Jorge Guillermo Aguilar Félix
Commercial Vicepresident
Atizapan,Mexico
Summary
Accelerating growth and profits through agile commercial strategies, relentless team development, and astute CRM. Versatile, resourceful leader with +25 years’ experience in all phases of finance, market research, business planning, Marketing, innovation and sales strategy execution. Drive millions of dollars in revenue by managing products, building cross-functional customer relationships, maximizing internal resources, and innovating leading-edge business processes. Deep experience in all trade channels. Award-winning manager, surpassing peers in sales growth, market penetration, and ROI. Excel even in the face of low price market and logistical conditions. Effective communicator with experience negotiating with and building consensus amongst stakeholders.
Overview
29
29
years of professional experience
Work History
COMMERCIAL VICEPRESIDENT
CEREALES Y PASTAS SA DE CV
07.2023 - Current
- Accelerate growth |Recover SOM| Profitability improvement |Brand building|
- Joined the company to develop an mid-long term strategy to boost our sales, improve profitability, recover market share and to gain brand awareness; Rebuilding S&OP process to improve our supply chain, lowering inventories while growing sales
- Responsible to lead Sales, Innovation, Marketing and S&OP teams to deliver both, top and bottom line objectives, increasing sales and profits while reducing expenses
- Direct team 87 employees and 120 third party
- Develop a market minus pricing strategy in CENAM, improving our profits +11 pp while delivering our sales target
- New businesses approach, conquering new private labels and getting listed in modern trade
- Leader of the board meeting agenda
- Rebuilt our S&OP process, improving forecast accuracy, inventory health and fill-rate
COMMERCIAL VICEPRESIDENT
VASCONIA BRANDS SA DE CV
10.2018 - 07.2023
- New growth models |Re-Organization| Profitability improvement |Brand Awareness|
- Appointed to develop an aligned strategy between Business Units-Sales-Marketing that lead the company to boost profits, sales and market share; Re-vamp innovation process (long term) and clarify channel/category role
- Responsible to lead Sales, Innovation, Marketing and Sales services teams to deliver both, top and bottom line objectives, increasing sales and profits while reducing expenses
- Direct team 125 employees and 140 third party
- Re-structure of commercial area, creating 5 business units and 3 sales channel to lead the business, driving sales growth 62% from 2019 to 2022
- Customer oriented mindset, relationships with top management in all retail (MEX and CENAM)
- Leader of the board meeting agenda
- Appointed to lead international expansion of the company, stablishing Ekco Brands, LLC in Aug, 2020
- Gross margin improvement of 7.1 pp in From 2018 - 2022, surpassing net sales and profits objectives
- 3X our business in Central America from 2019 to 2022
MODERN TRADE DIRECTOR
GRUPO PEÑAFIEL (A Keurig Dr Pepper COMPANY)
06.2015 - 09.2018
- Re-organization of business |Talent Bench Improvement | Retail Execution Improvement
- Hired to develop a long term strategy and plan for modern trade, that lead the company to reach our 2020 vision in terms of market share, operating profit and net sales
- Responsible to lead Modern Trade team re-organization in order to increase market coverage while reducing travel expenses by 20 bps
- Director of a sales organization of nearly 70 direct and 850 third party employees
- Increase financial culture among modern trade team
- Two major re-organization placed in Apr 2017 and Jan 2018 with positive impact in all key metrics
- Focus to develop imported and premium brands in all channels of distribution
- Started to build career pads for top performers and top talented team members
- Develop a training agenda for modern trade team that includes languages, syndicated information management and understanding, forecasting, negotiation and management skills
- Appointed to lead S&OP “like” process to increase forecast and production accuracy and drive fill-rate and in-stock increase
- Over-delivered budget in NSV by 7.0 pp, volume by 4.2pp and OP by 12.2% since Sept 2015; SOM gain of 4.3 pp in CSD ctageory
MODERN TRADE DIRECTOR
KELLOGG COMPANY (Now Kellanova)
01.2013 - 01.2015
- Re-organization of business |Gross Margin Improvement | Best in class Retail Execution
- Appointed to generate a solid business within Modern Trade’s retail environments that accounts for nearly 80% of the business, in an industry that loses penetration, distribution and breakfast share of market
- Responsible to re-organize Modern Trade team, Companies strengths and opportunities in order to generate the correct commercial strategy to win market share, improve profitability and perfect in-store execution by retail environment
- Responsible for a sales organization of more than 100 employees
- Built a stronger KPI’s oriented team to deliver results while improving CRM
- 2 major re-structures placed with no negative result impact for the business
- Lead executives teams (Kellogg and major retailers) to have strategic meetings with a long term vision
- Re-vamp regional accounts business by +25% vs rest of retailers
- +6 pp improvement in gross margin due to focus on ROI
- Grew market share by 1 pp in 2014 due to a robust commercial plan and excel in execution
- Member of Latin America sales leadership team and Mexico Sales leadership team
MODERN TRADE SR. MANAGER
BONAFONT (A DANONE GROUPE COMPANY)
02.2011 - 01.2013
LATIN AMERICA SALES FINANCE SR. MANAGER
KELLOGG COMPANY (Now Kellanova)
04.2009 - 01.2011
WAL-MART AND CLUB CHANNEL SR. TEAM LEADER
KELLOGG COMPANY (Now Kellanova)
07.2007 - 03.2009
CLUB CHANNEL KEY SR. KEY ACCOUNT MANAGER
KELLOGG COMPANY (Now Kellanova)
01.2006 - 06.2007
GIGANTE & CARREFOUR KEY ACCOUNT MANAGER
KELLOGG COMPANY (Now Kellanova)
01.2005 - 12.2005
CHEDRAUI KEY ACCOUNT EXECUTIVE
KELLOGG COMPANY (Now Kellanova)
01.2004 - 12.2004
CUSTOMER PROTIFABILITY HEAD
KELLOGG COMPANY (Now Kellanova)
07.2002 - 12.2003
CREDIT AND COLLECTION NATIONAL HEAD
KELLOGG COMPANY (Now Kellanova)
01.2001 - 06.2002
CREDIT AND COLLECTION EXECUTIVE PACIFIC AREA
KELLOGG COMPANY (Now Kellanova)
01.2000 - 12.2000
CREDIT AND COLLECTION ANALYST PACIFIC AREA
KELLOGG COMPANY (Now Kellanova)
03.1999 - 12.1999
Private banking advisor
BANAMEX (Now City-Banamex)
07.1997 - 02.1999
Branch Manager
Bital (Now HSBC)
08.1996 - 06.1997
Market Research analyst
Coppel
01.1996 - 07.1996
Education
Bachelor of Science - Industrial Engineering
01-1996
D1 R -
08-2025
Skills
- Strategies and goals
- Team leadership
- People management
- Staff training and development
- Strong negotiation skills
- Business prospecting
- Relationship building
- Influencing skills
- Cross-functional teamwork
- Business development and planning
Timeline
COMMERCIAL VICEPRESIDENT - CEREALES Y PASTAS SA DE CV
07.2023 - Current
COMMERCIAL VICEPRESIDENT - VASCONIA BRANDS SA DE CV
10.2018 - 07.2023
MODERN TRADE DIRECTOR - GRUPO PEÑAFIEL (A Keurig Dr Pepper COMPANY)
06.2015 - 09.2018
MODERN TRADE DIRECTOR - KELLOGG COMPANY (Now Kellanova)
01.2013 - 01.2015
MODERN TRADE SR. MANAGER - BONAFONT (A DANONE GROUPE COMPANY)
02.2011 - 01.2013
LATIN AMERICA SALES FINANCE SR. MANAGER - KELLOGG COMPANY (Now Kellanova)
04.2009 - 01.2011
WAL-MART AND CLUB CHANNEL SR. TEAM LEADER - KELLOGG COMPANY (Now Kellanova)
07.2007 - 03.2009
CLUB CHANNEL KEY SR. KEY ACCOUNT MANAGER - KELLOGG COMPANY (Now Kellanova)
01.2006 - 06.2007
GIGANTE & CARREFOUR KEY ACCOUNT MANAGER - KELLOGG COMPANY (Now Kellanova)
01.2005 - 12.2005
CHEDRAUI KEY ACCOUNT EXECUTIVE - KELLOGG COMPANY (Now Kellanova)
01.2004 - 12.2004
CUSTOMER PROTIFABILITY HEAD - KELLOGG COMPANY (Now Kellanova)
07.2002 - 12.2003
CREDIT AND COLLECTION NATIONAL HEAD - KELLOGG COMPANY (Now Kellanova)
01.2001 - 06.2002
CREDIT AND COLLECTION EXECUTIVE PACIFIC AREA - KELLOGG COMPANY (Now Kellanova)
01.2000 - 12.2000
CREDIT AND COLLECTION ANALYST PACIFIC AREA - KELLOGG COMPANY (Now Kellanova)
03.1999 - 12.1999
Private banking advisor - BANAMEX (Now City-Banamex)
07.1997 - 02.1999
Branch Manager - Bital (Now HSBC)
08.1996 - 06.1997
Market Research analyst - Coppel
01.1996 - 07.1996
Instituto Tecnologico De Culiacan - Bachelor of Science, Industrial Engineering
IPADE - D1 R,
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