Felix Rojas Email and Phone Number

Accomplishments:- Led Fireball Cinnamon Whisky to become Dom. Republic’s largest shooter spirit- Led Fireball Cinnamon Whisky to become Dom. Republic's second largest market in LATAM- Led Fireball Cinnamon Whisky to become Puerto Rico’s 3rd largest whisky in market (IRI)- Responsible for leading the Caribbean launch and distribution system of Plantation Rum brand in 2019Responsibilities:- Responsible for the development of the company's leading spirits portfolios (Sazerac and Stoli Group) in the Caribbean Region.- Sales & Commercial Manager and P&L performance responsible for key strategic markets (Bahamas, Dom. Republic, Puerto Rico and Belize) for all brands in the company's portfolio (+200)- Lead the portfolios expansion in the markets, assuring the right distributor partner, resources, and capabilities in place to deliver the strategy.- Responsible for achieving defined Annual Operating Plan targets per brand in assigned markets and monitor A&P and trade spend, market share, promotions, execution, and distributors specific objectives.- Build and maintain a high level of strategic alignment with distributor's Senior Management to create a high-performance organization.- Propose and support the development and implementation of Sales incentives, training, and KPI's.- Follow up and control accounts collectable from partners as well as accounts payable (Invoices, Trade spend claims, rebates, etc).

Accomplishments: - Started the brand’s duty-free global expansion, Becoming DUFRY’s preferred Dominican Rum player and partner in EU and EMEA regions- Led the brand expansion onto the following markets (Antigua, Argentina, Bahamas, Barbados, Belize, Bolivia, Cayman Islands, Costa Rica, Colombia, Ecuador, Guadeloupe, St. Maarten and USVI.-Commercial Rep of the year 2016, 2017 and 2018Responsibilities:- Responsible for all LATAM Markets and Global Duty Free retailers globally.- Establish goals and objectives for each territory, supported on a highly efficient resource management and its financial P&L impact.- Define and implement strategic marketing plans that meet organizational objectives and guarantee their compliance and orientation towards the needs and behaviors of each market.- Responsible for anticipating & identifying opportunities and/or or issues that potentially could add value or prevent the business from meeting/exceeding or under delivering against commercial objectives.- A&P Budget management. Management and data input of A&P spending, invoicing, A&P evaluation/effectiveness to ensure no overspend within assigned territory.- Provide product and consumption training to our distributors and their sales force and staff, guaranteeing effective sales arguments from the source direct to consumers.

Accomplishments: - Led FMCG brand “Dona Gallina” (To achieve all time high sales record in a month (2.4 tons) (March 2012)- “Innovation 2012: Successful launch of “Dona Gallina Doble Capa”Responsibilities:-Define strategies and growth plans to strategic customers (Wholesalers - Distributors), fostering their development in their coverage areas, minimizing the shortcomings of the rest of the distribution chain.-Reach for steady brand profitability increase through effective resources management with a clear sense of the cost- benefit ratio.-Ensure brand strategies implementation, exposing leadership to commercial and all other areas, guaranteeing executions excellency.-Assure the brand's purchasing reasons throughout Premium channel executions.

Accomplishments:- Marketing Trainee Program Graduate 2008- Central America and Caribbean Area Marketing Trainee Participant - 2010- Responsible for the launch of Dunhill Brand in Dominican Republic - 2010Responsibilities:- Contribute with the development of strategic and operational brand plans in order to achieve the proposed regional office objectives. - Analyze and understand the market and its brands and segments dynamics in order to identify and recommend new business opportunities and contribute with better decision makings. - Monitor our products performance and develop initiatives to contribute with our marketing mix.- Effectively manage resources and processes, in order to ensure the correct implementation and assessments supporting decision-making. - Analyze Brand profitability variables and recommend new opportunities.

Develop operational plans according to agreed marketing activities following the allocated budget, creating success measuring guidelines.Ensure that negotiations in all imaging channels within key accounts, establish a more competitive position within the market, in order to achieve objectives. Develop marketing business reports, distribution information and performance analysis of all different accounts, providing support for better decision making.

Promote volume in strategic business accounts through supervision and sales controls, by establishing clear volume objectives, forecast and evaluation of actual sales.Increase total market share by implementing the activities and coordinating /overseeing the total sales result and comparing them with our measurement agency. Conduct commercial activities in order to achieve customers and consumers cycle planning objectives, contributing to enhance our consumer’s disposition funnel. Ensure that the objectives in terms of availability, volume, margins, out of stocks and product freshness are satisfactorily achieved in all outlets in order to meet consumer needs.

Leader of a sales representative’s structure, focused in the construction and development of premium brands in the metropolitan area of Santo Domingo, DR.Ensure availability and freshness of all BAT’s brand portfolio in order to meet all tastes and preferences of local market consumers.Monitor all performance indicators (KPIs), in order to ensure compliance with sales targets, coverage and credits.Manage the reps fieldworks, identifying areas of opportunities (coaching) proving guidance for their skills improvement.Evaluate and propose new distribution alternatives and initiatives to help improve our customer service and to guarantee the efficiency of the company’s resources.