Hi, I’m
César Rodríguez
Commercial Director
Juriquilla,QUE
Summary
Commercial Executive with 25 years of experience in the steel and forestry industry. Established the foundation of the Commercial and Marketing Structure for a Greenfield MDF Mill (Tecnotabla) in Mexico, along with the sales strategy such as distribution channels, market segments, pricing management, customer management, etc…).
Direct experience in business areas such as Customer Service, Sales and Procurement, offering exemplary collaboration, team building and decision-making skills in order to improve the performance of the company’s profitability and market presence. Fluent in Spanish (native) and English.
Overview
25
years of professional experience
4
Certifications
Work History
Proteak
Commercial Director
08.2014 - Current
Job overview
- Company Overview: Proteak is the largest Mexican forestry company, with over 44,500 acres of commercial plantations of teak and eucalyptus certified by the Forest Stewardship Council, and a state-of-the-art medium density fiberboard (MDF) producing mill in the state of Tabasco with an annual production capacity of 280,000 m3.
- Key Responsibilities and Accountabilities:
- Established the commercial strategy for the MDF Business Unit of the greenfield MDF facility.
- Country wide responsibilities for the sales and distribution of the MDF facility.
- Development of the Annual Business Plan by geographic zone, product mix and distribution channel segment.
- Pricing and discount policies based on volume, product mix, zones, prompt payment, etc…
- Team building.
- Market Analysis of the industry.
- Development of Marketing and Promotional Campaigns.
- Key Achievements:
- Started from zero the Commercial Department, defining and recruiting staffing for areas such as Customer Service, Marketing, Promoting and Specification, and Outside Sales.
- Development of a 100 + Customer base for an annual revenue of $45 Million USD within the first 18 months of operation.
- 20% Market share of Mexican MDF consumption within the first 10 months of operation.
- Mapping of the sales and distribution process and SAP implementation.
New Process Steel
Commercial Manager
10.2013 - 05.2014
Job overview
- Company Overview: New Process Steel is a US steel service center with more than 50 years in the market, specializing in flat rolled steel products and components with surface critical applications for industries such as HVAC, Appliance & Automotive, among others, with close to 800 employees and annual revenue of approximately $130 million in the Mexico Market.
- Monterrey Steel Service Center and sheet metal and stamping facility. Four direct report areas and a total 25 personnel staff.
- Key Responsibilities and Accountabilities:
- Oversee the sales efforts of the company in Mexico, organizing the sales force, establishing Annual Sales and Profit Budgets, and sales and marketing initiatives for the accomplishment of such goals.
- Design and selection of the staff and define the process and key activities for the Customer Service Department to ensure a responsive customer oriented culture.
- Supervise the Purchasing Department, developing cost effective and innovative supply chains. Negotiation with steel mills in the US and Mexico.
- Key Achievements:
- Re-structured the commercial department, assigning geographic areas and implementing KPIs for the Account Managers.
- Developed a company brochure for the Mexico market and established initiatives to prospect new accounts and do networking in the industry.
- Determined areas/functions in need of training and hired consultants to perform a Sales and Customer Service Workshop.
- Broaden the product line pursuing stainless steel business opportunities with a potential annual revenue of $9.5M usd for the first year and double digit growth for following years.
Ryerson, Inc.
Regional Sales Manager
06.2010 - 10.2013
Job overview
- Company Overview: Ryerson is a US steel service center with 70+ locations in the US, China, Brazil and Mexico and a $3.5B annual revenue in aluminum, carbon and stainless steel products.
- Monterrey facility for Ryerson Mexico.
- Key Responsibilities and Accountabilities:
- Responsible for the Start-up and staffing of the Monterrey facility, and supervised the installation of IT services, racks, forklifts and all other operation and office equipment.
- Determined product line and depth for the Mexico operation, according to the local market needs and expected profitability.
- Responsible for the P&L of the company in Mexico.
- Key Achievements:
- Developed the business plan for years 2011 through 2013 with consistent YOY growth in the $22M a year revenue range.
- Participated in networking events such as American Chamber, Expo Manufactura, AMM, and Steel Distributor Association, among others.
- Implemented a supply chain for materials to flow through Ryerson’s different locations in the Southwest region.
- Supervised the implementation of existing ERP (SAP) into the Mexican entity operation between 2012 and 2013.
Grupo Collado/Ryerson
Sales Director
08.2007 - 05.2010
Job overview
- Company Overview: Grupo Collado is a Mexican steel service center publicly traded in the Mexican Stock Exchange, with nationwide presence, and annual sales in the range of $400M usd. Between 2001 and 2007 Grupo Collado and Ryerson engaged in a Commercial Agreement in North America.
- Monterrey Steel Service Center and sheet metal fabrication facility.
- Key Responsibilities and Accountabilities:
- Reported to the CEO.
- Responsible for the Industrial Market Sales in the Northeastern area of Mexico.
- Accountable for EBITDA and EVA profitability valuation of the Industrial Division.
- Responsible for two Sales Management Divisions and a Customer Service Management Department.
- Key Achievements:
- Managed an $80M revenue customer base in the industrial sector.
- Worked through an ERP transition (BAAN into SAP).
- Managed a reorganization during 2008 economic crisis.
Grupo Collado/Ryerson
Purchasing Manager
12.2003 - 08.2005
Job overview
- Monterrey Service Center facility.
- Negotiation with suppliers (Mills, Distributors and Global Steel Trading Companies).
- Inventory Control Management of the Northeastern Division, and specialty materials for other Divisions.
- Market analysis and evaluation for trends and opportunities.
- Link between Ryerson & Grupo Collado on inter-companies material purchases.
- Coordination of Material Buyers in the Northeastern Division.
- Monitoring of the Freight Forwarder in the material’s import process from the US.
Grupo Collado/Ryerson
Sales Manager
01.2002 - 11.2003
Job overview
- Monterrey Service Center facility.
- Management of the sales force of one of the two Northeastern Commercial Divisions.
- Market analysis and evaluation.
- Negotiation of prices, terms and conditions on Supply Agreement Contracts on the OEM Industry.
- Development of tools to monitor service level indicators and account profitability with models such as OROOA (Operating Return Over Operating Assets).
Grupo Collado/Ryerson
Account Representative
08.2000 - 12.2001
Job overview
- Monterrey Service Center facility.
- Coordinated the Logistic of carbon prepainted steel material from the US to our facility in Monterrey, for the company’s most important customers in Mexico.
- Coordinated operations between US Company’s locations, outside processors (outsource) and local operation.
- Implemented a Cost Saving Program with our customers.
Education
EGADE Business SchoolMonterrey, Nuevo León
Master’s Degree from Business Administration
01.2010
ITESM Campus MonterreyMonterrey, Nuevo León
Bachelor’s Degree from International Business
01.1999
Universidad Pontificia Comillas De MadridMadrid, Spain
Exchange Program
06.1998
Skills
Team building
Certification
Sales in 3D (2014) First Consulting Group.
References
- Eduardo, Ontiveros, General Manager MJB Tableros & Ex President IMEXFOR Association
- Alejandra, Martinez, Founding Partner of Tú Nombre Aqui, +52 22 8530 0419
- Oscar, Rivera, VP Mexico at Ryerson Inc., US (281) 310 3329
- Jaime, Lujan, Sales Director at ARZYZ, Ph + 52 81 1044 7044
- Rafael, Esteban, General Manager Mexico at Salzgitter Mannesmann International, Ph. + 52 55 5559 8233
Affiliations
IMEXFOR 2019-2025
VP of Panels
Timeline
Commercial Director
Proteak
08.2014 - Current
Commercial Manager
New Process Steel
10.2013 - 05.2014
Regional Sales Manager
Ryerson, Inc.
06.2010 - 10.2013
Sales Director
Grupo Collado/Ryerson
08.2007 - 05.2010
Purchasing Manager
Grupo Collado/Ryerson
12.2003 - 08.2005
Sales Manager
Grupo Collado/Ryerson
01.2002 - 11.2003
Account Representative
Grupo Collado/Ryerson
08.2000 - 12.2001
EGADE Business School
Master’s Degree from Business Administration
ITESM Campus Monterrey
Bachelor’s Degree from International Business
Universidad Pontificia Comillas De Madrid
Exchange Program
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