alejandro pichardo

Managing commercial plans ad-hoc to shopper and consumer target into de point of sale with an effective communication to the sales field, measuring the impact of each plan with the objective to understand the ROI and the effectiveness of the uplift brands. Administration of the Trade marketing budget according the trade strategy and business priorities with the objective to develop the channel relevance in the spirits and liquors category. Pre and Post M&E culture of every plan that has been executed on each customer in order to maintain the equity among the different type of customers and weight inside the organization.

Category Specialist in the displays and tailor-made visibility on each point of sale of the most important Diageo´s customer; leading the suppliers to produce the best displays quality with the lower cost and developing the potential suppliers in the short and middle term in order to have strategic suppliers in the long term. Purchase Order impact around (Two million dollars per year)

Inventory controller, responsible of the company billing and returns management of the most important seasonality of the year (September to December).

Data Base customer administrator in terms of POS assets, cash collection and trade terms from AS400 version to SAP Business Model.

Wholesalers management in the Occident zone with Abarrotera del Duero, Grupo Giralda and Vinos America (those accounts represents the 70% of the Occident weight). Sales objectives based on executional path, sell in/out targets and cash collection. Managing the commercial plans and assuring the best performing execution on each activity driven by Diageo and customer needs. Cash collection and trade spend managed with the 100% of accuracy in order with the trade terms and market opportunities with the objective to capitalize the business growth through a sustainable business strategy and brand health.

Responsible to lead Wholesalers Trade Strategy (45% Diageo Mexico Sales Weight) 140 active customers according their own type of business with national coverage. 20% sales increased around the main customers of the channel “80/20 targeted “ with sustainable and positive ROI. Strategic planning developer of the Wholesaler channel with the objective to maintain the commercial market investment equity through higher commercial budget followed by the market thinking, channel opportunity and M&E capability developed by my team and myself. Generator of differentiated proposals according brand category, seasonality’s, business priorities, trade strategy and commercial acumen developed.

Responsible of Superama, Supercenter and Bodega Aurrera Walmart formats (~11% weighty) Margin Enhancement thinking thought innovation and core portfolio according different scenarios and seasonality. Innovation like a strong shopper recruitment and value generator. Lead with multi-functional teams the best commercial plans according profitability terms; create a solid shopper and customer development platform trough commercial insights with the objective to over-deliver the organization objectives. Communicate account knowledge through the organization in order to deliver continuous innovated ideas and supported platforms.

IPADE MODULES: Strategic Thinking (~30hrs) Coaching, Feedback and Process Management (~30hrs) Coaching Intervention (~30hrs)