Federico Serrano Email & Phone Number

Mexico

México

Responsable de la estrategia comercial (B2B) de la compañía, gestionando +1,000 clientes activos (Proveedores & Retail) para fortalecer a la Cadena de Suministro. Evolucionamos de un proceso de servicio transaccional a un proceso de valor agregado donde el foco está en atender las necesidades de los clientes en tiempo, calidad y cantidad de pallets, asegurando el arribo de productos al punto de venta (Retail)

México

Implementación de estrategias y herramientas tecnológicas para la transformación digital de los equipos de Ventas y Marketing, logrando acelerar el crecimiento orgánico de nuestros clientes. Siempre "empoderando" a los equipos de trabajo para alcanzar los objetivos del negocio de manera rentable.

Mexico City Area, Mexico

In charge of developing and implement marketing business Strategies & plans to achieve growth in a complex industry scenario- Fully accountable for Coca Cola NCB’s Brands: Del Valle, Santa Clara (Milk, Yogurt, Cheese ), Powerade, Fuze Tea, Vitamin Water, Monster & AdeS Portfolio. Improving key brands indicators as “Brand love”, “Preferred Brand”, “Brand awaness”, “Worth what it cost”, etc, to accelerate sales and market share - In charge of Pricing strategy, Discounts and Promotions for total Company portfolio (RGM). - Re-launched company’s website, balancing bands communication, social responsibility, entertainment as a source for new consumers- Improved Digital Media and new e-commerce platforms (Rappi, Cornershop, Uber Eats, etc.) to capture new consumers (Millenials - Gen.Z)

Mexico City

Generate, develop and lead commercial strategies to overpass OT Sales targets, assuring profitable and sustainable growth • Manage $1.2B USD Revenue and $300MM USD in Discounts and allowances • Redefined OT sales team, evolving from a traditional KAM structure to a Customer Business Team focus• Develop a Commercial Strategy Area, as the source for market recommendations and call to action driver for the Milk, Yogurt, Cheese and Desserts business lines which created a non dependent dairy product organizational businesses• Led Category Management, Trade Marketing, Market Intelligence and Sales Planning teams to create a holistic organizational business approach • Assured OT sales channel P&L (top and bottom line) results, creating a financial accountable sales team

Mexico City

Generated, developed and coordinated commercial agenda to fulfill sales objectives (Sabritas, Gamesa, Quaker and Sonric’s), to ensure profitable and sustainable growth. In charge of $850MM USD Revenue and managing $140MM USD in Discounts & Allowances.• Delivered in 2011 +2.9% above Annual Revenue Plan (+11.9% Vs LY) and improve Controllable Contribution Margin +1pp vs Budget.• Support Executive Sales VP by leading the Strategic Development Plan (Innovation and Growth Plan) and the Annual Sales Plan (AOP) which assure annual targets.• Designed, managed and evaluated channel monthly “Priorities” by Business Unit (Sabritas, Gamesa, Quaker and Sonric’s) to capture incremental sales opportunities and gain market share which resulted in +1.5pp Share of Market vs ’11 (Total OT PMF).• Implemented new Sales & Operation Processes (S&OP) to align Sales, Demand and Production forecast for the OT Channel• Defined P&L strategy by Retailer at Net Revenue / Controllable Contribution level. Which Includes a D&A strategy and Go to Market model• Led alignment of OT Channel Strategies through an innovative e-communication of commercial activities (promos and discounts) toward Sales force assuring Sales Tactics to fulfill Revenue, NOPBT (EBIT) and Market Share.• Led Cultural Change at OT Channel, supporting Talent & Culture Strategies for the new company.

Master Of Business Administration (Mba)

Economia