Andres Felipe Ordonez Email & Phone Number

Colombia

Tools manufacturer, leader in the Colombian market with USD$60M revenue. Markets DeWalt, Stanley, Black&Decker and Proto brands.In charge of Sales and Marketing, responsible for reaching sales targets, increase distribution, manage Marketing investment, define and implement pricing strategy and guarantee bottom-line goals in each SBU.- 13% Net Sales growth in an accelerated devaluation year (2015).- 35% sell-out increase in SB&D distribution network.- Market Share gains in both tools segments (Electrical and Manual).- Commercial strategy reorientation towards demand activation, loyalty building and channel expansion.- Devaluation impact offset by aggressive pricing raises (3 times during second semester of 2015).

Bogotá, Colombia

Brazilian franchise in the segment of home repairs, with presence in Colombia since 2012. One of the most rapidly growing franchises in Latin America, with operations in Brazil, Colombia, Mexico and Panama.Own venture under Doctor Solucion in Bogota. Having being recognized as a benchmark into the network resulted in the invitation to take responsibility of franchisor’s operation in Colombia.

Bogota, Colombia

General Manager – Colombia 2014 – 2015Responsible for redesigning the operation model of the master franchise, aiming at maximizing the success ratio of franchisees, optimizing operation cost, developing new revenue sources and accelerating ROI for the shareholders.- 45% Operational Cost reduction through restructuring, spending rationalization and renegotiation with suppliers.- 23% Account Receivables reduction, by applying incentives to debtors and generating value for franchisees.- Business model redefinition, with lighter cost structure and targeting higher value / margin services.- Implementation of alliances with companies in the segments of construction, restaurants, real state and others.- Portfolio enhancement from the franchisees.

Bogotá, Colombia

Responsible for designing the Marketing Plan for the region, adapting it to each market (Venezuela, Colombia, Ecuador, Peru and Chile) and leading its implementation. Reported to the VP of the Andean Region (in Colombia) and functionally to the Corporate Marketing VP (in Mexico). The marketing budget was USD $ 15.9M- Double-digit growth in all no-Venezuela markets, driven by a common strategy based on Distribution, Visibility and Recommendation.- Communication developed locally was a benchmark replicated in other regions.- Loyalty plan “Amigos Mabe”, targeting floor reps, reached 13K+ members.- USD650K annual savings by unifying advertising agencies in a hub for the region in Colombia.- Implementation of the digital communication platform and e-Commerce channel.- Leading position in the high-end segment driven by the implementation of the “Prime Blend” business unit in Colombia, (first geography to implement); and replication in Ecuador, Chile and Peru. - A&P investment optimization (from 3.8% to 3.0% to Net Sales, region wise) while maintaining brand health indicators.

Ciudad De México

American multinational with sales of USD $ 3.4bn (2007), manufactures and sells batteries and flashlights under Energizer and Eveready brands, plus Schick shaving products.Responsible for developing consumer and trade strategy for the Batteries and Flashlights business unit, including communication, promotion, portfolio and pricing. My direct reports were three Brand Managers, a Designer and two Assistants. The marketing budget was USD $4M.- All-time market share high in the period ND’06.- Double-digit growth in Net Sales and EBITDA during the periods assigned in Mexico.- Distinguished as regional benchmark for the flashlight business.- Implementation of a more aggressive consumer strategy in a very conservative affiliate, with focus on non-traditional communication and innovative promotions.

Bogotá, Colombia

- Leading position in the alkaline segment for the first time in the Colombian affiliate, with the Energizer brand.- Market share gains, from 31.5% (SO’00) to 43.0% (MA’04).- Numerical distribution increase, from 16% to 20%: By the moment I was transferred to Mexico, Energizer was the most widely distributed alkaline brand in Colombia.- Channel segmentation and structure alignment made possible to implement channel-specific initiatives.

Cali, Colombia

Colombian subsidiary of the American multinational Nabisco. Manufactured Dry Desserts (Royal Jelly), drink mixes (Fresco Royal), cookies and biscuits (Oreo, Club Social) and bakery products Fleischmann. Net Sales of $ 50MM in Colombia (1999).Management of the Dry Desserts (Royal) and the Bakery (Fleischmann) businesses, responsible for Volume, Net Sales, A&P and Margin. My direct reports were one Junior Brand Manager and two Assistants. The marketing budget was USD $ 2M.Key Accomplishments:- Royal brand modernization, including communication, packaging, POP and floors. The new image reversed Royal perception as an outdated and boring brand among children,- Development of communication for Latin America, on the insight that gelatin is "edible fun"- Design of a dual-target promotional strategy under the concept of fun, promoting consumption,- Reversal of a three-year downward sales trend,- Design and implementation of a loyalty program aimed at Bakeries.

Cali, Colombia

Colombian subsidiary of the American multinational J & J, manufactures products in the baby care, personal care, oral care, OTCs and intimate protection categories. Net sales of $ 70MM by 1997.Located in Cali, reported to two Groupers (Oral Care / OTC, Personal Care). I had 1 Assistant as direct report. The marketing budget was USD $ 1M.- Management of brands competing in different categories: Reach, Sundown, Sport and Yes; and support to OTC business.Key Accomplishments:- Brand transition from ACT (dental rinse) and Johnson’s (dental floss) to Reach umbrella brand,- Development of an integrated communication for the entire product line, under the concept of a complete system of oral hygiene with three steps (floss / brush / rinse),- Growth of over 30% in net sales for two consecutive years; 36% growth in OP,- Appointment of J&J Colombia as global benchmark in the Oral Care business,

Cali, Colombia

Cali, Colombia

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Diplomatura, Habilidades Gerenciales

Industrial Engineer