Rafael Parra Email & Phone Number

Mexico City Metropolitan Area

Mexico City, Mexico

Lead Mexico Commercial Transformation initiatives to become a World Class Sales Organization:• Build a simplify and agile Commercial Planning process more effective, customer centricity and share gain driven through a brilliant execution at point of sale. Results: ~ 3 Months’ time reduction for Commercial Planning process driving a reduction of ~ 1000 hr/Mon of manual work across commercial teams through an automated planning tool.• Winning in Every outlet by measuring our execution standards through digital image recognition ensuring win market share and increase our sales productivity. Drive +100 bps of share gain by improving our execution at PoS: 18min reduction in sales driver check at PoS, per visit. Avg 45% of time save. Objective measurement for actual KPIs Share of Shelf – Out of Stock – Price – Product Assortment and additional shopper touch point. New KPIs for the organization: Share of Visibility, SoS per subcategory & innovation. £ 400K cost avoidance in external audits at PoS.• Lead a fit for purpose, efficient and effective commercial performance management agenda: Reduce ~ 400 hr/Mon of manual work across commercial teams. New Sell out Data Supplier / More Customers – better Quality and Frequency. Full data set integration for: Depletions / Financials / Execution / Market Nielsen / Iscam New commercial routines & Power BI Dashboard definition to improve our decision making process. Build a more Agile, effective & productive Commercial organization.• Guarantee our plans with the right people and capabilities for all Commercial organization in Mexico: 146 Direct, 27 third party, ~ 500 agency merchandisers and demos.• Lead and influence a full range of Stakeholder and level of seniorities locally and globally within the organization as well as external consultants to ensure market successful commercial transformation implementation.

Mexico City Area, Mexico

Lead NRM implementation in Mexico to deliver incremental value through headline pricing, promotional effectiveness and trade terms in a consistent way and based on global standards.- NRM Key Iniciatives delivers Incremental Revunue: 17.66 Mll : Princing: 15.2Mll, Trade Terms: 1Mll, Formats: 1.4Mll.- Incorporate NRM business outcome and tragets for all commercial leaders including: Price/Mix - Price increase - Formats - Promo Effectiveness - Trade Terms.- Integrate NRM into a planning and perfomance management.

Mexico City Area, Mexico

Lead Commercial Capabilities Strategy across all Latin American Markets and coach local capabilities team and leaders to be able to execute commercial programs through local faculties: • Create the condition for the capabilities strategy to succeed ensuring more than ~ 32 Commercial Executive Leaders trained as “Leaders as teacher” ready to deliver commercial trainings • Mexico 100% execution of Capability Roadmap by local faculty impacting around 227 people through 9 Face to Face Trainings.• More than ~ 450 sales people direct trained in Commercial Programs across Latin and North America Markets (Mexico, Panama, Colombia, Venezuela, Brazil, Peru, Chile, USA) ~ 65% of the total population with an average feedback above 4.6 out of 5.• Lead and build faculty to transform Diageo Capabilities to negotiate by executed Experienced and Advanced Negotiation training for all Commercial L4 and commercial Exec across Latin and North America: ~16 Team Leaders as Faculties impacting more than ~ 100 Key Account Managers.

Mexico City Area, Mexico

• Lead “License to Sell” and “License to Coach” Strategy ensuring global standard execution, exceeding number of people accredited by a truly change in commercial/selling behaviors. LTS: 25% to 84% - LTC: 90% to 93%. 2inaCar: 27% to 45% - 3inCar: 21% to 35%.• Lead the market reorganization based on new global capabilities approach and market needs minimizing business and people impact. As a result of £200K saving vs OH AOP Ensuring commercial Capabilities Outcomes. • Lead Commercial Standards agenda and moved market rating from Basic to Progressive against global benchmark. It was a great opportunity to learn and growth my influence through others ensure all commercial leaders understand the value and benefits to improve commercial processes and standards. • Define and lead Sales Incentive Program based on Depletion, Customer profitability and POS Execution as critical variable to reward sales executives. • Coach and Develop 3 direct reports (L5 Sr. Managers).

Mexico City Area, Mexico

Lead the modern trade channel planning and activation strategy for Mexico. Design and Implement Category/Brand/ Channel strategy & plans to drive commercial and trade strategy.Ensure that the commercial activities are implemented at the point of sales with excellence trough the Sales teams.Coach and Develop 3 direct reports.

Ciudad De México Y Alrededores, México

Design and lead the sales capabilities strategy for the Mexican market..Build commercial capabilities through training, coaching and other interventions within the entire sales organization. Influence and Support sales leaders to drive and execute Diageo Way of Selling methodology for total sales organization.Coach and Develop 2 direct reports (L5 Jr. Managers).Lead sales incentive program for Mexico.

Colombia

National Key Account ManagerResponsible for the long term customer development and the achievement of sales targets in Net sales value and gross profit for the Global Customer Carrefour and all their banners and formats.Responsible for build and negotiate the Joint Customer Plan focus in the fundamental drivers of business growth and value creation. Responsible for the sales development and performance of my team. ( 1 Customer Marketing Coordinator L6 ) (5 Sales Executives L7 )

Colombia

LA 14 Key Account Manager Responsible for the long term customer development and the achievement of sales targets in Net sales value and gross profit. Responsible for build and negotiate the Joint Customer Plan focus in the fundamental drivers of business growth and value creation.

Colombia

Sales Executive for Modern Trade Channel (LA 14, Success Group, Carrefour, Olympic Carulla Vivero) for Home and Personal Care and Foods in Cali Colombia.1.1 Responsible for regional negotiations and sales targets. 1.2 Responsible for execution at point of sales managing around 30 merchandisers and promoters.

World Class Leaders Program, Organizational Leadership, In Company Program

Especialista En Mercadeo, Marketing

Economía Y Negocios Internacionales, Negocios Internacionales

Administración De Empresas, Administración De Empresas

Bachiller, High School/Secondary, Bachiller