Victor Manuel Cantisani Gomez Email & Phone Number

Panamá

Global consultancy firm specialized in Commercial Skills development

Panamá, Panamá

Business Strategy, Commercial Transformation, Digital Transformation, Route to Consumer, Revenue Management, Customer Marketing, Controls & Compliance, Change & Project Management, Leadership TNG Associate

Panama

Diageo Caribbean and Central America, Commercial VP 2018-2022Responsible to Deliver the strategy and P&L in the 37 Countries of Caribbean and Central America leading our network of 42 Spirits distribution partners and 11 Brewer partners across all channels for the full Diageo portfolio of + 300sku´s. 50 people team focused on Distributor Management, Revenue Growth Management, Customer Marketing, Commercial Transformation and Single Serve Unit (Beer+RTD).Lead a Commercial Transformation process to double the business: We have dramatically transformed our key processes and tools, partnerships and alliances, information and business intelligence capabilities, compliance culture, talent pipeline, investment rates but most of all, our mindset to growth & win. The impact of this transformation is that our business is growing 62% Net Sales and 300 bps Operating Margin expansion (End F22), right now Diageo CCA is one of the fastest growing and most profitable business units of Diageo Worldwide.

Bogotá D.C. Area, Colombia

Diageo Colombia, Commercial VP 2013-2018Responsible to lead the development and growth of the Colombian Market through a team of 65 people divided in Distributor Management, Key Accounts, Customer Marketing, Commercial Transformation, Business Intelligence, Sales Capabilities and three business units, Commercial Innovation, Reserve (Luxury Business) and Emerging Middle Class. I was also the GM making a secondment for 8 months.Between 2013 and 2018 Diageo Colombia was one of the fastest growing Market in Diageo Globally, with strong double digit NSV/TP CAGR (we grew 100% in those 5 years doubling the business) due to an aggressive coverage expansion ( From 8,000 to 80,000 Points of Sales reached directly through our Distribution Network) and execution enhancement enabled by advance performance management tools and world class commercial processes and tools.

Área Metropolitana De Ciudad De México

Diageo Global, Route to Market and Customer Development Head LA&C 2011-2013Responsible to influence and lead the Route to Market and Customer Development agendas across all Markets in Diageo LA&C.In the Route to Market agenda for LA&C we assessed and developed RTM projects in 12 countries in the region with the objective of increasing the numerical distribution of our portfolio to reach 1 million points of sale in the Region allowing us to consistently grow 8% in that period.In the Customer Development agenda i was responsible to coordinate our commercial teams across LA&C to developed Joint Customer Plans with the key retailers that operated in more than one market in the region like Walmart, Casino Group, Carrefour, and Cencosud with a Pan Regional perspective and develop consistent and defensible trade terms.

Mexico City

Diageo Mexico, National Customer Marketing Manager 2009-2011Responsible to develop the Category, Customer and Shopper value creation model based on insights to develop the Multichannel Commercial Strategy, Commercial plans and lead the execution in the point of Sales in all Channels. 30 People team focused on Shopper Marketing, Category and Channel Development, CATMAM and Business Intelligence.In my 7 years tenure in Diageo Mexico we grew the Business 10x.

Mexico City

Diageo Mexico, National Sales Capability Development Manager 2007-2009Develop the sales theory and adapt into training to developed and Fully Capable team and support them in a period of great market expansion.Lead a wide variety of Sales Project like the development of a new sales structure, the design and implementation of the first commercial Policy in Diageo Mexico, Sales Career Framework and become a lead facilitator for Diageo Way of Selling and Diageo Way of Brand Building

Mexico Df

Diageo Mexico, Sales Area Manager 2004-2007Responsible for the Sell In/Sell Out in the Wholesaler Channel in the Southeast of Mexico and then for the main Customer in CDMX (Like La Europea)Responsible for the activation and Execution of the Retailers and the on trade channels

Mexico Df

GE Capital Global Consumer Finance, Field Sales Operations Manager 2001-2003Responsible to deliver project Everest (Credit to WM Customers) a new GE Capital Business in Mexico as KAM for Walmart based in CDMX. 20k new accounts in the first 6 months.

Monterrey Y Alrededores, México

ARCA Continental, Trade Marketing Manager 1998-2001Design and Implementation of “Club Mercadeo” loyalty program among Customers to improve Point of Sale Execution. 15k Customers enrolled in 2 years in Monterrey

Monterrey Y Alrededores, México

+ Special Channels: Home Routes, Fountain, Vending, Direct, Industry.+ Key Accounts

Monterrey Nl

+ Sales and Marketing Projects

Chief Digital Officer, Digital Transformation

Ingeniero Mecánico Administrador, Finanzas

Diploma Of Education, Liderazgo En Tiempos De Crisis

Diploma Of Education, Liderazgo De Clase Mundial ( Programa Conjunto Con Diageo )