Alan Colunga Tenorio Email & Phone Number

Mexico City, Cdmx, Mx

México

Responsible for category development through commercial strategy for the Santa Clara and Ades brands in Modern Trade.  Developed omnichannel strategies, achieving +6% revenue growth vs. PY. Managed OBPPCs (Occasion, Brand, Price, Pack, Channel) to maximize portfolio profitability, reducing top offenders by 10% and increasing core portfolio turnover by 5%.  Implemented 360° plans, enhancing launches and achieving for flavored milk: 15% incremental market share in the total category | 1 pp share of value (SOV) in 6 months | oat drinks: 10% market share and 5 pp SOV in the first year after launch.

Área Metropolitana De Ciudad De México

Responsible for managing the commercial cycle and strategic proposals for the implementation of commercial initiatives, aiming for profitable growth for the Santa Clara brand.  Developed omnichannel strategy focused on Walmart | Sam’s ecosystem, creating exclusive plans during key seasons and winning Best Supplier of the Year.  Commercial lead for Amazon, positioning Santa Clara as a Top Vendor in Grocery, achieving 120% of the Business Plan.  Managed digital strategy for Grocery with Rappi and Cornershop, cataloging +45% of the company's portfolio.  Designed and implemented the Playbook for Digital Players, collaborating on digital commercial plans focused on conversion, achieving +10% growth vs. previous year in market share (SO).  Planned, implemented, and updated Digital Shelf, achieving fair share in digital platforms for the company's nutrition and hydration categories

México

Responsible for managing the commercial cycle and strategic proposals for the implementation of commercial initiatives, aiming for profitable growth for the Santa Clara brand.  Developed omnichannel strategy focused on Walmart | Sam’s ecosystem, creating exclusive plans during key seasons and winning Best Supplier of the Year.  Commercial lead for Amazon, positioning Santa Clara as a Top Vendor in Grocery, achieving 120% of the Business Plan.  Managed digital strategy for Grocery with Rappi and Cornershop, cataloging +45% of the company's portfolio.  Designed and implemented the Playbook for Digital Players, collaborating on digital commercial plans focused on conversion, achieving +10% growth vs. previous year in market share (SO).  Planned, implemented, and updated Digital Shelf, achieving fair share in digital platforms for the company's nutrition and hydration categories.

México, México

Responsible for the specialized sales force at the point of sale for Jugos del Valle.  Negotiated with bottlers for the execution of national commercial initiatives, achieving a +25% reduction in returns and 8% net sales growth vs. PY.  Supervised execution strategies and operational routines, achieving 100% understanding and adoption of the Cross Dock model by the sales force.  Negotiated with clients to increase portfolio visibility, increasing connection points by 10% vs. PY.

Diploma Of Education, E-Commerce & Digital Transformation

Diplomado, Competencias Gerenciales

Maestría, Marketing

Licenciatura, Business Administration And Management, General