Fernando Gonzalez Vera

Experience

• 

  PepsiCo

  Aug 2003 - May 2004

  Sales Projects Analyst

  Main Tasks: o Analysis and design of a decision support system for head sales directives.o Application of process methodologies and definition of information standards.o Development of information process methodology.Main Achievements:o Depuration of national data catalogues of Sales Routes, Customers and Products.o 100% elimination of reprocess due to capture errors on user’s side.

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  PepsiCo

  Oct 2004 - Aug 2011

  • Main Tasks: Planning and implementation of key G2M Projects, development of operative tools, strategic decision-making, results management.• Main Achievements: “G2” Project: Specialized Sales Forces deployment on DTS sales channel. At the end of ’07 it had 450 active sales route with sales above BEP. At Jun’08 represents sales for 40 USDMM with over 100K of active customers, and the main growth area on DTS (50% of the company sales) Responsible for coordinating both the operative aspects (Sales Fleet, Sales Route Engineering, Territory Planning, Logistic and Traffic) as well as the strategic aspects (Scorecard definition, development of route-level scorecards and tools, commercial strategy, sales force compensation) 2006 and 2007 Excellency Award, and 2006 Leading The Transformation PepsiCO Award. Show less Responsible for commercial strategy for regional chains and pharmacies such as Farmacias Benavides, Comextra, AM/PM, Circulo K, Grupo Sendero, ADO, San Francisco de Asís, Super Q, Superettes-Del Río. (3 USDMM annual sales)Support on business negotiations with Oxxo and Farmacias Guadalajara.Main Achievementso 30% growth on chains under my responsibilityo Design and implementation of a process focused on improving sales routes calls on POS. % Effective Calls went from 75% to 95% on the main chains (Oxxo, Comextra, Benavides)o Implementation of CEDIS delivery for 7 Eleven, with 35% same stores sales growth, while utility rises 6pp. 2005 Excellency Award: Show less

  • Category Manager Sr.

    Dec 2008 - Aug 2011

  • Field Sales Representative

    Jan 2008 - Dec 2008

  • Go to Market National Head

    May 2006 - Dec 2007

  • Key Account executive for C-Stores and Pharmacies channel

    Oct 2004 - May 2006
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  Kellogg Company

  Sept 2011 - Oct 2023

  Develop and communicate category strategy within LA region aligned with Global guidelines.Build CatMan capabilities on regional team (20 people on 6 countries) and ensure best in class execution.Led a successful team to integrate commercial data and deliver value through commercial opportunities found via analytics. Regional Customer Development Manager, in charge of leading a team of 10 Retail Execution Coordinators for the states of Chihuahua, Coahuila, Nuevo León and Tamaulipas for MXN MM$1,082 yearly sales.Responsible of coordinating Retail Execution for SMKT chains, and commercial strategy for regional SMKT chains (GranD, AlSuper, Arteli, Super Gutiérrez and Merco). Regional Sales Manager, leading a team of 5 Sales Representatives, responsible for Field Execution KPIs for Monterrey Sales Region (Nuevo Leon and Tamaulipas, MXN MM$650 yearly sales). Regional SMKT strategy for Arteli and GranD Regional Sales Manager, leading a team of 6 Sales Representatives, responsible for Field Execution KPIs for Chihuahua Sales Region, (Chihuahua, Coahuila and San Luis Potosi, MXN MM$580 yearly sales) and Regional SMKT Strategy for AlSúper, Super Gutiérrez and Merco.

  • CATMAN, BI & Digital Transformation Lead México

    Jun 2021 - Oct 2023

  • Commercial Execution and Performance Lead LATAM

    Jan 2019 - Jun 2021

  • Customer Marketing & Category Management Manager Latin America

    Oct 2015 - Jan 2019

  • Regional Customer Development Manager North

    Jul 2014 - Sept 2015

  • Regional Sales Manager Monterrey

    Apr 2013 - Jul 2014

  • Regional Sales Manager Chihuahua

    Sept 2011 - Apr 2013
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  Kellanova

  Oct 2023 - now

  • Data Science & Digital Unit Sr. Manager

    Jan 2024 - now

  • CATMAN, Business Intelligence & Digital Transformation Lead Mexico

    Oct 2023 - Jan 2024