Alejandra Alonso López
Commercial And Merchandising Director
Huixquilucan
Summary
Result-oriented professional, highly motivated, exposed to multicultural experiences and business English proficient Ability to analyze conflictive situations and to resolve problems. Effective administration of multiples projects and priorities Ability to develop and maintain productive work relationships at all levels of the organization. Ability to learn new skills in very short periods of time. Objective-oriented and effective work, always attaining optimal results in the short term Ability to develop multifunctional and multidisciplinary work teams. Ability to recognize individual capabilities and competences, and to promote personnel growth and development Strong analytical skills to analyze market trends, sales data, and financial performance Strategic thinking to develop and implement long-term merchandising strategies Negotiation skills to negotiate favorable terms with vendors and suppliers
Overview
2025
2025
years of professional experience
4
4
years of post-secondary education
Work History
Commercial and Merchandising Director Technology
EL PALACIO DE HIERRO
3 2024 - Current
- Company Overview: Luxury Omnichannel Retail Ecosystem
- Oversee the overall commercial strategy and product assortment of consumer electronics goods
- Responsible for driving sales, maximizing profits, and ensuring customer satisfaction
- Develop and implement merchandising strategies that align with the company's overall business objectives
- Manage product assortment, including product selection, pricing, and promotion
- Oversee inventory levels to optimize stock availability and minimize excess inventory
- Build and maintain strong relationships with vendors and suppliers
- Analyze sales data to forecast future trends and make informed decisions
- Collaborate with marketing team to develop and execute marketing and promotional campaigns
- Lead and manage team of merchandising and commercial professionals
- Monitor and analyze financial performance metrics, such as sales, margin, and inventory turnover
- Drive the commercial success of Technology categories by ensuring that the right products are available at the right time, at the right price, and in the right place
Central Merchandising Planning Director
EL PALACIO DE HIERRO
5 2022 - 3 2024
- Company Overview: Luxury Omnichannel Retail Ecosystem
- Help accelerate change by setting strategic targets and business rules centrally and support delivery and conformance
- Bridge between the business and the commercial divisions, ensuring that the 'top down, bottom up' processes work
- Guardian of best practice and continuous improvement, working with IT to deliver projects and change initiatives
- Carry out three roles that all inter-relate and underpin each other: Budgeting and Trading, Reporting and Commercial Tools, Commercial Administration
- Budgeting and Trading: Centrally coordinate, align and connect Commercial, Planning and Financial Planning areas, becoming the bridge between the business and divisions, ensuring that the “top down, bottom up” processes work. Guarantee conformance to business calendar and support on time completion of milestones
- Reporting and Commercial Tools: Standardize business visibility, guarantee adoption of available reporting and influence teams to utilize data in order to establish commercial actions that will sustain and improve performance and results. Connect business processes and ensure implementation of solutions, clear execution, continuity and scalability. Deliver best practice and continuous improvement
- Commercial Administration: Support all commercial processes with a vision to upgrade and transform, to enable solutions that will facilitate commercial operations. Accelerate change by setting business rules centrally and guarantee delivery and conformance
Commercial Planning and Distribution Director
EL PALACIO DE HIERRO
04.2019 - 05.2022
- Company Overview: Luxury Omnichannel Retail Ecosystem
- Development of annual business plan aligned with financial company goals, responsible for Luxury, Technology, Furniture, Housewares, Cosmetics and Sporting goods divisions, managing annual Budget of 900MDD
- Responsible for establishing, executing and following up of purchasing plan
- Inventory control by carrying out discount and promotion strategies, end of life programs for obsolete or discontinued products as well as end of season progressive discount plan
- Price, promotions and marketing campaigns financial assessment
- Initial allocation, replenishment and stock balancing pre, during and post-season maximizing sales, margin and inventory
- Parameter optimization and management of Allocation and F&R systems to guarantee correct product distribution and automatic reordering
Purchasing and Merchandising Director for General Merchandise
GRUPO ELEKTRA
09.2015 - 04.2019
- Company Overview: Retail chain
- Responsible for implementing strategies to drive KPIs such as revenue, margin, contribution and inventory for Home Appliances, Consumer Electronics, Computing, Videogames and Accessories divisions, managing an annual budget of 600 MD
- Detonating product and price strategies that ensure customer preference
- Interpreting market trends and adapting to industry changes
- Implementing new sales strategies and ensuring team follows industry best practices
- Management of supplier contracts and terms
- Making commercial recommendations to the board of directors
- Handling a variety of projects and overseeing project management
Purchasing and Merchandising Director for Home Appliances and Housewares
GRUPO ELEKTRA
09.2014 - 09.2015
- Company Overview: Retail chain
- Product selection, cost negotiation, vendor allowances, store selection, pricing, advertising and visual merchandising
- Responsible for Identifying and insuring a pipeline of new trends, brands and products to satisfy consumer needs
- Responsible for the replenishment and in-store allocation and planogram definition
- Responsible for the P&L statement of the category with weekly board meeting presentations
Senior Purchasing Manager
CENTROS DE DESCUENTO VIANA
12.2012 - 08.2014
- Company Overview: Retail chain
- Control and optimization of various key indicators and objective-oriented management of the white goods, small appliances, housewares, mattresses and motorcycles divisions
- Management and development of domestic and foreign vendors
- New product selection and initial distribution planning to points of sale
- Product demand analysis and product and brand market share and retail channel share analysis
- Line-up analysis and development
- Category management analysis and execution
- Product cost, price and margin analysis, product life-cycle analysis, and store profitability analysis
- Pricing and promotion analysis and strategies
- Vendor evaluation and qualification
Purchasing Manager
CENTROS DE DESCUENTO VIANA
06.2008 - 12.2012
- Company Overview: Retail chain
- Control and optimization of key indicators such as sales growth, inventory levels, and gross margin and objective-oriented management of the furniture and mattresses divisions
- Management and development of domestic and foreign vendors
- New product selection and initial distribution planning to points of sale
- Product demand analysis, requirements planning, submittal and release of purchase orders, and supervision of timely supply of merchandise
- Supervision of merchandise delivery in central warehouse and points of sale
- Post-sales service follow-up with vendors
- Product cost, price and margin analysis, product life-cycle analysis
- Vendor evaluation and certification
Materials and Purchasing Leader
TIGHITCO LATINOAMERICA
09.2004 - 11.2007
- Company Overview: Design and Fabrication of Engineering Components for Aerospace and Industrial Applications
- Responsible for ensuring and managing purchasing activities and negotiations with international and local suppliers, new supplier development and qualification (customer approved suppliers), submittal and acceptance of bids, supplier evaluation, problem solution related to service, quality, pricing
- Timely release of purchase orders to ensure appropriate supply flow
- Responsible for planning of raw material needs and part maintenance management (safety stock, lead times, min/max order quantities, order policies)
- Involvement with the logistics department to follow up on material imports under PITEX program
- Inventory management and warehouse handling
Education
Industrial and Systems Engineering - Minor in Supply Chain Management
Instituto Tecnológico y de Estudios Superiores de Monterrey Campus San Luis Potosí
08.1999 - 07.2003
International summer course - Integrated Manufacturing Systems
Akademia Górniczo- Hutnizca
06.2003 - 07.2003
International summer course - Management in a Systemic Approach
The University of Hull, Business School
06.2001 - 07.2001
International summer course - Economics and the State
Université Nice Sophia Antipolis
06.1998 - 07.1998
Skills
Strategies and goals
Verbal and written communication
Negotiation
Cross-functional team leadership
Project Management
Team building
Problem-solving abilities
Contract Negotiation
Budget Management
Effective leader
Reliability
Purchasing and planning
Personal Information
Date of Birth: 08/12/81
Mainqualifications
- Result-oriented professional, highly motivated, exposed to multicultural experiences and business English proficient
- Ability to analyze conflictive situations and to resolve problems. Effective administration of multiples projects and priorities
- Ability to develop and maintain productive work relationships at all levels of the organization. Ability to learn new skills in very short periods of time.
- Objective-oriented and effective work, always attaining optimal results in the short term
- Ability to develop multifunctional and multidisciplinary work teams. Ability to recognize individual capabilities and competences, and to promote personnel growth and development
- Strong analytical skills to analyze market trends, sales data, and financial performance
- Strategic thinking to develop and implement long-term merchandising strategies
- Negotiation skills to negotiate favorable terms with vendors and suppliers
Marathon running
- Endurance-based hobby
- Long-distance running pursuit
- Physical challenge and mental discipline
Timeline
Commercial Planning and Distribution Director
EL PALACIO DE HIERRO
04.2019 - 05.2022
Purchasing and Merchandising Director for General Merchandise
GRUPO ELEKTRA
09.2015 - 04.2019
Purchasing and Merchandising Director for Home Appliances and Housewares
GRUPO ELEKTRA
09.2014 - 09.2015
Senior Purchasing Manager
CENTROS DE DESCUENTO VIANA
12.2012 - 08.2014
Purchasing Manager
CENTROS DE DESCUENTO VIANA
06.2008 - 12.2012
Materials and Purchasing Leader
TIGHITCO LATINOAMERICA
09.2004 - 11.2007
International summer course - Integrated Manufacturing Systems
Akademia Górniczo- Hutnizca
06.2003 - 07.2003
International summer course - Management in a Systemic Approach
The University of Hull, Business School
06.2001 - 07.2001
Industrial and Systems Engineering - Minor in Supply Chain Management
Instituto Tecnológico y de Estudios Superiores de Monterrey Campus San Luis Potosí
08.1999 - 07.2003
International summer course - Economics and the State
Université Nice Sophia Antipolis
06.1998 - 07.1998
Commercial and Merchandising Director Technology
EL PALACIO DE HIERRO
3 2024 - Current
Central Merchandising Planning Director
EL PALACIO DE HIERRO
5 2022 - 3 2024
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