Rogelio Serrano Email & Phone Number

Ciudad De México, México

Ciudad De México Y Alrededores, México

Generate, implement and communicate to team and clients key sales function strategies of the different fragances brands (Hugo Boss, Lacoste, Dolce & Gabbana, Montblanc, Burberry, Nautica, Jimmy Choo , Esacada, Elizabeth Arden, Disney, etc)Handling sales revenue of $600 million pesos in fragances & treatment brands.Lead a team of 450 people while work cross functionally with peers to set anual business plans.Maintain and grow positions in prestige market with department stores.Setting up and managing the monthly sales incentive scheme.Measure and take corrective actions to have best in class execution of 4 Ps execution(Price, Promo, Place and Presence) and New Product introductions in clients where we participate.In alignment with company roadmap, continually look for opportunities to accelerate company growth in both immediate and longer term.

Ciudad De México Y Alrededores, México

Company that focuses on consulting and operation of commercial areas in consumer goods companies.Head of Modern Trade and responsible of develop and implement apropiate strategies for different consumer goods products.

- Responsible of the develop and sales at wholesalers, modern trade and restaurants of three categories:1) Tuna & Sardines2) Chocolates & Candies3) Wines- Planner, develop and execution of annual objectives.- Develop of diferent strategies to increase clients, distribution and sales.- Sales process standardization.- Develop and detect new business oportunities.- Ten direct reports and 85 indirect.- Develop the skills and talents of the sales team.

Responsible for design, formulate and implement appropriate strategies for the Modern Trade, Convenience, Department and Government stores, complying with the sales standards, profitability, market share, distribution and exhibition required by the company. Maintaining and developing the commercial relationship with customers. Promoting the professional development of the whole team.•Development and Implementation of trade policy for the channel.•Reach the sales and collection goals at 120% in all the periods.•Profitability of 12% above the objective vs. the last 3 years.•Share Growth happening from 25% to 40% of the channel in the company.•Recognition of ANTAD (National Department and Supermarket Stores Association) for the performance of the company in the Modern Trade to receive the award for Excellence in Business (2007 & 2009)•Establishment of solid relations with the clients based in win- win situation.•Integration and development of a team focusing on achieving the goals set, encouraging the values of the organization.•Development and establishment of out of glass case exhibition project.•Growth of depletions in 2009:

Person in charge of the distribution channels in Nuevo Leon, Coahuila, Chihuahua, Tamaulipas and Durango states in, Wholesale, and Supermarkets, Horizontal Distribution and On premise for the planning, negotiation, implementation, pursuit, results and business development for the Company in this region.•Distributors development in the high potential zones, establishing the coverage parameters, form, delivery time, price and margin assuring the Return of Investment.•Cover of the sales budget in a 127%, with a growth of 35% vs. previous year. •Assure the quality efficiency, coverage and profitability of the Horizontal Distribution across the principal distributors in the region.•Assure the potential of the distributors personnel by an exhaustive training of knowing the products and Incentives to achieve an ideal performance.•Design and implementation of the work routes for each distribution channel.

Develop, negotiate and implement Trade Marketing annual plans for supermarkets stores and wholesalers using the 100% of the designated budget. To search for the implementation of brand’s strategies and to adequate them to the distribution channels national wide•Implemented the individual season plan for each one of the 20 main customers of the wholesale channel as web as the negotiation of Promotions with Supermarket stores chains.•Creation and negotiation of packages with added value for the brands of the company.•Activation of promotions in 550 supermarkets and department stores national wide for the movement of the national brandies of the company.

To design, control and administrate activities for the brands Sauza Hacienda and 100 Años based on strategies, objectives and global positioning of such brands to achieve satisfying results in the short and mid run, to raise the market share, the knowing of the brands as well as impulse the movement on the sale point.• Achieved the launching of Sauza Hacienda 100% Agave, having a market share of 3.5% during three months after its launching in the category of Tequilas and 100 Años was the tequila number 1 in Iscam through synergy with customers and point of sale.• To improve exhibitions and catalogues in sales points and consume center in main cities along with sales and consume centers areas.

Responsible for Grupo Gigante, San Francisco de Asis, Rialfer, Price Smart and Super Precio, as well as for the operative aspect of the sale point in Supermarket stores in Quintana Roo, Yucatan, Chiapas, Campeche, Tabasco and Oaxaca..• To fulfill the sales budget assignated to my management during the period I was responsible for the account,.• To implement the visits method defining the 80/20 of the area with working routes and reducing the number of sellers and raising the number of promoters

Design, control, implement and administrate Promotions for Domecq brands trough strategic self-service accounts along with specific strategies for each brand in a profitable way for the company.• Development and leadership of a reward program to attack the sales point national wide achieving several options with Promotions to implement along with the strategy of each brand. The program had training courses, technical information pf each brand, cocktails and suggested planograms.• I controlled promotional programs for the Supermarkets store channel getting preferential exhibitions to recuperate the depletions of brands of low and/or difficult rotation as well as to maintain the leadership of other brands controlling a budget of $25 million.• To implement the process of Category Management in 8 self-service store chains achieving to catalogue important products for the company and to decatalogue products of the competence.• I opened a communication channel between Sales and Marketing which optimized the resources of the company.

Ciudad De México, México

Developing and implantation of the Sales Force Automation in house, giving to the organization a competitive advantage that allows it to offer and efficient and timed service to our clients as well as the profesionalizations of the Account Executives.Developing and implantation of the Customer Attention Center Domecq getting improvements on the processes achieving the satisfaction of internal and external clients regarding the immediate solution of their commercial needs.

Ciudad De México, México

• Responsible and leader of the sales, activities and results of the whole Commercial Operations area covering the sales budget in the Horizontal Distribution channel in the period of June-December..• Coordination and implementation of several promotions on the sales points national wide identified as keys to achieve the sales goals of the different brands of the company in order to raise the distribution and market share in liquor stores, consume centers and horizontal distribution customers.• Coordination of the organization sales point enrouting 57,000 points national wide.

Ciudad De México, México

Ciudad De México, México