Fernando Ramirez Email & Phone Number

Ciudad De México, México

México

- Responsible for the financial results with annual sales of over USD$450 MM.- Design and implementation of commercial strategies with national retailers, Wholesalers and e-commerce (Line up, Events, Trade Mkt, etc.).- Development of new distribution channels and customers. - Analysis of competition, products, pricing, profitability, etc

México

- Responsible for the financial results of the business unit with annual sales of over USD$70 MM and EBITDA of USD$15 MM.- Design and implementation of e-commerce business model and long term strategies.- Development of new distribution channels and customers. - Design of new Business Model for Builder´s Channel and Market Intelligence Report.- Design and implementation of commercial strategies with specialized channels (Line up, Events, Trade Mkt, etc.).- Analysis of competition, products, pricing, profitability, etc.- Head Count: 15 people (2 KA Managers, 1 New Business and Proyect Manager, 1 Trade Marketing Manager, 11 Sales’ Executives)- Profits and Contributions: Annual growth of 4% in sales and 21% in EBITDA vs 2011 (Market decrease: 7%). 2009-2012 EBITDA CAGR 11.5%. Annual Revenues of USD$5 MM and EBITDA of USD$2 MM with new distributors/Clients).

- Responsible for the financial results of the business unit with annual sales of over USD$100 MM and EBITDA of USD$15 MM.- Design and implementation of commercial strategies with key accounts (Line up, Events, Trade Mkt, etc.).- Design and implementation of Category Management Program in SEARS.- Analysis of competition, products, pricing, profitability, etc.- Head Count: 13 people (10 Key Account Sales’ Executives, 2 Trade Marketing Coordinators and 1 Category Captain)- Profits and Contributions: Annual growth of 10% in sales and 58% in EBITDA vs 2008 (Market decrease: 6%). Positioned Liverpool as Mabe’s #3 customer and #1 in EBITDA (Market Share Increase from 32% to 38%). Improvement in commercial relationship with clients.

 Responsible for the financial results of the business unit with annual sales of over USD$500 MM and EBITDA of USD$52 MM (Products manufactured by global suppliers complying with Mabe’s quality and sourcing standards). Design and implementation of global and regional commercial strategies oriented to increase global products’ sales improving the positioning of Mabe’s brands. Led negotiation with global suppliers in Asia, Europe and America. New products development manufactured by third parties. Design and implementation of projects oriented to improve productivity and the quality of the product. Detection of new business opportunities in different countries (North, Central and South America). Search and development of new suppliers and/or products.  Head Count: 11 people in Mexico (3 Managers, 8 Coordinators), 2 in Canada (1 Manager, 1 Coordinator), 2 in Central America (1 Manager, 1 Coordinator), 5 in Andean Countries (1 Regional Manager, 4 Local Managers), 2 in Brazil (1 Manager, 1 Coordinator) and one Product Manager in Argentina.Profits and Contributions: 2007 sales growth of over 18% vs. 2006 and 10.2% vs budget. EBITDA growth: 25% vs. budget and 36% vs 2006.

 Design, development and execution of:o Commercial strategies oriented to increase profits, sales, market share and relationship improvement with Mabe’s key accounts in the Mexican Appliances Industry.o Category Management and Loyal Clients Program. Mabe’s commercial representative in ANFAD (Asociación Nacional de Fabricantes de Aparatos Domésticos) and other organisms. Market, pricing and competition analysis (by sales channel, region and product). Elaboration, management and control of:o Promotions at national, regional and/or specific clients level.o Budget Administration (Sales). Head Count: 5 people (1 Administrative Manager, 1 Category Manager, 1 Analyst and 2 Coordinators). Profits and Contributions: Led development and implementation of category management practices with Wal-Mart. Led development of the Loyal Clients project representing annual sales of USD$10 MM with the goal to reach sales of USD$80 MM within the next 3 years. Led the simplification and automatization of processes and reports for the Commercial Area.

México

- Negotiation with Key Global Accounts in Mexico (SAMS, Wal-Mart, Home Depot and COSTCO).- Responsible for USD$70 MM annual invoicing.- Elaboration and implementation of key accounts commercial strategies.- Definition and implementation of line up with each account.- Analysis of competition, prices, EBITDA, etc.- Head Count: 3 people (Sales’ Executives)- Profits and Contributions: Annual growth of 42% in sales and 56% in EBITDA. Positioned Wal-Mart/Sam´s as Mabe’s #2 customer (#1 2006 Vendor Award). Improvement in the commercial relationship with clients.

Ciudad De México, México