Gerardo R. Martínez Muñoz Email & Phone Number

Mexico

Ciudad De México Y Alrededores, México

Petronas Lubricants International (PLI) is the global lubricants arm of Petronas, Malaysia's national oil company.Founded in 2008, PETRONAS Lubricants International manufactures and markets a wide range of automotive and industrial lubricant products in around 100 countries worldwide.Petronas Lubricants International is the technical resource behind the Petronas Technical Partnership for the Mercedes AMG-PETRONAS Formula One Team. It is responsible for developing and sourcing the technological solutions for the fluids used in Formula One cars.PLI Mexico is part of the Americas Region and the North America Business Unit. During the last two years, PLI has successfully developed and consolidate the business in Mexico.Despite the crises of the recent years, the volume has grown consistenly and reached an outstanding business profitability performance during 2023, positioning the operation in Mexico as the second largest of the Americas Region after Brazil.

Guadalajara Y Alrededores, México

I was invited to be part of the company's top management, whose primary objective was the institutionalization of the company with a family operating structure in all its areas.The main achievements were as follows:Alignment and modernization of the brand image of the different product families.Launch of new product lines to complement and improve the company's competitive offer in the market.Commercial Model to govern the commercial operation of the 60 Distribution Centers and 1,200 distribution routes.Performance indicators to monitor the proper functioning of the commercial operation.Business intelligence mechanisms to obtain and manage strategic business information for timely decision-making.Purification of the network of direct distribution centers was carried out and those controlled by third parties, which led to the closure of inefficient and non-strategic centers and the opening and direct control of distribution centers in key markets.

Filipinas

I was invited to develop the Philippine jug operation model (5G Water Business) based on the Mexican market's best practices and the local experience.Business model development and operation manual for the 5G Purified Water business in the Philippines.I was responsible for the most important region for the South Luzon territory with 400 employees, a volume of 20 million unit cases, and revenue of 50 M M USD.The main challenges were implementing the new business model, the control of warehouses and operating expenses, and the relationship with the union and business partners.The main contributions were to lead the implementation of the new RTM model and its continuous improvement process in 6 commercial areas as well as the development and consolidation of the region as number one in the commercial territory in the last quarter of 2015 and the best nationwide during 2016 in terms of volume growth, exceeding the target by 15% and 162% above the profitability target.I was responsible for the planning and implementation processes of optimization and continuous improvement projects for the commercial operation nationwide.The main contribution was to lead the implementation of "Project Conserve" at the national level. The project will generate annual savings of USD 20 MM based on adequate handling of the container in the market, distribution centers, and commercial partners' warehouses.

Santa Fe, Distrito Federal, México

I was responsible for the commercial strategy of the jug operation nationwide, made up of 1,400 routes, generating 100 million dollars annually.The main contributions were:1) Standardization of commercial processes and jug RTM at the national level in the different territories.2) Increase in profitability on a sustained basis, taking it from losses of USD 5.5 MM in 2009 to break-even point levels in 2011 and reaching USD 4 MM of operating profit in 2013. Developed a model of direct service to the homes of NSE “AB” end consumers. The main contribution was the design of the Consumer Direct - Home Experience model that served as the basis for The Coca-Cola Company's model nationwide. It was recognized as "Best Entrepreneurial Innovation Finalist" in the "Worldwide Marketing & Commercial Excellence Awards" granted by The Coca-Cola Company.I was responsible for the commercial operations of the Wholesale Channel, the Contact Center as well as the Vending machine business.The main contributions were:1) Leading the new Contact Center with national service to the platforms of soft drinks, jug, home, technical service, and customer service and reception of complaints.2) Design of the Wholesale Channel model, transforming it into a contributor to the development of the market. Annual savings of 5 million dollars were generated due to optimizations in the commercial process.3) Implementation of the world-class model for the Vending business by automating the control of the operation.

Cuernavaca, Morelos, México

I was responsible for the Business Unit made up of 3 bottling plants, 6 distribution centers, and more than 330 routes located in Morelos, Guerrero, the State of Mexico, and Mexico City, dedicated to the elaboration and commercialization of 5G water jugs in the retail, modern and direct-to-home channels.The main contributions were:1) Separation of the jug business from the group's soft drink infrastructure, generating production plants and totally independent distribution centers.2) Certification of 41 processes under the ISO9001: 2000 standard, being the first company in the industry to achieve it at the national level.3) Evolve the business from a direct-to-home beverage delivery service model to one of service to housewives in their homes through the creation of a brand of basic consumer products focused on the NSE “C.”4) Record volume, sales, and operating profit exceeding 20 MM of annual jugs and an EBITDA of 17% in 2007 (starting from 1% in 2001).

Cuernavaca, Morelos, México

Responsible for the group's market development strategies.The main contributions were:1) Generation of pricing and packaging management models.2) Design and launch of new packaging.3) Development of comprehensive brand campaigns.4) Generation of approved and measurable annual marketing plans. 5) Creation of a business intelligence platform.

Toluca, Estado De México, México

Responsible for the commercial operation of the most important franchise of Grupo CIMSA with 19 distribution centers and more than 250 routes located in the State of Mexico's main towns.The main contributions were:1) Implementation of a pre-sale system in foreign territories.2) Implementation of the Basis II system (operational control ERP).3) Opening of new distribution centers and introduction of new routes.

Cuernavaca, Morelos, México

Marketing planning through:- Own brands campaigns- Annual marketing plan.- Management of the market expenses budget.- Monitoring of performance indicators.

México, D.F. Y Tampico, México

Market development through:- Product launches.- Channel marketing.- Marketing programs.- Market expenses budget management.