Sergio Madrid

Sales Manager – Regional Retail, US & Mexico @ iRobot

About

I am a commercial leader with 15+ years of experience shaping portfolio and GTM strategies across North America, with deep involvement in U.S. and Mexico markets. Fully bilingual in English and Spanish, I believe strong and effective communication is what connects strategy to execution. I value continuous growth through human interaction, sharing experiences, learning from others, and building meaningful relationships. I genuinely enjoy what I do and lead with commitment and purpose. Traveling is a passion. I focus on creating accountability and empowerment within teams, ensuring clarity in the “why” behind decisions, and turning insights into strategies that deliver real business impact.

Country

United States

City

Greater Minneapolis-St. Paul Area

Industry

Retail

Skill

Partnership Agreements, Organizational Alignment, Global Strategy, Thought Leadership, Partner Programs, Profit & Loss, Flawless Execution, Team Motivation, Revenue & Profit Growth, Thinking Skills, Sales Planning, Attention to Detail, Critical Thinking, Deal Closure, Creative Problem Solving, Channel Relationship Management, Growth-Oriented, Driving Results, Brand Partnerships, Market Analysis

Experience

Sales Manager – Regional Retail, US & Mexico

iRobot

2024-9 - Present · 2 yrs

United States

Own regional P&L and commercial strategy across U.S. refurbished and Mexico, driving growth, margin expansion, and portfolio optimization. Lead go-to-market, pricing, and strategic retail partnerships (Amazon, Walmart, Costco, eBay) to scale performance and long-term growth.

National Channel Sales Manager

Omron Automation

2023-4 - 2024-5 · 1 yr 2 mos

United States

Led national distribution strategy across US & Canada, driving revenue growth and market expansion. Owned key distributor partnerships and performance, aligning joint business plans with GTM priorities.

Channel Sales Manager

Omron Automation

2022-4 - 2023-4 · 1 yr 1 mo

Mexico

Owned Mexico’s channel strategy and distributor network, driving alignment with GTM and accelerating growth. Led a team of 3 and cross-functional execution to improve partner performance and capture market opportunities.

Channel Development Manager

Omron Automation

2018-8 - 2022-3 · 3 yrs 8 mos

North & Borders Mexico

Led regional distributor operations with accountability for forecasting, planning, and revenue delivery. Executed channel development strategies to expand market reach and strengthen partner performance.

Regional Channel Supervisor

2015-2 - 2018-7 · 3 yrs 6 mos

North Mexico

Led distributor operations across North Mexico, supporting US–Mexico border partners and driving regional performance. Executed branding and channel initiatives across key sectors (industrial, infrastructure, government), strengthening partnerships and market presence

Key Account Manager

2012-11 - 2015-1 · 2 yrs 3 mos

Chihuahua Area, Mexico

Owned strategic corporate and industrial accounts, driving revenue growth across private and government sectors. Built strong distributor and end-user relationships while leading pipeline development to expand business opportunities.