Juan Pablo Torres Vela

Sales & Marketing Executive - CEO Office

• Marketing position, contract based. Revised and redefined the Reverse Vending Machine business Unit. Analysed and presented to the CEO and Board action plans to grow the business unit to USD$30M per year. Developed an entry plan for the Group to the market of the Kingdom of Bahrain including analysis for the public collection, disposal, recycling and water treatment markets.

Channel Development Manager

• Steered 1,600 clients, 600K hectolitres, $660M MXN revenue and $300M MXN net profit.
• Conceived, developed and executed tactical marketing strategies to enhance value proposition for end consumers and retailers. Focused on improving average value transaction, increasing account retention and expansion, and meeting / surpassing targets for significant growth. Strategized plans to enrich brand reputation and increase awareness, including regional promotions and new product / line generation and management.
• Evaluated mandate and led dynamic board-level negotiations to redesign retailer equipment allocation policies, rebalance budgets and redefine strategies. Ensured all departments’ annual budgets were maintained to retain maximum functionality. Led, advised and supported 350-unit liquor store chain partner company Controladora de Negocios Comerciales (Cervefrios).
• Generated $4M MXN cost savings and enhanced retailing network coverage 50%.
• Launched major new product line and brand to mixed drinks market segment.
• Achieved 4 cases per customer per month channel capacity, and #1 nationwide result.
• Gained $300 MXN-per-hectolitre net profits, and #1 nationwide net profit outcome.
• Ranked 4th largest regional market volume in country, with 7/10 key city markets in region.
• Expanded customer base by 2.05% and maintained sales despite challenges in market.
• Concurrently held additional leadership position / function as Franchise Development Manager for 2nd region with 500K hectolitres p.a. value and 4,500 customers.

Commercial Information Maanger

• Implemented and streamlined processes to enable efficient capturing and processing of commercial information, improve communications and optimise insight for key decision-making. Ran and managed master customer database, and ensured effective brand representation and highest-quality content. Revitalised data accuracy, updated categories and fulfilled all legal requirements. Utilised information for strategic analysis and insight to identify policy deviations and coordinate collaborative forecasting processes.
• Took overall sales forecast deviation result from 37% to 17% in 1 year, including 45 products in 21 regions.
• Improved client database accuracy by 15% in 3 months, and exceeded 7-month target.
• Secured board approval for $60M MXN, 90-store-launch expansion to be developed in 1 year.

Projects Executive

• Maximised and supported client acquisition and retention for local operations, and ensured compliance with strategic mandates. Pioneered training and development programme to refine sales force account management skills. Monitored regional industry census and applied analytical and data mining techniques to benefit organisation.
• Consolidated Aguascalientes franchise operation into centralised georeferencing platform.
• Executed aggressive client acquisition campaign to attain presence in new market.
• Accomplished 12.5% client acquisition increase and 100 new clients in Leon.

Lancaster University Management School

Universidad Autonoma de Yucatan