Luis Esquer Email & Phone Number

Mexico City, Cdmx, Mx

Houston, Texas, United States

Laredo Y Alrededores, Texas, Estados Unidos

major distributor and wholesaler of leading CPG from USA and Central America, with customers in more than 22 countries around the Globe.The Group represents a leading portfolio of renowned global brands in confectionery and other fast-moving consumer goods from Top Manufacturers like Nestle, Mondelez, Kraft, Quely.

Mexico City, Mexico

Import and distribution of USA and European consumer products in Mexico and Latin America, performing Brand Building activities from importing, distribution, listings, point of sales execution and marketing.

Mexico City

NESCAFE Affordable & Mixes BrandsWork description:- Full responsible for the overall strategy & P&L of the brand, from defining target consumer, product & packing, to shopper & consumer communication.- Annual brand planning development, Creative development for advertising and promotional programs, Media planning, National Sales Convention, Contribute with the analysis and understanding of key business variables, Brand sales and trends (sales, depletions, Nielsen), Brand health and creative evaluation, Brand profitability, Financials and budget management.- Full participation in the NESCAFE brand team’s activities, including the identification, development and execution of ‘best in class’ consumer advertising, promotion and sponsorships for NESCAFE brands (representing sales over 800millions & approximately $70 million investment in brand activities).- In 2012 led new product launch (NESCAFE 3in1) and worked along with Innovation department to complete assigned tasks.- Work with the agencies to develop & execute nationwide plan for specific consumer promotions with the active input of channel marketing, national accounts, regional marketing and sales. Work with brand teams to understand and deliver the desired brand experience and business impact.- Promotional plans will include retail activities, promotional-themed media support, on-line activities, public relations, event execution and other components as relevant.

Mexico City

Field Sales Operation Planning & Modern Channels Trade MarketingWork description:- Responsible for the consolidation & communication of the Trade & Shopper plans to the Sales Force Nation Wide.- Responsible for the production & distribution of POP Material & in store activation teams.- Lead local initiatives looking to develop brands within a region.- Lead a team to adapt brand plans & develop customers specific commercial plans with key Trade customers.- Develop marketing and sales plans aligned with national directions.- Execute and implement nation initiates with main focus on commercial priorities.- Led the business Intelligence on line repository, from initiatives evaluation & sales force feedback.Achievements:1. We were able to establish a planning culture with BBB (Bigger, Bolder, Better) initiatives – from 245 initiatives on 2010 to 73 on 20122. We started monitoring POS execution & we accomplished 75% success execution across first year.3. SPECIAL PROJECT: Part of a team that coordinated the commercial areas re-engineering with the VISION, PROCESSES, TEAMS approach. We defined the roles & responsibilities of the CCSD Team, (Channel, Costumer Strategic Development)

Toronto Y Alrededores, Canadá

Work description:- Customization of the Sales Force Automation Software, involved in the process analysis, design, testing, implementation and evaluation of the new field sales tool.- Worked in coordination with the IBM team responsible for the change management implementation.- Full responsible for the testing & training phases back in Mexico, as was the 1st country in implementing the new field sales tool in Nestle Worldwide.

Monterrey Y Alrededores, México

Work description:- Responsible for the consolidation and communication of the brands / Trade initiatives to be executed by the Field Sales team.- Led the team responsible for the distribution of the POP material and the in store activation teams training.- Development and execution of regional brand plans

Mexico City

- Price Clubs & Government stores Sales Responsable

Monterrey Y Alrededores, México

Beverages Category DevelopmentResponsible for the commercial relationship with suppliers like Coca Cola bottlers, Pepsico, Gatorade, Red Bull, etc.Responsible for the assortment, availability, price, promotion & shelf strategy.