Sales Manager

SA L I. MERCH N

**** ** *** *** ** Apt. ***, Miami, FL, 33193

787-***-**** ? *.*******@*****.***

SUMMARY OF QUALIFICATIONS

Highly qualified Regional Commercial Director and General Manager with

solid background in international and domestic sales, marketing and

business development within consumer goods industries (food, health and

personal care). Extensive P&L experience within the Latin America and the

Caribbean markets. Excellent relations with Puerto Rico's trade and

commerce key players. Bilingual in Spanish and English.

New Market Development Results Oriented

Strategic Partnership Business Plan Development

Business Turnaround International Commerce

PROFESSIONAL EXPERIENCE

LOS CIDRINES, INC, Arecibo, PR 2012 - Present

Commercial Director - Puerto Rico

Responsible for developing and managing all sales strategies and plans, new

business development; identify and develop new products through internal

innovation or co packing, diversify revenue growth acquiring the exclusive

distribution of other brands.

Selected Achievements:

> Successfully introduced the new "full baked" product line in over 426 new

accounts in less than 8 months

> Developed a DSD division and distribution company growing volume 322%

> Acquired the exclusive distribution of different brands lines such as;

Knotts Cookies (USA), Balconi (Italy), Balocco (Italy) and Docile

(Brazil).

> Restructured the sales department, improving customer satisfaction

CARIBBEAN BRAND DEVELOPMENT, INC. San Juan, Puerto Rico 2009 - 2012

CARIBBEAN BRAND DEVELOPMENT, INC, San Juan, PR

2009 - 2012

General Manager /Owner

Responsible for this new business startup, including developing the right

business model and strategies, to the introduction of represented imported

personal care brands in the Puerto Rico market.

Selected Achievements:

> Got approval as vendor for Walmart and Sam's

> Successfully introduced over 52 products in Walmart in less than one year

> Gained 50% of the "bath & body" category in Walmart from day one.

> Successfully introduced the Aromasense (Colombia) and Mattel brands in

three of the top 5 clothing and accessories consignees.

> Introduced Arrurru (Colombia) and Mattel (Barbie and Hot Wheels) in some

of the top supermarkets chains, including Econo supermarkets.

ALBERTO CULVER, Hato Rey, Puerto Rico 2006 - 2009

(Acquired by Unilever)

General Manager - Andean Pact, Central America and Caribbean

Responsible for developing and implementing strategies and plans for the

Central America, Andean Countries and Caribbean region. Full P&L

responsibility. Led all sales and marketing efforts in 34 countries.

Directly supervised 7 managers overseeing duties and responsibilities of

over 140 employees.

Selected Achievements:

> Achieved a strong business turnaround resulting in $7 million positive

profitability swing within three years, shifting from red numbers in 2006

to becoming the highest profitable region for Latin America in 2009, and

contributing with over 59% of the total Latin America profitability.

> Led the 2008 downsizing and shut-down of the Puerto Rico Manufacturing

Plant and Commercial Offices, assigning the commercial business to a

distributor for the Puerto Rico market, achieving an 18% volume growth

and doubling profitability during 2009.

> Successfully simplified distributors' network, reducing distributors

within the Region from 72 to 45 by eliminating licensee model and

assigning master distributors to cover small markets.

> Developed and implemented a new export structure and strategy generating

28% growth in Net Sales.

KELLOGG CARIBBEAN, Guaynabo, PR 2003 - 2006

Commercial Director - Puerto Rico &

Rest of Caribbean

Retained to direct all strategic sales and business planning upon

acquisition of Keebler by Kellogg. Led sales and marketing efforts in 22

Caribbean countries. Directly supervised 5 managers, overseeing duties and

responsibilities of 83 employees in Sales, Trade Marketing and Promotions.

Sales volume of around $120 million.

Selected Achievements:

> Achieved the lead position in the Cereal Bar Category in less than six

months from 22% to 62% value share. As a result we received the K Award

for Best commercial and Marketing Plan.

> Successfully reversed the trends of ready-to-eat cereals, recovering

market share month after month, achieving 54% value share, highest in the

last three years, mostly due a stronger shopper activity and implementing

the best practices learned from Keebler to the ready to eat cereals, over

250 end caps were installed in most major supermarkets.

> Created a Trade Marketing department which was a major contributor in

achieving 11.3% total sales growth during 2005 and 15.1% 2006.

> Export sales to Caribbean markets grew an average of 28% due to new

export sales structure and a more strategic market approach.

KEEBLER PUERTO RICO, Bayam n, Puerto Rico 1990 - 2003

(Acquired by Kellogg Company)

General Manager - Latin America (1998 - 2003)

Promoted to undertake the general management of the Puerto Rican

subsidiary, along with regional sales direction. Accountable for all

initiatives related to P&L. Continued leading market penetration efforts

to introduce Keebler in Latin America. Managed international alliances and

co-packing agreements.

Selected Achievements:

> Directed the Keebler brand growth from the fourth biscuit brand in Puerto

Rico to a solid number two, growing from generating $8.9 million in 1996

to over $26 million in 2005.

> Designed and implemented a DSD operation system with 37 routes in 2005,

achieving $12 million in incremental sales.

> Designed and developed various products through a locally developed co-

packer network, also created and developed the "El Duende" brand which

contributed to nearly $4 million a year.

> Successfully negotiated the acquisition (law 75) of the Sunshine Biscuits

business in Puerto Rico during 1998.

> Accomplished an 83% profit improvement in 1996, received the Outstanding

Profit Performance Award.

> Successfully implemented the SAP system in PR including the use of

handheld terminals for order processing.

Regional Sales Director of Latin America (1996 - 1998)

Responsible for developing and implementing market penetration strategies

and plans for the Central America, Andean Countries and Caribbean region.

Managed international alliances and co-packing agreements.

Selected Achievements:

> Successfully launched Keebler in Colombia and Panama

> Increased sales in Dominican Republic by 37.7% within first year

> Participated in the start-up of distribution efforts in Mexico and Costa

Rica

Sales Manager - Puerto Rico & Rest of Caribbean (1993 -

1996)

Responsible for developing and executing all sales and marketing strategies

and plans for Puerto Rico and other Caribbean markets.

Selected Achievements:

> Restructured sales force to a more Key Account/trade marketing approach

> Positioned Keebler Export Sodas as the No. 1 brand in the market.

> Launched Export Sodas foil pack in PR achieving 80% of expected annual

sales in first trimester.

> Significantly lowered amount of outstanding accounts taking DOS from 47

to 36.

EDUCATION

ICESI University, Cali, Colombia

Bachelor Degree in Business Administration

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