Mario Buendia

Led the strategic development and long-term management of consumer health (OTC) business with Walmart (self-service channel).

Categories managed: Analgesics, Digestive Health, Dermatological (Foot and Baby Care), and Intimate Care.

• Key metrics: Sell-in/Sell-out, Gross Margin %, Costs, Shelf Price, Inventory, Market Share (SOM/SOS)
• Key campaigns:
  Summer Plan 2025: Alka-Seltzer, Mexsana, Lotrimin
  Baby Fair: Bepanthen Baby
  Pain Relief Display: Aspirin, Cafiaspirina
• Development and presentation of tailored plans:
  National Holidays 2025: Alka-Seltzer, Aspirin
  Foot Care Q4 2025: Lotrimin
• Created and delivered customized commercial proposals
• Prepared sales reports and strategic recommendations for purchasing and commercial teams
• Collaborated with CPFR, shopper marketing, category management, and operations to ensure execution of commercial strategies
• Conducted market and competitive analysis to identify growth opportunities

Managed key accounts in self service, office supplies, and price clubs.

Business Units: Stationery, Toys & Plush.
Accounts: Walmart, Sams Club, Office Depot.

Key metrics: Sell-in/Sell-out, Margin %, Cost, Price, Inventory, SOM/SOS

Key campaigns:

• Back To School 2023/24: Crayola Stationery
• Crayola Christmas 2023/24: Crayola Toys & Ty
• Mini BTS 2024: Crayola stationery

Achievements:

• Walmart: +16.5% SO YTD vs. 2023
• Office Depot: +9.0% SO YTD vs. 2023
  

Developed and executed commercial strategies to achieve sales targets and sustainable company growth.

• Implemented Category Management and BI processes
• Collaborated with cross-functional teams to develop promotional campaigns that effectively increased category awareness and sales growth.
• Developed detailed sales forecasts based on historical data, allowing for proactive inventory management decisions.
• Monitored industry trends to identify new business opportunities and emerging product categories for expansion.

Oversaw category management in the self-service channel, translating analytics into value-driven business proposals.

Key Brands: Betty Crocker, Nature Valley & Haaguen Dazs

• Monitored industry trends to identify areas of opportunity or potential threats to the business''s competitive position in the market.
• Streamlined operations by implementing effective management strategies and coordinating cross-functional teams.
• Key metrics: Sell-out, Avg. Price, Market Share, Shelf Share, Shelf Profitability
• Achievement: “Baking Centers” initiative to increase traffic and sales in Walmart, Chedraui, Comercial Mexicana

Managed category processes for the self-service channel in Mexico and Costa Rica.

• Conducted trend and sales analysis to define product strategy
• Delivered commercial proposals and reports to leadership, driving actionable growth strategies
• Conducted competitive analysis using NPD Group
• Achievements:
  Walmart Refrigerators Captaincy
  Category Development in Costa Rica (Grupo Monge / Gollo)

Supported Key Account Managers and Regional Managers to ensure proper product penetration in the self-service channel.

• Tracked core SKUs, managed purchase orders, analyzed sell-in/sell-out and inventory
• Increased sales efficiency by streamlining data analysis and reporting processes.
• Supported pricing, inventory reconciliation, and strategic client engagement

Oversaw annual supply planning and demand forecasting for PlayStation Mexico

• Forecasted sales and inventory
• Executed CPFR processes
• Dealer allocation

Worked in commercial data consolidation for self-service channels (Walmart, Chedraui, Comercial Mexicana, Soriana, HEB).

• Created sales efficiency indicators by region
• Participated actively in weekly sales meetings, sharing insights about customer preferences to inform team strategy.
• Supported weekly sales targets and managed promotional materials