Carlos Rojas


Studies at:
IE Business School
Location in:
Madrid, Spain


 High interpersonal effectiveness, commitment, reliability, enthusiasm, developing others and leadership are my key strengths.

 High capacity to get results beyond the expectations, negotiating skills, customer focused and experience with multicultural and multifunctional high performance teams.

 Professional experience based on strategic and financial planning with focus on commercial area (mass consumption) in multinational companies with a challenging environment and complex portfolio products, working in strategic projects with all management levels (C-Suite level) in the following subjects: revenue management, unit business valuation (synergy analysis), financial planning and controlling, capital optimization and CAPEX, business cases for new products and investments, and market segmentation.

 As a complement of my professional work, I have executed and led corporate social responsibility projects and volunteer programs, and talent management programs.

Carlos has worked/studied in

  • Canada
  • Colombia
  • Panama
  • Spain

Carlos speaks

  • English
  • Spanish

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2010 – 2012

Strategic Planning and Projects

SABMiller , Panama
  • Enhanced the business strategy through a synergy analysis of one of the only subsidiaries within SABMiller with the complexity of a multi-category business (Beer, Soft drinks, Malt, Juices, Milk and Water). The right modeling system, the excellent distribution of tasks, the time management and the close work with the executive board allowed the identification of synergies.
  • Maximized the business value analyzing deeply the market segmentation; identified and evaluated opportunities and risks of new consumption opportunities, and integrated these opportunities into portfolio strategy (“where to play”).
2009 – 2010
(May – Mar)

Marketing and Sales; Financial Planning and Contro

SABMiller , Panama
  • Advised revenue management strategies and made several P&L scenarios, cash forecasts, ROI and ROE analysis to support business cases for new investments/new products.
  • Supported the profitable growth designing tools to maximize the resource use and a better follow-up of Marketing forecast execution. (5 directors, 6 managers, 17 brands).
  • Optimized the working capital increasing the marketing recovery fund (Marketing investment fund between distributors and producers; SABMiller with PEPSICO and Schweppes) The implemented strategy improved the coordination among accounting, financial, commercial and franchises and increased the recovery fund effectiveness from 85% to 95%.
2008 – 2009
(May – Apr)

“Leadership and Talent Program AIESEC - SABMille

SABMiller , Panama
  • Implemented a Virtual CAPEX Approval and the global system to forecast, follow-up and execute all investments related to fixed assets “CAPEX”. It included training for all areas and all management levels since it contained an approval systems as well. After the implementation, the CAPEX forecast execution increased (close to 90%) and the information related to fixed investments was dynamically integrated with the highest standards.
  • Supported the planning and controlling process of the company´s fixed investment.


2012 – 2013

IE Business School

International MBA (MBA)


Not a member of any clubs


  • Selected to be an exchange participant in the University of Northwestern, Kellogg School of Management (Chicago USA)
  • Awarded with IE foundationScholarship to study a MBA at IE Business School
  • Selected to be part of the talent development program at SABMiller (EMBA Scholarship)
  • Selected to be part of the Leadership and talent development program between SABMiller in LATAM - AIESEC
  • Recognized as a high contribuitor and leadership in a Social Responsibility Project within SABMiller

Additional Info

  • Colombian