Summary
Overview
Work History
Education
Skills
Certification
Computer Skills
Timeline
Generic

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, Mexico
01.2003

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)
Fernando Loyola ChavezSenior Sales Managef