John Hernández Email & Phone Number

Bogotá, Bogota, CO

Bogotá D.C. Metropolitan Area

• Provide leadership to a team of three Trade Marketing Chiefs, overseeing the design and execution of tailored strategies for key channels: Modern Trade, Off-Trade, On-Trade, eCommerce, and National Distribution.
• Led a team of 170 merchandisers to achieve sales and SOM objectives in strategic sales points.
• Implemented data analysis platforms for informed decision-making and developed key visibility materials for brand success.
• Collaborated in designing and executing the company's strategy for different fiscal years.

Bogota, D.C., Capital District, Colombia

• Developed eCommerce channel strategies and alliances for brand growth at Pernod Ricard.
• Implemented home consumption model to drive post-pandemic on-premise channel development.
• Capitalized on agreements to enhance brand visibility and market presence.

Bogotá, Distrito Capital, Colombia

• Implemented strategies to connect online and offline worlds for shopper's house experience at Pernod Ricard.
• Developed direct-to-consumer business model to drive revenue growth and promote omnichannel initiatives.
• Collaborated with cross-functional teams to enhance customer engagement and drive brand loyalty.

Bogotá D.C. Area, Colombia

• Led national Core team in On Premise, Off Premise, Prestige, and Direct Sales segments, ensuring sales compliance and performance indicators at point of sale.
• Negotiated and executed agreements with main accounts at national level, driving revenue growth and market expansion.
• Managed and guided allied distributors nationwide to optimize distribution channels and enhance brand presence.

Bogotá D.C., Colombia

• Managed national sales compliance and performance indicators, negotiating agreements with key accounts, and overseeing team budgets at Pernod Ricard.
• Directed and coordinated allied distributors nationwide to ensure optimal sales performance and market presence.

Bogotá

• Led a team of 10 in Bogotá, implementing global segmentation strategies for business growth.
• Managed compliance with sales budget for the On Premise Channel at Pernod Ricard.
• Oversaw a team of 8 account executives and 1 sales manager to drive sales and revenue growth.

Bogotá

• Led the On Premise channel with a 360° strategy, managing the company's portfolio and developing negotiations and activations.
• Implemented visibility strategies for Nectar, Ron Santafe, Ron Caldas, and Red Bull in Bogotá.
• Achieved significant growth in channel development, resulting in increased sales and market presence.

Bogotá

• Led the execution and sales plan for brand events, achieving record consumption rates in Colombia.
• Increased semi-annual volume by 20% compared to 2010.
• Implemented a successful 360 ° strategy for third-party events, resulting in a sales increase of over 50%.

Oriente Colombiano

• Coordinated sales forces of Co-Distributors in the Oriente Colombiano area to drive brand visibility and consumer activations.
• Managed POS support to ensure seamless execution of marketing strategies and promotions.
• Led the sampling team to engage with consumers and drive product trial, resulting in increased brand awareness and sales.

Coaching Certified, Business Leadership

Commercial Management Certified, Sales

Marketing Management Specialist, Marketing

Business Administrator, Business