Fernando Loyola Chavez
Senior Sales Managef
Ensenada
Summary
Customer Focused, bicultural International Business Professional with 20+ year experience in international business, sales and marketing.
Overview
22
22
years of professional experience
2
2
Certifications
2
2
Languages
Work History
North Mexico Regional Sales Manager
Dialight de Mexico S. de R.L. de C.V.
01.2015 - 01.2025
- In charge of industrial LED sales in the states of Baja California, Baja California Sur, Sonora, Chihuahua, Coahuila, Nuevo Leon, Sinaloa
- Activities: Site audits, technical analysis, company presentation, pricing strategies, marketing strategies, ROI analysis working with all levels of people in each company.
- Distribution partners set up in the area: Increased distribution network from one distributor to 10 distributors totaling over 60 branches across the territory.
- Achieved sales target yearly. Targeting industries such as Automotive, Mining and Metals, Food and Beverage, Power Generation, Oil and Gas, Construction, among other industries.
- Working across sales channel with distributors, contractors, EPC, Utility companies (Energy and Water) engineering companies, construction companies and MRO end users.
Manufacturers Representative for Mexico
03.2011 - 01.2015
- Line card:
- Lucas Milhaupt Brazing Solutions
- Capital Weld Cleaners
- Uniweld Products Inc.
- LTCopper S.A. de C.V.
- Activities
- Strategic sales, pricing structure, distribution strategy development.
- Commercial Relationship development, including distributors, contractors and end user
- Trade shows
- Industries:
- Heating Venting and Refrigeration
- Industrial
- Electrical
- Welding and Brazing
- Developed a distribution network (from zero) all together of over 50 + branches with steady sales of over $20K/month in the Northwest of Mexico.
General Manager and Sales
LTCopper S.A. de C.V.
05.2008 - 03.2011
- Vendor management (United States and China)
- Import product costing
- Custom Agent, Freight Forwarders and international freight management
- Importing process from order placement, to Mexican custom clearance
- Inventory Management, based on sales demand, maximums and minimum requirements and budget allocation.
- In charge of all business accounting and financials
- Accounts Payable and Receivables
- Budget forecast and tracking
- Sales Forecasting
- Marketing and Sales
- Importing, Distribution and Sales Representation Company for the Construction and HVAC Market. Monterrey, Nuevo Leon Mexico
USA East Coast Regional Manager
Sanitarios Lamosa S.A. de C.V.
05.2004 - 05.2008
- Managed two Manufacturing Rep agencies, with a total of 10 sales people and 5 warehouses, covering the East Coast of the USA for the plumbing wholesale market.
- Increased our distribution network in the territory by partnering with our manufacturer representatives by allocating product into their warehouses to approach smaller but more distributors with a cost effective strategy for all parties that resulted in a 30% sales increase per year.
- Developed the biggest wholesale distributor in the territory with 31 branches, and obtained the award of Supply Chain Partner of the Year.
- Co-Developed with our Marketing Company in the USA, all marketing and promotion strategies for the territory, including trade shows, POP’s, catalogs and joint marketing programs.
- Established all pricing structure for distributors in the territory, differentiating customers by volume, mix of products and future buying potential.
- Increased our mix of products in the territory, which resulted in an increase of 10% in gross margins.
- Monterrey, Nuevo Leon Mexico
Export Sales and Logistics
Sanitarios Lamosa S.A. de C.V.
05.2003 - 05.2004
- Negotiating monthly volume with The Home Depot
- Production and shipping Schedule of over 100 truckloads per month. Quality Assurance Program Coordinator
- PO Entry, Invoicing and export paperwork.
- Domestic Freight and international freight, and freight forwarder management.
- Accounts Payable: In charge of all paperwork to arrange payments from The Home Depot via Letter of Credit.
- Additional Activities:
- Customer Service - Wholesale Distributors
- USA Customers Complaint Handling (On site)
- Market Research
- Cost Analysis
- ISO 9001 Internal Auditor
- Monterrey, Nuevo Leon Mexico
Education
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Instituto Tecnologico de Estudios Superiores de Monterrey (ITESM)
Monterrey, Nuevo Leon, Mexico01.2003
Skills
Proactive, problem solver, teamwork, self-motivated, goal oriented
Certification
- Karras Effective Negotiating, Baltimore, MD
- 2 day Customs Training at Laredo Customs, Laredo, TX COMCE
- Internal Audit: “Quality Assurance Audit for Manufacturing Companies” (ISO-9001:2000) / In house Market Intelligence, Casso Asesores, S.A./In house
Computer Skills
Microsoft Office (Word, Excel, Power Point, Outlook ,SAE, SAI, Manufacturing Pro , Salesforce CRM
Timeline
North Mexico Regional Sales Manager
Dialight de Mexico S. de R.L. de C.V.
01.2015 - 01.2025
Manufacturers Representative for Mexico
03.2011 - 01.2015
General Manager and Sales
LTCopper S.A. de C.V.
05.2008 - 03.2011
USA East Coast Regional Manager
Sanitarios Lamosa S.A. de C.V.
05.2004 - 05.2008
Export Sales and Logistics
Sanitarios Lamosa S.A. de C.V.
05.2003 - 05.2004
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Instituto Tecnologico de Estudios Superiores de Monterrey (ITESM)