Power BI
Erick López Ontiveros
Business Intelligence
MEX
Summary
Data-driven commercial operations leader with 5+ years of experience optimizing sales productivity through analytics, BI governance, and process automation. Proven track record designing Power BI ecosystems, ETL data pipelines, and KPI frameworks used by national commercial teams to improve customer segmentation, field execution, and revenue growth. Experience collaborating with global stakeholders across LATAM, Europe, and Asia while leading data transformation initiatives within complex commercial organizations. Currently expanding technical capabilities through Data Science & AI certification.
Knowledgeable Field Specialist with solid background in field operations and equipment management. Successfully executed complex field projects, ensuring optimal performance and minimal downtime. Demonstrated expertise in troubleshooting and technical support while maintaining strong client relationships.
Overview
10
10
years of professional experience
2
2
Certifications
2
2
Languages
Work History
Trade Marketing Field Specialist & Commercial Performance Leader
Japan Tobacco International
10.2024 - 01.2026
- Led end-to-end development of a data-driven trade investment traceability framework integrating ETL pipelines and data warehouse architecture, enabling full national visibility of POSM deployment.
- Co-Designed and executed a high-value customer loyalty program (Segments A & B).
- Achievements:
- Increased average SKUs per POS from 3 to 6
- Doubled purchase frequency (2 → 4 times per month)
- Delivered +250% annual sales growth vs pre-enrollment baseline
- Directed national POS material allocation strategy based on customer segmentation, route density, and commercial potential, ensuring 100% priority brand visibility across target stores.
- Managed full lifecycle of marketing programs: Budget approval → vendor PO management → production → national logistics coordination → KPI-based execution monitoring.
- Led “High-Potential Clients” integration initiative, consolidating external databases into core commercial systems:
- Expanded high-value customer base by +30%
- Generated +1M incremental sticks (cigarettes) in 4 months
- Created sustained incremental monthly volume growth across the national operation.
- Aligned and design Power BI dashboards and field reporting tools with sales leadership objectives, driving adoption across 22 Trade Marketers and regional managers.
BI Transformation Lead & Sales Operations Supervisor (Dual Role Assignment)
Japan Tobacco International
01.2024 - 10.2024
- Learning experience contract to lead enterprise reporting migration while managing frontline sales operations.
- Led “Home Page” national reporting transformation, migrating from local SQL server extractions (Store the Intelligence) to global data warehouse architecture (VISEO) powered by ETL pipelines.
- Consolidated 40 reports into 20 standardized national dashboards covering 400+ measures and ~250 commercial KPIs.
- Redesigned KPI governance framework, eliminating obsolete metrics and building a formal KPI dictionary aligned with Sales, Trade Marketing, and Executive stakeholders.
- Implemented multi-layer secure reporting environment (SRL-sensitive + open access) serving:
- Sales Directors
- Marketing Directors
- Regional Managers
- Field Supervisors
- Integrated multi-source analytics
- Facilitated corporate alignment forums to validate KPI definitions, system adoption, and usability.
- Concurrently managed 12 sales routes achieving 103%+ target attainment, applying analytics to improve productivity, credit governance, and execution discipline.
- Led execution and performance tracking of visibility strategy across 750+ POS nationwide
- Monitored volume performance, trade investment, and promotion execution
- Implemented customer portfolio restructuring for Backpacker project, increasing active customer base from (+13%)
- Achieved 11% improvement in promotion execution performance vs national operations, improving trade investment governance and commercial compliance
- Implemented national tracking model and delivered training workshops for 22 Trade Marketers
Development Leader – Business Intelligence & Systems Optimization
Japan Tobacco International
11.2020 - 12.2023
- Led end-to-end operational transactional system audit across Back Office, mobile sales platforms
- Governed reporting processes across Back Office and mobile sales platforms, ensuring data integrity and continuity of operational and commercial reporting.
- Designed and implemented KPI dashboards within handheld sales devices, enabling field teams to access real-time performance metrics and historical trends.
- Performed SQL-based validation and root cause analysis to detect and resolve critical data inconsistencies affecting inventory, picking lists, and route allocation.
- Led cross-functional collaboration between IT (local & global), Sales leadership, and external vendors (Accenture) to align BI assets with business requirements.
- Managed release cycles and version control (DCO framework), ensuring stable deployment of new reporting features and system enhancements.
- Standardized customer master data using reverse geocoding integration to improve data quality and reporting reliability.
- Led training forums and executive communication to drive adoption of BI tools and analytical assets across commercial leadership.
TM Ontrade
Diageo
12.2019 - 10.2020
- Identified and segmented on-trade prospects purchasing through indirect channels.
- Negotiated commercial agreements to transition venues into direct supply relationships.
- Leveraged field digital tools to analyze category performance and venue potential.
Corporate Banking & Innovation Roles
Banco Santander
06.2018 - 11.2019
- Digital Financial Advisor (Jul 2019 – Nov 2019)
- Onboarded SME and corporate clients to digital banking platforms.
- Junior Executive (Feb 2019 – Jul 2019)
- Executed corporate credit operations and documentation processes.
- Innovation Associate – Linker Program (Jun 2018 – Feb 2019)
- Applied Design Thinking to redesign banking processes.
- Developed MVP reducing 80% operational workload in account maintenance.
Entrepreneurial Venture – Business Projects Director
Fusion mexica sas de cv
05.2016 - 06.2018
- Founded and launched Mezcal K’ÓOBEN, achieving 150% annual sales growth.
- Led teams of up to 26 collaborators across operations, marketing, and product development.
- Secured government sponsorship for Barra México participation.
- Obtained $545K MXN public funding to scale operations.
Key Account Manager
AIESEC
01.2016 - 06.2016
- Designed and commercialized an international talent mobility program connecting Venezuelan IT students with opportunities in Mexico.
- Identified candidates from leading universities, conducted interviews, and presented talent pipelines to executives at
- Robert Bosch Mexico.
- Closed the project for $75,000 USD, managing client relationships, contracts, and intern onboarding.
Education
Bachelor of Administration - Bussines
Instituto Politecnico Nacional
Ciudad De México 05.2001 -
Skills
SQL – Joins, Query Optimization, Data Validation
Excel – Pivot Tables, VLOOKUP, Advanced Data Analysis
Power BI – Dashboard Development & Data Modeling (Diploma)
Site inspections
Quality control procedures
Field operations management
Environmental monitoring
Accomplishments
- Supervised team of 22 staff members.
- Commercial Intelligence Development – Analytics structures supporting pricing and promotion strategy
- Business & Systems Integration – Translation of commercial strategy into system logic and automation frameworks
- Operational Efficiency Through Analytics – Productivity improvement through automation and data visibility
Software
SQL
Python
Certification
Data Science & AI Certification – In Progress – Tecnologico de Monterrey
Timeline
Trade Marketing Field Specialist & Commercial Performance Leader
Japan Tobacco International
10.2024 - 01.2026
BI Transformation Lead & Sales Operations Supervisor (Dual Role Assignment)
Japan Tobacco International
01.2024 - 10.2024
Development Leader – Business Intelligence & Systems Optimization
Japan Tobacco International
11.2020 - 12.2023
TM Ontrade
Diageo
12.2019 - 10.2020
Corporate Banking & Innovation Roles
Banco Santander
06.2018 - 11.2019
Entrepreneurial Venture – Business Projects Director
Fusion mexica sas de cv
05.2016 - 06.2018
Key Account Manager
AIESEC
01.2016 - 06.2016
Bachelor of Administration - Bussines
Instituto Politecnico Nacional
05.2001 -