SAÚL I. MERCHÁN

Villa ** East Dorado del Mar Golf Villas, Dorado, PR 00646

787-***-**** 787-***-**** fr6sba@r.postjobfree.com

SUMMARY OF QUALIFICATIONS

Highly qualified Regional Commercial Director and General Manager with solid background in sales, marketing, operations 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.

Strategic Partnership

Business Turnaround

Logistics & Distribution Revenue Growth

Corporate Restructuring and Rightsizing

New Market Development

PROFESSIONAL EXPERIENCE

CARIBBEAN BRAND DEVELOPMENT, INC, San Juan, PR 2009 - Present

General Manager

Responsible for managing the operation of CBD in the Puerto Rico and U.S. Virgin Islands markets. Business to Business, Retail Operations, Inventory, Forecasts, Planning, Purchasing and logistics. Responsible for the budget, P&L, operations and customer service and the introduction of represented brands. Business model also includes a sales and merchandising team that offers island wide coverage to other manufacturers in PR; such as: Glaxo Smithkline and Hershey.

Major Accomplishments:

Got approval as vendor for Wal-Mart and Sam’s, successfully introducing over 52 products in less than one year, gaining 50% of the “bath & body” category from day one.

Successfully introduced Aromasense, Mattel brands, Sesame Street and baby care products in the top consignees, supermarket chains and independent drug stores.

Evolve to a business to business model to offer service in sales and merchandising to other manufacturers

ALBERTO CULVER, Hato Rey, PR 2006 - 2009

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. Led all sales and marketing efforts in 34 countries. Directly supervised 7 managers overseeing an operation of over 140 employees.

Major Accomplishments:

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 Region, 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

Retained to direct all strategic sales and business planning upon acquisition of Keebler by Kellogg. Led sales and marketing efforts in 22 Caribbean countries, managing a 120M sales budget. Directly supervised 5 managers, overseeing duties and responsibilities of 83 employees in Sales, Trade Marketing and Promotions.

Major Accomplishments:

Achieved the lead position in 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 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, Bayamón, PR 1990 - 2003

General Manager (1998 – 2003)

Promoted to undertake additional responsibility over the general management of the Puerto Rican subsidiary, along with regional sales’ direction. Accountable for all initiatives related to P&L including but not limited to develop and manage a 20% reduction in operational costs including headcount. Continued leading market penetration efforts to introduce Keebler in Latin America. Managed international alliances and co-packing agreements.

Major Accomplishments:

Directed the Keebler brand growth from fourth biscuit brand to a solid number two by 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.

Successfully negotiated a distribution agreement with Hershey’s Foods and Kellogg that allowed us to sell their snack products at the down the trade channel through our DSD operation, substantially improving drop size and profitability at every account.

Designed and developed various products through a locally developed co-packer network, also created and developed the “El Duende” brand which contributes nearly $4 million a year.

Successfully negotiate 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)

Promoted to determined regional sales’ strategy and direction. Led market penetration efforts to introduce Keebler in Latin America. Managed international alliances and co-packing agreements.

Major Accomplishments:

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 (1993 – 1996)

Promoted to lead all sales and trade marketing activities, supervise direct sales force in Puerto Rico and distributors in the Caribbean and Central America regions, and supervise a direct sales force of around 42 sales representatives.

Major Accomplishments:

Developed a more strategic trade marketing program with stronger POS activity, achieving a permanent end cap program in over 83% of the top accounts and add feature activity share that more than double Keebler value share.

Changed sales incentive program that not only brought a 42% more volume but also substantially improved gross margins.

Significantly lowered amount of outstanding accounts by 34%

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.

Sales Awards, 1993, 1994 and 1996

Operations Manager (1990 – 1993)

Responsible for managing all inbound and outbound activities, forecasting and purchasing, supervised all warehouse employees and fleet.

Major Accomplishments:

Improved fill rates by 14% by improving forecasting accuracy.

Locally negotiated with ocean freight carriers a full year contract that had better rates that the offered at corporate level, bringing savings of around 8% in that cost account

Changed the forecasting process from a manual to a more automated and efficient system.

Developed with sales an SKU rationalizing process that allowed us to better focus our sales efforts, improved gross margins and decreased products destroyed or liquidated.

Maximized warehouse capacity by designing a better floor and new rack system that allowed increasing 68% the amount of pallet spaces.

Received Manager of the Year 1991 award as recognition for the outstanding service level

Received Award from Sales Department in 1992 recognizing my support to the sales department

Employee of the Year 1993

APELCO DEL CARIBE (MARTIN BROWER), Bayamón, PR

Operations Manager (1988 – 1990)

Apelco del Caribe was the logistic branch for McDonalds in Puerto Rico and US Virgin Islands, supplying all products, except bread and milk

Responsible for managing all inbound and outbound activities, supervised all warehouse employees and fleet.

Major Accomplishments:

Maintained fill rate above 93%

Maintained on-time deliveries over 90%.

Achieved Excellent rating in every one of the AIB inspections

Received recognition from McDonald’s Owners & Operators due to the excellent service level offered during the recovery after hurricane Hugo.

EDUCATION

ICESI University Cali, Colombia

Bachelor Degree in Business Administration

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