Raul Avalos Email & Phone Number

Mexico City, Mexico

Ciudad De México, México

Head of the commercial business & omnichannel transformation for Personal Care & OTC categories through the acquisition of well positioned brands (as Vitacilina, Lactacyd, Rocainol, Derman) & strong innovation pipeline of mass consumer goods (CPGs) businesses to penetrate the Mexico market, and expansion in US & Central America, that encompasses the design & implementation of the key strategic pillars with a strong consumer /client obsession, through leading cross-functional teams (4Mngrs / 50HC) as Commercial, Trade marketing, Logistics, Warehousing, E-Commerce & BI. Enhancing teams excellence, integration of digital ecosystems, talent capabilities, data driven & performance models.• Leading the demand acceleration strategy (+15% growth month by month) • Transformation of the commercial model driven by 5 strategic pillars: Demand Creation to accelerate modern trade, Geographical expansion in the Drugs channel, Traditional channel penetration, Build E -Commerce on Pure Players, Data-Driven by BI ecosystems.• Leading the design & execution of the route to market strategy by channel (CPT & Pricing) • Change Management that built a performance, growth, and agile culture (empowerment).• Implementation head of the "Go to Market" strategy for a strong innovation pipeline for the next 2 years.

México

Head of business & organizational transformation focused on the Omnichannel marketing & commercial strategy for foods, beverages, and HCP portfolio for B2B sector in North Latam (NOLA), that encompasses the design & implementation of the key strategic pillars with a strong consumer/client obsession, through leading cross-functional teams (7Mngrs / 59HC) as Marketing, Trademarketing, Sales (CD), E-commerce, CRM, Digital, Culinary, Finance & BI, enhancing teams excellences and integration on Digital ecosystems, talent capabilities, data driven & performance models.• I designed & led Long-Term growth acceleration (Duplicated business in 3yrs), & gained profitability through reshape P&L: OVH reduction to increase A&P + Trade.• Transformation included 5 strategic pillars: Data-Driven with BI ecosystems (IA), Demand Creation (Marketo & Magento), e-Commerce (5.5% Mix), CRM (SF.com), Digital Talent (Internal Hub Ag.) focused on Digital selling & Demand generators.• Led GTM & RTM assessments and execution (after the COVID impact in F.Service sector), that identified coverage spaces that generated Penetratrion in NoLa. • Change Management that built a performance, growth, entrepreneur, and agile culture that encompass leader’s empowerment focused on customer obsession.• Leading demand teams as Marketing, Trademarketing, Demand Sales, Finance, Innovation, E-commerce, Digital & BI, coordinate & persuade stakeholders implementing Agile (Scrum) in UFS.

Ciudad De México Y Alrededores, México

Responsible of B2C & B2B business units for the automotive industry, I led the LR strategic planning, built, and managed the annual business plans; adding the global brands in B2C market (positioning & segmentation), and I built the B2B strategy & division. Key strategic role of the JV integration (Royal Dutch Shell-WW & CISA-Mx) Head of commercial (4Mngr/22HC) leading multi-functional teams as Marketing, TradeMarketing, Business intelligence & Design enhancing commercial excellence teams• Defined and implemented the Long range plan & top strategies to expand B2C market; consolidating leadership (Q.State) an integrated new brands (Shell) in both bigger sectors in the market.• Built the Marketing team to penetrate the B2B market (leads conversion funnel) with a WW portfolio & unique CVP with ad-hoc services based on potential industry sectors.• Assessment of Industry & OEM sectors & build top priorities segmentations focus on the ability to win (upselling & cross selling portfolio) and capabilities.

Build,and manage HE & Camera business units as start-up (penetration strategy) through on boarded commercial partnerships and enrolled top brands (10k skus). Head of 3 teams (14HC) 10% Amazon mix.• Defined and implemented long term acquisition strategies with customer obsession, plus drove core AMZ inputs with a cross relationship with top brands for sustainable growth.• Directed as a Generalist, responsible on business areas (vision and long term strategies) as e-innovation, procurement, marketing, advertising, merchandising, sales, finance, pricing (NRM), e-commerce models across several categories.• Additional SME roles for Amazon Mexico and CE as Pricing, Concessions (CX) and negotiation.

Leading commercial strategies in Latin America countries through enhance Marketing excellence teams with the end-benefit of build strong brands:• Regional positioning development• Regional campaigns based on Big ideas on 360 touch points• Regional Media negotiation and manage ment• Innovation pipeline and leading Regional roll out

México

Responsible of 6 commercial departments that give close and strong support to Marketing and Sales people; SFE, CRM, Market Research, Training, Planning and EHS (Direct Reports: 7 Managers):• Sales force deployment (140 HC), incentive plans, KPIs and universes.• Establishing and implementing a Primary Research Plan for Core brands• Business review discipline for brands & sales managers, in a monthly basis• Sustainable 1-800 & e-commerce models that self-founding

Df

As a part of my Plan career I took a role assignment in Commercial-Sales area:• Regional responsibility of sales forces structure (4 District Managers and 40 Medical Sales Representatives) Center & South Mexico.• Annual goals establishment and redefinition of job profiles (DM & Rep)• Discipline of KPIs scorecards establishment to measure individuals & teams• Definition & implementation of criteria matrix to allocate resources & ROI

México

Responsible of 2 major Pediatric Categories with a senior team (2 managers and 2 coordinators). Achieved double digit businesses growth in the last 3 years through expand the category with a leader brand (PediaSure) and revamp the trend achieving a 2nd position in a highly competitive environment (Pedialyte)• Brands focused on a dual target & ad-hoc marketing mix plans.• Developed a Long Range Business Plan (OGSP for 5yrs) with demand creation strategies to migrate consumption drivers from Medical to DTC.• Active participation on the Global Core Team as the Latin-America ambassador in order to define the positioning evolution & the innovation. • LatAm Champion in order to implement synergies and aligned the positioning and communication campaign for the entire region.• Responsible of Abbott media investment with networks and agencies, include planning, negotiation and control for the entire ANI portfolio. • Develop and lead a new sales force structure (45 Nutritionists and 6 Managers) to create direct demand with Pediatricians endorsement.

Bristol Myers Squibb

Maintained volume SOM level with a leadership position in MM category with growth sales rates of 5-10%, and grew in value SOM in the last 2 years.• Developed and implemented dual Marketing Plan (Moms & Kids)• Definition of the Mega-brand umbrella positioning based on research to understand consumer’s behaviors, gaps, equities in category & substitutes.• Media planning based on KPIs, considering massive, alternative & regional, • Advertising campaign development, National trial programs, Trade activities and promotions focus on Building blocks and brand laddering.• Project leader for CHM & CCT innovation pipeline in adjacent categories.

Master Of Business Administration (M.B.A.), Generalist: Finance, Management, Marketing, Sales, People, Operations, Egade Business School

One MBA, Global Executive MBA Ranking on the best Top 25th Global Executive MBA's (Financial Times) Schools: EGADE, Mexico / Kenan.

Mid I & Ii Level Of Management Development . Montevideo, General Management

Marketing Seminar & Consumer Strategy Seminar By Kellogg School Management, Business, Management, Marketing, And Related Support Services