Carlos Sáenz

Experience

• 

  Colgate-Palmolive

  Jan 2007 - Jun 2007

  Indirect Trade Sales Intern
• 

  Backus

  Jul 2007 - Dec 2016

  Resposible of Sales volume, numerical and weighted distribution, budget control (D+B) and EBITDA of Chimbote. Leading a team of 4 sales supervisors and 25 salesmen. Report to the Sales Director.Main achievements: - Deliver US$15 Mio in Sales, recovery of beer sales growth vs PY from -6.4% to +2.2% and growing 4.3% vs PY in the non-alcoholic beverages business.- Improve the Retail Execution Measure (ITOS) from 90% to 96%.- Go to Market redesign allowing a direct sales increase of +4% and achieving US$700K over EBITDA target.- Winner, in August and November, of the Best Sales Manager Award. Show less Responsible for the strategy and execution of the Tele Sales Operation in Perú´s Center Region, Lima´s Key Account and wholesalers nationwide.Main Achievements: - Opening and stabilization of the Tele Sales site in Lima.- Leadership of the profiling, recruitment and selection process.- Central Region in 2016 Fiscal Year: 313.8MM USD in Sales, 70% strike rate and 89% hit rate.- Key Accounts in 2016 Fiscal Year: 164.5MM USD in Sales.- Winner as the Best Tele Sales Manager in 2013 and 2015. Show less Responsible of the support for the sales strategy of the Center Region, leading the main projects and coordinating with other areas and viceprecidencies. Main Challenges: - Find and capture sales opportunities and lead team projects.- Responsible for the sales monthly projected per category.- Lead and develop the Business Plan for each Sales Manager of the Center Region.- National Sales Plan Benchmark. Traveling to other regions in order to explain the model. Show less Responsible for the retail execution, developing promotional campaigns in order to achieve the sales forecast and ensure the POSM and Foto del éxito implementation.Main Achievements:- Lead Wanka Project in Huancayo that allows the company to growth market share from 75% to 93% in 3 months, due to a fast Trade Marketing implementation plan in traditional channels and excellence in the promotional campaigns execution. Direct negotiation with wholesalers and key accounts.- Lead the retail execution and the trade marketing promotors team in Lima, Huancayo, Ayacucho, Mala, Cañete, Chincha, Pisco, Ica and Nazca.- Lead the negotiations and retail execution during the summer season in Km. 43 and Asia epicentres. Direct negotiations for commercial agreements with premium grocery stores and beach kiosks at Km. 43 epicentre and restaurants, night clubs and beach clubs at Asia epicentre. Show less

  • Sales Manager - Chimbote

    Jul 2016 - Dec 2016

  • Tele Sales Manager

    Oct 2011 - Jul 2016

  • Sales Coordinator

    Oct 2010 - Sept 2011

  • Trade Marketing Coordinator

    Jul 2008 - Sept 2010

  • Sales Intern - Center Region

    Jul 2007 - Jun 2008
• 

  AB InBev

  Jan 2017 - Jan 2023

  Leading the multichannel trade strategy and retail execution of the largest brewery in Peru, through creative and profitable plans seeking to capture consumer preference.Driving the digital transformation in the company’s Big Bets and the trade marketing levers integration to the Bees ecosystem.Responsible for the events channel seeking to maximize growth and elevate experiences in a profitable way.Main achievements:- Development and implementation of the new Commercial Business Cycle, reaching a 4 months plannification, generating monthly savings of US$70K and digitizing the promotional grid.- Sales volume growth +8% vs PY, portfolio expansion +3.1 SKUs, achieving US$101 Mio of Net Revenue and US$72.1 Mio of MACO in clients with Trade Marketing Programs- Increasing the Price Compliance from 61% to 70% by the relaunch of the Punto Oficial Program.- Launch and implementation of digital levers through the Bees system, using Digital Comms and Rewads, and earning US$5 Mio of incremental MACO since its launch. - Events channel growth by +7% vs. PY, reaching a Net Revenue of US$91.5 Mio and a MACO of US$ 65.4 Mio through a new negotiation management that allowed us to have savings of US$4 Mio. - Management of an annual budget of US$21 Mio in Digital Loyalty Program, US$17 Mio in CAPEX, US$14 Mio in S&M and US$4 Mio in events fee negotiation. - Coolers Productivity of 95%, ROI of 16.3% on S&M investment and 50% of the annual budget optimization on fees in Events- Team's engagement growth by 10pp vs PY, reaching 85% qualification as business unit and 92% of my direct reports. Show less Responsible for the sales strategy, trade execution plan and accountable of the P&L for the Central and Southern regions of the country, managing 8 Sales Managers, 5 Corporate Managers and a team of 300 people. Report to the Sales Vice President.Main achievements:- Leadership in the region with the highest growth, achieving +5% vs. 2019, through premium mix management (+4pp vs 2019) and GTM development with a higher DSD mix (+10pp vs 2019).- Value generation delivering a sales revenue of US$700 Mio, a MACO of US$280 Mio and a D+B management of US$58 Mio.- Transformation and expansion of the Premium Portfolio delivering sales growth of +34% vs. 2019 and achieving a historic mix of 19%- Team's engagement growth by 9pp vs PY, reaching 93% qualification as business unit and 96% of my direct reports Show less Development of the Sales and Trade Execution strategy for the peruvian South Region, managing 3 Sales Managers and 100 people team. Report to the Sales VP.Main achievements:- Achieve the Arequipa's highest growth in the last 5 years, delivering sales growth of 5% vs. PY.- Consolidation of Tacna as the region with the largest super premium mix in the country, achieving 3% of the sales mix in Global Brands.- Launch of Golden beer as a value brand and achievement of the best national results, reaching 6% of the sales mix. Show less Responsible for the Commercial and Financial performance of the Cajamarca Region and the Distributors Partners in the North-East region. Managing a team of 7 supervisors and 21 salesmen. Report to the Commercial Director.Main achievements:- Lead the definition of the Associate Distribuitor’s new profile and the selection process, optimizing territories, reducing from 16 to 7 Distributors and generating efficiency in discounts of US$2.5 Mio.- Training and coaching of the new Distribuitor´s sales force, reaching 93% of the direct commercial team´s performance in its first year. - Sales volume growth by +15% vs. PY and delivering a revenue of US$120 Mio.- Recovery of the 3 years negative accumulated sales trend in the Cajamarca Region and delivering sales growth of +1.2% vs PY.- Increase the premium brands mix, growing 2pp and reaching 8%.- Winner as the 2nd Sales Manager Award with the best commercial results among the Commercial Managers from Peru, Ecuador and Colombia (62 Commercial Managers in the COPEC zone). Show less

  • Trade Marketing & Events Director | AB InBev Partner

    Apr 2022 - Jan 2023

  • Commercial Director | AB InBev Partner

    May 2020 - Mar 2022

  • Regional Commercial Manager - South Region

    Jan 2019 - May 2020

  • Sales Regional Manager – Cajamarca and North Peruvian Associated Distributors

    Jan 2017 - Dec 2018
• 

  Cámara de Comercio y Producción de Cajamarca

  Jan 2017 - Dec 2018

  Advisory Board Member
• 

  Cerro Juli

  Jan 2019 - Apr 2022

  Member Board Of Directors
• 

  CÁMARA DE COMERCIO E INDUSTRIA DE AREQUIPA

  Jan 2019 - Mar 2022

  Member, Advisory Board
• 

  Sociedad Nacional de Industrias

  Jan 2019 - Mar 2022

  Member
• 

  Industrias San Miguel

  Feb 2023 - Jul 2023

  Commercial Director Central America
• 

  Distribuidora VACRI

  Jul 2023 - now

  General Manager