Work experience

• Divisional Manager. Sales

  Sony Electronics

  2019.04-Current

  (7 years)

  8 years 6 months (6 years 8 months) Main Functions: Business developer. Department stores, E-commerce, market place, distributors and direct stores. In charge of leading a team (KAMs) providing guidance, training and mentorship, setting sales target aligned with marketing strategy, creating sales plans, analyzing data, assigning accounts and develop their teams. In charge of direct stores (2 Sony Stores + Online Store) operation. Direct management of 3 managers and 1 assistant manager.
• Divisional Manager Brand Activaction

  TAT Machinery

  2018.04-2019.03

  (a year)

  Main Functions: Shopfront customer experience. Demand generator. In charge of sell out and shopfront execution (agency management), marketing communications (ATL & BTL), public relationships, internal communication, shopfront brand Image (display and Shop in Shop), direct stores (2 Sony Stores + OnlineStore/ Ecommerce/ Marketplace) operation and total company Ad&Pro budget administration (direct control of 7 digits high figure). Direct management of 6 managers. Brand spokesperson. Main Achievements: Sell out amount target achievement at covered (with promoters) stores nationwide. In House Share and ROI target achievement. Top positioning of the brand in several industry auditors. Positive ROI of BTL activities. Shopfront projects positive ROI and On Time achievement. Sales target achievement, growth Vs PY and positive OP of total direct stores business. Ad&Pro budget forecast accuracy.
• Commercial Manager

  FairInka S.A.

  2016.09-2017.05

  (9 months)

  Main Functions: Business developer. Representative of premium audio products from Harman International Industries, such as, JBL, Harman Kardon and Infinity, also Car Audio Business with Tarapms and Eros. Negotiate commercial condition with dealers. Development and control of marketing plan. Analyze market and competition. Selection of the Line-up of products to commercialize. Pricing based on Gross Profit and market situation. Plan and track the purchase orders from Miami ́s Warehouse and Brazil ́s Factory, maintaining inventory levels adjusted to sales and forecast. Sales force training of top dealers. Main Achievements: Introduction of JBL products in department stores Paris (October 2016) and Ripley (February 2017). Improve the business at Comercial Hiraoka with SKUs introduction, increased stores coverage and shopfront enhancement. Growth of +400% value Sep-Dec16 Vs Jan-Aug16. Effective search and negotiation of dealers from specialized channel.
• Marketing Assistant Manager.

  Sony Electronics

  2013.08-2016.08

  (3 years)

  4 years 3 months Product. Sony Perú (3 years 1 month) Main Functions: Development and control of marketing plan. Direct management of up to 5 Products Managers (different levels of seniority). Control of Advertising and Promotion budget and P&L of the categories. Analyze market and competition. Selection of the Line-up of products to commercialize, both Sony Peru and dealers. Negotiate initial sell in of new line-up with key dealers along with Sony ́s Key Account Managers. Prepare specific strategy of product positioning in the market along with Marketing and Communication Team. Pricing based on Marginal Profit, Gross Profit and market situation. Plan and track the purchase orders from factory along with planning team, maintaining inventory levels adjusted to sales and forecast. Prepare specifics trainings and supervise the promoters and product specialists along with Trade Marketing team. Support Sony Store with seminars, exhibitions and sales. Brand spokesperson (mainhost of top launching events and several interviews with journalists). Main Achievements: Launch and positioning of Home Audio System “All in One”. 70% Market Share in AIO segment and double the weight among total Home Audio System market. Launch and positioning of Full Frame ́s Camera. Growth of +358% units FY16 Vs FY15. Positioning as top brand in sport segment. Involved with sport industry. Launch and positioning Hi Res Audio. Involved with fashion industry. Launch and positioning one line-up of VAIO and Xperia. Consolidate Share of Market at premium Price Band both VAIO and Xperia. Implementation of 8 User Experience ́s corners at top dealer ́s store.
• Product Category Manager

  PlayStation, VAIO & XPERIA

  2012.06-2013.07

  (a year)

  (1 year 2 months) Venezuela Main Functions: Manage the brands: PlayStation, VAIO & XPERIA. Analyze market and competition. Selection of the Line-up of products to commercialize, both Sony de Venezuela and dealers. Prepare specific strategy of product positioning in the market. Pricing based on Marginal Profit, Gross Profit and market situation. Plan and track the purchase orders, maintaining inventory levels adjusted to sales and forecast. Prepare specifics trainings and supervise the Marketing representatives as well as the promoters and product specialists. Support Sony Store with inventory management, seminars, exhibition and sales. Supervise and development of a Planner. Brand spokesperson (main host oftop launching events and several interviews with journalists). Main Achievements: Achieved value sales objectives in both PlayStation and VAIO during FY12 (April 12- March 13). Increased Sony Store sell out. Achieved Day of Supply in both PlayStation and VAIO. Achieved GP and NIBT (before devaluation). Launch and positioning two line-up of VAIO and XPERIA.
• Jr. Brand Manager. Andean Cluster.

  SC Johnson & Son Vzla

  2010.09-2012.06

  (2 years)

  5 years 10 months (1 year 10 months) Main Functions: Manage the business ensuring the objectives achievement and growth of the share of market in the Andean Cluster (Venezuela, Colombia, Ecuador andPeru). Implement the market strategy. Identify the business opportunities by measuring and analyzing the market information. Direct control of Media and Promotion for all the four countries by the assigned budget administration. Support the annual budget elaboration for each category and business unit, ensuring consolidation. All this aligned with an appropriate strategic direction. Evaluate, plan and execute new products launch, local projects and commercial strategies in all four countries. Teamwork between Operation, Finance, Legal, Customer Marketing, Planning, Forecast and sales force of all four countries. Participate in the recommendation and definition of market research studies that support the decision making. Align launches with the regional strategy. Main achievements: Achieved Colombia and Ecuador launch objectives. Implementation of the formula ́s change. Implementation of the Change of Sourcing plan for the products commercialized in Ecuador, from Venezuela to Argentina. Net sales growth FY11 Vs FY10 in the assigned segment, Venezuela, Colombia and Peru. Achieved Share of market Venezuela FY11.
• Jr. Sales Coordinator

  Venezuela

  2007.07-2008.03

  (9 months)

  Main Functions: Management of Wholesalers, Automotive channel distributors and “Home Depot” channel clients with national presence such as EPA and Ferretotal. BTL activities with top clients (Auto Show 2007). Supervision and development of one Jr. Salesman and two promoters. Management the investment budget.
• Sales Intern.

  Motorola

  2005.04-2006.04

  (a year)

  (1 year 1 month) Support of Key Account Executives. Incentive “Club del Vendedor” control. BTL activities participation. Road map participation, new line-up presentation. Managing POP material suppliers. Support events: launch new products, M Concerts along with Telefonica.

Educational experience

• escuela de organizacion industrial

  Marketing

  2010.01-2012.01

  (2 years)
• actualizacion profesional

  Marketing

  2010.01-2012.01

  (2 years)
• universidad catolica andres bello

  Business Administration

  2003.01-2006.01

  (3 years)
• Colegio San Ignacio de Loyola

  Sciences

  1996.01-1999.01

  (3 years)
• universidad catolica andres bello centro internacional de

Certificates