International executive with 25+ years of Commercial & MKT experience delivering consistent results. Proven track record managing P&Ls, driving revenue, increasing profitability and generating market share growth in Education & Food and Beverages sectors (US$40M/500M in Revenue and US$13M/$60M EBITDA).I have developed and implemented successful commercial strategies in complex environments in different Business Units. Extensive experience in Strategic Planning: LRP's, Operational Plans; Sales Strategy: Sales Plan, Sales Process Design, Compensation Models, CRM Implementation; Brand MKT: Positioning, Advertising, Market Research, Media Planning & Buying, Consumer Journey; Digital MKT: Strategy & Media Buying (Google, FB, YT) Lead-Acq. Funnel Management, Conversion Rate Efficiency; In-depth knowledge of Millennial and Centennial generations.Proven ability to transform Strategy into Action. Specialized in problem solving and leading cross-functional results oriented teams up to 800 people. Ability to mediate with high performance executives to work as a team and achieve common goals. Firm believer that Innovation and continuous improvement are the key avenues for business growth.
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CeoMexicana De BecasMexico City, Mexico -
Consulting | Marketing | Business Strategy | Business Development | Sales PracticesThe Partnering Group May 2024 - Present -
Commercial Vice PresidentInstituto De Formación Digital (Certificate) Aug 2021 - PresentMéxicoDesign and implement MKT & business Strategy. Design, build & launch website. Define and implement New Products, Campaign, Digital Media and B2B Strategy
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Vp Busines DevelopmentLaureate International Universities Feb 2020 - Apr 2021Ciudad De México, MéxicoDefine and implement growth strategy (New Product Development, Expansion, Marketing, Operations, etc.) for 5 business units (Online, B2B, Short Courses, Tech-Voc, Insurance), to ensure profitability and incremental revenue generation, reporting to CEO Mexico and COO UVM, Member of the Steering Committee, with a team of 74 people.- Online: +20K students. US$42M Revenue, US$12M EBITDA, +40% growth in 2020.- Responsible for the growth of the B2B & Short courses unit: US$7M Revenue, US$2.5M EBITDA, +35% growth in 2020.- TSU: +2% growth in 2020- Insurance US$20M Revenue, US$15M EBITDA, +5% growth 2020 -
Commercial Vp (Sales & Marketing)Laureate International Universities Nov 2015 - Feb 2020Ciudad De México, MéxicoDevelop and Implement Marketing Strategy (Portfolio/Innovation, On & Off line Campaigns, Media Planning & Buying, Funnel, Call center); Digital Mkt Strategy (Lead Generation, Performance, CPL, CPA, Digital Branding), as well as define and Implement Commercial Strategy (per Business Line / 36 campuses nationwide / +120 Programs, Goals & Incentives), B2B and Pricing strategy. Managing US$28M budget. Reporting to the CEO, member of the Steering Committee, with a team of 870 people.• Position UVM 1st place Top of Mind in SEL C+ and Top 7 overall segments in Mexico.• Launch of the "Prepárate" campaign in mass and digital media, generating +450K leads per year.• Enrollment of 65,000 students per year• Launch of the internal call center, generating 25% cost efficiency.• Standardization of commercial process in 35 campuses, Commercial Operation Manual, Incentives & commissions and Sales Contest.• B2B +150 companies to enroll 6,000 students per year.
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Academic Operations DirectorUniversidad Del Valle De Mexico. Laureate International Universities Jan 2014 - Nov 2015Ciudad De México, MéxicoDesign and lead the Academic Operations Strategic Plan for 36 campuses. Ensure communication between the academic teams of the campuses & Regions with the different corporate areas. Reporting to the Rector, with a direct team of 5 people and coordinating 110 team from the Institutional Rectory.• Define and implement the Academic Quality Standards on campuses.• Management of the Academic Budget US$4M and US$15M CAPEX.
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Premium Brands Director: Heineken, Dos Equis, Bohemia, Strongbow.Cuauhtemoc Moctezuma Mar 2013 - Jan 2014Monterrey, Nuevo León, MéxicoDesign and Implement Strategy for each of the brands: Communication/Price/Promotions/Distribution/Innovation. Design and implement Launch plans and Collaborate with sales team for the achievement of Sales and PDM targets. Report to Marketing VP with a team of 7 people.• Successful National Launch of Heineken and Strongbow, exceeding +30% of target.• Positioning and Unique XX Campaign for Mexico and USA. -
Media And Sponsorships DirectorCuauhtémoc-Moctezuma Jun 2003 - Mar 2013Monterrey, Nuevo León, MéxicoDesign the Media Strategy for +15 brands. Media Buying with Television, Radio and Outdoor Groups. Design and implement Asset Strategy for each of the 15 brands. Negotiate brands properties with Football, Baseball, Musical Groups, Boxing promoters the. Manage US$125M budget. Reporting to Marketing VP, managing a team of 40 people.• 8% annual cost reduction in TV negotiations.• Launch of the first Digital strategy for the Indio brand.• Sponsorship of 50% Soccer League, 70% Baseball Leagues, 80% Boxing and 75% Music Groups.
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Trade Marketing Director Oxxo & Ccm SixCuauhtémoc-Moctezuma Oct 2002 - Jun 2003Monterrey, Nuevo León, MéxicoNegotiate and Implement Trade Strategy with OXXO. Reporting to Marketing VP• Establish annual promotions and communication plan for +10,000 points of sale.• Design and Implementation of all Point of Sale material (Coolers/Banners/etc).
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Brand Manager: Carta Blanca, Dos EquisCuauhtémoc-Moctezuma Jun 2000 - Oct 2002Monterrey, Nuevo León, MéxicoDesign and Implement Brand Strategy for each brand: Communication/Price/Promotions/Distribution. Collaborate with sales team to achieve Sales and Market share objectives. Report to Marketing VP with a team of 7 people.• Launched CB Soccer Campaigns with Tigres/Rayados.• Led Resort Project for XX with USA for Cancun, Vallarta and Los Cabos.
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Marketing Director For Europe/Africa/Middle EastCuauhtémoc-Moctezuma Feb 1999 - Jun 2000London, Reino UnidoDesign and implement Sol Brand Strategy in Europe. Negotiate commercial operation with importers in France/Switzerland/Belgium. Report to Dir International with a team of 6 people.• Unify communication strategy with Mexico• 10% annual sales increase
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Jr Brand Manager Sol, XxCuauhtémoc-Moctezuma Jul 1995 - Feb 1999Monterrey, Nuevo León, MéxicoExecute marketing strategies to build, position and win PDM. Coordinate Advertising campaigns, Implement Activation Plans and Supervise Dealers in the execution of the Commercial Strategy. Report to Brand Director.
Daniel Cuellar Education Details
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Master Of Business Administration (M.B.A.) (90%) -
Bachelor´S Degree Chemical And Systems Engineering
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Diploma Marketing Channel Strategies -
Diploma Consumer Marketing Strategy
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Diploma World Marketing Skills Mexico - Usa
Frequently Asked Questions about Daniel Cuellar
What company does Daniel Cuellar work for?
Daniel Cuellar works for Mexicana De Becas
What is Daniel Cuellar's role at the current company?
Daniel Cuellar's current role is CEO.
What schools did Daniel Cuellar attend?
Daniel Cuellar attended Tecnológico De Monterrey, Tecnológico De Monterrey, Northwestern University - Kellogg School Of Management, Northwestern University - Kellogg School Of Management, The University Of Texas At Austin.
Who are Daniel Cuellar's colleagues?
Daniel Cuellar's colleagues are Erika Muñoz Córdova, Cris Argueta, Carmen Sotelo, Maricela Martínez Martínez, Rosalinda Zavala Ita, Rebeca Ramirez, Gabriela Cruz Gregorio.
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Daniel Cuellar
Gerente Nacional De Control - Dirección De Administración En Bimbo S.A.Mexico City, Mexico2grupobimbo.com, grupobimbo.com -
1gmodelo.com.mx -
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2cable.net.co, ncr.com
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