Bettina Gonzalez Zapata

Successfully managed a diverse team of 10 individuals, adeptly balancing various personalities and skill sets to achieve team cohesion, unity, and positive results. Provided tailored mentorship and guidance to team members, crafting development plans to address performance challenges and foster professional growth. Implemented proactive measures that facilitated a team member's rapid progression into a new role, significantly accelerating their learning curve and career advancement trajectory.

With a primary focus on the snack category, I have assumed a pivotal role as a key stakeholder in formulating robust financial strategies, taking ownership of brand profit and loss (P&L), financial planing and driving profitability for esteemed brands such as Doritos, Tostitos, Cheetos, and various regional brands. Throughout my tenure, I have actively contributed to projects aimed at optimizing product profitability and spearheading key innovations that yield substantial commercial and financial advantages for the company. These endeavors have necessitated close collaboration with critical departments including marketing, commercialization, planning, and others, as well as esteemed clients such as Walmart, Oxxo, Price Clubs, traditional trade, Cinepolis, and other away-from-home clients. Additionally, I have been actively engaged in PepsiCo's consumer-centric initiatives, which prioritize positive change and align with the principles of planetary boundaries. Furthermore, I consistently emphasize the significance of teamwork, effective communication, inclusiveness, and proficient people management skills. Recognizing their indispensable role in attaining successful project outcomes, I have fostered a collaborative environment that not only propels noteworthy progress and fosters growth within the organization but also cultivates the professional development of individuals within my team.

In this role, my primary focus revolved around Gamesa's indulgent brands, including Chokis, Emperador, Mamut, and Cremax. I dedicated my efforts to strategic planning, SKU’s profitability and P&L evaluations. Notably, I played a crucial role in profit-based strategy transformations for the venta sugerida program in OXXO, as well as the REC program in Walmart and supermarkets. Additionally, I actively contributed to various projects involving product innovations and size optimizations in different sales channels and worked on initiatives including reformulation assignments for key products.

In this role, my primary responsibility was to provide financial services to Key Accounts in the wholesale sector, with a strong emphasis on enhancing client profitability, developing effective commercial strategies, and managing discounts and allowances. I collaborated closely with Key Account Managers (KAMs) on diverse projects, including a significant negotiation for Productos de Consumo Z's key growth plan, resulting in outstanding outcomes. Additionally, I worked on identifying and capitalizing on promotional discount invoice opportunities to ensure budgetary efficiency. Moreover, I designed and executed the "Win With the Winners" strategy, tailored to specific client segments and profitability opportunities, while also managing non-working investments as working investments. Another vital aspect of my role involved closely collaborating with higher-level Key Account Managers, enabling me to refine my negotiation and prioritization skills. Additionally, I provided financial services, advice, and project proposals to the Key Accounts Director, contributing to the overall success and strategic direction of the department.

Upon joining this newly established position, I was tasked with building and implementing essential processes and establishing effective communication channels. I initiated monthly meetings and reports with the channel manager to align processes within the wholesale and away-from-home channels across various budgets, ensuring proper administration and controlled execution, while also providing client-specific follow-ups. To enhance visibility and facilitate forecasting, I developed key tools. One focused on tracking discounts and allowances, providing valuable results to my team and leaders to aid in accurate forecast construction. Another tool concentrated on profitability, analyzing monthly results through optimized P&L analysis, reports, and presentations. These insights allowed for proactive identification of possible actions to drive progress. Additionally, I actively participated in two important projects. The first involved aligning the price list for the away-from-home channel, ensuring consistency and accuracy across the various areas. The second project entailed developing a direct cost model to analyze risks against the annual plan within the channel. This provided visibility and highlighted areas where costs were not aligned, enabling me to inform and prepare our finance leaders for potential adjustments

During my tenure as a trainee while pursuing my Industrial Engineering studies i worked in Biscuits and Confectionary business unit planning, I had the opportunity to acquire invaluable professional skills and knowledge. One of my key achievements was developing a proficiency in utilizing Excel effectively, allowing me to contribute significantly to various tasks. In particular, I provided assistance with scorecard and monthly factbook reporting for the Business Unit Director. This involved compiling data, creating comprehensive reports, and ensuring accuracy and timeliness in the reporting process. Additionally, I actively supported the monthly planning processes, where I played a role in constructing different Excel models. These models facilitated more productive business unit processes by enhancing monthly forecasting, preparing business review presentations, and monitoring top-line performance. By providing detailed information and insights, contributing to strategic alignment with objectives.