Luis Reveles Email & Phone Number

Naucalpan De Juárez, Méx., Mx

México

Development and implementation of strategic and financial plansproduct import management, cost analysis, pricing strategies, establishment of sales channels and digital marketing strategies for different companies.

Panama

Direct local operations, ensuring the development of the company's Mission and Vision through the effective management of teams and resources, ensuring financial results and acting as legal representative of the organization.Achievements: Δ Regained leadership of the post-pandemic fragrances category through the recovery of buyer households, reaching a 21% share over retail brands.🧿 I successfully led the implementation of a new business model focused on productivity and digitalization, where Panama was a pioneer in the different processes, to later replicate in Central America.

Peru

Lead profitability and sales results in a wide range of segments such as Water, Flavored Water, Light Juices, Nectars, Isotonics, Energy Drinks, Teas, as leader of the Joint Venture between Coca Cola and the companyAchievements: 🧿 I boosted the leadership of the light juices category in total channels through the launch of Frugos Fresh Citrus in 3 presentations (500 ml, 1500 ml, 2000 ml), reaching 30.7% of total channels nationwide

Peru

Direct operations by driving the profitability and growth of the organization by being the legal representative.Achievements:🧿 I increased sales by 80% in the last 5 years, from USD 38 million in 2014 to USD 68 million in 2019, while improving profitability by 7 percentage points through:o Expanded point-of-sale distribution from 30,000 to 90,000 customers through a new distribution modelo Evaluated, negotiated, and executed the acquisition and merger of a $10 million businesso Managed to grow Paneton production from 1 to 5 million pieces with 6% profitability, by reinventing the strategy to promote the Bimbo brand and strengthen relationships with wholesalers and retailerso Evaluated and implemented the installation of a Salmas production line with payback in only 1.5 years🧿 I led the implementation of Oracle in the cloud, being the second country to do so worldwide.

Monterrey / Nuevo Leon / Mexico

Direct the manufacturing, distribution, sales and profitability of Sanissimo brand products in Mexico and export markets, as well as lead the brand positioning and expansion of distribution channels.Achievements: 🧿 Guide commercial strategies at two key moments (Lent, Fiestas Patrias) to achieve a 25% increase in annual sales and a 30% improvement in business profitability (EBITDA).🧿 I implemented an innovative strategy by successfully launching the 'Salmas Nopal' and 'Salmas de Maíz Azul' products, achieving 18% growth in the self-service channel without affecting the demand for the original flavor

Mexico

Formulate and implement the strategic marketing plan and its actions for all bread products under the Bimbo brand, in order to increase business profitability and gain market share in highly competitive areas, such as border cities, while driving higher frequency and purchase rates.Achievements: 🧿 I developed a 5-year marketing plan with the objective of increasing per capita consumption of sliced bread, highlighting the functional benefits of each bread variety, achieving an increase from 2.6 kg to 2.9 kg per year.🧿 I directed an international campaign with the participation of Leo Messi under the concept of Actileche, which became a worldwide Trending Topic in the media for 2 days and received an Effie award for the best advertising campaign.

Costa Rica

Lead the development and implementation of the strategic marketing plan and its projects for 10 brands and 11 categories in the 6 countries of the Central American region in which Grupo Bimbo operates, with the goal of increasing business profitability and strengthening market share.Achievements: 🧿 Gained market share in the cookie category across the region by 6 percentage points through the introduction of new differentiated products, such as Principe, Sponch and Hit, and achieved point-of-sale dominance🧿 Participated in the evaluation of 5 potential acquisitions (Guatemala, Honduras, Panama, Cuba, Dominican Republic), with the merger taking place in Panama and Honduras.🧿 I collaborated in achieving the turn around of the region.

Mexico

Responsible for leading the development and execution of the strategic marketing plan for the Wonder brand, with the objective of improving the profitability of the business and finding an identity that would generate more bread consumption.🧿 Coordinated the launch of Wonder's Whole Wheat White Bread, which, in less than 6 months, became the second best-selling product for the brand.

Executive Master Of Business Administration (Mba)

Ingeniero Mecánico Electricista, Industrial Engineering

Maestria En Marketing Digital, Marketing/Marketing Management, General