Juan Rosell, MBA

Business Executive

ad0nno@r.postjobfree.com • 973-***-****

linkedin.com/in/juan-rosell-05549b5 • Randolph, NJ

Status: US Work Permit

Summary

Innovative leader with experience directing cross-functional teams for international, multi-million-dollar organizations in Mexico and the United States within the spirits, food, and direct sales sectors. Strong communicator, proficient in partnership development, client relations, negotiations, and executive presentations. Fluent in English and Spanish. Recently relocated to New Jersey due to my Wife’s (Rosa M Martinez) transfer to Mondelez US.

Qualifications Summary

Seasoned professional with more than 25 years’ experience in organizational leadership, business development, project management, strategic planning, and financial management.

Significant financial career complemented by an MBA in General Management from the University of Texas, skilled at overseeing financial strategy, analysis, modelling, and reporting for transnational corporations.

Highly proficient in structuring and directing multi-million-dollar mergers and acquisitions (M&A), including leading the $20M Mezcal Union acquisition by Diageo Mexico.

Career Experience

Diageo, Mexico City, Mexico 2016 – 2021

General Manager, Single Serve Business Unit (SSBU), Mexico

Directed Ready to Drink (RTD) and Beer operations, overseeing partnership development, financial management, business development, M&A, supply management, and strategic planning for the SSBU. Headed $30M Tequila Expansion project to acquire brands and strategic assets, such as real estate, manufacturing facilities, and water rights, that support brand growth. Led RTD and beer expansion strategies, ensuring “perfect commercial execution” for brand distribution. Collaborated with Global Brand, Global Treasury, Tax, Audit, and Share Service Center teams to confirm Service Level Agreements and ensure brand equity building.

Drove sales of Guinness throughout Mexico, achieving 250% revenue and 300% profit growth within 24 months.

Spearheaded $20M acquisition of Mezcal Union, supervising due diligence, legal, financial analysis, price negotiations, and closing processes.

Led end-to-end acquisition process of ultra-premium brand, Pierde Almas.

Established Mexico as first LATAM country to produce Guinness locally.

Devised end-to-end processes including demand planning forecast with a rolling 12-month period to avoid high season shortages and optimize supply chain from Ireland to Mexico.

Lobbied SAT authorities to implement electronic Tax Stamps standards to ensure product availability.

Directed Logistic 3PL Initiative, saving more than $20M in real estate and operating expenses.

Juan Rosell Consulting, Mexico City, Mexico 2015 – 2016

Independent Consultant

Advised organizations on business development, M&A, and business, marketing, and sales strategies.

Key Projects:

Headed Diageo’s M&A for mezcal company acquisition.

Developed strategic plans for Diageo, in under two months, to comply with Mexican NOM-142 health and safety standards and minimize business disruption.

Devised sales and marketing strategies for Bueno Cell, a mobile virtual operator.

Established business model for direct sales mobile services across Mexico.

ACN, Mexico City, Mexico 2014 – 2015

Country Manager

Oversaw start-up and launch of ACN Mexico, establishing strategic plan, product portfolio, new-service business development, and LATAM expansion. Directed financial management, logistics, and customer service processes including negotiating due diligence for payment, pick and pack, and delivery policies. Ensured compliance with local authorities’ – MEX and USGAAP - legal and tax regulations.

Grew high-performance team for each strategic area, by setting weekly KPIs and recognizing team achievements.

Launched three months earlier than expected, anticipating recruitment of sales force, and generating $1.7M more than predicted in Annual Plan.

Recruited more than 10K new business owners within six months.

Brinks, Mexico City, Mexico 2012 – 2014

Director, Financial Planning

Led financial planning and cost team with ten direct reports, directing P&L budget of more than $400M in revenue and $18M in EBITDA. Oversaw $40M capital investment, ensuring positive net positive value (NPV), internal rate of return (IRR) and economic value added (EVA). Served on Controlling Committee to implement and advise on controls and compliance policies. Performed employee engagement and mentorship initiatives to drive high-performance.

Achieved savings of more than $3M in Q1 2013 through establishing efficiency and savings action plans with Operations team.

Established financial strategies for senior management team, identifying root causes and implementing action plans.

Implemented pricing and negotiation strategies to optimize client profitability.

Fuller Cosmetics, Mexico City, Mexico 2008 - 2012

Vice President, Regional Sales (2011 – 2012)

Headed Mexico’s Central Sales regional team, supervising ten divisional directors and more than 1.4K sales force. Created and implemented sales strategies, conveying to sales force, to reach annual revenue budget. Oversaw sales KPIs including stencil, recruits, orders, activity rate, and market penetration.

Revitalized sales within six months, achieving growth from -1.5% to 3.5%.

Director, Financial Planning and Treasury (2008 – 2011)

Directed 35 employees with annual P&L budget of more than $320M in revenue and $60M in EBITDA. Oversaw $5M spending planning, accounts receivable, cash flow strategies, hedges, and cash requirements across functions. Collaborated with General Managers and Vice Presidents to devise organizational-wide budgeting and analysis processes. Headed financial reporting and contact with Corporate Financial Planning and Treasury functions. Guided new business development activities, advising on strategic, financial, and implementation planning.

Established management strategies, including ROI, KPIs for sales and marketing activities, and quarterly and monthly expenditure KPIs and control, to positively impact bottom line.

Optimized inventory management through improving ITO days and designing outlet strategy for excess and promotional products, with a cash flow improvement of 15% and a plan and last year improvement of 20%.

Additional Experience

Senior Manager, Financial Information and Analysis, Group Modelo, Mexico City, Mexico

General Manager and Consultant, In-store Media de Mexico (ISM), Mexico City, Mexico

Senior Manager, Capital Planning and Treasury, YUM! Restaurants International, Mexico City, Mexico

Senior Manager, Financial Planning and Treasury, YUM! Restaurants International, Mexico City, Mexico

Financial Planning Analyst, YUM! Restaurants International, Mexico City, Mexico

Education

Certificate Disruptive Strategy

Harvard Business School Online, May 2023

Master of Business Administration

McCombs School of Business, University of Texas, Austin, TX

GPA: 3.53 – top 25 percentile

Diploma in Accounting and Finance

Instituto Tecnologico Autonomo de Mexico, Mexico City, Mexico

Bachelor of Science in Economics

Instituto Tecnologico y de Estudios Superiores de Monterrey, Monterrey, Mexico

Licenses & Certifications

Advance Negotiation Program, GAPE 2019

Certified Broker, Mexican Stock Market, 1997

Affiliations

Elite Toma Taekwondo Leadership Program, Member, 2021 - Present

Contact this candidate