Guillermo González Email & Phone Number

Monterrey, N.L., Mx

Monterrey, Nuevo León, México

México

Monterrey Y Alrededores, México

As global leader for strategy of the retail channel I have been responsible for the overall segmentation and market execution strategy for the retail channel (supermarket, convenience retail and food service), identifying consumer trends to drive portfolio optimization, design commercial campaigns and calibrate the merchandising and go to market strategy to maximize our sales and the ROI of our market assets; ensuring we implement relevant actionables to drive brand awareness, category performance, sales and sellout in our most important accounts across Latin America and the United States.Throughout my tenure, I have: - Led customer recruitment efforts and campaigns in the retail and D2C channels.- Designed and implemented improvements to loyalty programs.- Used content experimentation (A|B testing, etc.) methodologies to tailor messaging to consumers.- Created reports and dashboards for executives aggregating multiple databases.- Advised and led front and back-end optimization of consumer facing web platforms.- Built market research processes, collecting, transforming and labeling data for its exploitation.- Innovated the use of photo recognition technology to collect data from the market.- Led multidisciplinary teams including marketing, finance, logistics and other departments.- Created a data aggregation and transformation structure now used to report monthly, quarterly and yearly results to executive leadership & the stock exchange.- Innovated the use of the perfect order KPI & designed processes that enabled targeted actionables at a customer level.-Developed digital execution guidelines for Coca Cola's portfolio.Some of my achievements include:● Boosting YoY sales by 5% in retail channel 3 years in a row.● Increased execution quality index by 15%.● Acquisition of >4,000 customers in direct to consumer channel.● Improved returnables category coverage by 25%.● Improved perfect order KPI by 20%.● Achieved CAPEX savings of MXN 12.5 million.

Monterrey Y Alrededores, México

As part of the first generation of AC's trainee program I:-Learned and worked within five different areas in a 1.5 year time period: (1) Production, (2) management, (3) sales, (4) marketing and (5) logistics; in five different cities throughout Mexico.-Used cross-functional knowledge to design and implement an SKU rationalization and Picture of Success programme that generated incremental sales (+50% vs PY) for traditional trade Snacks customers in Monterrey and Guadalajara.-Collaborated closely with operations, learning directly from the field on their day to day activities to develop a hand-on approach and feasibility oriented mindset.

Monterrey, Nuevo León, México

Master Of Science (Msc), Global Project Management

Throughout my courses in Msc in Global Project Management I developed strong problem solving skills and collaborated closely with students.

International Excelency Program

My course at the Haas School of Business was International Economics where I got to share ideas and insights with top international.

Licenciatura, Negocios Internacionales, Modalidad Internacional

During my education I was trained in the diverse branches of business, more specifically oriented towards international business ventures..