Everardo Fernandez Sanchez Email & Phone Number

Ciudad De México

México

- J&J Key Initiatives launch in Modern Trade, Wholesale & Pharma- Land marketing campaigns to POS, securing a strong communication and call to action with shoppers- Develop new ways to merchandise and position J&J Brands at POS- Path to purchase development- Recruit & Retain program for J&J main brands- JBP participation with key retailers- ECommerce initiative development

Mexico City

Commercial link between marketing and sales channels to secure reaching annual plans (including innovation launch, revenue management initiatives and core brands growth)• Relaunched Quaker Stila brand with first multicategory PDQ development and deployment, avoiding price comparisons and gaining additional space at point of sale, achieving a +12% growth during Q4 for Quaker brand.• Supported Quaker Oats in Mexico with specific channel plans, consolidating Mexico as the only country… Show more Commercial link between marketing and sales channels to secure reaching annual plans (including innovation launch, revenue management initiatives and core brands growth)• Relaunched Quaker Stila brand with first multicategory PDQ development and deployment, avoiding price comparisons and gaining additional space at point of sale, achieving a +12% growth during Q4 for Quaker brand.• Supported Quaker Oats in Mexico with specific channel plans, consolidating Mexico as the only country among developed markets that reported a revenue growth in 2014-2015• Launched Kacang Brand (Nuts & Seeds) in the traditional trade channel, obtaining a +3pp market share growth for PepsiCo in Nuts & Seeds category in 2013. Show less

Mexico Df

Shopper Marketing strategies for Foods CategoriesInnovation, Renovation Trade launch coordination and forecastingTrade events support by customer and point of sale format

In charge of Customer Segmentation project for PepsiCo Foods, Inter-channel pricing framework and Competitive Intelligence.• Developed and implemented the Customer Segmentation project, winning a PepsiCo award as the most relevant project in 2014 (Capitalizing Emerging Supermarkets). • Developed a new Inter & Intra Channel pricing strategy, obtaining a 30% reduction in pricing conflicts in 2012.

Mexico City Area, Mexico

Develop Revenue Management initiatives to reach profitability targets.• Mapped and implemented a new Revenue Management process (pack price, mix management and trade spending) for Sabritas and Gamesa business units• Developed a new Portfolio Optimization process for Sabritas, reducing product innovation stales in 2011 by 8pp.• Developed a new Smart pricing process to strengthen price decision-making, minimizing price differentials and simplifying price-increase negotiations with key… Show more Develop Revenue Management initiatives to reach profitability targets.• Mapped and implemented a new Revenue Management process (pack price, mix management and trade spending) for Sabritas and Gamesa business units• Developed a new Portfolio Optimization process for Sabritas, reducing product innovation stales in 2011 by 8pp.• Developed a new Smart pricing process to strengthen price decision-making, minimizing price differentials and simplifying price-increase negotiations with key customers. Show less

In charge of Alegro (Sonrics) commercial deployment nationwide.• Decreased Alegro RSRs turnover by 10pp through a deep understanding of sales representatives drivers and competitive landscape, achieving a new sales compensation variable scheme and an incentive plan to strengthen RSR permanence in the company• Developed a new Franchise commercial model for Alegro business, achieving distribution negotiations with Perfetti van Melle, Hersheys and Tajin, supporting product portfolio for our… Show more In charge of Alegro (Sonrics) commercial deployment nationwide.• Decreased Alegro RSRs turnover by 10pp through a deep understanding of sales representatives drivers and competitive landscape, achieving a new sales compensation variable scheme and an incentive plan to strengthen RSR permanence in the company• Developed a new Franchise commercial model for Alegro business, achieving distribution negotiations with Perfetti van Melle, Hersheys and Tajin, supporting product portfolio for our sales force and accounting for +30% sales increase in this product mix in 2010.• Developed an innovative proposal to strengthen Alegro Go-to-Market capabilities, delivering in 230 new routes opened in 2009 and capturing more than 50K customers that accounted for a 10% growth in Alegro revenues. Show less

In charge of Merchandising strategy for Sabritas business- Designed and deployed a gravitational rack strategy, delivering different types of racks to meet customers space restriction

Commercial strategy setting and plans deployment to deliver growth targets.• Designed a deployed a new commercial plan in Merida (incl. a new communication plan to salesforce and customers supported by our spokeperson Armando Manzanero), delivering a +4 pp SOM recovery and a stronger connection with regional consumers.• Developed strategic thinking in the local Frontline Team to better understand, analyze and develop action plans to improve market share trends.• Developed an… Show more Commercial strategy setting and plans deployment to deliver growth targets.• Designed a deployed a new commercial plan in Merida (incl. a new communication plan to salesforce and customers supported by our spokeperson Armando Manzanero), delivering a +4 pp SOM recovery and a stronger connection with regional consumers.• Developed strategic thinking in the local Frontline Team to better understand, analyze and develop action plans to improve market share trends.• Developed an innovative merchandising plan to meet all customer-type needs, having a positive impact in product turnover (+9%). Show less

In charge of delivering relevant insights and development of strategic commercial plans for Sabritas and Sonrics businesses.• Developed a satisfaction survey to better understand Sabritas salesmen key drivers, achieving a 8pp turnover reduction and the launch of the National Sales Contest (still being held after 12 years).• After a thorough competitive landscape analysis, launched a new Market Share Armor Plan in A6, including a regional marketing plan (Armando Manzanero), developing… Show more In charge of delivering relevant insights and development of strategic commercial plans for Sabritas and Sonrics businesses.• Developed a satisfaction survey to better understand Sabritas salesmen key drivers, achieving a 8pp turnover reduction and the launch of the National Sales Contest (still being held after 12 years).• After a thorough competitive landscape analysis, launched a new Market Share Armor Plan in A6, including a regional marketing plan (Armando Manzanero), developing new merchandising tools (Gravitational), aggressive rack installation efforts, promotions and communication plans to customers. Show less

Raw materials planning for all Sabritas plants nationwide.• Achieved a smooth Polycel BOPP supplier transition (involving 80% of Salty mix sales), ensuring a flawless execution (i.e. no obsolete package generation, securing production lines operation without risk plus decreasing Sabritas dependence to one supplier).• Developed a new Commodities automatic reposition plan for all Salty plants, reducing Sabritas working capital by 9%.

Industrial Engineer, Ingeniería Industrial

Supply Chain Specialist, Supply Chain Management & Logistics

High School

Education record

Mba En Emprendimiento Digital, Business, Management, Marketing, And Related Support Services