Uriel Guarneros Email & Phone Number

Guadalajara, Jalisco, México

Responsible for defining and driving the strategic growth of the modern trade channel, leading a team of Key Account Managers (KAMs), CPFR specialists, and Trade Marketing professionals. Spearheading a data-driven approach to optimize revenue streams, leveraging advanced business intelligence and analytics tools to elevate decision-making and operational efficiency. Accountable for developing the sales strategy, ensuring alignment with the broader vision of the company, and maximizing profitability across supermarkets, specialty stores, and clubs. Leading the integration of BI and analytics for deep market insights, while fostering strategic partnerships with key retail players to drive mutual growth and brand prominence in the industry.

Ciudad De México, México

• Led the automation of profitability analytics, resulting in improved cost allocation accuracy and operational efficiencies across the supply chain, generating over $3.4M in operational cost savings.• Developed an Activity-Based Costing (ABC) model in Power BI to map operational expenses at product and client levels, optimizing cost transparency and decision-making processes.• Identified inefficiencies in current distribution methods and implemented cross-docking solutions, achieving significant reductions in operational costs and enhanced service levels for Guadalajara, La Paz, and Culiacán.

Ciudad De México, México

• Designed and developed the database and dashboard for the Sell Out information, this procedure meant the data consolidation of our products sold in retailers, done through the Tableau platform. This new platform improved the company´s decision-making involved in the growth of the company´s market and expanded the company’s capabilities to capture the value of data as a competitive advantage. • Analyzed and enhanced the marketing strategy of our products sold at OXXO, one of our retailers, which represented 90% of the total annual marketing budget. With this analysis, I clustered by region, month, and product the total budget; because of this the company accomplished a total of 60% in savings for the budget and a 40% increase in the volume of sales.• Established the distribution strategy regarding the potential growth and preferences of the consumer based on the analysis of Nielsen information for the market share, distribution, and volume. This approach streamlined the distribution of our products by store and region. By the second month, the company acquired 6,000 new points of sales which lead to an increase in volume by 120% MoM.

Ciudad De México Y Alrededores, México

• Designed a new analytical model through MS Power BI system, which provided real-time information regarding the discount mechanics performance as of Return on Investment (ROI), incremental volume, cannibalization, and profitability. This program improved the ROI of the whole Traditional Channel from -65% to +80% at the same it increased the incremental volume resulting in cost savings for the budget of 20%.• Established and allocated the discount budget by coordinating the team of every strategic zone across the country, thus aligning the objectives of volume and profitability for each brand and product. It allowed us to define the strategy and the road map which gave us an advantage over the competition. This allocation improved the market share of the new flavors launched by +3%.

Ciudad De México Y Alrededores, México

• Creation of B2B business opportunities.• Economic and technical proposals.• Follow up on existing customers• Continuous search on new solutions and suppliers driving the growth of the company.

Ciudad De México, México

• Project Management. • Quality control in compassionate use programs and medical research.• Process improvement. • Database administration.

Master Of Business Administration - Mba

Full-Time MBA (MEDE) class of 2024

Master Of Business Administration - Mba, Exchange Student

Especialidad En Ingeniería Y Gestión De Proyectos, Project Management

Administración, optimización y gestión con una visión sistémica de proyectos locales en un entorno global, multiproyectos o proyectos.

Digitalization, Digitalización, Hamburg, Germany.

Digital disruption in products, processes and business models. Marketing in the era of digitalization. Legal foundations of digital.

Grado En Ingeniería, Industrial Engineering