Sergio Roldan Email & Phone Number

Spring, Tx, Us

The Woodlands, Texas, United States

Americas Marketing Manager for the Performance Products division.Huntsman Performance Products offers products that provide useful properties in everyday items people want and need. Our leading global positions in the manufacture and sale of amines, maleic anhydride and carbonates enable us to serve diverse consumer and industrial end markets, including energy, automotive and transportation, coatings and adhesives, building & construction, electronics and industrial manufacturing. With manufacturing facilities in North America, Europe, the Middle East and Asia, we produce and sell over 800 products to over 1,000 global customers and provide extensive pre-and post-sales technical service support.

Houston, Texas Area

Owned annual business plan delivery (sales, marketing, technical) for $48M region. Marketed Shell, Pennzoil, and Quaker State brand family to macro distributors and end consumers as senior-level Shell representative. Drove 12M lts in annual volume by directing macro distributors business strategy / plan across Central American markets, including controlling partnerships, contract renewals, marketing, sales, supply chain, and pipeline. Increased Spancop pipeline strength to 5 and hit 20%+ rate and 90-day cycle time through direct strategic B2B account and global key accounts (GKA) sales support, maintaining sales-first discipline and executing tools (pipeline management / Spancop) to generate new business opportunities. Improved consumer metrics (coverage > 95%, penetration 25%, throughput 33%), creating and facilitating B2C account sales programs and incentives to drive and sustain growth through DRILL execution. Guided and coached distributor sales, marketing, and technical staff, ensuring high-performance team that aligned with Shell vision and values.

Houston, Texas Area

Led marketing strategy and activity planning for Shell brands across Mexico, Caribbean, and Central America markets. Managed 25 Marketing Specialist (indirect reports) across 13 operating units. Spearheaded Mexico, Caribbean, and Central America consumer marketing strategy development / execution for industrial and transport lubricants, leveraging $3.5M+ budget, 42M LTS volume and $36M margin plan. Ensured portfolio and marketing activity delivery, including new product introductions to serve specific customer segments (hydraulics, HDDEO, power gen fluids), improving hydraulics market share 25%+ in Caribbean markets. Developed Latin America multi-pronged consumer and trade loyalty program (Shell Mas), implementing across 2K test market locations in Ecuador, which increased sales 15% in participating locations. Launched new macro distributor in Dominican Republic, leading marketing strategy, PR, traditional media, digital, POS, and trade support to accomplish volume plan and position brand competitively. Reached #2 brand recognition in first 60 days of plan and signed up 2K+ points of sale to distribute Shell lubricants brand.

Houston, Texas Area

Managed Shell loyalty program execution across US wholesalers and retailer locations. Owned key stakeholder (marketing, sales, operations, wholesale channel, legal counsel, 3rd-party vendors) relationships. Orchestrated on-time, on-budget Shell Fuel Rewards program launch, complying with contractual obligations and partner expectations. Coordinated customer value proposition delivery and execution across 4.5K US locations, with program accounting for 15%+ of fuels sales. Created wholesaler organization training tools and facilitated learning, supporting 20K+ fuel site employees and 2M+ end customers. Supervised Shell IT and wholesaler technical team, ensuring quick customer issue resolutions guaranteeing program and customer promise delivery to grow user base and achieve 25% volume penetration target.

Singapore

Directed Shell V-Power, premium fuels marketing strategy / activity planning across Americas, East, and Africa markets. Managed portfolio, product technical aspects, and supply chain opportunities across 22+ global markets (33% of global premium fuel volume). Earned Shell’s highest-level award for excellence in execution by delivering 12.9% premium fuels and 21.2% c3 margin penetrations across region (Asia Africa, Americas) through strategic management of Shell V-Power / Shell V-Power Racing launch and repositioning in key markets. Developed and launched retail promotion (Shell Velocita / Ferrari collectibles, along Shell brands international) across 13 global markets, breaking unit count, sales volume (20%+ in participating markets), and mind share expectations through retail promotion still considered Shell’s most successful retail promotion to date.

Certificate, International Marketing

Masters, Computer Science, Business Administration