Fernando Jiménez Email & Phone Number

Querétaro, México

Inspire and influence cross-functional and multi-regional teams and engage internal and external partners to drive the best portfolio, innovation and business models • Lead the category vision from a comprehensive review of global macro trends, pet and pet parent insights, trends, purchasing behavior, retail sales and customer insights. To a category-specific execution for omnichannel.• Build distribution and innovation building blocks, +$2 million USD, for Self-Services based on the Picture of Success• I advised market research and analyzed consumer opinions to identify new opportunities.

Querétaro, Mexico

Responsible of developing confectionery category for proximity, wholesalers, and self-services. Accountable for leading the Picture of Success Strategy to ensure the core portfolio in our customers of Modern Trade and Traditional Trade. • Lead the most important organic project to achieve quality growth through ownership of the development of the entire strategy and execution of the portfolio and distribution. This project impacted with +$2.5 million USD for MARS Mexico. • Collaborate with one of our largest clients in the confectionery industry, OXXO, to agree on the resources and timing needed to deliver above-market category sales growth. MARS and the category grew +5% vs previous strategy (in-store category solution).• Conquer the main wholesale customers with a core confectionery portfolio, mainly to develop their transaction area and increase their sales +50%-100%. • Leveraging established business planning processes in order to ensure volume for our customers and great customer service.• To be the main advisor for the best practices of the E-Commerce business and generate more purchases per purchase occasion.

Mexico City, Mexico

Responsible for the Laundry and Home Care Henkel Brands for one of the main clients of national supermarkets, Chedraui.• Foster and maintain relationships by creating new growth opportunities through observing sales behavior to identify opportunities for improvement; promotions, increasing reach, and draining inventory (Reduce inventory 40 days, increase SO trend +14%).• Budget planning focus in the core portfolio and most important seasons.• Lead the JBP to agree the scope, timing and resources required to deliver the customer and business vision

Mexico City, Mexico

Responsible of managing Laundry and Home Care category for the traditional channel • Improve our clients category knowledge through sales analytics, shopper insights, market trends and actual opportunities. This information is shared with them face to face in their headquarters across the country.• Generate a new strategy proposal for the their points of sales resulting in +22% shopper spending per year.• Boost the most valuable segments of the category by improving their product portfolio and shelf journey.• Define weekly functions to the agency staff who support us with planogramming and sales data.• Solicited information from our clients to make accurate analysis and decisions. • Bimonthly Business Review with the Top Management People

Mexico City, Mexico

Responsible of managing Coffee, Culinary Dairy, Infant Formula, Baby Food, and Powdered Milk categories for the traditional channel • Generate 5 new strategies within each client deadline according to the market trends. Improving shelf visibility and product rotation.• Creation of selling stories for essential products across the country, based on sales importance and performance. Ensuring product presence and/or 90% - 100% of their distribution in the clients total stores.• Constant team work with marketing to help them identify their opportunities with the clients across the country.

Mexico City, Mexico

Responsible of managing the categories knowledge and work as the central strategy brain• Generate an internal consultation tool that contains all the information related to a category such as trends, consumer, shopper, market, channels & competition, and understanding of our brands. Launched in a digital consultation document.• Generate the master strategy shelf with the objective of unify the shopper experience across channels.• Creation of selling stories for new products; market target research, sales potential, category assignment, point of sale location, and 5 year forecast• Price elasticity analysis and optimal gap for our portfolio vs the competition.

Mexico City, Mexico

Responsible of support the area with sales and shopper data• Analysis of customer information; monitoring market share, rollbacks (Nestlé and competition). Generating insights to accelerate the development of our brands.• Analyze stores potential with sales demonstrators and generate KPI’s that measure stores with and without support

Executive Mba

Bachelor'S Degree, Business Administration And Management, General, Exchange Program

Bachelor'S Degree, Marketing