Marketing manager

Marketing consulting and strategic business. Helping customers to better understand needs, micro & macro trends,
main players, market size, vertical markets, strong drivers, breakthrough technologies, applications, and solutions.
Contributing thereby to accelerate decision making, investment allocation, improve business process, as well as to
higher impact, effectiveness, and efficiency. 

Led and executed strategic and tailor-made marketing plans for LATAM. Leverage product positioning offerings, digital
marketing, business intelligence, new product launches (NPIs) & pipeline management to exceed sales growth and
profitability. Led the marketing budget through regional marketing initiatives to ramp up sales through demand
generation, brand awareness, and digital strategy. Guided 7 business units (Energy, Eco-Building, Partner Projects,
Retail, Industry, IT and Field Services) to increase share of demand through different vertical markets with crossfunctional team and stakeholder alignment.
 Overachieved in 23% (€11M) YoY sales expectations, through the development and implementation of a Channel
Assessment Methodology
 Successfully delivered an unexpected €15M in sales excess (reaching 5PP in SOM brand growth) by launching the
most impactful campaign ever implemented in Mexico: Safety Family
 Exceeded product innovation contribution in 40% (€4M) vs BP by leading the implementation of the full portfolio
growth strategies
 Surpassed marketing quota in 9% (€6M) and global benchmark based on customer survey results, by
transforming the Mktg organization into an agile, engaged and effective team with stronger marketing capabilities

Directed marketing and strategic planning for LATAM. Provide advice on improving marketing processes, pipeline &
product portfolio management, business intelligence, promotion performance tracking, pricing, communications,
channel engagement. Developed and implemented the marketing strategy plan for Safety & Productivity Products to
ensure double-digit growth YoY and successful product launches. Guided 6 LOBs (General Safety, High Risk, Gas
Detection, Printers, Scanners & Mobility) to enhance customer intimacy across products, markets, and technologies.
Collaborating with global and regional stakeholders to communicate clear direction and ensure alignment with Latin
America.
 Ability to exceed in 18% ($US15M) YoY sales growth (improving SOM in 4PP) through developing and
implementing Vertical Markets & Focus Segment Methodology
 Reverted negative trend in Industrial Safety profits generation from $US14M-$US20M and setting the base for
continuous growth, due to coordinate the development of the growing marketing strategy
 Improved sell out value in 9% ($US6M), customer satisfaction score from 45% to 90% and forecast accuracy up
to 95%, through the implementation of the new Product Launch Program
 Rendered saving of $US190K by improving Mktg organization costs in 30% & deliver ROI (5:1 ratio of revenue to
cost) while restructured the area & implemented best practices to support growth & improve customer experience

Led, developed, and integrated strategies to provide guidelines and leverage initiatives. Led roadmaps analysis,
forecast, pipeline management, negotiation, cost and price models & exploring ways of improving product portfolio by 
technology & applications (Adhesives, Sealants, Cleaners, Lubricants & Surface Treatment). Key strategic activities
guided with Channel & B2B customers to generate demand & engagement. Implemented Sales, Mktg and BD plan
with a proven record of growth and profitability improvement in several markets such as Appliances, Filters, Lighting,
Medical, AgCon, Special Vehicles, MRO & VRM.
 Overachieved in 39% (€27M) YoY sales growth and 8PP in SOM improvement, through the development and
implementation of Vertical Markets & Focus Segment Methodology in LATAM North region
 Successfully delivered an unexpected €10M in project pipeline and +€3M customer savings operational
improvement effort by implementing a Tear Down with a strategic account which represented 50% total business
 Increased demand gen €2M in pipeline & win rate of 12PP (€7M) from 12 to 4 weeks by leading Champion
Program Initiative to provide channel partners full knowledge of technologies and applications
 Exceeded regional sales quota 33% (€5M) YoY in 2015 by boosting sales and marketing initiatives penetrate new
markets using heat maps, channel sales strategy & innovation products

Led and implemented market business evaluation & product portfolio line to gain new business. Developed product
marketing initiatives by understanding customer needs, lifecycle products, value proposition, and innovation.
Developed a comprehensive marketing plan through multi-brand & market segment penetration to influence customer
decision-making, due to technical specifications, appropriated technology, and cost-benefit.
 Successfully optimize product portfolio in 70% (1,500 SKUs) and reduced 84% (€20M) of the slow-moving
materials by implementing Complexity Reduction Program in LATAM
 Ability to generated cost savings of €800K annually through technical test homologation, purchasing power,
logistics & toll manufacturing efficiency improvement by leading Regional Silicon Project for LATAM
 Exceeded 40% (€2M) by developing go-to-market (G2M) strategy for NPIs, including a business plan outlining the
target audience, product offer (value proposition), price, application & sales forecast
 Overachieved in 54% regional savings up to €270K annually through leading and executing the regional rebranding project, due to eliminate +17 brands & sub-brands and keep only the top 5 valuables brands 

Executed material requirements planning (MRP), master production schedule (MPS), distribution (DRP), capacity
requirements planning (CRP) and rough-cut capacity planning (RCCP) to ensure customer service level.
 Reduced backorder volume in 90% (€7M), due to safety stocks & re-order point strategy implementation
 Improved sales forecast up to 80% by developing and implementing S&OP in LATAM North region to improve
operation and commercial excellence, FCST accuracy, ABC product classification & MOQ
 Improved customer service level in 17 points from 78% to 95%

Developed daily weekly operation reports (Naucalpan & Monterrey Plants). Monitored regional sales forecast for each
key customer and tracked backlog. Implemented reorder-point sales tool for local & imported products.
 Developed and implemented Sales & Operation Planning methodology in Mexico, due to training in SC, USA
 Created a new process to increase sales forecast accuracy from 36% to 78%
 Implemented MPS & MRP planning tools in Mexico & Monterrey plants

Monitored purchase plan (raw materials & finished goods). Improved balance production lines, inventory levels &
forecast accuracy. Developed lean manufacturing strategies to improve productivity, quality and cost savings.
 Implemented 5´s, Kaizen, Kanban, JIT & Poka-Yoke methodologies in Naucalpan facility
 Improved layout plant, resulting in a 30% increase in productivity & scrap efficiency
 Coordinated steering committee weekly meeting with stakeholders to meet sales demand

MBA

Marketing

Mechanical Engineering