Estuardo Figueroa

Senior Executive with Strong Consumer and Customer Centric Sales Focus | Cross-Border Products, Technology & Services OKY App is a new digital venture started in 2020 for sending digital prepaid vouchers of product and service from USA to LATAM. Coordinating all marketing and promotional activities, help grow brands marketplace, build distribution network, and continuously focus efforts on serving LATAM immigrants to improve their lives by proving a simple, fast, and secure method to send value home.

Spearheads international product and service activities, managing operator, distributor, carrier, and provider relationships. Provides a focus on serving Latin American (LATAM) immigrants in the US, Canada, and Spain. Monitors users, gross margins, pricing elasticity, and return on invested capital (ROIC) to track retail and wholesale sales strategy. Develops and launches products and promotions for the international market. Ensures a rigorous control environment following current Millicom policies. Implements strategic plans for international long-distance calls, international top-ups, international roaming, and international Short Message Service/Application-to-Person (SMS A2P). Defines go-to-market strategy and distribution channels in the USA. Deploys segmented offers through Above-the-Line and Below-the-Line (ATL/BTL) promotions. • Increased sales 5% while growing brand awareness from 88% to 93%. • Decreased number of distributors from 20 to 13, reducing commissions from 19% to 14%. • Drove new product market penetration to 45%.

Determined and met annual sales of ~$170M/yr for cross border international mobile reloads and marketing (A&P and MDF) budgets of ~$10M/yr, defining targets and ensuring the proper marketing mix. Analyzed promotion and marketing metrics, including MRIO, ARPU, and Gross Margins, determined overall promotion and marketing impacts in LATAM countries. Led brand positioning and awareness(+88%), negotiated key commercial alliances, partnerships, and contracts to improve penetration with distributors. Ensured partner compliance with contractual agreements and in-market regulations. Proposed and prioritized product roadmap for international markets and performed controlled trials of new products and services.

Established sales measurements (KPI´s) to support the sales force in reaching goals and objectives. Generated multi-channel sales forecasts, strategies, and proposals for market development. Formed strong strategic relationships with key customers. Ensured customer satisfaction by monitoring net promoter score (NPS). Trained and supported team members at all levels for customer service, product development and market processes. Responsible for financial performance, generating business plans and strategic goals.

Directed and coordinated cross-departmental activities to meet and exceed established objectives. Generated additional business by developing financial feasibility studies for future investments and strategic sales plans. Prepared and monitored annual budget, analyzed monthly financial statements, presented reports, and provided last best estimate projections (LBE) to the Board of Directors. Established key performance indicators (KPI´s), ensured team members understood responsibility and accountability, and measured results (Balanced Score Card). Updated and implemented occupational safety, environmental and quality systems.

Authored functional and efficient business plans with a focus on assigning top personnel, meeting deadlines, and detailing operational activities in the support of strategic business goals. Coordinated projects and activities with all the different business units to meet and exceed objectives. Evaluated and developed new business opportunities using analytical, financial, strategic, and commercial tools.

Mining, pulverizing and distribution of minerals for the manufacturing and agricultural industries. Expanded business from a local Guatemala company to the rest of Central America and Mexico.

Mining, pulverizing and distribution of minerals for the manufacturing and agricultural industries. Developed and establish process for better distribution of finished products, expanded sales customer base and financial health to the business.