Manuel Salinas Van Orman

I Help Businesses Improve Profitability and Enable Growth through a network of innovative solution providers that specialize in Expense Reduction and Process Optimization.

Simpactful is more than a CPG/Retail Consulting Firm. We are a network of the industry experts who have come together after recently leading, innovating, and making our own impact at top corporations. As a powerful team, we offer experience with depth and breadth across many consumer product business functions and all leading and emerging retailers and channels. Specializing in areas like Commercial Strategy (Where to Play/How to Win), Revenue Management, Organizational Development, Omni Channel/Seamless Shopping, Shopper and Consumer Insights, Simpactful Shopper Driven Growth, and more. We offer solutions that are fresh, relevant and proven. Simpactful. Proven Connected Results. Please contact Simpactful at www.simpactful.com or contact me directly at manuel.salinas@simpactful.com

Direct the strategy and operation for the Beauty Care Retail business, with annual sales of 50M Euros. Responsible for the leadership team, conformed by 7 functional heads (Marketing, Sales, Trade Marketing, Business Intel, Finance, HR and Supply Chain) and for the total organizational staff of 380 employees, reporting to the Latin America Beauty Care President. Turned around the business delivering revenue growth and increased profitability, redesigning the business strategy and shifting the operation from a “push” to “pull” model. Achieved double digit consumption growth, resulting in market share gains behind solid commercial execution and effective marketing initiatives. Improved team collaboration, personnel morale and talent attraction by empowering the leadership team and energizing the organization behind a robust cultural plan.

Lead sales for the consumer business (Oral Care, Skin Care and OTC), including all distribution channels, with annual sales of $125M USD. Develop and direct 9 managers and a total team of 414 employees. Successfully integrated the sales team of GSK CH & Novartis OTC, achieving significant savings through the optimization of the sales structure, while assuring an effective business operation. Redefined key sales processes (incentives, trade investment, customer planning), increasing the efficiency of the sales department and the impact on the market.

Direct the strategy and operation of the OTC business, with annual sales of $50M USD. In charge of the leadership team, conformed by 7 functional heads and for the total organizational staff of 417 employees. Effectively managed the organization during the period previous to the Joint Venture, achieving employee engagement score of 97% (highest in the world) and overdelivering in all key objectives (sales, profit, market share and working capital). Achieved double digit sales growth, profit increase of more than 20% and market share gain of 10% behind outstanding execution of a sound business strategy.

Accountable for all OTC sales channels (Mass retail, pharmacies, drug and traditional wholesalers), with annual sales of $50M USD. Lead 5 managers and a total team of 337 employees. Transformed the sales team into a high-performance team, reaching/exceeding the sales target for 16 consecutive months and accelerating the reintroduction of key products to the market. Redesigned sales key processes (trade investment, compensation plan, forecasting) improving the sales function productivity and increasing profits by +20%.

Lead the marketing function of the OTC business and the development of the marketing strategy and plans for the all OTC brand portfolio: Tesalon™, Theraflu™, Voltaren™, Senokot™, Excedrin™, Lamisil™ and Capent™. Manage and execute the advertising and promotional budget of $13M USD. Achieved double digit consumption growth and consistent market share gains behind the design of a highly effective marketing strategy and flawless execution of marketing initiatives. Successfully led the Excedrin™ launch, exceeding first year sales expectations and positively contributing to the overall business growth. Accelerated the innovation plan, achieving a robust pipeline to excel 3X market growth.

Develop the Latin America strategy for the Dermatological category and drive regional initiatives to achieve total region sales of $40M USD. Successfully launched Lamisil 1™, doubling market share for the brand in Mexico. Developed the category strategy for LATAM, resulting in portfolio simplification and business optimization.

Responsible for the strategy and execution of different business units, including Stationery & Office and Home Care Divisions. Executed diverse marketing and sales roles within the Consumer Products Division.