Alejandro Cortés Email & Phone Number

Mexico City, CDMX, MX

Mexico City Area, Mexico

Comerpractico:Commercial consultant and business develpment in Mexico, USA and EuropeStrategies considering negotiation of purchases, sales, pricing, promotions and gross margin, establishing assessments and plans for product development and introduction in new markets in Mexico and overseas. Focused on spirits and food products.e@motion:Marketing.

Ciudad De México

Commercial strategy direction (negotiation of purchases, sales, pricing, promotions and gross margin), being responsible of 64 stores, 7 regional managers, 500+ staff operation, 600+ on premises and eCommerce.Managed over 400 suppliers - brand owners and distributors.Achieved double-digit sales growth in one year (11%), increase in gross margin to 14% and.

Mexico City Area, Mexico

• Responsible of Sales, Marketing, Business Development & the operation of Mexico, achieving a profit growth of 25%-‘03, 31%-’04, 30%-’05, 20%-’06 10% ’07 / 08 & stable in ’09 & ’10, raising business revenues from half.
• Responsible for the enhancement of new product company portfolio.
• Established strong sustained relationships.- Successful experience and skills in sales and client management at all levels.
• Deep consumer behavior knowledge from different categories and perspectives.
• Able to easily and readily identify consumer Insights from an exploratory/research perspective through quantification and determination of its relevance and impact:
• Concept Testing.- Proven track record in concept testing and innovation. Have positively assisted brands’ development and concept tweaking across multiple brand and product categories.

Mexico City Area, Mexico

• Introduced 16 new accounts, developing over 80 different projects within the last 3 years, which have represented revenues over 2’000,000 USD and consistent growth (40% ‘01, 42% ’02, 35% ‘03 & 30% in ‘04 and ’05, 15%.
• Management of strategic projects, analyzing, recommending and implementing successful strategies.
• Increased consumer knowledge and brand awareness among multiple category products.
• Developed and launched new products, representing incremental business contribution.
• Achieved consistent growth targets for 10 years, with sales average growth over 20% each year.
• Recommended actionable business strategies and consumer insights, that enhanced new product launchs, advertising, media, brand equity, packaging and positioning strategies. Key accounts – Banamex, Nestlé, Gerber,MARS.

United States

• Responsible for the marketing strategy of 8 brands. Control of P&L USD up to 30.0 million.
• Business focus strategy on the Hispanic Market and emerging US markets.
• Repositioned Don Pedro Brandy – improving perceived value, brand equity and retail presence.
• Established and implemented a strategic plan for targeting the Hispanic market, using brands positioned in that market as a bridge in order to build other key brands of the company portfolio.
• Increased consumption by 35% for Don Pedro, 5% for Presidente & 26% for Azteca de Oro – in one year period, which represented an overall volume sales increased of 20% and 3 points of market share growth.
• Introduced Presidente Brandy to key on-premise accounts selling over 90,000 cocktails in 6 months.

Mexico City Area, Mexico

• Responsible for the marketing strategy of 15 brands of different categories. P&L control USD up to 35.0 million
• Succesfully launching of Tequila 100 Años, reaching sales over 300,000 cases in first year – 60% volume of nearest competitor.
• Raised sales 30% and market share 50% for Ballantine’s whisky ’95 to ’97, only brand in category experiencing growth during that period.
• Established new brand’s essence to improve communication strategies of all brands responsible for.
• Improved Caribe Cooler & Wines image, increasing C.Cooler sales 25% and market share 12% in one year, result was an increased profit of 17%.
• Achieved 13% sales growth of brandies Azteca de Oro, Terry & Fundador in 2 years within a declining category.

Business Graduate Degree, Business/Commerce, General

Marketing Graduate Degree, Marketing

Business School Degree, Business And Marketing