Results-driven C-Suite Level Executive with forward-thinking approach centered on company success and competitive growth. Demonstrated record of success in building successful teams and managing profitable operations.
Hi, I’m
Astolfo Valenzuela Sánchez
Mérida
Summary
Overview
20
years of professional experience
Work History
PROALMEX
Chief Executive Officer (CEO)
01.2023 - 06.2024
Job overview
- Responsible of 2 factories, 4 brands, and +550 associates, with the Goal of building a profitable, financially sound and operationally Institutional company, with the conviction of continuing to invest in the future, increasing our value through new lines of business and expanding our presence and value within the market
- Achievements: Increased Sales by +40%, Increased Operating Profit by +300% in 3 years
- Built the foundations for the implementation of Corporate Governance
- Promoted the Digital transformation and upgraded our ERP (SAP)
- Built a Culture of Teamwork and High Performance.
PROALMEX
Marketing & Commercial Director (CMO)
01.2022 - 12.2022
Job overview
- Lead the company's growth agenda
- Responsible for building our brands and developing our customers and growing our sales channels, responsible for empowering our team and consumer satisfaction
- P&L accountable and responsible to lead de institutionalization process of the company
- Achievements: Increased Sales by +13%, Increased Operating Profit by +550% vs LY
- Launched Nestea Flavors Nationwide, Increasing Our Brand Market Leadership by +5.0pp
- Led and presented the Nestea Development Plan to the Nestlé Brand Board Mexico.
PROALMEX
Strategy & Business Development Manager
07.2021 - 12.2021
Job overview
- Designed and executed the commercial strategy for channel development, aiming to increasing our sales and maximizing profitability
- In addition, I was responsible for the negotiations, on the distribution agreements with our business partners, Nestlé and Ferrero
- Achievements: Traditional Trade Channel RTM Optimization, Sales Increase +21% vs LY, POS Coverage +25,000 PDV.
DISTRIBUIDORA MARAVILLA
Central América Commercial Director
01.2021 - 06.2021
Job overview
- Leading the Trade Marketing & Commercial Agenda in Guatemala, Honduras, El Salvador y Nicaragua
- Managing different Route to Market models (own and 3rd Party), and Portfolio in each country where we operate
- Brands: Raptor, Tampico, De la Granja, Del Frutal, Del Fruto, Naturas, Del Monte, Beberé, Revive, V8, Gran Día, Incaparina and Cerveza Gallo
- Leading a team of 400 associates and distribution partners
- Achievements: Modern Trade Development Plan - Sales (SI-SO) Turnaround
- Del Monte Foods (solid food) intercompany Integration.
BRITISH AMERICAN TOBACCO
Country Manager
08.2018 - 03.2020
Job overview
- Management and Development of a +$40-million-dollar Business, directly responsible for the relationship with our distribution partner (the most important in the country)
- Responsible for the development of the commercial strategy and the implementation and execution of the brand strategy according to the requirements of every area
- Achievements: +12% Sales Volume Growth & +5X UOP Improvement vs SPLY
- 60% of Portfolio Transformation through Brand Launches & Product Upgrades
- 10pp of Market Share Growth in Convenience Channel
- Pioneers in NGP´s Category Introduction within LATAM, New Product Launches.
BRITISH AMERICAN TOBACCO
Sr. Key Account Manager
09.2014 - 07.2018
Job overview
- Responsible for the Development of the Modern Trade and Pharmacies Channel, in charge of a business of +$30 million dollars
- Responsible of the negotiations of the Joint Business Plans with the client´s management team
- Achievements: +3X Sales Volume & Profit Rate Growth vs Channel Average Performance
- Boost the Partnership Product Platform, Listings, and Private Labels Development.
BRITISH AMERICAN TOBACCO
Modern Trade & HoReCa Channel Manager
02.2014 - 08.2014
Job overview
- Brand Development, On Premise & OFF Premise Channel Management
- Achievements: +3.0pp of Market Share Growth in the Premium Segment.
- Facilitated channel engagement to support territory sales goals.
BRITISH AMERICAN TOBACCO
Traditional Trade Channel Manager
03.2013 - 01.2014
Job overview
- Commercial Strategy, Brand Portfolio Development
- Direct & Indirect Sales in the Traditional Trade
- Achievements: +7.0pp of Market Share Growth, reaching the leadership with 56.1pp in the Traditional Trade Channel.
BRITISH AMERICAN TOBACCO
TM&D Area Manager
11.2009 - 02.2013
Job overview
- Management & Development of the Company Business in the Yucatán Peninsula
- Construction of the 2nd Best-Selling and Better Positioned Brand in the Market.
- Managed daily operations for optimal performance, ensuring timely completion of tasks and projects.
- Led a team to achieve company goals and exceed targets consistently, fostering a positive work environment.
PROALMEX
Trade Marketing & Key Account Manager
11.2005 - 11.2009
Job overview
- Built and maintained strong client relationships to drive business growth.
- Analyzed market trends, identifying opportunities for expanding product offerings within key accounts.
- Secured high-value accounts through consultative selling, effective customer solutions, and promoting compelling business opportunities.
- Positioned global capabilities to expand market share.
NESTLÉ
Key Account Analyst & Trade Marketing Executive
07.2004 - 10.2005
Job overview
- Conducted regular account reviews to assess performance against targets, identify areas for improvement, and develop action plans to address any gaps or challenges.
- Built and maintained a comprehensive database of client information, streamlining reporting processes and enabling more informed decisionmaking.
Education
EUDE Business SchoolMadrid, Spain
Master´s Degree from Marketing & Commercial Management
03.2018
University Overview
Universidad Anáhuac MayabYucatán, México
Bachelor´s Degree from International Business
06.2004
University Overview
Skills
- Organizational Leadership
- Executive Leadership
- Risk Management
- Staff Management
- Corporate Governance
- Profit & Loss
- Revenue Growth
- Global Expansion
- Data-driven decision-making
- Strategic Partnerships
- Negotiation
- Strategic Planning
Languages
Spanish (Native)
English (Fluent)
Portuguese (Intermediate)
Timeline
Chief Executive Officer (CEO)
PROALMEX
01.2023 - 06.2024
Marketing & Commercial Director (CMO)
PROALMEX
01.2022 - 12.2022
Strategy & Business Development Manager
PROALMEX
07.2021 - 12.2021
Central América Commercial Director
DISTRIBUIDORA MARAVILLA
01.2021 - 06.2021
Country Manager
BRITISH AMERICAN TOBACCO
08.2018 - 03.2020
Sr. Key Account Manager
BRITISH AMERICAN TOBACCO
09.2014 - 07.2018
Modern Trade & HoReCa Channel Manager
BRITISH AMERICAN TOBACCO
02.2014 - 08.2014
Traditional Trade Channel Manager
BRITISH AMERICAN TOBACCO
03.2013 - 01.2014
TM&D Area Manager
BRITISH AMERICAN TOBACCO
11.2009 - 02.2013
Trade Marketing & Key Account Manager
PROALMEX
11.2005 - 11.2009
Key Account Analyst & Trade Marketing Executive
NESTLÉ
07.2004 - 10.2005
EUDE Business School
Master´s Degree from Marketing & Commercial Management
Universidad Anáhuac Mayab
Bachelor´s Degree from International Business
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