Fabián Vélez

Responsible nationwide for profitable and sustainable growth of "Workplace" category. Brands managed: Wypall *, Jackson Safety* and Kleenguard *. Defined, planned and executed, with support of local and regional multidisciplinary teams, all marketing strategies aligned to corporate plans, meeting needs of local customers and end users.

- Drove category to sales growth of 115% versus 2011, highlighting Ecuador within the region. Compound annual growth rate: 27%. Reporting double-digit growth overall, achieving sales & profitability records.
- Optimized portfolio & launched new products through analysis and lifecycle push: market-competition, price-profitability, internal/external brand awareness communication, incentives and trade events; prioritizing resources and focusing on key segments.
- Involved permanent in controlling and following-up business outcomes through P&L and forecast analysis, as well as, budget management. Identified issues and implemented solutions through preventive and corrective actions in coordination with sales managers.
- Adopted and adapted best practices of value-added services from other regions, as strategy of differentiation vs. competition, which strengthened customer loyalty and attracted potential customers, renewing their brand experience.

Promoted to lead business growth in Liquor and Soft Drinks (NAB's) segments nationwide through business and new product development. Constant interaction with regional working groups within the corporation.

- Developed business plans and delivered business proposals with strategic and transactional approaches; always focused on optimizing resources and adding value to customers.

- Led new product development proposals to customers such as Coca-Cola, Pepsi, Ajecuador, liquor producers; from its conception to its post-production and market launch tracking. Close interaction with senior management (Finance, Marketing, Purchasing, General Management).
- Defined and supervised intelligence studies to deeper market & consumer understanding for validation of proposed projects.

Administrative Chief of Sales and Exports Jul 2005 - Jul 2007
Reported directly to commercial director, and supported sales managers in price and profitability analysis for negotiations. Back office monitoring and managing information for Sales Department operation, coordinating and aligning Commercial-logistic chain value action plans to Sales Department needs.
- Closely worked with international corporate customers securing export sales budget.
- Optimized export processes through logistics suppliers’ reorganization and formats automation.
- Regional Task Force team member responsible for successful shipping rates negotiation that contributed to the business bottom line.

Reported directly to commercial director, and supported sales managers in price and profitability analysis for negotiations. Back office monitoring and managing information for Sales Department operation, coordinating and aligning Commercial-logistic chain value action plans to Sales Department needs.
- Closely worked with international corporate customers securing export sales budget.
- Optimized export processes through logistics suppliers’ reorganization and formats automation.
- Regional Task Force team member responsible for successful shipping rates negotiation that contributed to the business bottom line.

Drew up a commercial feasibility study for the company's products to be introduced to the Ecuadorian, Bolivian and Paraguayan markets. The company used analysis to establish business contacts in these countries where they lacked representation.