jginard@yahoo.com Telefono Hda. De Casboncua 27, Mexico DF 521-55-4454-592
Capability To Build Capabilities.
GLOBAL GENERAL, MARKETING, SALES, CONSULTANT & BOARD MEMBER
Strategic Analysis & Planning ■ Major Account & Channel Development ■ International Marketing & Sales ■ General & Project Management ■ Team Leadership ■ P&L ■ Brand Positioning ■ New Product Development & Roll-out ■ Promotions ■ Media ■ Packaging ■ R&D
- Defined, developed and implemented successful commercial strategies in The Coca-Cola Company, México, Argentina, Brazil, in Latin America and Globaly. With a segmented PRICING & packaging strategy and segmented execution initiatives.
- Developed strengths such as: Visionary with clear definition of goals and the strategies to achieve the objectives, build business relationships, developed successful working teams, negotiation skills with the most important customers. Like Wal-Mart, McDonalds, Burger King, Domino’s Pizza, Carrefour.
- Capability building: Developed effective and efficient merchandising execution teams, optimize revenue Management, and specific training in Sales, negotiation, Brand/Product/Package/Price By channel strategies, among others. (More than 300 middle managers trained, included some key customers, who led the growth of the Coca-Cola Co. with 500M additional Net operating revenues 2005 vs. 2003)
2013 A SABBATIC FOR A CHANGE 2014 LOOKS GREAT.
Board member , Consultant & Salesman for AMPLEMAX.
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Mobil internet marketing Expertise.
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The Coca-Cola Company
Global Segmented Execution Director III/2007 – IX/2012
Sell and help building capabilities to implement segmented execution systems (Route to Market projects, Right Execution Daily process) in all operations. Focus on Chattanoga, Philadelphia and USA and help other markets & projects.
Key achievements:
· Implemented in Philadelphia (from the lowest growth market to highest in US) and United bottlers develop RED for RED (Right Execution Daily process) in opportunity identification tool to improve actual segmented execution process, RED process implemented in more than 130 markets world wide)
Commercial Planning Director & Go to market especial Projects Director for Brazil VII/2005- II/2007
Develop the Commercial strategy for Brazil, including the development of capabilities to design and execute the strategies of Brands and products. Design the segmented execution standards at the point of purchase. Define the resource allocation and the generation of learning trough best practices sharing.
The Key achievements:
- Developed capabilities to improve execution witch results in 18% growth in revenues.
- Developed and implement Execution standars that delive +10% sales increase, culture building and achieve 2 times world Coca-Cola cup results.
Revenue Growth Management Director for Latin America I/2004 – VI/2005
Led the development of the revenue management culture to build better P&L and help build the capabilities through Latin America.
· Developed a curriculum and trained 300 top Managers from all Latin America (Help Latin America to be the strongest group for Coca-cola during 1st decade of 21 century +/- from 9% to 15% profit contribution & achive 4 business unities best business of the year)
Customer Development Director for Latin America v/2001 – XII 2003
The Primary Responsibility was to ensure that key customers have seamless, efficient and expedient handling of their expansion and beverage program fulfillment requirements in Latin America, including training and develop negotiation skills.
- Trained key accounts managers in Latin America (250) and is the year which we trained more customers than ever before (80). That has created customer preference, market share & new product exposure.
Market Development Manager, Argentina VI/1998 – xii/2000
Accountable for Greater Buenos Aires, with volume of 150 MM unit cases (47 % of Argentine business) and revenues of US$106 MM.
- Leading and managing the business by establishing the key strategies based on pricing & packaging initiatives, promotional campaigns, merchandising & distribution by channel.
- Optimizing the level of market execution by developing the required organizational capabilities to execute strategies.
- Defining the allocation of US$44 MM marketing budget to maximize effectiveness of plans.
- Implementing revenue management processes for carbonated soft drinks. Who has leaded the revenue growth management strategy in the world for Coca-Cola.
- Training sales and marketing work force in: pricing & packaging strategies, dimensions of professional Selling, win/win negotiations, channel marketing and customer service systems.
Channel Marketing Development Manager for Argentina 1997-1998
Strategic & tactic developments; establishing a Channel Marketing discipline.
- Developed the commercialization strategies by channel, for demand generation at the point of purchase. Built organizational capabilities to execute and control consumer & purchaser strategies.
- Trained sales and marketing work force in Merchandising Standards and Implementation.
North Region Operations Director for México 1995-1996
General management handling north México region bussines unit & build a a team (today Arcacontal)
· Localized and implemented the marketing plans for the North México Region, which consisted of 25 franchises selling over 320, 000-M unit case with revenues of approximately US$100 MM.
Customer Service Director, México 1992-1995
Developed processes and policies to optimize Customer Service Systems used to negotiate and influence discussions between The Coca-Cola System and key accounts such as Wal-Mart, McDonalds, Burger King, Domino’s Pizza, Vips and Sanborns.
- Trained Sales Team in Negotiations, Presentation Techniques and Local Store Marketing.
- Developed the “out of home” soft drink market through:
-Vending Systems.-Cooler Technical Development.-Post-Mix (Coca-Cola Machine) Distribution System.-New Package Development (Can, Pet 2, 1.75, 3.0, 0.237 Lt. Etc.)
Assistant Director, México 1990-1992
- Translated Consumer information into executional standards for the market place
- Responsible for market development activities such as vending machines for Latin American countries (machines that can deal with issues such as inflation and multiple coin changes).
Marketing Operations (Post-Mix) Representative, Coordinator, Manager, México 1985-1990
- Developed fountain business (Coca-Cola machine) within México, accountable for fountain profit & loss. Developed the National Marketing plans for the fountain package system.
- Established technical and marketing strategies related to soft drink dispensers for Coca-Cola bottlers.
- Coordinated Coca-Cola product presence during the World Cup in México.
- Trained operative people in fountain systems.
EDUCATION
1980-1984 Degree: Systems and Industrial Engineering.
Instituto Tecnológico y de Estúdios Superiores de Monterrey
1985-1989 MBA in The Instituto Tecnológico y de Estúdios Superiores de Monterrey
LANGUAGES Spanish & English (Basic Portuguese)