Adrian Liotine

Currently serving as Commercial Director for AW Sales – South LATAM (Colombia, Ecuador, Chile, Peru, Brazil, & Argentina), managing a $14M business with a team of 15. During the first two years, I led a full team reorganization to improve efficiency and alignment with business priorities. I implemented an 80/20 customer strategy to focus on high-value accounts and optimize resource allocation, while also expanding and structuring new sales channels, including distributors, partners, and OEMs, to drive business growth. New KPI´s was defined for commercial team to drive a more structured sales approach. Full ownership of regional pipeline, budget, forecast, pricing strategy and weekly business reviews.

Developed and led a high-performing team of 15 professionals responsible for driving growth strategies across mining, municipal, residential, and industrial markets in Latin America. Delivered double-digit year-over-year growth, contributing to a $250M business portfolio. Conducted comprehensive market intelligence analyses and leveraged data-driven insights to identify trends and unlock growth opportunities aligned with customer needs. Launched the Xylem University program, training the commercial team through webinars and introducing the first third-party “Consultative Training Program” to strengthen key account planning capabilities. Reestablished the company’s presence at Tier 1 trade shows across Latin America, hosting four major events annually, and organized annual regional staff meetings for nearly 100 participants. Led the development of new marketing content and assets, including case studies, product value proposition tools, and regional documentation—growing social media presence from 500 to 15,000 followers.

Managed the submersible Flygt Pumps business across the region, overseeing $35M in revenue by developing strategic initiatives and implementing targeted tactics to support and enable commercial teams. Designed a new business model for the renewable energy segment, focusing on Small Hydro applications. Led continuous improvement projects to improve commercial efficiency and grow market share. Drove innovation in the municipal market by launching the first intelligent pumping solution, deploying over 100 units across Latin America.

Organized and led the 'Monitoring & Control Business Unit' within the company, where the team introduced integrated technology solutions by offering comprehensive packages to customers. Realigned the business by optimizing the organizational structure, recruiting new product and project managers, and coaching a team of eight, who became recognized as subject matter experts. Developed new partnerships and channels, while implementing an aftermarket service coverage strategy. Maximized profitability through product cost analysis, compliance with legislation, and competitive offerings, growing the business to $5.5M, an increase of nearly 40%.

Led the support for the Industrial Solutions business unit, managing a $20M electrical product portfolio. Tracked the full P&L, including sales, profit, budget, and new product introductions targets. Defined the right product portfolio to meet local and regional market needs. Introduced the first IEC MV switchgear from China into the Latin American market, achieving $1M in revenue within the first two years. Secured the largest order for low voltage switchgear, valued at $0.7M, for the energy sector. Successfully completed the localization process plan for the assembly and construction of medium voltage panelboards by applying lean assessment methodologies in the factory. Achieved over 40% total revenue growth in the last year and set a record for new product introduction KPIs, with a +120% increase.

Conducted the Service and Aftermarket business unit, managing a diverse product portfolio including distribution and automation projects, telecom products, building automation systems, and energy efficiency services. My team achieved $7M in turnover in 2007, overseeing key KPIs such as sales, contribution margin, and budget. Expanded the product and service offerings by introducing new sales channels and strategic partners to deliver comprehensive solutions to customers.

Led the Product Marketing team responsible for delivering the full power distribution equipment portfolio, including medium voltage protection, and low and medium voltage switchgear. My team achieved a turnover of $12M by collaborating with public utilities, power plants, oil & gas companies and large industries. I implemented marketing strategies to introduce new product technologies and expand the portfolio. Additionally, I provided ongoing coaching and training programs to sales teams to enhance their confidence in supporting the business.

Sales Engineer responsible for covering the northern Buenos Aires area and managing the full product portfolio (breakers, contactors, sensors, PLC´s, variable frequency drives). Supported all sales channels, including distributors, panel builders, system integrators, OEMs, and industries (automotive plants, steel industry, food & beverage, pharma, pulp & paper). Achieved a $2M turnover by developing new customers and sales channels. Additionally, supported product launches and commercial promotions with distributors.

I led the most important product management department in the company within the industrial control area, achieving a revenue figure of $10M. I worked in operational marketing and technical support for the complete product portfolio including contactors, thermal relays, and motor starters. My goal was developing the marketing and commercialization plan for the new "Tesys" contactor line, achieving market leadership against the most significant historical competitor. I also developed sales campaigns for distributors, promotions, commercial presentations, and training programs.

Managed the power quality measurement product line, providing technical and commercial support, preparing quotes, and advising consultants and end-users. Achieved a record $1M in sales. Led start-ups and installations across industries such as cement, oil and gas, food and beverage, and automotive. Directed operational marketing, including product positioning, pricing, competitor analysis, product launches, and training for sales teams and customers.

Led the manufacturing and quality control process of electronic and security products for the electric utility market (medium voltage meters, capacitive detectors, telescoping sticks, etc). Participated in the design of new product prototypes. Worked on product lab routine testing according to the IEC standards.