Alan Heriberto Maceda Garza
Mexico City
Summary
With over 30 years of experience in commercial and strategic management, specializing in product portfolio management in the healthcare and pharmaceutical industry, with expertise in sales and marketing. Known for leading teams in product planning and launches, creating high-performance teams focused on achieving results.
Overview
16
16
years of professional experience
Work History
National Sales Manager
Andromaco
07.2023 - 02.2024
- Entrusted with crucial role of spearheading evaluation, development, and implementation of sales force in Mexico
- This involved driving transformative changes to enhance productivity and effectiveness of dynamic team consisting of 170 sales representatives and promoters
- Achievements: New Sales Structure organization focus on productivity and efficiency with segmentation and target new KPI for both prescription and OTC products, ensuring alignment with industry best practices. Facilitated business by implementing practical networking techniques. Negotiated and closed agreements with large customers and monitored and analyzed performance metrics. Analyzed industry trends to maintain a competitive edge in pricing strategies and product offerings. Managed national sales programs, supervised 170 sales team representatives and evaluated KPIs for promotional opportunities.
Sales Manager
Omron BD
10.2022 - 07.2023
- Entrusted with the critical responsibility of driving sales growth across all Latin American regions, including Central, Caribbean, Pacific, and South, encompassing more than 20 countries
- Achievements : Through strategic business partnerships, Successfully expanded Omron's market presence and profitability in the region. Played a key role in boosting awareness and positioning of the Omron brand by enhancing the structure of our business partners. Additionally, Identifying and cultivated new partnerships in key markets such as Peru, Ecuador, and Colombia, resulting in an expanded sales territory and increased market reach. Achieved established KPI for company, regional team and individual performance through teamwork and focus on customers. Resolved customer issues quickly to close deals and boost client satisfaction.
Nutrition Leader
SGS Health
09.2021 - 06.2022
- Leading planning and implementation of new business unit within startup, aimed at generating revenue and local contribution to SGS Mexico with primary objectives are to increase ticket value of existing customer base, attract new customers, and identify new markets to drive sales growth
- Achievements : Developed high-performance team with diverse skill sets, ensuring successful execution of new sales initiatives, and creating budget proposal. 20 Million pesos results in 6 months additionally to budget target, established strong brand positioning and ensure compliance with global standards. Implemented cost-effective strategies for sourcing high-quality ingredients, maximizing budget allocated to food services without compromising nutritional value.
Commercial Manager
Celltrion Healthcare
05.2019 - 09.2021
- In charge for planning startup and development of groundbreaking entity focused on commercializing bio-comparable products such as Infliximab, Rituximab, and others
- Achievements : With robust commercial business model in place, aimed to carve out significant share in lucrative $500 million MXN addressable market, spanning both private and public sector. Assembled and nurtured cross-functional teams, leveraging their expertise to secure marketing authorization for range of products from various companies. Innovative approach included one-year transfer timeline, partnering with Celltrion to license their cutting-edge products. Within just one year, achieved staggering 10 million MXN in Remsima sales in private market. Moreover, ucceeded in expediting regulatory approval process with Cofepris for Trastuzumab and Rituximab, positioning ourselves to participate in highly anticipated 2021 tender process facilitated by UNOPS.Increased sales revenue by developing and implementing effective marketing strategies for commercial products.
Consultant
AMG Consulting Group
05.2017 - 04.2019
- Led business development consulting for Korean companies, sharing best practices in marketing and sales with Mexican and global pharmaceutical companies
- Achievements : Business Development Alliance between Pharmaceutical Hispanoamericana Company (FH) and Central American companies, aiming to commercialize FH products in CAC region. This alliance opened new markets for FH and fostered mutual growth and success through collaboration. 30 Million pesos result in 1 year over budget target. Developed innovative strategies for clients, resulting in increased revenue and business growth. Renegotiated outsourcing contracts to save considerable costs. Supported clients with business analysis, documentation, and data modeling.
Franchise Director
STENDHAL Chronic Diseases
04.2012 - 01.2017
- Played key role in startup and development of new Business Unit leading business development team in designing chronic disease pipeline definition and establishing strong foundation for launching new product collaborating with Human Resources to develop strategic process for selecting and recruiting Marketing and Sales force team
- Achievements : Successful marketing launch of Arhakor, which secured 3rd place in market share during its first year in Mexico's crowded hypertension market. Development, coordination, and design of launch and commercialization strategies for CNS, HTA, and DM products. Overall, contributions have been instrumental in establishing thriving Chronic Business Unit, achieving significant market success, and effectively launching and commercializing multiple products. Collaborated cross-functionally with headquarters, regional and other teams nationally to maintain consistent message and experience. Coached and promoted high-achieving sales and account management employees to fill leadership positions with qualified staff and boost company growth. Implemented systems and procedures to increase sales. Recruited, interviewed and hired employees and implemented mentoring program to promote positive feedback and engagement.
Sr Marketing Manager
UCB
05.2008 - 03.2012
- Leader for successful launch of Vimpat and received Best Practices Award for marketing excellence process in UCB WW
- Team leader for re-positioning of Zomig, which resulted in achieving 1st place Market Share inMigraine market, surpassing more than 25 competitors' products
- Furthermore, I developed strategic process for selecting and recruiting sales force teams to launch Vimpat, collaborating closely with Human Resources department. Improved return on advertising spend by reallocating budget to high-performing channels based on data analysis results. Boosted brand awareness and generated leads while managing internal and external marketing campaigns and programs.
Education
Diploma - Management and Leadership
ITESM
Mexico City2010
Diploma - Strategic Positioning
Universidad Panamericana
Mexico City08.1995
Bachelor of Administrative Studies - Business Administration
Universidad Intercontinental
Mexico City07.1996
Skills
- Diverse experience in pharmaceutical, medical devices, and Bio similars industry, including business unit creation, product launches, and sales excellence
- Skilled in managing high-performance and multidisciplinary teams, with strong leadership, motivation, and complex decision-making abilities
- Proficient in problem-solving, change management, self-assessment, market opportunity identification, and effective marketing and sales strategies
- Experienced in best practices of multinational companies and startups, with focus on strategic thinking and results-driven decision-making
- Possesses competencies in conflict management, organization, inspirational leadership, strategic planning, discipline, negotiation, results orientation, resilience, and stress management
Timeline
National Sales Manager
Andromaco
07.2023 - 02.2024
Sales Manager
Omron BD
10.2022 - 07.2023
Nutrition Leader
SGS Health
09.2021 - 06.2022
Commercial Manager
Celltrion Healthcare
05.2019 - 09.2021
Consultant
AMG Consulting Group
05.2017 - 04.2019
Franchise Director
STENDHAL Chronic Diseases
04.2012 - 01.2017
Sr Marketing Manager
UCB
05.2008 - 03.2012
Diploma - Management and Leadership
ITESM
Diploma - Strategic Positioning
Universidad Panamericana
Bachelor of Administrative Studies - Business Administration
Universidad Intercontinental