Gerardo Sánchez Basurto Email & Phone Number

Monterrey, N.L., Mx

Cdmx

Leading 4 team members as back office, but also the POS operation with more than 130 collaborators, I am responsible for creating the strategies to make Clip a relevant brand through visibility solutions and a trained, engaged and motivated operations team.Achievements:* Generate the business case in order to create a new structure for both back office (shopper marketing) and operations.* I worked hand in hand with our key accounts team, in order to create ad-hoc visibility solutions for each POS retail environment, these actions helped us increase our sales +32% in high season vs LY.* We adjusted the team's operating routes, increasing coverage by +45%, we achieved sales in +250% vs. stores without Promoter support.

Guadalajara, Jalisco, México

Responsibilities:Leading a 14 person teams and developing the Shopper experience strategy at point of sales, building initiatives and commercial tactics based on the key business drivers for each and every channel, in order to maximize the performance of our brands and consequently achieve the company objectives in terms of Gross Sales, Profits and Market Share.Achievements:* Created the e-commerce platform for Ferrero de México, establishing strategic segmentation roles for: Pure Players, Bricks & Mortar and Enablers with the goal of rapidly captaining a new consumer trend, it represents 3% of the total sales.*Led a multifunctional team to create the strategy to introduce the Nerds and Sweetarts brands to the Mexican market, which today are the spearhead of all innovation in the company.* Improved and implemented "My Perfect Store Model" way of working for each of the channels/banners, which has allowed us to execute strategies in the points of sale, through better-focused sales team improving sales in double digits YoY.* Without being category captains, I was able to influence the main client of the company to implement nationwide, the modular strategy of the Confectionary category, showing significant growth above the market. (+ 5% vs LY / + 7% vs previous periods).* Developed and implemented the CATMAN strategy in top customers of WHS channel that improve the category visibility and give the customers in avg +8pp vs the market growth.

Cdmx

Responsibilities:Responsible for developing the commercial strategies, understanding the Customer and Shopper in the different retail environments in order to win the point of sales battle, achieve Sales targets and win Market Share, leading the POS service strategy with the merchandisers team.Leading 10 members of the team.Achievements:* Based on Shopper insight, CATMAN vision, Trade creativity and excellence at point of sale execution, we made several proposals in order to improve the shopping experience, which was recognized by WALMART as a “Best Captain Abarrotes Comestibles in 2015 award”.* I design a strategy regarding shopper information in order to avoid pricing wars in the Cooking Oils Category, adding value to the Shopper and Customer as well, which translated into +3.7pp in SOM (YTD Apr15).* Using the information provided by Nielsen and Kantar, I propose to increase the price point of the entire Oils Category at Walmart which shifted the market, making the Category more profitable for everyone (closing at 2pp Vs. the GAP between the growths of Value Vs. Units).* I actively participated in the develop of the new culture in Sales Force in order to operate with discipline which has allowed us to standardize the execution at the point of sale, first pilot we increase VDM (A5 Nielsen) KPI's such as SOM +12%, SOS +3pp, 2thPlacement exhibitions +2 avg by Store Vs. Nationwide.

Responsibilities:Responsible for generating the C-stores / Pharma strategy in order to have the best distribution and presence of our brands, negotiating prices, promotions, spaces, commercial conditions, etc.Leading 4 members of the team.Achievements:* Negotiated with OXXO the price increase by 5.3% weighted portfolio of Bonafont without a retail price increase, which resulted in net profit +27% for the company. * Increased the profitability of Convenience Channel at +17%, implementing a competitive plan that includes negotiation with key customers an annual promotional plan and changing product mix.* Implemented ”Ordenes de Trabajo Project” (Efficient management of inventories), which resulted in a +8% in sell-in and we improved the execution KPI’s in +3pp national wise.

Gerente Regional de Ventas y Key Account Manager

Gerente Regional de Ventas