, 2019

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**** ***** **., *********, **, ***51 574-***-****


- Financial Planning & Analysis - Budgeting - Forecasting

- KPIs and Variance Analysis - Annual Op. Plans - Price/Cost Margin Analysis

- Financial & Statistical Modeling - Data Mining - Microstrategy, Greatvines, iDig

- P&L Preparation - Syndicated Data - JDE, Cognos, Essbase, SAP EXPERIENCE

Southwest Spirits & Wine, Dallas, TX. August 2018 to date Finance Director – Business Analytics.

Business Support & Analysis:

• Responsible for national sales data, including but not limited to: sales, shipments, depletions, and marketing spend occurring across 32 states.

• Analyze sales, marketing initiatives and programs to assess net profitability of our brands as well as prepare and report sales and marketing KPIs.

• Support the CSO and CMO in preparation of business proposals and Sales & Marketing presentations using business analytics related to pricing, discounts, rebate requests and A&P funding by brand. Pricing Management:

• Manage pricing process and ensure accurate and timely price input in ERP system.

• Maintain pricing database, pricing structures and customer price lists.

• Work with Regional Sales Managers to maintain integrity of distributor suggested price sheets. Depletions and Inventory Analysis:

• Manage depletions' data collection process by SKU to ensure accuracy of data reported to Sales and Marketing teams, as well as perform monthly depletion trend review, understand key drivers and propose remediation plans as needed.

• Analyze, recommend and implement enhancements to sales information systems to upgrade sales, inventory, and distribution information retrieval and analysis.

• Utilize depletion and Retail Sales Value (RSV) information, when available, to assess promotion effectiveness and product performance within category, as well as review and report distributor inventory issues and opportunities.

Marketing and Sales:

• Gather data about consumers, competitors, and market conditions.

• Undertake continuous analysis of competitive environment and consumer trends. Forecast and Budget Planning:

• Prepare mid-month and month-end sales forecast utilizing inventory levels and depletions data.

• Actively participate in annual budget process by providing insightful information related to depletions, trends, stock positions, allocated volumes and prom activities. Farmer Brothers Coffee Roasters, Northlake, TX. October 2016 to April 2018 Sr. Finance Manager – National Accounts.

• Responsible for Partnering with and Supporting the National Sales Team by preparing and monitoring monthly forecast. Developing and managing financial models and analyses to evaluate and track performance versus divisional budget. This team manages 28 accounts with Total Sales of about 48MM Lbs, equivalent to

$180MM in annual net sales (out of $512MM total company) with more than 850 active SKUs.

• Prepare and Maintain monthly SKU forecasts for production, including gathering, analyzing and updating data, managing forecasting tools and reporting, collaborating with production plants and sales team to generate improved accuracy and efficiency, ensuring proper recording in ERP system (JDE), and presenting results to Finance Director, Manufacturing Director, VP of Sales, VP of Commodities and COO.

• Perform Variance Analysis against annual internal budgets on a weekly, monthly, quarterly and yearly basis and oversee financial and accounting compliance.

• Provide Financial Analysis and Recommendations for the various initiatives within the National Sales Team and coordinating with Operations, Marketing, and Finance department to ensure successful execution, including changes to new Accounts and SKU’s set ups, Pricing, Market, Production and Weather conditions.

• Analyze Data and Report on revenue targets, promotional spend, and ROI on promotions.

• Streamline Forecasting, Budgeting, and Analysis process, working closely with other team members to improve and build upon existing tools.

• Responsible for Achieving 85% forecast accuracy by account, and 75% by SKU.

• Support for the VP of Commodities Finance by providing consolidating monthly information necessary for the Coffee Purchase Hedging Process.

Pernod Ricard USA, Irving, TX. October 2014 to September 2016 Finance Manager NJ and TN

• Responsible for Total P&L of $98MM in Sales; $60MM GP; and $15.3MM in Price Support.

• Complete Forecasting and Reporting: Calculate and process accruals estimates, YTD variance, outlook, and customer and brand profitability analysis, as well as develop and compile market-level R&O inputs.

• Responsible for Budget Revision and Latest Estimates. Budget and LE reviews are 3X a year.

• Managed State Checkbook. Maintain accountability for state-level spends’ accuracy within budget. Tracking, overseeing and processing distributor spend vs. budgets in excess of $14MM for NJ and $5MM for TN.

• Managed Relationship with Distributor Finance Counterparts. Collect inputs from distributor resources to support planning, budgeting, and month-end activities (e.g. R&O).

• Monthly Depletion Reporting. Building depletion forecast and analyzing forecasting accuracy.

• P&L Analysis. Review performance by category, brand and sub-brand.

• Monthly and Quarterly BPP and commentary.

• Support Regional Managers with Financial information. Ensure to provide state’s month and year-end analysis, Request commentary for states’ R&O’s, and review and challenge distributor inputs.

• Ad-hoc and Post-Implementation Analysis of price support modifications, promotion pattern changes, and addition of incentives in order to bridge the gap vs. budget or increase distribution.

• Review Market Intel including periodic Nielsen data to gather information and identify R&O’s. Analyze and report competitor’s pricing, promotion, strategies, and plans that would affect the performance of our brands or threaten market share.


• Robert Half Management Resources, Dallas, TX.

Management Consultant assigned to TrinityRail OEM. March 2014 to September 2014

• WWW.WOOT.COM. Carrollton, TX. Online retailer. An Amazon subsidiary. Management Consultant, Operations Finance, January 2012 to December 2013


Customer Logistics Specialist. February 2007 – September 2011. Customer Logistics Financial Analyst. August 2005 – January 2007.

• MARS MEXICO, Guadalajara, Mexico.

Sales Representative – Grocery and Supermarkets. September 2001- June 2003.

• HOECHST- CELANESE, Mexico City. June 1996 – August 2001 Sales Representative – South

Treasury Coordinator.


• Master of Business Administration, University of Notre Dame, Notre Dame, IN. May 2005. Corporate Finance

& Marketing. Whirlpool Hispanic Fellowship Recipient.

• Bachelor of Arts, International Finance, Universidad Autónoma de Guadalajara (AUG), Guadalajara, Mexico. June 1996. UAG Fellowship Recipient.

• Fluent in English and Spanish.

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