Juan José Lerma Vargas

• Led commercial strategy and sales execution for Home Depot, Sodimac, Private Label (Gante brand), and international distribution across Chile, Guatemala, Peru, El Salvador, and Colombia.
• Accountable for sales targets, product mix, and profitability KPIs, with direct reporting to the President and Executive Committee through monthly results presentations and strategic initiative reviews.
• Managed a multidisciplinary team of 3 sales reps and provided indirect oversight to a network of 50 store promoters through an external agency.

Key Achievements:

• Achieved +96% growth in special buys (2025 vs. 2024) and +242% increase in PRO channel sales, onboarding key accounts like 7-Eleven and McDonald’s.
• Implemented a national promoter network in Home Depot, increasing brand share by +2%.
• Designed exclusive products for PRO, optimized delivery model with direct shipments to LSCs, and improved margin by +2%.
• Simplified product portfolio in Sodimac while maintaining sales volume and profitability.
• Retained the Private Label account (Gante brand), preventing relocation to India.
• Secured a government specification for 2 million sqm of tile in El Salvador school renovations; managed the first 120,000 sqm of orders.
• Opened a new account in Chile and expanded regional footprint through Grupo Barro.

• Led commercial development of B2B industrial accounts in Mexico and the U.S., focused on refractory products, frits, glazes, setters, and talc.
• Supported tile manufacturers, sanitaryware producers, and artisan ceramics through technical product solutions and export operations to California and Texas.

Key Achievements:

• Managed global relationship with Big Green Egg for over 6 years, reaching peak sales of $30M USD/year (2016), and stabilizing around $15–17M USD/year.
• Developed and implemented the Pre-Assembly Egg packaging model, maintaining pallet density while optimizing logistics.
• Monetized excess production capacity through export sales, despite pricing disadvantages against competitors.

• Sales management, product mix optimization, and negotiation with wholesale customers, focused on increasing market share and regional profitability.

• Production planning and inventory control for Mexico and the U.S., ensuring >96% service levels and ERP-based logistics support.

Before joining Daltile, developed strong foundations in production planning, inventory control, and operational leadership across manufacturing, logistics, and environmental services:

• Grupo Collado – Production Planner: Oversaw materials control and inventory optimization; managed operations under SAP environment.
• Elcoteq – Master Production Scheduler: Led production planning for new product lines; managed floor operations and ERP planning (Baan).
• Promotora Ambiental – Operations Supervisor / Project Coordinator: Managed service logistics, customer service, and environmental project rollouts.
• Extrumex – Production Analyst: Supervised ISO 9002 quality procedures and implemented statistical controls.
• COD Express – Warehouse and Inspection Manager: Directed warehouse efficiency, inventory accuracy, and service operations.