Fernando Carmona

• Drove business development initiatives for strategic accounts in Mexico by exploring, identifying, and prospecting opportunities, conducting market research, and presenting compelling business cases that facilitated successful negotiations for existing and new customers in the Private Label Powder Detergents industry.
• Generated over $120M USD in Revenue with strategic retailer accounts by manufacturing their private label powder detergents
• Grew the account pipeline 150% with over $2.5M in qualified opportunities for the next 1-3 years.
• Drove commercial strategy and customer growth through NPD pipeline, value proposition, merchandising, pricing, and promotional strategies, enhancing overall market positioning.
• Strengthen our long-term customer relationships by delivering 98% Fill Rate OTIF metrics.
• Developed strategic partnerships to foster mutual growth, expanding market share by increasing presence in Government and Hard-Discount channels.
• Led market research and secondary category data to identify potential clients and industry trends
• Collaborated cross-functionally to develop innovative Bio-Detergency solutions for complex stain removal, freshness, and deep-cleaning challenges. Our formula was ranked in the Top 3 best performing formulas in stain removal as per Profeco’s 2025 Consumer Study.

• Academic Sector: Private College with 8 campuses in the State of Mexico and 1 Online campus.
• Driving, leading, and delivering growth. Reshaping the sales strategy, building a robust brand positioning, reimagining a new way of doing digital and performance marketing focusing on consumers’ segmentation, and personalizing content throughout their journey.
• Reports to the CEO.
• Overseeing and leading the Marketing, Content, Sales (B2B, On-campus, Contact Center), Data Analytics, and Training teams. Headcount of 89 people.
• Optimized the Growth team structure, identified opportunities to improve business process flows to enhance productivity, drive results, and execute with excellence.
• Established a culture of continuous improvement, fostering innovation and driving sustainable growth across the organization.
• Implemented advanced data analytics tools to drive data-driven decision-making across all my teams, leading to better business outcomes.
• Streamlined HubSpot CRM sales funnel and typifications, increasing conversion rates by 62% across all funnel stages while creating over 200 assets for email marketing and automation campaigns.
• Developed and executed effective customer acquisition strategies resulting in a substantial increase in customer base while decreasing our CPL by 50%, Digital channels conversion rate increased from 2.6% to 10% resulting a CPA equivalent of 1.5 tuition fees per new student
• Led 360 marketing campaign for new academic offer, significantly increasing brand awareness and visibility, generating over 120k leads, 50MM impressions, and 165k monthly website/landing visits.
• Crafted new student journey and execution methodology, implementing strategic pricing and promotions that resulted in 13% sales growth vs LY and improved student retention by 18% vs previous intake periods.

• Brands: HT Men, Hot Tools Strategic Adjacencies, Gold N Hot, Brut, Sure, Pert Plus, Infusium, Sea Breeze, & Ammens
• Led strategic Beauty projects to deliver the Global Net Sales of $600M. Beauty BU accounted for 28% of the Global Sales.
• Oversee development and execution of cohesive annual marketing plans that drive revenue, including sales promotions, new account acquisition strategies, product branding, co-branded marketing campaigns, and social and digital media. Establish the marketing goals for 2 direct reports. Engage and influence the leadership team, cross-functional teams, and leaders at all levels, report to the VP of Brand Marketing Global Beauty.
• Spearheaded the Digital Transformation project for Top 5 accounts: Amazon, Walmart, Target, Ulta and Sephora. Improved the Customer Journey, e-commerce sales growth, and CX with elevated brand and content assets for 185+ SKUs.
• Revamped iconic and yet niche Brut, Pert Plus and Gold & Hot brands for the USA market.
• Revamped Brut, Pert Plus, and Gold & Hot brands for USA market, enhancing brand perception and consumer engagement.
• Managed expansion of Helen of Troy beauty brands into new geographies and product lines, broadening market reach and driving revenue growth.
• Amplified co-branded marketing strategies, elevating flagship products to high-profile consumer brands with enhanced visibility and recognition.
• Built strong product positioning and managed offline/online marketing content coordination, ensuring a cohesive brand experience across all touchpoints.
• Established strong relationships with clients and stakeholders, ensuring long-term partnerships and repeat business.
• Reduced costs, optimized resource allocation, and improved efficiency in managing projects.
• Managed budgets effectively, achieving financial objectives while maintaining strict control over expenditures.
• Managed budgets effectively, achieving financial objectives while maintaining strict control over expenditures.

• Entrusted with full P&L responsibility for Health & Home and Personal Care for Latin America, driving the marketing strategy/go-to-market and leading the 2 business units while reporting to VP & GM Latin America. Served as a management team member with 3 direct and 9 dotted reports.
• Brands: Vicks, Braun, Honeywell, Brut, Ammens, PUR, Stinger, and Soft Heat involving Humidifiers RX, Vaporizers, Seasonal Humidifiers Thermometers, BP Monitors, Dehumidifiers, Fans, Heaters, Air Purifiers, Water Purification Systems, Insect Control, Hot & Cold therapy.
• Transformed the Latin American business from loss to profitability by sourcing and defining a winning product portfolio, refining pricing strategies, and implementing suitable business models (FOB, Direct Sales, Distributor) tailored to each market.
• Achieved double-digit gross profits and double-to-triple-digit net sales growth across the region through strategic product portfolio management, SKU rationalization, distributor JBP’s and targeted pricing strategies.
• Spearheaded geographic expansion of the Braun & Vicks business into Argentina, generating $1.5M in net sales within the first year.
• Revamped Brut brand with Green Family 360 campaign, achieving 800M impressions and 400% ROI while expanding product line into new categories.
• Captured a 13% share of market value for the Ammens brand in the Powder Category, achieving 3rd place in the market.
• Drove sales growth through pharmacist training programs, resulting in 135% sell-out increase in Chile, and strategic retail partnerships, leading to category leadership for Fans & Heaters with Honeywell in Best Buy Mexico.
• Executed business plans to strengthen and maximize territory sales and profits, enhancing overall market position.

Started on January 2025

• 16 courses covering Marketing Strategy, Digital Marketing, and Marketing Analytics