Norma E. Rodríguez González Email & Phone Number

Monterrey, Nuevo León, México

Monterrey, Nuevo León, México

Responsible of annual sell in $ 5,000 million MXN. Leading purchasing and replenishment national operation of 20,000 Oxxo stores for top suppliers that deliver directly to stores (Nestlé, Holanda, Coca Cola, Sigma and PepsiCo). Accountable for the national fulfillment of strategic suppliers in Oxxo stores in México by weekly tracking KPIs as fill rate and on-time delivery. Negotiation of contracts with suppliers for replenishment and logistics operation costs. Accountable for weekly and monthly forecasts for promotions and seasons considering Commercial and Logistics insights to have an optimal stock on hand and capitalize on the suppliers’ investments in promotions and rollbacks.✓ Increased the operation by 162%. Led the deployment of the automatic purchasing and replenishment operation in 89 cities in México for top suppliers vs an initial objective of 22 cities.✓ Generated a sales increase of 7.9% versus 2020 for the top 4 strategic suppliers during the pandemic by monitoring most affected areas and categories with growth, to anticipate consumer needs in order to maintain an optimal instock.✓ Generated an increase of $ 8 million MXN revenue per year. Negotiated the contract with Holanda, ice cream leader, to migrate the operation from a manual replenishment to an automatic one, considering forecast, promotions, price and other variables to reduce stockout.

Monterrey, Nuevo León, México

Responsible for the annual sell in of $ 2,933 million MXN. Accountable for the national purchase, demand forecasting and replenishment of 20,000 stores to ensure optimal stock on hand during promotions and seasons such as Easter, Christmas and summer, for the Juices catalogue delivery by distribution centers. Development and implementation of the collaboration process with the CPFRs to strategic suppliers, using Oxxo's demand planning tools to improve fill rate and generate logistics efficiencies. Optimize Juices catalogue to increase space in stores for high performance/ margin items. Negotiation of supply chain contracts with national suppliers.✓ Improved 6 points fill rate vs previous year (from 86% to 93%), through developing a collaboration process with the CPFR figure for the top 2 national leaders in Juices.✓ Generated replenishment and purchase strategy of the national catalogue in Oxxo during the first 6 months of the pandemic, considering the availability of the human resources in the distribution centers to prioritize the codes with higher margin and sell out according to the daily update of resources.✓ Developed correlation tool between sales of beer and Tomate Juices to anticipate seasonal increments in sales and ensure inventory in distribution centers and stores.

Monterrey, Nuevo León, México

Coordinated replenishment operations to ensure optimal instock, seasonal activities and specific promotions in the region to increase sales. Generated weekly action plans to increase the fulfillment of suppliers to reduce risks of stockout in the cities within the region. Accountable for improving main KPIs in store like fill rate, sales and stockout. Collaborated with the Commercial team to define promotional exhibition in store and forecasts for the categories such as Water, Juices and Energy beverages for monthly promotions.✓ Developed a tool for climate/ weather temperature correlation with sales volume. Weighed in historical sales of the categories with greater elasticity to the temperature variable (e.g. Purified Water) in order to improve the forecast accuracy and stock in store during the summer.✓ Generated national process to restock stores with limited warehouse space to prevent operational risks in receipt and inventory management.

Monterrey Area, Mexico

Generated weekly forecasts item - city to share with Production Planning team to ensure stock for regular and promotional demand. Follow up forecast accuracy, order fulfillment, service level and compliance of operational action plans per city. Accountable for promotional stock in stores during promotions and launches. Planning with the Commercial team the optimal presentation stock to ensure inventory production, considering sales expectations and safety stocks needed to prevent stockout.✓ Increased 5 points annual Fill Rate vs last year achieving 93%.✓ Achieved 17 million MXN of increment in annual sales for the Fresh Milk category. Led the Sinergia project, involving the negotiation of larger exhibition fronts, which led to significant instock improvements.✓ Designed and implemented a special collaboration model with Oxxo. Generated automatic fulfillment for the entire catalogue, including Fresh Milk, thus improving instock and generating logistics efficiencies such as: time spent instore, optimized visit frequency, etc.

Monterrey, Nuevo León, México

Generated and monitored the monthly instore implementation of planogram and layout to Oxxo, 7 Eleven, Farmacias Guadalajara and Farmacias Benavides to improve profitability and sales using market tools as Nielsen, ISCAM, sell out and operation insights. Ensuring optimal stock through forecasting, replenishment. Collaborated Generated Joint Business Plan for the strategic clients of Convenience channel, considering promotional and innovation strategies by brand, potential sales growth and sell in objectives. Generated forecast of new products, promotional exhibitions, In & Outs and regular demand to ensure instock and increment in sell out.✓ Increased 13 points of Market Share in 2 years for Oribt Gum, as result of negotiating optimal presentation stock and replenishment strategy with the top clients of Proximity Channel.✓ Contributed with $72 million MXN additional (+21%) sell in. Implemented a project to measure the correlation between instock and sales for gum and confection category, proving an inventory breakeven in the positive perception of the customer. ✓ Organized the first Workshop with Oxxo to define Commercial and Supply Chain processes between business partners.

Monterrey, Nuevo León, México

Generated sales and national execution for promotional activities, exhibitions and rollouts. Collaborated with Marketing team to generate 360° communication strategy to implement in Oxxo. Generated monthly P&L to ensure profit of promotional activities. Developed space management strategy based on purchase decision tree and consumer profiles for each category. Training sales representatives and promoters in the courses of Persuasive Selling, Handling Objections and Portfolio Strategies.✓ Increased 7.9 points the National Market Share of Pert Plus in Convenience channel in 6 months, cataloguing 2 items with the optimal tier for Oxxo customer.✓ Achieved 2% incremental sales in the Feminine Care category. Negotiated national cataloging of Tampax in Oxxo.

Monterrey, Nuevo León, México

Generate sales and execution strategy through promotional activities, exhibitions, and rollouts. Ensuring the optimal catalogue and instock in stores depending on consumer profile. Manage monthly bonuses for merchandisers based on execution instore and sales performance.✓ Negotiated communication & additional space in-store at no cost for Fabric Care launches. Ace Naturals and Downy Deluxe launches.

Bachelor In Business Administration, International Business/Trade/Commerce

Business English Inmersion

Activities and Societies: Immersion at Kaplan Toronto to improve English skills in presentation and business writing.Immersion at Kaplan.