Business Unit Head (Modelorama) | Revolutionizing Beer Retail In Mexico
Leuven, Be
In 2016, invited to lead Anheuser-Busch InBev’s small-format retail chain in Mexico (Modelorama). Without a word of Spanish and having never been to Mexico, moved to Mexico City and became the Business United Head of Modelorama.Assumed responsibility for the full P&L and a passionate team of direct reports across sales, marketing, finance, operations, technology, & expansion. Over ~3 years, led the team that transformed Modelorama from a “distribution channel” to a “leading retailer” at the center of a shopper-centric ecosystem.Key highlights:-Revenue doubled to ~$500M-Store count grew from ~5,000 to ~9,000-Double digit (CAGR) growth in revenue, profit, and same store sales-Built the marketing team, brand, & experiential campaign under “Sabemos de Cerveza” (“We Know Beer”)-Recognized by ABI's Board of Directors and global Senior Leadership, and by more than 40 domestic & international media outlets (earned, unpaid media). example: http://adage.com/article/cmo-strategy/ab-urges/310474/-Documentary about Modelorama providing employment opportunities in Mexico, discouraging Mexicans from crossing the border illegally garnered ~2.5M YouTube viewsAdditional highlights:-Created & launched the Modelorama Premium “Beer Boutique” store concept to elevate the brand & beer category in Mexico-Built & launched an e-commerce partnership with UberEats (the first retailer in Mexico to do this)-Created & launched social media strategy across all platforms-Defined the "winning profile" for a franchisee & reduced franchisee turnover by ~10%-Developed franchisee training programs, standard uniforms (first time ever), & best-in-class store execution manuals-Implemented store point of sale ("POS") technology-Tested artificial intelligence software to better manage store franchisees & shoppers-Implemented a corporate social responsibility program of “No Beer Sales to Minors”