Alejandro Salinas Email and Phone Number

• Account management for the biggest retailer in LATAM and biggest business partner for the region• Delivering $300 million USD in annual sales and 5% year over year growth• Development and execution of the channel strategy and agenda across all functions (Marketing, Finance, Operations, Legal)• Market share focus: deploying and executing sale contest, supply enhancement, tactical activities and strategic portfolio development

• E-Commerce and digital lead for new Vapour products in LATAM North and Caribbean.• E-Comm. Deployment and development for the first sales webpage of the company (+500% growth YTD)• Development of E-Comm. projects ( Referral program / Loyalty Program / Engraving service / Next day delivery service / QR codes / among others)• Lead the digitalization of the traditional channel (Web Ordering model), targeting over 50% of companies POS by 2023

CRM Deployment - construction and development of the CRM strategy in our new Vapour categories for our cluster.Salesforce integration- integration of the platform in to our digital ecosystem in the cluster (Marketing Cloud)SCV Journeys

Brand Campaigns - Supporting the evolution of the brand campaigns of all markets, to deliver as per the business frame work.Drive & Delivery of regional projects - Alignment with markets & regular updates with the NPI team for deployments of the new portfolio

♦ Responsible for the largest sales and operations area in the country♦ Assuring product knowledge and execution in over +2500 POS with weekly visits♦ Boosting our limited and restricted engagement, with innovations and creative new ways to reach out for existing consumers.♦ Lead a team of +20 business representatives, for the operations with our top key account commercial partners♦ Developed a successful new business model for the Rep team, replicated nationwide, assuring a significant increase in our market share.

♦ Responsible of sale and horizontal distribution, for pay & go , convenience, and wholesale in the area.♦ In charge of route to market optimization, finance, client relations and negotiation within the area.♦ Outstanding double-digit results in: brand portfolio coverage, market share and overall sales.

♦ Accountable for Oxxo (biggest stakeholder) & other KA volume forecast and management.♦ Improvement of Oxxo operational model, developing initiatives to reduce OOS and reduce returns.♦ Develop a relationship at all levels of the supply chain, engaging in workshops, activities and mutual agreements.♦ Creation and execution of tactical activities with trade marketing, during seasonality or boosting national activities.

♦ Accountable for the commercial and business plan progress with Oxxo and 7-Eleven convenience stores.♦ Category development for all Nestlé business units (chocolates, nutrition, liquid beverages, etc.)♦ Double-digit growth objectives, with full responsibility over the authorized investment/budget of the company.♦ Manage KPI ́s such as: SKU channel introduction, inventory control, commercial terms & conditions, fill rate, etc.

♦ Responsible for the liquid beverage business segment for the mayor convenience accounts in Mexico (Oxxo / 7-Eleven).♦ Development of the commercial and strategic plan, including volume objectives, budget, price increases, fixed expenses, among other key negotiations.♦ Accountable for trade expenses and double-digit growth, with full responsibility over promotional budget to achieve desired volume levels and higher rotation.

♦ Responsible for marketing and communication in the North region of the country.♦ Planning, negotiation and implementation of advertisement, sponsorships and corporate affairs with local and national media.♦ Recruitment of candidates for the EY Entrepreneur of The Year, competing for a spot in the global entrepreneur of the year gather, in Monte Carlo.

♦ Managing and planning advertising operations in several countries in North and Central America, the Caribbean and Europe for the Mexican Football Federation, CONCACAF, FIFA, Traffic Sports, among others.♦ International PR executive for “Sportsnomics Magazine” including PR activities and negotiations in Europe, U.S and South America.♦ Prospect and execute media partnerships and commercial exchanges with international sports magazine and events, in Europe, Africa and South America.

♦ In-field coordinator, in +12 countries for CONCACAF (North, Central America and the Caribbean Football Confederation) as well as different federations in the region.♦ Project leader in the FIFA World Cup in South Africa (2009-2010), providing hospitalities & services for international brands such as, Heineken, Sony, Cemex and the Mexican Football Federation.

♦ Analyzed and prioritized strategic capital expenditure projects in the country.♦ Planned budget and capital allocation (CBP) for 2008-2013 development projects.♦ Prospection and analysis of governmental construction projects across the country.

♦ Central America sales recompilation and consolidation into master data base.♦ Consolidation of monthly business unit results presentation, for unit director and managers. ♦ Creation and supervision of the international electronic portfolio