SALES & MARKETING MANAGER
NFSSP LLC
Total years of experience :24 years, 1 Months
Enhanced business growth by developing and implementing strategic and trade marketing plan for ANDEAN region, including Colombia, Venezuela, Ecuador, Peru, Bolivia, and Venezuela. Identified and approached key or strategic partners and sets short- and long-term channel strategies. Analysed market trends and accordingly develop sales plans to increase brand awareness. Developed process improvements to optimize partner management activities. Responsible for developing and supporting retail events and promotions.
• Implemented brand and product portfolio strategy program in a total of distributors of Andean cluster (150 point of sale) and TIER 2 customers (retailers, 800 points of sale) delivering results on product portfolio coverage and visibility.
• Implemented CRM “Retail PRO” program for sub distribution (Retail) in Colombia and Peru 500 POS to increase business growth and Digital electricians program (4.500 electricians registered at the program).
• Organised trade marketing and commercial program to enhance all DO customers experience and attain satisfaction while developing a sell-out strategy to obtain and achieve sales set targets.
Developed plans for expansion and business development. Identify and open new markets, distributors and channels to grow the business nationwide. Increased business reputation by identifying new open markets and utilising new distributors’ channels. Analysed of weekly and monthly reports to insure achievement of market goals and metrics. Built a positive relationship with key retail and customer by providing exceptional services, resulting in maximising growth and market share.
• Increased 14% sales volume in 2014, increased 35% on volume sales in 2015, and enhanced 26% sales volume in 2016 through implementation on marketing strategic planning.
• Increased 5% on market share in (2016) at joint compound and drywall Category (Total 53%).
Provide effective management of the marketing, advertising and promotional activities of the organization including email marketing, social and online advertising campaigns, as well as website content development to insure effective search engine optimization. responsible for product success in the market, working closely with our product, sales, and services teams to drive customer acquisition and adoption of Newell Brands. Responsible for developing and supporting retail events and promotions.
• Develop and implement Retail Loyalty Program «Stationery Club» with more than 4.500 POS registered at loyalty program. (Strategy to boost SELL OUT from Distributors, 12% vs LY 2012). Considered one of the best LATAM practices on 2013.
• Implement CRM strategy through Distributors to boost Sales according to Commercial Plans and develop Trade Marketing strategies for sales reps to create a strong relation with the brand at POS. (4% increase on Market Share - Ink Joy Pens (Total 43%))
Develop and implement innovative marketing planning and strategy for Goodyear Brand, Consumer Segment and Goodyear Retail POS nationwide. Collaborate with PMD, R&D, global marketing team, sales, external agencies and other segment managers to execute and deliver consistent online and offline product stories for the brand segment to achieve brand's KPIs and financial objectives. Responsible for developing and supporting retail events and promotions.
Nominated 2011 and 2012 Goodyear High Potential for:
• Develop a partnership with NASCAR and Disney Institute, to create a 360-brand experience and sales strategy for Distributor, Retail and End Consumer with the result of: 125% growth in Consumer Category regarding AOP and 2010. EBIT of U.S. 1.4 million (15% higher than projected 2010).
• Generation of savings on Consumer Market Segment in 2011 up to U.S. 500m a source of product changes, develop a new partnership with Asian manufacturers. Selected as the second-best CIS project for the company worldwide.
Responsible for working directly with the Distributor and End User via compete understanding and execution of Category and Sell Out strategies in: “ORGANIZATION | ASSOCIATION | COMPANY” to drive awareness, conviction, conversion, and loyalty by understanding a broad range of products, applications, and distributor models to effectively determine what products best fits the needs of End User.
• Strategic alliances with complementary products and companies. (CROSS SELLING - CO BRANDING activities) developed and implemented at main MM with results of category growth for 5% vs LY.
• Mass Merchandiser Category Management implementation. (Develop the new concept by exhibition per brand and not per Category). Open a new range of product portfolio.
Drive brand growth by creating innovative go-to-market plans and developing new product portfolio, owning and uncovering deep consumer insights to initiate breakthrough products, performing business & competitive analyses, marketing budget/financial control, and preparing presentations for top management meetings (Brazil, Germany).
• ECOLAPIZ 360 Mkt campaign launched in partnership with Ministry of Environment and Ministry of Education, for implementing projects of environmental responsibility in Botanic Gardens and National Parks. (Best Practice at Germany meeting 2008). As a result: Growth in sales (sell out) of 15% and increased market share of 9 points in the category colors and pencils vs LY, with the launch of the new line ECOLAPIZ.
• Developed the new LATAM Faber Castell strategy for Luxury Market with 3 boutiques in Colombia for ART and FINE WRITING with sales of USD 960m
Responsible for leading and managing the Brand, Business Units, Retail Channel and product plans (LATAM/US/EEUU). Develop the brand positioning, and leads the base business unit’s product plan, pricing strategy, Marketing Plan process, consumer & industry insights, and marketing budget.
• 60 Retail POS opened nationwide, develop and implement retail events and promotions representing USD 101mm (Retail total sales 2005).
• Research, develop and implement Proquinal business, under Spradling brand on US and EEUU with especial focus on automotive and hospitality market segment. This market represents nowadays the 45% of Proquinal total sales.
• Best PR and Advertising Campaign “Proquinal in FIFA World Cup Germany 2016”.
Manage an London Area of resturants focused on: crew (defining perssonel and Schedule), maintenance, inventory Planning, food process and quality.
Implement a plan and develop exhibits by brand pop pieces of material in accordance with plan specifications and the customers and distribution channels.
•Development and implementation of quarterly sales budgets.
•Integrated marketing provider (pop material, website, design and communication agencies, etc).
•Responsible for the design and implementation of information system related to sales and marketing databases competition. SICEX.
•Coordination and analysis of qualitative market research and quantitative tracking of pricing, competitive analysis.
•Planning for product launch events and activities fill the distribution channel.
•Execution of business plans to support the sales channels of the company. Activities related to Point of sale merchandising.
•Manage market segmentation, targeting and positioning as needed - SWOT analysis.
•Conduct market research to analyze competitors, evaluate market penetration, and understand customer needs.
•Coordinate trade shows, speaking opportunities, marketing & client events.
Support sales and marketing efforts as needed.