Dorian J Cruz Email and Phone Number

Responsible for developing the Soft-drinks, Water, Juices, Teas, Heineken Beers and Monster Energy drinks businesses in the FEMSA territory (>50% of Brazil volume) in the context of relevant M&A: 3 major Coca-Cola Bottlers were acquired (Ciaflu, SPAIPA and Vonpar) besides AdeS from Unilever.The core strategic journeys during my charge include:-Sparkling OBPPC/Portfolio complete reconfiguration to grant a clear segmentation and penetration of each socioeconomic level-Profitability turnover of Del Valle/Leão and Water (Crystal) joint-ventures (both were operating with losses)-Incorporation of a financial marketing vision supported by the most advanced technological analytics platforms for Revenue Management, BI and Demand Planning-Revolution of our Digital strategy targeting consumers, retailers and sales force-Execution turnaround at the Point of Sales through simplification of our pictures of success, technological tools and operational focus and processes-Brand construction and engagement fostered by global scale assets and events: Christmas, FIFA Worldcup Brazil 2014, Olympic Games 2016 among others.

In command of the elaboration and execution of the Marketing Business Plan focusing on OBPPC (Occasion, Brand, Package, Price and Channel) for both, Sparkling and Still beverage brands (water, Del Valle juices, Teas and Coffee) with a 360º degree vision: -Portfolio (brand-package-price architecture)-Consumer communication (Strategic definitions and co-creations processes along with The Coca-Cola Co.)-Promotions-Channels (occasion based buy and consumption) and sales force.

Responsible for designing and operating national and tactic promotions (targeted to consumers, trade or both)-Media planning, executing and campaign tracking-Marketing assets management including major Image Accounts negotiation-Design and production of our brands big events, both proprietary and sponsored

In charge of the elaboration and execution of the Trade Marketing Plan (channels, launches, commercial intelligence, cooler matrix, advertising, promotions, events and regional key accounts) for the territory that comprised Veracruz, Tabasco, Oaxaca, Chiapas and Puebla states.

-Responsible for the gaps mapping process and synergies design (including financial quantification) for the Marketing and Commercial areas in Colombia and Venezuela during the M&A process of PANAMCO which was the major Coca-Cola Bottler in Latin America-Creation of first 100 days plan while supporting the operational takeover

In charge of the largest business unit of the company at that time, Coacalco, which attended over 25,000 retailers with more than 100 distribution routes. Responsibilities included Sales, Distribution, Merchandising, Administration, Human Resources, Warehouse, Logistics and Fleet.

Head of Atizapan Distribution Center which served over 6,500 retailers, coordinating the sales, delivery and merchandising teams

Designer of the B2B and B2C marketing strategy, pilots definition and execution, quantitative and qualitative evaluation and final recommendations formulation for the implementation of the e-commerce platform in Mexico and Argentina

-In charge of the trade marketing plan for the Home-Market channels (small boxes, moms and pops, drugstores, among others) defining pictures of success, point-of-sales equipment and incentives.-Responsible for the coolers matrix and acquisitions, including co-creation of new and exclusive equipment together with the industry´s largest players-Launch and development of the Loyalty Program

Responsible for the execution of the trade marketing plan for the on-premise and home-market channels of the metropolitan region of the State of Mexico covering 6 Distribution Centers

Responsible for the commercial performance, including sales, distribution and merchandising of Mexico City´s central sector

In charge of translating and producing training materials , as well as planning and operating the Customer Service Training Program in the stores that conformed Grupo Cever´s network