Alejandra Rubiralta Email & Phone Number

Weinheim, Baden-Wurtemberg, Alemania

Área Metropolitana De Ciudad De México

Developing LATAM region, reinforcing Internal Control Processes, implementing corporate strategies and seeking opportunities for improvements in all areas, specially Cash Flow control and projection, along with Operating Result as percentage of Sales improvement to double digit. • Co-responsible for the P&L, working capital and liquidity management of the entity and the respective reporting to the sales teams and corporate.• Preparation of the operative planning and simulations with a holistic view on all aspects of the P&L, balance sheet and liquidity.• Analyzing the key drivers of the P&L and identifying improvement areas to increase profitability.• Responsible for up to date data in all relevant systems especially for Trade budget management and all sales related information.• Ensures compliant authorizations and processes in all functions of the business unit.• First contact for reporting requirements, ad-hoc requests and compliance topics.• Implementation of all changes in corporate standards and procedures.• Handling of authorities, statutory reporting, audits, legal and insurance-cases.

México

Entrepreneurial project focused on production and distribution of cold pressed juice and healthy snacks. • Strengthen online sales growth with market penetration in Mexico City, developing a digital marketing strategy on Instagram with a 0.5% engagement rate and 35% reach rate, retargeting, Google Ads optimization upgrading web page score from 30% to 75%, and Facebook targeted ads. Result: Net Sales growth 2.5x in 2 years and 40% SOM in Mexico City• Grow retail sales development becoming the official cold pressed juice seller for Maison Kayser México along with healthy snacks with Snakit brand in on-premise as Izlah (former Teavana), Delirio Abarrotes, IPADE Business School and Hotel Presidente Intercontinental among others. Result: 3Yr CAGR +30%.• Google New Business Award through a +340% increase in ecommerce transactions. Result: Contest winner in 2017 and official promotion video from Google to promote program.• Amazon market entry in Food and Beverage section since its launch in August 2018. Result: Constant sales of $250K MXN YoY.

México

Finance fellow for Landing programFinance expert for Victoria 147 Online Program

Naucalpan De Juárez Y Alrededores, México

Developing Mexico business unit growth through financial results delivery in a +100M EUR Company, being the 3rd market for BIC.• Strengthen commercial discipline establishing a new investment policy to optimize investment ROI, redefine governance and disciplinary measures, impacting overall business in order to meet Internal Plan committed. Result: +1.5M EUR (+1.6%/Net Sales impacting positively Company’s profit)• Improved price setting instituting a new commercial policy to assure BIC’s pricing strategy among categories and competitors through an accurate pricing architecture. Result: Establishment of a new compensation policy for the sales team with a combined result of off invoice sales, investment percentage and accounts receivable with a 5% selling expenses optimization. • Business partnership with Commercial team to create joint business plans with main customers, fixing commercial conditions and investment amounts with the aim of enhancing discounts granted to increase brand’s impact in sell out. Result: Above 6pp sales growth vs Company´s average growth. • Controlling tools development establishing mechanisms to guarantee a successful financial performance to meet bottom-line objective. Result: Development of ROI template optimizing new launch profitability +10pp vs Company’s average, zero base budget project generating 7% YoY savings in OPEX, and new travel policy impacting 15% overall travel expenses.• Established a people strategy leveraging on continuous motivation and team development with the goal of maintaining minimum turnover and strengthening new positions with world-class talent. Result: 2 of 3 direct reports were promoted within the organization.

Developing value chain model for the Coca Cola System Non-Carbonated drinks, Business Intelligence and M&A’s. • Development of a decision support tool in Hyperion platform to develop future projections on Bottlers performance. Result: +/- 3% forecast accuracy vs. public quarterly and annual reports.• Improved M&A acquirement decision through NPV analysis analyzing commodities, trends and categories projected growth. Result: Acquisition of two new brands (Iced tea and chocolate milk).• Upgraded competition analysis through hard data research and analysis model. Result: Ciel SOM +6pp vs leader brand Bonafont.• Enhanced quality of decision making for the leadership team to renew negotiations with Bottlers. Result: Negotiation led to 50/50 model equating profit split between Coca Cola Company and bottlers.

Accountable of new division’s financial area, optimizing resources and develop profitable decisions. • Developed strategic analysis and decision making along with Mexico’s GM through accurate financial statements, precise discount control and analyzed marketing investment. Result: Met 1st year objectives of 1.5M USD Sales and 18% SOM.• Built Annual Budget and 5Yr Strategic Plan aligned to market projections, U&A studies and competitive analysis. Result: Assurance of the second wave of investment by Group Danone.• Performed hedge and cash management through a disciplined FX rate analysis and cash collection. Result: Met cash flow requirements to cover business unit fixed operation costs.• Lead SAP ERP implementation setting up previous recorded information to be uploaded correctly for the initial balance. Result: State of the art successful implementation in a record time of 6 weeks.

In charge of new division’s financial area, optimizing resources and develop profitable decisions. • Developed international operations controlling for Spain, United Kingdom, Middle East, Eastern Europe, Mexico, Latin America, Brazil and China finding structure optimization and new business operation models. Result: Business units overhead restructure +10% savings.

Facilitator for sales team to understand the impact of their actions in Company results and improve decision making. • Developing of the new price strategy to maintain the correct channel/product mix generating fuel resources to boost marketing investment. Result: +$60M MXN on top of Marketing original investment budget.• Creating a Promotion and Discount strategy to allow National and Regional Managers manage, project and optimize budget allocated along with a simplified forecasting model design. Result: 5% savings reflected directly in results. • Designing Finance for non-finance training focused specific to the sales area serving as a facilitator for decision making, aligning financial and commercial strategy. Result: +120 trained people.

Developing business intelligence to allow decision making, increase business analytics establishing as the official only source of information through Microstrategy, Hyperion planning and Essbase platforms.

Enhanced top line through analysis, evaluation, authorization and control of sales volume, pricing, customer and consumer promotions and discounts along with brand, product, customer, sales channel and region detailed P&L’s. Active and successful member of multifunctional teams to develop launches, relaunches, innovations, process optimization and S&OP meeting. Reengineering of unprofitable Gallon presentation to a profitable 4 Liter finding productivities, volume increase, logistics performance and stowage optimization with a successful launch +16pp Profit (+20M MXN).

Accountable of breakthrough best practice Group reporting on Day +2, along with controlling, strategic (3/5 year), and financial planning. Active contributor to new Capex authorization policy creation and implementation optimizing capital expenditures +10%. Determined financial feasibility projections for Levité brand launch in 2003, which is still a successful player in the non-carbonated beverage category.

Bachelor, Business & Finance Administration

Licenciatura en Administración y Finanzas

Health Coach, Health Coach

Certification, Management And Operation Of Food & Beverage Companies

Diplomado en Administración y Operación de Empresas de Alimentos y Bebidas