Liderar y ejecutar estrategias del negocio y el área de operaciones que permitan el cumplimiento de los indicadores: ventas, canales de ventas, RNF, merma, inventario, NPS, disponibilidad, programa fidelización, despachos, reabastecimiento.Dirección y desarrollo del equipo de trabajo conformado por 160 colaboradores.Desarrollo de indicadores estratégicos, tácticos y de gestión de área.Ventas año 2023 superiores a $163.000 Millones, crecimiento en ventas canal venta empresa del 12%

I was responsible for generating, implementing and evaluating sales strategies and trade marketing to ensure growth in commercial indicators, cross-selling and up-selling. Planning business operation systems based on the direction of sales force, B2B, and market exploration for opening new POS. I ensured the development of potential clients in consultative sales and the strengthening of business relationships with TOP clients; I also supervised 288 collaborators involved with the indicators fulfillment related to operations, delivery times, branding, products out-of-stocks, among others.I am very proud to have achieved significant results, as follows:• 101% fulfillment in sales budget (COP $70.000 million per year) thanks to the implementation of efficient commercial strategies such as the opening of new POS, cross-selling, TOP clients consolidation, volume negotiations in consultative sales, and effective support to sales force.• Growth of 12% in last year sales, through developing new POS in new markets, as well as the continuous personnel training, allowing the increase of volume clients (construction companies and industries).• Strengthening of business operation and generation of COP $2.400 million in new sales, thanks to the successful opening of 3 new point of sales.

I ensured the profitability in the different sales channels, through complying with the commercial plan; coordinated the resources of business units; designed, implemented and followed-up the customer loyalty plans. I also was in charge for managing a sales budget of COP $45.000+ million per year, performing feasibility analysis of new POS, executing new business models (franchising, outsourcing, commercial alliances), guaranteeing the portfolio expansion, preparing and presenting KPI’s, as well as developing and consolidating a team of 300 people.I reached sales of COP $4 billion, thanks to the implementation of a new product portfolio in the POS channel, increasing visitor traffic over 10% in the first year. On the other hand I accomplished a growth of more than 10% in annual sales, due to the execution of different commercial strategies such as the new products penetration in POS, and the customer segmentation.

My main objective was designing, developing and monitoring all the sales strategies; managing advertising agencies; controlling inventories; ensuring the sales force’s training; implementing trade marketing activities; boosting negotiation for large areas. I was responsible for the sale budgets allocation, relationship with suppliers, and establishment of special customers in different channels such as retail, wholesaler, TAT, consumption, and distributors. I prepared and presented reports to the General Management, as well as supervised a commercial team of 30 collaborators.I attained strategic alliances with multinational companies such as REDBULL, FERRERO ROCHER, MANITOBA, thanks to the design and implementation of marketing and distribution activities. I also promoted savings of 30% in costs and product distribution of 1900+ POS, through the successful execution of an auto sale program.

During this period, I developed and controlled the annual negotiation for accounts such as OLIMPICA, CARREFOUR, EXITO, and CARULLA; executed activities with customers of retail, TAT, distribution and wholesale channels. Designed and implemented Marketing and Trade Marketing programs to consolidate brand positioning and the sale channels’ profitability. I also was in charge for managing budgets of purchases, expenses, sales and investment for each client; developing activities to improve the communication platform in all brands allocated, to guarantee products’ placement. I ensured the solid business relationships with sale groups located in Cartagena, San Andres Island, Pereira, Armenia, Manizales.I reached several benefits for the company, such as: • Increase of 10% in channels’ sales volume, through changing the distributor for Department of Bolivar in 2 months.• Growth of 5% in market share and significant reduction of out-of-stocks products, due to the implementation of commercial strategies, going from 55% in 2008 to 60% in 2009.• Total sales volume of 10%, by launching the new product MARLBORO ICE EXPRESS in the assigned channels.• Reduction of expenses caused by replacement of goods in poor condition, from COP $700 to $30 million, due to the design and execution of an action and prevention strategic program.