Guillermo Fritz Roa Paredes

• Developed and structured commercial proposals and strategic quotations for B2B freight forwarding solutions, aligning client budgets, pricing, margins, and profitability targets. • Analyzed the sales pipeline and opportunity performance through data analysis, identifying growth areas by trade lane and market segment. • Coordinated with international teams, carriers, and strategic partners to validate cost structures and ensure commercial and operational viability of proposals. • Executed a consultative selling and client management approach, supporting commercial strategies focused on growth and retention. Key Achievement: Enhanced commercial performance by optimizing pipeline analysis and strategic proposal structuring, improving pricing competitiveness, cost consistency, and B2B client engagement.

• Led and coordinated field sales teams, defining positioning strategies in high-potential zones to maximize results. • Planned and supervised operational execution of projects, ensuring alignment with objectives, efficient resource use, and KPI tracking. • Designed and delivered coaching in communication, leadership, and performance to strengthen team productivity and cohesion. • Coordinated cross-functional efforts to optimize processes and ensure consistent strategy execution. Key Achievement: Boosted team performance through structured project management, field leadership, and process optimization, contributing to greater operational efficiency and strategic alignment.

• Designed and executed business development and strategic alliance strategies, identifying market niches and growth opportunities. • Developed and implemented go-to-market strategies for new products, integrating sales, supply chain, and customer service areas. • Defined objectives, performance metrics (KPIs), and acquisition channels aligned with business goals. • Optimized commercial and operational processes, incorporating technological improvements to increase efficiency and scalability. Key Achievement: Drove business growth through new product launches and commercial model optimization, achieving 40% monthly customer acquisition growth, increasing conversion from 10% to 25%, and reducing CAC recovery time from 8 to 3 months.

• Developed lead generation and prospecting strategies, including cold outreach and opportunity follow-up. • Managed logistics and operational coordination for events and activations, ensuring compliance with timelines, resources, and service standards. • Prepared monthly reports on commercial performance and revenue, providing visibility into growth and results. • Designed and implemented standard operating procedures (SOPs) to standardize logistics execution and improve operational efficiency. Key Achievement: Strengthened commercial and operational execution through process standardization and performance tracking, contributing to more efficient event operations and greater revenue visibility.

(ongoing)