Gerardo Sanchez Trejo Email & Phone Number

Monterrey, N.L., MX

México

Associate Director leading the Growth and Commercial Strategy practice. At Tandem we help our clients make high-impact, growth and productivity decisions. We develop organizations to decide more and better, and we leverage data to optimize the way decisions are made.We have worked on over 1,100 projects with more than 250 clients across 30 countries and 5.

Monterrey, Nuevo León, México

• Responsible for helping our customers with commercial strategies to accelerate their results with the help of proven professionals and methodologies to tackle on the challenges and elements required to achieve.
• Optimized portfolio by 28%, enhancing overall market profitability through strategic SKU management.
• Generated savings of 10% in the trade promotions budget by identifying key promotions and designing successful future campaigns.
• Boosted Lead to Sale conversion rates by 50% through the implementation of advanced processes andtechnologies.
• Launched a Credit Department within a proptech environment, introducing a new business vertical thatcomplemented the platform's real estate offerings and diversified its service portfolio.

Monterrey, Nuevo León, México

Responsible for strategizing and executing initiatives to secure funding for a Private Equity group specializing in minerals and water projects. My role involves identifying potential investors, presenting investment opportunities, and facilitating capital acquisition to support the fund’s strategic objectives. Additionally, I leverage my industry.

Monterrey, Nuevo León, México

• In charge of the business development and growth of two startups acting as General Manager with full P&L responsibility. Responsible for the implementation of processes, business growth, strategic and commercial plans.
• Achieved sales growth of 5X (3 quarters in a row), with the implementation of an expansion plan and sales strategies, pricing strategy and effective customer acquisition activities doubling our customer base and.
• Optimized Contribution Margin by 15 points. Led a reconfiguration of the portfolio, prioritizing best-margin categories, implemented ROI per initiative using analytics, optimized promotions.
• Expanded the team from 5 FTEs to 50 FTEs. Led the expansion of the operations team and sales force to increase the regional reach of the company to 5 cities.

Monterrey, Nuevo León, México

• Reporting directly to the Country Director and functionally to the Chief Commercial and Digital Officer, leading a team of 50 direct reports and 360 indirect. CAPEX (US $160 M).
• Revenue growth of 4.5% (CAGR 18-20), with the implementation of over 100 initiatives per year, the evolution of our segmentation model, new service models and strategic investment in the point of sale we were the.
• Optimized Direct Market Investment and reduced spend down from 6.8% to 5.3% (as a % of sales). Led a reconfiguration of the investment, prioritizing initiatives, implemented ROI per initiative using advanced analytics.
• Improved distribution route productivity by 15%. Led the implementation of new service model of Dynamic Routing on 1,100 routes, as part of the digital transformation, leveraging real time GPS tracking technology.
• Customer Segmentation initiative - increased sales 2.1% across traditional trade customers. Implemented a new segmentation model focused on Value to Market for traditional trade, leveraging on Lifetime Value of the.
• Category management initiative - increased sales 5% across traditional trade. Led the implementation of a Category Management initiative for the traditional trade, reducing SKUs (Stock Keeping Units) on average of 200.

Monterrey, Nuevo León, México

• Reporting directly to the Chief Marketing Officer, leading a team of 12 direct reports and 14 indirect. Responsible for the design and implementation of the commercial strategy for Mexico, Ecuador, Peru and Argentina.
• Facilitated the acquisition of Coca-Cola Southwest in 2017. Responsible for the integration of a single commercial strategy across 5 legacy M&A, including the design and implementation of commercial best practice.
• Reduced the regional execution gap from 38 to 4.3 points in 3 years. Implemented a 3 day commercial summit for all the sales managers and the commercial team where we outlined the strategy for the year and presented.
• Supported a 4.7% increase in sales in traditional trade. Design and implementation of the Customer Love Score, an annual survey for our customers with 46 indicators to measure our ability to be the best commercial.

Monterrey, Nuevo León, México

• Reporting directly to the Revenue Growth Director, leading a team of 3 direct reports. Analysis of the beverages industry in the countries in which we operate, gathering of data from internal and external sources.
• Avoided a drop in sales* of 3.3% with EBITDA of 4.4%. Strategic planning and implementation of the pricing strategy for the IEPS Tax, including weekly reporting of price compliance and talking points for the sales.
• Improved contribution margin by US$5M by standardizing margins. Design and Implementation of the RGM (Revenue Growth Management) metrics and capabilities, having the first certified pricing professional team in the.
• Generated additional revenues of US$20M in the On Premise and rural markets. Implementation of price segmentation, with analytical tools.
• Led the first advanced analytics project which Microsoft and Neal Analytics to build a model from 200 external and internal variables to project daily sales.
• Led the due diligence and take-over team in the commercial department for the acquisition of the operations in Peru, resulting in additional revenues for US$32 M.

Tampico, Tamaulipas, México

Launch to market of new products for the soft drink category, design and implementation of promotional campaigns, local media programming and hiring. Responsible for the process of marketing strategic planning, implementation and monitoring of demand generation plans and the purchase and budget of promotional material and point of sale investments.

Tampico, Tamaulipas, México

Planning for new products launch to market, monitoring of strategies in the market, analysis of sales and share of market.

San Luis Potosí, San Luis Potosí, México

With a direct team of 70 people that served the channels of supermarkets, convenience stores and on-premise customers. Responsible for the service to Key Accounts customers. Negotiation with customers to design strategies to gain share of market and improve sales.

San Luis Potosí, San Luis Potosí, México

In charge of the sales estimates and sales reporting for the sales team of the distribution center. Led the implementation of the new customer segmentation model for a better service to our customers and profitability.

San Luis Potosí, San Luis Potosí, México

Profesor universitario invitado para la materia de Procesos de Comercialización.

Master'S Degree, Business Administration

Master In Business And Technology

Tech Leadership / Business Innovation / Core Skills

Global Advanced Management Program, Business Administration And Management, General

Bachelor'S Degree, Marketing

Business Marketing Strategy, Marketing

Leading With Big Data And Analytics, Marketing/Marketing Management, General

Strategic Data-Driven Marketing, Marketing

Discrete Choice Analysis: Predicting Demand And Market Shares, Mathematics And Statistics

Measuring And Managing Performance In Supply Chain And Logistics Operations, Logistics, Materials, And Supply Chain Management