Luis Marrero Email & Phone Number

Carolina; Puerto Rico

Reports directly to the board of directors of the company. Accountable for managing profitability while simultaneously increasing brand recognition through efficient operations. Responsible for the administrative management, financial management, sales & service, supervision, public relations, profitability and marketing management of the company. Direct and coordinate organization's financial and budget activities to fund operations, maximize investments, and increase efficiency.

Puerto Rico

Responsible for leading high growth ventures in new markets while managing the execution growth and development of business strategy plans to increase sales and market penetration. Engage business partner’s top management to pursue newly identified opportunities in the region. Direct improvement & execution of Global account Wal-Mart and Regional club accounts Macro, Pricemart & Cost U Less.• Accomplishments: Revamp Wal-Mart business at Chile & Argentina improving portfolio, overhaul Colombia Makro business by refining portfolio strategy, buildup Argentina foundations changing inco-terms, improve go to market changing Chile distributor, change Pricemart A&P scheme from on-invoice to proof of performance.

Puerto Rico

Direct and supports the development, deployment and execution of commercial five year strategic plan for the Caribbean Region. Responsible for direction and control of the Puerto Rico & Caribbean sales force, Catman & Trade Marketing activities. Develop class of trade strategies, including account management KPI’s, category management initiatives, trade initiatives along with forecasting, and department P&L. Provides continuous improvement, while focusing on market expertise and sales support to the Caribbean Region expanding market share by expanding our distribution and assortment in all Caribbean markets but especially in Puerto Rico, DR, TT, Bahamas, Barbados and Jamaica.• Accomplishments: Achieved +3% Vs. regional target or +10% Vs. 2012, on plan in 2014 – 2015, develop, deploy and implement the new go to market strategy, lead new sales structure & cash to order process, increase assortment and distribution in the region increasing market share, gain Wal-Mart & Mr. Special, Supermax & Pueblo confection advisorship

Responsible for managing the growth and development of Hershey existing customer base as well as engaging newly identified opportunities in the region. Dedicated to achieve revenue targets through the further development of modern & traditional channels in the Caribbean Region improving assortment & distribution. Assess and monitor regional market needs relative to consumer trends.

Puerto Rico

Direct and coordinate Puerto Rico operations, building, developing and leading the execution of the in market strategic plan. Responsible for controlling and ensuring the profitability of Puerto Rico operations assuring to meet all financial KPIS. Accomplishments: Maximize profits 2% in retail Develop a new revenue generating business practices Create new business opportunities at Food Service Negotiated Econo performance contract Develop an in market commercial structure Increase market share to 45% and distribution to 89% the highest ever.

Puerto Rico

Responsible for joint business planning with in market partners distributors for the total trade in the retail industry as in the food service business in order to drive volume, profit and share growth of the total Campbell’s Portfolio. Also responsible for planning, organizing and developing sales and marketing brand building strategies in order to maximize sales performance and brand awareness in Puerto Rico. Accomplishments: Acting as Commercial Manager Stop sales down trend Develop Annual Operating Plan for Fiscal - 2012

Responsible for planning, organizing and developing sales and marketing brand building strategies in order to maximize sales performance and brand awareness in 24 Caribbean markets. Focus on gaining shelf and back bar presence on the entire range of Bacardi Product Portfolio but particularly focus on big profit contributor brands. Develop and deployed on and off trade A&P investment plan, KPI's and brand plans standards to be implemented, followed and measured to secured increase in revenues, in market depletions, distribution, assortment, brand awareness and consumption. Coordinate media coverage on key activities gaining maximum media coverage. Accomplishments:Fiscal 2009 - 2010 achieved 113.% of sales vs. target (+13,300 9lt cs) Stop sales down trend (-28,000 9lt cs vs. target) regaining 41,000 9lt cs Develop and implement KPI'S, Brand Plans and measurement tools Change distributors in the Region to the best in class by market

In charge for building customer volume and market share of the total Puerto Rico business, representing 82M through a multifunctional team of 55 Associates including operations. Developed and deployed sales objectives and go to market strategies. Collected and analyzed competitive information along with market dynamics as part of the recommendation and implementation of price strategies. Manage sales performance to measure against targets, estimate future results and take proper actions to maximize sales levels by KAE, product, and customer. Responsible for the annual performance, salary reviews, bonuses, and incentives of sales force. Assure implementation of Trade Marketing activities.Accomplishments:Developing and changing the forecast process in order to assure company standard complianceStop sales down trend reducing target gap to 5%Reduce DSO from 193 to 34

Puerto Rico

Responsible for 52M, direction and control of the national and Caribbean sales force activities, including the development and implementation of short, medium, and long term strategic plans and goals. Analyze sales effectiveness of products, Trade Marketing programs and Category Management initiatives in order to develop future strategies. Develop class of trade strategies, including account management KPI's, category management initiatives, trade initiatives along with forecasting, and department P&L. Manage sales and marketing performance to measure against targets, estimate future results and take actions to maximize sales levels by region, product, and customer. Coordinate promotional activities and control department expenses. M Acomplisments:Consolidation of Caribbean business Development of Down the Trade Channel by increasing sales in 16% vs. 2008 targetImplementation of new sales structure by teams Develop sales manual2007 Achieved 116.7% of sales vs. target

Supervise, train, and develop company's Sales/Merchandiser's team. This includes but not limited to; Sales Territory Assignment, Sales Department Procedures, and Merchandising Techniques. Execute and document at least one field contact (8 hours) per Sales/Merchandiser every quarter. Coaching and leading Sales/ Merchandising Teams to reach out of stock levels at or below 10% in core Brands. Successfully execute shelf management/arrangement that meets or exceeds market share of core brands in the accounts that represents 80% of the volume. Motivate Sales/Merchandisers to execute initiatives at store level that allow the company to reach quota. Promote and ensure communication with all internal external parties involved.

M.B.A, Management

B.A, Marketing & Accounting

General, General Studies