Mario Leonel Molina Email & Phone Number

Guatemala, Guatemala

- Lead the efforts to make White Claw Hard Seltzer a truly iconic brand in Latin America (ex Mexico & Brazil).- Identify, prioritize, and select markets and partners to launch the product in.- Lead the Price Setting, Value Chain, Marketing Investment, and Marketing Plans negotiation, governance, and compliance processes.-Deliver annual Revenue, Volume, and Contribution after Advertising and Promotion Investment (CAAP) targets for the region.- Successful launch in Costa Rica, Panama, US VI, Puerto Rico, and the Caribbean within a record time of 12 months period.

Guatemala, Guatemala

- Managed the complete commercial organization for the group (Sales, Marketing, and Customer Service) with operations in +14 different countries around the globe, and the three Product Divisions: Industrial Packaging, Agricultural Fabrics & cordage- Led the Commercial Plan delivering USD +50M in revenue and a historic record of growth Vs the previous year (+14%)- Build and consolidate a new, productive, and effective commercial mantra among the team, based on KPI´s, clear expectations, and priorities- Developed the strategic guideline for the business expansion in the US market, capitalizing on the identified competitive advantages- Presented a holistic marketing plan to strengthen the brand's value and minimize pricing's relevance when presenting offers to customers. It included website improvement, SEO, social media, and customer prospecting and leads management.- Expanded the geographical customer footprint for the three product divisions, adding customers in Mexico, Puerto Rico, and the US

Woodbridge, On, Canada

• Developed and led a comprehensive sales and marketing plan to deliver an outstanding CAGR ’18 – ’20 of +20% in net revenue.• Planned and spearheaded all new product and brand launch activities by working closely with the product management functions to organize all related activities, including concept development, trial, pricing and launching.• Created the General Export Strategy outside the USA and Canada, identifying priority geographic clusters and competitive advantages to be leveraged.• Lead and promoted a higher level of accountability and focus to the Sales & Marketing Organization by designing and promoting changes of roles and responsibilities among the team members. • Driver of setting new and more effective consumer centric brand strategies and an integrated A&P/sales budget culture. • Ensured cohesive brand marketing situation assessments across brands and territories, leading the Commercial team to deliver maximum impact in-market. • Lead the upgrading process of the on line, virtual & social media brand presence across all platforms.

San Juan, Puerto Rico

• Outstanding results during the two years on position as GM of Puerto Rico, delivering volume, revenue and profit goals, changing the trend of the previous seven years • High record regional results for Annual Cultural Engagement Survey. • Develops growth targets, business objectives and product/brand strategies for the brands (Coors Light, Blue Moon, Redd’s, Peroni and others) aligned with global business plans for a $ 60M Revenue and $ 12M profit business.• Lead sales and marketing planning process for assigned markets.• Delivered long and short term business goals via effective Portfolio & P&L management. • Exercise organizational leadership that generates both professional and personal development for every individual within the company

Toronto, Canada Area & Central America

Independent consultant for projects related to Shopper Marketing, Business Strategy and processesimprovement in sales and marketing, operating in Mexico, Central America and the Caribbean.

Guatemala

Lead franchise-operated beverages (Pepsi, 7 Up, Gatorade, Lipton & Others) business network, while managing a +$30M advertising/promotions budget and delivering +$32M of profit. Spearheaded profit and loss statement, and consistently achieved AOP goals (volume, revenue and share).Lead the planning cycle and periodically conducted business reviews to align packaging, brand activation, promotions and pricing strategies for all channels. Built partnerships, lead negotiations and leveraged business acumen with internal (Marketing, Sales, Finance and Operations) and external stakeholders (Bottler’s organization at all levels) to deliver annual business goals. Promoted an unwavering commitment to customer service and managed relationships with key accounts in order to drive their development via insights and common goals based plans.Played an integral role on the local Partner’s senior team; drove negotiations focused on Capital, Customers and Brand investments, while driving sales, distribution and execution performance, applying a strong entrepreneurial approach at all times.Established and executed cutting edge packaging program, which enhanced Share of Market in returnable carbonated soft drinks category from 40% to 45%, while driving volume growth by 15% in Guatemala.Accomplished 23% in incremental distribution and more than 6% market share growth, representing 40% of the growth total for the entirely new Lipton returnable Ice Tea bottled category in Guatemala.Aggressively revitalized the business by negotiating a new partnership with a key local brewer and performing in-depth financial evaluation, training, and re-launch of the portfolio in Costa Rica.Led negotiations with Burger King and local Partner, which resulted in $1.2M investment and 30% improvement in national volume by converting the account to Pepsi in Costa Rica.Doubled Gatorade sales from 700K 8 ounces cases in Panama, achieving status as #2 in per capita consumption rate in Latin America.

Guatemala

Lead, maintained and expanded relationships with strategically important key customers such as Walmart, Pizza Hut, Taco Bell, KFC and other relevant local chains.Proactively lead joint company-account planning process that developed mutual performance objectives, financial targets, and critical milestones for a one year period.Constantly assessed, clarified and validated customer needs on an ongoing basis, leading solution development efforts that best addressed customer needs, while coordinating the involvement of all necessary company personnel.Permantly support Local Partner's Sales and Account Management team capability, by facilitating Seminars, Courses and Best Practices exchange among the bottler's network in the region.

Guatemala

Drove 60% of regional volume and 55% of profits with skillful financial and marketing management. Collaborated with country distributors to improve pricing, marketing, sales, and financial strategies, consistently exceeding expectations on volume, revenue, market share, and profits.

Guatemala

Managed juice, nectar, tomato products, refried beans and drinks categories, generating up to $50M in revenue and $7M in profits. Managed US Latin American market exports. Spearheaded marketing campaigns and managed ad budgets. Led product launches.

Sales & Marketing Connections Program

Jumpstart Program, International Educated Professionals Program

Mba, Business, Management & Marketing, On Going

Engineer’S Degree, Engineering, Industrial Engineering

Bachelor'S Degree, Liberal Arts And Sciences/Liberal Studies

Education record

PepsiCo Leadership Program, PepsiCo Franchise & Experience Training, PepsiCo Key Account Management, Dale Carnegie High Impact.