Sales Manager
Resume:
Mariela De La Cruz
*** ***** ** **********, ** **604
*******.********@*****.***
Professional Profile
Bachelor’s degree in Communication Sciences, specialized in Marketing and Advertising. Diploma Degree in Retail Management. Goal-oriented professional with 12 years of experience in retail sales. Focused on increasing market share. Developed vision of business with strengths in strategic planning and implementation. Leadership based on transparency, development and empowerment of sales teams. Relationship builder, ease of interaction in different organizational levels, management of multifunctional teams and creating internal and external synergies. highly motivated, management based on respect for people, integrity, honesty and proactivity. Experience in developing business plans, negotiations, management of KPI's. Oriented meeting objectives and the search for value creation. with a proven ability to apply strategic business and operational tactics that obtains strong profits. Adept in all areas of business development, sales and marketing with extensive account management skills. Wide experience in international trade shows.
Experience
INVERSIONES ARO SAC Lima, Peru March 2014 - November 2015 ARO is a provider specializing in sales and distribution of Fine Stationery. Provider of local independent designer’s brands. Representative in Peru of Peter Pauper Press Inc. Sales Manager
• Responsible of negotiating with retailers
• Responsible for preparing purchase orders for replacement
• Negotiation with new suppliers creating external synergies with independent designers.
• In charge of 2 sales promotors
CRISTALERIAS FERRAND SAC Lima, Perú January 2014 – February 2014 Company dedicated to the marketing of table and kitchenware in glass, crystal, porcelain, stainless steel and fine linens.
Head of Retail Sales
• Responsible for elaborate the Business Plan for the modern channel.
• Development of new products by customer.
• Establish Work Plans promotions, encoding of new products
• Analysis of return, prices and margins.
• Selection and training of sales force. In charge of 1 supervisor and 2 sales promoters.
• Responsible of negotiate with suppliers from Turkey, Brazil and Thailand.
• Visit the Trade Show Ambiente Fair in Frankfurt, Germany for meetings with suppliers to trade negotiations (price and MOQ) as well as the development of new products. Sourcing new suppliers and selection of new products.
Achievements:
• Negotiate the readmission of the brand in Home Improvement Store Sodimac and Estilos – Department Store.
• Development of a new product line decorated with stocks remain in storage for two years.
• Negotiation of minimum purchase prices (bulk and color box and mold development) with supplier of Thailand for developing new line of pisco.
• Negotiation of minimum purchase prices and new supplier of China for the development of Cebiche Dish.
CRISTALERIAS FERRAND S.A. Lima, Perú July 2009 – February 2012 Company dedicated to the marketing of table and kitchenware in glass, crystal, porcelain, stainless steel and fine linens.
Key Account Manager Modern Channel
In charge of the main Department Stores in Peru: Ripley, Saga, Oeschle, Estilos. Supermarkets: Wong, Metro, Plaza Vea and Tottus. Also Convenience Store: Pharmax and Home Improvement: Sodimac as well as some corporate customers: La Curacao, Samsung. Reports to the General Manager.
• Responsible of the development of the Business Plan for the retail accounts
• Responsible of negotiation of trade agreements: sales targets, rebates.
• Forecast monthly sales by product line and customer. Sell in control and Sell Out.
• Adequate control of stocks through product rotation and sales promotion.
• Generate new sales strategies that ensure profitability and greater participation in the category.
• Run analytical tracking to create reports and measure performance. Management of KPI
• Budgeting and allocation of quotas per customer.
•Permanent negotiate and coordinate with Retailer Buyers and Visual Merchandisers for encoding new products and to optimize the display of the merchandise.
• Monitor exhibitions and promotions through control visits to nationwide stores.
• Training staff department store for an appropriate recommendation to the client regarding drinks in glass and crystal.
• Visits to main department stores and supermarkets in Chile as a reference in display products.
• Visits to international Trade Shows in China and USA: Canton Fair, Hong Kong Fair, New York Tabletop Show for the sourcing of new suppliers as well as new trends in the category.
• Supervisor of 4 sales promoters.
• Ensure proper display of products in stores.
• Coordination of ads in specialized magazines related to the category: Peru Luxury, Grooms Journal Falabella, Ripley Deco Magazine, Grooms Ripley, etc. ACHIEVEMENTS:
• Growth of 39% in Tiendas Peruanas, 27% in Saga Falabella, and Sodimac in 87%. Period 2011 vs 2010
• Implementation of a new mix of products per customer by reducing profitability to achieve sales targets set in the channel.
PRODUCTOS TISSUE DEL PERU S.A. Lima, Peru January 2008 - July 2009 Subsidiary of the multinational CMPC, leader in the paper industry consumer. Dedicated to the manufacture and marketing of toilet paper, napkins, paper towel, facial tissues under the brand ELITE as well as sanitary products: diapers and wipes Babysec, Feminine Protection Ladysoft. and Adult Diapers Cotidian). The company generates an estimated annual turnover $ 60 MM.
Modern Channel Sales Supervisor
Responsible of the following accounts: Plaza Vea and Vivanda as well as the main chain pharmacies in Peru: BTL, Inkafarma, Fasa, Boticas y Salud. Reports to Head of Sales Channel.
• Commercial Development Plan assigned accounts nationwide.
• Responsible for negotiations and trade agreements.
• Define policies to customer sales by brand and products: prices, terms and conditions in coordination with Marketing and Commercial Management.
• Implement promotions in stores or product launches indicated by the marketing department.
• Coordinate the implementation of advertising, merchandising material according to the policies established by marketing promotion.
• Responsible for the proper execution and exhibition of product promotions.
• Handling customer complaints final coming through the line customer service.
• Selection, training and supervision of 26 merchandisers nationwide. ALICORP S.A.A Lima, Peru September 2005 – December 2007 Main food company in Peru dedicated to the manufacture and marketing of products of mass consumption.
Key Account Manager
KAM for the business unit of ice cream brand Lamborgini. Reports to the Commercial Management.
• Responsible for sales nationwide of modern market. Supermarkets: Wong, Metro, Plaza Vea, Vivanda and Tottus. As well as Conveniences Stores: Primax.
• Responsible for developing the business plan for the Modern Channel
• Responsible for negotiations and trade agreements.
• Development, implementation and tracking of business strategies for increasing participation in the retailers account.
• Development of Sales Reports.
• Visits to stores. Negotiating with section chiefs store sales for aggressive actions weekend.
• Monitoring the Current Account chains.
• Responsible for training and supervising team of 4 sales executives and 18 promoters.
• Negotiating with suppliers to implement value-added promotions. FITNESS CORPORATION Lima, Peru August 2004 – June 2005 Company dedicated to providing services to practice sport activities Planet Fitness Gym. Head of Marketing
Responsible of development of annual marketing plan and the execution of this. Reports to the General Manager. Develop monthly sales promotions. Responsible for developing strategic alliances with companies related to health, beauty, sports and nutrition.
• Responsible for planning, creation and development of events and exhibitions with the aim of generating greater loyalty and customer acquisition in the company.
• Development of Database marketing (direct mail, email, telemarketing)
• Edition of informational supplement company (search for sponsors, layout, photo shoot, content)
• Measuring the quality of service provided in the company through surveys, focus groups, mystery shopper.
• Coordination material design advertising materials (panels, brochures, posters)
• Develop activities for the company staff (awards, training, lunches team fraternity, patriotic activities and holidays, etc.)
ALTOMAYO PERU SAC. Lima, Perú July 2001 - July 2004 Private company dedicated to the production and marketing of coffee with an active presence at national and international market.
Sales Supervisor of Supermarkets
Support in creating strategies for retailer account Wong and Metro. Reports to Head of Sales Channel.
• Coordination and negotiation with retail buyer.
• Tracking of orders and coordination with the distribution center (DC). Handling of samples as a support for sales promotion.
• Training, evaluation and supervision of 2 merchandisers and 15 sales promoters.
• Supervises and visits stores for tracking stocks, product display and additional exhibits as well as actions of competitors.
• Responsible for supervise the correct implementation of promotional strategies as well of events in stores such as sampling and tastings of the product. EDUCATION
PERUVIAN NORTH AMERICAN SCHOOL ABRAHAM LINCOLN Lima, Peru 1981 - 1992 Elementary and High school
UNIVERSITY OF LIMA Lima, Peru 1993 - 1999
Bachelor in Communication Sciences
Specialized in Advertising and Marketing
UNIVERSIDAD PERUANA DE CIENCIAS APLICADAS Lima, Peru 2011 - 2012 Graduate School: Diploma in Retail Management
LANGUAGES
Native: Spanish
Other: English in advanced level
HANDLING TOOLS
Windows Office: Word, Excel and Powerpoint
SAP system.
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