Federico Arce

Lead national commercial operations and cross-functional strategy across structured cabling, electronic security, and integration channels. Designed and executed the ‘Nexos Sólidos 2025’ strategy, overseeing sales budgets, conversion funnel, customer base activation, and growth of strategic brands. •Key Responsibilities: - National leadership of multiregional sales structure - Sales methodology, budget forecasting, new project development - Efficiency analysis: costs, results vs. targets - Direct management of strategic accounts - Sales planning + execution in collaboration with Marketing, Ops, and Finance

Directed Retail Operations, Graphic Design, B2B, e-commerce and Marketplace. Led the full commercial strategy across channels and brands. Oversaw store profitability, pricing models and promotional plans. • Achievements: • - +16% YoY growth Q1 2022 vs 2020 - +26% increase across core KPIs: average price, units/ticket, conversion rate - Successful omnichannel transformation and brand repositioning

•Led regional growth strategy across Mexico, LATAM and USA. Built B2B partnerships, executed sales planning and marketing campaigns. Oversaw CRM, market insights and commercial diagnostics. • Achievements: • - +250% billing growth | +48% YoY sales (2020 vs 2019) - +87% in Key Accounts | +67% proposal success rate - LATAM client base expansion: +16%

Oversaw Audio, Video, Appliances and IT categories. Directed 900+ team members incl. trainers, promoters and field sales. Led forecast accuracy (Sell-In/Sell-Out), merchandising and boutique rollout across MX. • Achievements: • - +45% average Sell-Out uplift | +126% sales & profit targets in Samsung Boutiques - #1 Market Share in Liverpool, Sears, Sams, Costco (2015–2019) - 98% forecast accuracy across national distribution channels

• Led the development of marketing and advertising strategies in Mexico and LATAM. Directed integrated ATL, BTL, and digital campaigns for brands such as Philips, Natura, Red Bull, Whirlpool, and Coca-Cola. Managed brand P&Ls, creative team, digital division, and execution of regional corporate events. • Key Achievements: - +200% growth in key accounts. - 100% positive ROI in all projects. - Commercial and creative department reengineering: +100% productivity. - Regional expansion and positioning as a leading LATAM agency. - Established and consolidated the digital marketing division.

• Responsible for health, home care, and personal care categories. Designed and implemented commercial strategies, promotions, product launches, and brand development plans based on Nielsen analysis, rotation, inventory, and profitability. Led Category Management for Walmart Mexico. • Key Achievements: - +95% distribution in Total Safe Bleach | +87% in Easy Off Bam. - +40% increase in shelf space for Vanish. - Reduced out-of-stock from 20% to 3%. - 80% coverage in launches within 2–3 weeks. - Implemented ROI-positive commercial strategy across 30 wholesalers.

ACCOUNTS: (WAL-MART, SAMS, CARREFOUR, COSTCO, SORIANA, COMEX, CHEDRAUI, ISSSTE, IMSS, CASA LEY, HOME MART, PRICE SMART, DORIAN´S TIJUANA, CASA SABA) • Negotiations Nationwide. • Strategies for Sales and Product Displacement. • Alignment of customer growth strategy with the objectives of the company

• Control and Supervision of the accounts most important sales • Project leader for implementing JDE Credit and Collections in Mexico and Costa Rica