Moisés Carbajal Guerra

Responsible for KitchenAid's commercial strategy and operations for Mexico | Management of a US$ 3 million budget | 4 direct reports, 30+ indirect. • Increased net sales by 85% from 2020 to 2023 through the design and implementation of a successful Go to Market strategy and a restructuring of Commercial Operations, achieving double-digit EBIT growth for 3 consecutive years. • Led the implementation of marketing programs focused on increasing brand awareness with which there was a growth of +7 PP from 2022 to 2023, allowing the standard for optimal performance levels to be established. • Managed to meet Working Capital KPI´s as a Region 2019-2023, thanks to the implementation of a forecast and inventory control process, which allowed the excess to be reduced by +$1.0 million USD. • Designed and implemented the guidelines on product development issues, promotion bundles, participation in Expos, forecast, Sell Out, sales floor displays and maximization of profitability by model. Which were incorporated as global best practices and were also standardized globally, improving our ability to forecast sales, marketing and profitability. • Mexico positioned itself as the region with the greatest weight in Latin America, representing 40% of LATAM's P&L in 2023, after consolidating the long-term commercial and growth strategy.

Responsible for directing the market penetration strategy for National Chains & Home Improvement that represents a significant part of the income (EBIT), leading the creation and implementation of commercial strategies to ensure profitability.  Recovered large accounts, including Famsa, Wholesale channel and Lowes by introducing new product lines, promotional strategies, sales tracking and financial plans. Beating the main competitor (mabe) in the main segments.  Developed and led training programs to promote product attributes of 100% of the sales and marketing force, increasing their productivity on the sales floor.  Developed solutions based on the use of marketing insights to drive commercial decisions (exclusive products, forecast and develop promotional plans) that benefited the P&L. with a high double-digit increase in profitability.

Responsible for ensuring financial performance and increasing our market share in the cooking category (company´s focus), through the creation and development of marketing strategies.  Defined and executed the product strategy that required renewal and included a 5-year technology road map/pipeline with innovative consumer features for all kitchen segments that drove sustainable growth.  Led 3 product lines introduction that involved multidisciplinary relationship management, pricing and project management in order to guarantee launches of new strategic products that would allow us to increase our market share above 40%.  Coordinated and ensured with a cross-functional team the correct promotion of product attributes and the efficiency of the communication strategy, improving share of mind and successfully fulfilling the marketing plan.  Achieved a successful Phase In - Phase Out (incorporation/disincorporation) of new product lines which allowed us to increase our market share and increase customer´s sales, exceeding financial objectives.  Led the Forecast process of the category in Mexico, improving optimal inventory levels based on the customer/channel strategy and improving product availability to fulfill our sales.

Responsible for developing and managing the product life cycle, from analyzing market conditions to defining features, launching on the market and monitoring sales with the aim of expanding the commercial offer.  Achieved a successful project development and project launch ensuring: Time, Cost and Quality thanks to strategic alliances with the engineering, plants, supply, logistics, quality, design, marketing, sales and strategic suppliers teams, which allowed the Cooking category to achieve Market Share and Profitability objectives.

Responsible for the consolidation and expansion strategy of the brand in Mexico through the implementation of strategic plans, as well as the creation and development of key clients in the industry.

Responsible for the definition, design and development of new product lines, as well as their positioning in the market based on customer needs. I guaranteed the productivity and profitability of existing product lines by leading cross functional teams.