Fernando Alcázar

Experience

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  Procter & Gamble

  Jun 2003 - May 2004

  Sales Trainee

  Information support for sales executives.Follow up of commercial contests.

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  Deloitte

  Oct 2004 - Jan 2008

  Strategy & Operations Consultant

  o I participated in the successful delivery of processes reengineering for the implementation of IT projects in Nextel de México (Oracle Financials), Estafeta Mexicana (SAP CRM) and Nissan Mexicana (IKON – link between the plant and its dealers)o I achieved yearly estimated savings of $25 Million pesos for Grupo Nacional Provincial through a strategic sourcing project. Savings calculated due to my valuation in building damage and car theft o I participated in the delivery of a Go-to-Market strategy to regain market leadership for Serono de Mexico laboratory in the female infertility market. Show less

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  Coca-Cola FEMSA

  Jan 2008 - Jan 2014

  o I participated in the financial valuation process (size of the transaction) and as PMO of cross-functional teams in the acquisition of Grupo Yoli de México in the state of Guerrero and of Coca-Cola Bottlers Philippines Inc in Philippines, which together now represent a ~19% growth in the company’s sales volumeo I was project leader in the definition of the strategic framework and operative model for Coca-Cola Femsa’s dairy companies (Estrella Azul in Panama and Santa Clara in Mexico) which is currently under roll-out process o I did the financial assessment, operative model and synergies quantification for several potential inorganic growth opportunities (M&A) in several territories (North America, Europe and Asia), categories (Juices, Dairy and Teas) and vertical integration (Sugar mills) Show less o I was the marketing functional and implementation leader in the SAP CRM project, which included the integration of new functions for prices, portfolio, customer segmentation, promotions and execution in the point of sale, nationwide for the traditional channel. I coordinated the required definitions for the system configuration and achieved the full implementation, training and go-live of new functions across all Mexicoo The same way as in the CRM project, I was marketing functional and implementation leader in the Customer Value Management project which included go-to-market strategies, customer segmentation, commercial intelligence, competition awareness, value proposal, picture of success and sales models. The results were an increase of more than 12% in sales for Gold clients, 5% for Silver clients and savings of ~20% in the management costs of Bronze clients.o I coordinated through a 4 people team the successful development of more than 40 analysis tools (in SQL, Visual Basic and Office) for usage in the Market Intelligence Teams (Revenue Management, Demand Planning, Market Research, Competitive Intelligence and Execution Intelligence) with the objective of improving analysis time and processes and Business Intelligence resultso I defined a new methodology and procedure for strategic segmented portfolio (different products to different clients), including implementation, required sales systems modifications and training nationwideo I achieved the establishment of a new methodology and guidelines for traditional trade customer segmentation using multi-variable analysis and considering sales and operative models. 8 marketing variables were updated in more than 700 thousand clients, gaining the capability to generate micro-segmented strategieso I was responsible of maintaining the traditional trade customer base 100% updated for 3 years for the marketing attributes; achieved through the coordination of a 2 people team. Show less o I was responsible of creating a new customer segmentation strategy for Valley of Mexico (Mexico City) and Veracruz state using relevant variables, multi-variable analysis and cartographic support. I coordinated the implementation with each zone’s commercial staffo I was appointed as Quality Assurance in the design phase for Marketing processes (Segmentation, Prices, Portfolio and Promotions) in the “blueprint” of SAP CRM project jointly with Cuauhtémoc-Moctezuma breweryo I was responsible of maintaining the traditional trade customer base 100% updated for 1 year for the marketing attributes; achieved through the coordination of a 1 person team. Show less

  • Strategic Planning Jr. Manager

    May 2012 - Jan 2014

  • Projects & Development Sr. Executive

    Feb 2009 - Jul 2012

  • Segmentation Sr. Executive

    Jan 2008 - Feb 2009
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  Freelance

  Jan 2014 - Nov 2017

  Freelance Digital Consultant

  Offering outsorcing digital services for small companies related to solutions such as:- Design and maintenance of Web and Mobile Apps- Management Sharepoint portals - Web Site design, maintenance, optimization and SEO- Emailing campaigns- Online Marketing (SEM, SMM and SMO)- Social Media management

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  Bullet Oficial

  Jul 2014 - Apr 2015

  Manager at Bullet Shop

  Coordinate the growth of various retail channels for the company, including: Retail Store, Mobile Stores and Online Store.- Develop a model for the Retail Store seeking future expansion and openings.- Manage and grow a Mobile Store network to sell products in other smaller retailers thoughout the country- Coordinate contents on web site and social networks as well as the development of an Online Store- Expansion of the product offering from only law enforcement accesories to outdoor, camping and hunting. Show less

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  RGP

  Dec 2017 - Oct 2019

  Senior Consultant

  Lead as main business contact for development of customer Mobile Application for one of the major life and medical insurance company in Mexico.- Elaborate business requirements definition- Validate functional and technical designs- Elaborate, validate and approve testing phase- Define and coordinate promotional marketing campaign- Define deliverables, metrics and continuous improvement definition.

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  MetLife México

  Oct 2019 - now

  • Service Transformation Manager

    Feb 2024 - now

  • Business Portfolio Manager

    Oct 2019 - Apr 2024