Carlos Espinosa Isunza

Strategic Commercial Director – LATAM Pilot & E-Commerce Development

Global Market Leader German HQ 73 Business Units Worldwide 2017 – 2024

Key Achievements:

• LATAM Strategy Implementation

• Led the rollout of a commercial component’s strategy designed in Mexico and approved by German HQ

• Served as the pilot model for Latin America, aligning regional execution with global standards

• E-Commerce Development & Launch

• Spearheaded the creation and deployment of the virtual store: tienda-peri.com.mx

• Enabled scalable online sales of technical components

• Sales Channel Segmentation & Process Design

• Structured three distinct channels:

• E-commerce

• Authorized distributors

• Large-scale industrial clients

• Developed tailored commercial processes and pricing strategies for each

• Portfolio & Policy Structuring

• Designed product portfolio aligned with channel needs and market demand

• Established commercial policies and pricing frameworks to support scalable growth

• Start-Up Execution & Mixed Channel Strategy

• Launched a hybrid sales model integrating digital and traditional flows

• Enabled seamless coordination between online and offline operations

Revenue Growth:

• 2017: $15M MXN

• 2024: $60M MXN

Commercial Director – Executive Uniforms Sector

Leading Mexican Company 45+ Years in Market $210M MXN Annual Sales (2015)

Clients: City Banamex, AON Risk, Volaris, INBURSA, Claro Video, Sunglass Hut

Role Summary:

Led the strategic transformation of a legacy uniform manufacturer into a scalable, multi-channel commercial operation. Integrated design, marketing, and sales functions to align with production capacity and external market opportunities.

Key Achievements:

• Defined and executed a 5-year growth strategy targeting a 50% revenue increase.

• Developed pricing and channel strategies, optimizing profitability across catalog,direct sales, and institutional contracts.

• Secured new accounts and closed high-impact contracts with INBURSA, Claro Video, and Sunglass Hut.

• Won public bid with IMSS, expanding reach into government procurement.

• Designed and structured the product portfolio to meet diverse client needs.

• Increased catalog sales by 15% (June–September YoY).

• Achieved a 10% cost reduction in catalog models and operational expenses.

• Established commercial policies and procedures to standardize execution and improve internal coordination.

Commercial Strategy Lead – Portable Safety Tools (Ladders)

Market Development & Strategic Account Acquisition $8M MXN Annual Sales (2015)

Role Summary:

Led the identification and penetration of niche markets for portable safety tools, with a focus on industrial ladders. Developed tailored product solutions and commercial strategies to differentiate from competitors and deliver added value to strategic accounts.

Key Achievements:

• Identified and developed market niches in retail, industrial, telecom, and government

sectors.

• Attracted and secured new strategic accounts, including:

· SAM’S Club (retail product line)

· The Home Depot (industrial product line)

· Telecom carriers (customized safety solutions)

· CFE (Federal Electricity Commission) – national-level industrial ladder specification.

• Led product development aligned with current and future client needs, enhancing differentiation and long-term commercial relationships.

• Successfully concluded private label project for URREA, expanding brand footprint (SURTEK Ladders)

• Achieved $8 million MXN in annual sales (2015), with scalable growth potential.

Commercial Director – Portable Ladder Manufacturing

Mexican Market Leader 60% National Share $140M USD Annual Sales (2012)

Global Export Reach: Over 30 countries

Role Summary:

Led commercial strategy and operational execution for Mexico’s leading manufacturer of aluminum, fiberglass, and steel portable ladders. Oversaw cross-functional initiatives to drive growth, expand market reach, and reposition the brand across retail and industrial segments.

Key Achievements:

• Defined and implemented commercial policies and procedures, including pricing, discount

structures, and volume-based incentives.

• Designed growth strategies to outpace national GDP, while maintaining profitability aligned

with corporate expansion plans.

• Deployed CRM systems and KPI frameworks to enhance sales tracking and customer

engagement.

• Established budgets for sales, expenses, and HR, aligning resources with strategic goals.

• Planned and executed retail display strategies for self-service and specialty stores to

maximize product visibility and conversion.

• Coordinated with Marketing to reposition the brand and strengthen market presence.

• Applied commercial intelligence to define optimal product mix and portfolio strategy.

• Achieved a 19% increase in annual sales (from $17M to $21M USD) in 2012 vs. 2011.

• Developed new markets and sales channels, including COMEX, FAMSA, COPPEL, and wind

tower ladder systems.

• Introduced DeWalt and Black Decker ladder lines into The Home Depot, along with cause-

Driven product initiatives.

• Led website redesign to improve digital presence and customer experience.

• Implemented Product Data Management (PDM) using Google tools and CRM integration.

• Produced specialized catalogs for COMEX and CFE, tailored to institutional and industrial

Customers.

Commercial Director – Ceramic Flooring & Bath Fixtures

Mexican Subsidiary of Internacional de Cerámica S.A. de C.V. (Public Company)

Annual Sales: $500M USD | KOHLER Brand Partner | National Market Leader

Role Summary:

Led commercial strategy and organizational transformation for a top-tier manufacturer and distributor of ceramic flooring and bath fixtures. Oversaw strategic account development, sales structure redesign, and brand positioning across Mexico City and the State of Mexico.

Key Achievements:

• Implemented commercial strategies to attract new corporate accounts and expand

business with existing clients.

• Delivered differentiated service to VIP accounts with national-level product specifications.

• Defined organizational structure and role profiles, aligning talent with business goals.

• Proposed a variable compensation scheme and defined key performance indicators (KPIs) to drive accountability and results.

• Executed a public relations plan targeting clients, professional associations, institutions, and industry chambers in construction and finishes.

• Reached near-budget sales performance:

· 2008: $127.8MDP (77%)

· 2009: $111.7MDP (83%)

· 2010: $126.5MDP (98%)

• Created a results-driven sales structure with strong ownership, professional service focus, and urgency mindset.

• Achieved positive EBITDA of 3% in 2010, reversing negative results from 2008 and 2009.

• Secured institutional accounts, including Liverpool, Grupo CARSO, Grupo Constructor ROUZ, and DICO.

Regional Operations Manager – Structural Steel & Tools Distribution

Mexican Company 17,000 SKUs 55+ Branches $1.8B MXN Annual Sales (2008).

Career Progression – Steel & Tools Distribution

Local Operations Manager – Veracruz (2004 – 2005)

Managed local operations, driving commercial performance and team coordination in the Veracruz branch. Oversaw sales, logistics, and customer service, laying the foundation for regional leadership.

Regional Operations Manager – Central Regio (2005 – 2006)

Promoted to lead multi-branch operations across the Central Region, including Tultitlán, Tulancingo, and Pachuca. Directed cross-functional teams and implemented strategic initiatives to optimize performance and expand market reach.

Regional Operations Manager – Expanded Central Region (2006 onward)

Continued leadership with expanded scope, overseeing 10 stores and a distribution center across Central and Bajío regions. Led sales, finance, procurement, and public relations, achieving monthly sales of over $40M MXN and securing major institutional accounts.

Role Summary:

Led operations across three strategic districts for Mexico’s leading distributor of structural and commercial steel, tools, and hardware. Oversaw multi-site management, commercial execution, and resource optimization across 10 retail stores and one distribution center.

Key Achievements:

• Managed retail hardware stores in:

· Central District: Tultitlán, Tulancingo, Pachuca

· Bajío District: Celaya (2), San Miguel, Querétaro (3), San Juan del Río

• Directed cross-functional activities in finance, sales, administration, procurement, warehousing, and public relations.

• Established general policies and strategic frameworks to maximize resource efficiency and operational performance.

• Achieved monthly sales exceeding $40M MXN with high-performing sales teams.

• Won government bids totaling over $40M MXN with Luz y Fuerza del Centro.

• Attracted major institutional clients including:

• ICA CC, CILSA, CICSA, VIVEICA, APASCO, ARA, CEMEX, SWECOMEX, GRUPO PC CONSTRUCCIÓN, among others.

National Sales Manager – Portable Ladder Manufacturing (IMSALUM Division)

Mexican Subsidiary of GRUPO IMSA Aluminum Branch $250M USD Annual Sales (2004)

National Market Leader (70% Share) Exporting to 33+ Countries

Role Summary:

Led commercial operations, product innovation, and channel development for Mexico’s leading manufacturer of aluminum, fiberglass, and steel portable ladders. Oversaw strategic planning, marketing, and execution across retail, institutional, and international markets.

Key Achievements:

• Defined and implemented commercial policies and procedures, including pricing, discount structures, and volume-based incentives.

• Achieved 200%+ sales growth over six years, increasing

annual revenue from $9M to $19M USD.

• Coordinated the Marketing department, aligning brand

strategy with channel execution.

• Oversaw inventory control and administration, ensuring

supply chain efficiency and product availability.

· Developed new sales channels, including:

· Door-to-door sales

· Self-service retailers: Walmart, Bodega Aurrera, Comercial

Mexicana, GIGANTE

· Price clubs: SAM’S Club

· Department stores: SEARS

· National bids: Luz y Fuerza, CFE

· Catalog sales

• Executed new product applications to support innovation and market differentiation.

• Established and monitored sales and expense budgets, ensuring alignment with growth targets.

• Designed and executed retail display strategies for ladder products in major chains including SAM’S, The Home Depot, and Walmart.