Ivan Saldaña Varela

Experience

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  Price Waterhouse Spain

  Jan 1988 - Jan 1989

  Manufacturing Consultant

  - Computers: Productivity audit to increase capacity through changes in technology, process planning and controls.- Industrial Goods: Operations audit to achieve lead time reduction from order entry to shipment of products.- Automotive: Designed a JIT manufacturing pilot line for a major European automotive company.

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  Arthur D. Little

  Jan 1989 - Dec 1991

  Senior Consultant

  - Mgmt. of Technology: Evaluated the technological position of the Spanish state owned electronic defense company.- Industry Analysis: Determined the competitive position of a Spanish legal publishing company.- Organization: Analyzed the benefits of introducing a two speed mail delivery system for the Portuguese Post Office. - Operations: Developed a comprehensive logistics strategy for the lubricants business unit of the leading private petrochemical company in Spain.

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  PepsiCo Spain

  Feb 1993 - Apr 1996

  Distribution and Logistics Planning Manager

  Implemented the Company’s logistics rationalization plans and established logistics control systems.- Created a financial planning model to establish the distribution budget ($55 MM)- Negotiated lower distribution margins with key distributors as part of a rationalization plan - Led the implementation of the Company’s sales forecasting system - Created and maintained a database of +300 distributors representing CBP´s distribution network.- Developed a procedure to control and monitor the flow of product within our distribution network Show less

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  Heineken (Spain & Corporate)

  Sept 1996 - Aug 2000

  Commercial Manager

  Through this first tenure at Heineken, I held positions in Spain as Director of Heineken´s own wholesale / distribution business unit and acted as change manager in a major sales force restructuring effort. Six multi-functional project teams (aprox. 35 people in total) were managed to develop the tools and new procedures to improve the efficiency and effectiveness of the sales organisation. Main projects were: development of a new sales force reward system, creation of a commercial balanced scorecard system, and setting the proper IT systems for controlling sales operations.Later on moved to Corporate Marketing (Amsterdam) as Senior member of the Strategy Support Group. Led key projects in Global Commercial Benchmarking exercise and developed Commercial (Brands, Channel, Sales and Distribution areas) strategy to key markets. Show less

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  Internet Start-ups: e-Netfinger + Blue-C

  Sept 2000 - Dec 2001

  Consulting Director

  Directed consulting division for these international internet and new technology company. Supervised team of 15 consultants. Responsible for all P&L, forecasting, and business development for €1 million European division.

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  Froggerlink Marketing Services, S.L.

  Jan 2002 - Apr 2006

  Founder

  Acting as General Manager-Sales & Vice President of Sales in a Consulting capacity, I provided interim management services in areas of business development, operations, and strategy for established and start-up companies. Few examples below:- Served as General Manager-Sales for Advanced Esponsoriza S.L., an innovative start-up on-line advertising company that targeted small and medium-size businesses in Spain. Developed business plan, identified key target industries, and designed marketing strategies. Participated in negotiation of alliances with web portals and search engines.- In my role of Vice President of Sales, I Conducted industry analysis of the HR Payroll Outsourcing Services sector in Spain. Compiled and analyzed data, drafted and delivered report for the Management Team of a leading Spanish HRM software vendor.- Served as independent Consultant & Advisor to the Board of Directors of a private SME Spanish HR software developer. Focusing in: Improvement of balance sheet opportunities, M&A advising, and restructuring of company organisation. Show less

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  The HEINEKEN Company

  Jan 2006 - Jan 2017

  Lead Heineken operations in Panama with 1 brewery, 390 employees, 2 local brands, 5 international brands, $130M of Revenues, and reporting to a Board of Directors four times per year. RESPONSIBILITES & ACHIEVEMENTS:• Inspired top-middle managers to one company vision, mission and values that returned a 37% volume growth and a 250% profit improvement in the first 3 years • Established a coordinated supply chain master plan which led to production efficiency gains of 40%, reduced maintenance costs of 30%, and 20% logistics costs• Selected and negotiated the tender process for a 3rd party logistics contract which kept variable logistics costs at previous year benchmark, renovated truck fleet, and improved customer service level +25pp • Launched a New Product Innovation (NPI) process as a key commercial process between Sales & Marketing to optimize product ROI (return on investment) • Designed and implemented cost saving programs in 3 years resulting in a reduction of 14% over total cost structure• Enforced process & control improvements which led to a substantial reduction of inventory losses and promoted segregation of duties• Negotiated an alcohol excise tax increase with government officials mitigating revenue impact • Coordinated legal affairs without damaging company reputation • Successfully prepared and supervised the negotiation of the workers labor agreement • Implemented numerous campaigns and initiatives to promote responsible consumption amongst consumersCORE CAPABILITIES:o Defining company mission, vision and purposeo Communication and inspiration from vision to executiono Empathic / Intuitive / Curious / Growth mindseto Listening / Coaching / Mentoring of Management Teamo Product Innovationo Time managemento Analytical: assessing data / evaluating / hypothesizing o Setting goals & objectiveso Revenue management growtho Implementaiton of cost reduction programso Execution of Total Productive Management (TPM) mindset at shop floor Show less Lead sales team of 70 people, 4 sales agencies, 30 skus and 200 wholesalers. Reporting to GM. RESPONSIBILITIES AND ACHIEVEMENTS:• Implemented new ways of working, learning and incentives with a “Can Do” attitude to sales team to become accountable of resources and level up team mindset / behaviors gaining 10pp of market share in 3 years• Crafted and executed a sales productivity program which improved 25% sales force productivity and truck delivery times. This was done specializing salesforce trade routes via software optimization tools.• Updated route to market and trade census data which allowed for further improved customer service (frequency of visits) without additional headcount• Streamlined customer acquisition process from 3 weeks to 3 days• Designed and implemented a distributor rationalization and pay for performance scheme that allowed a reduction of 40% of total fixed discounts and a more loyal base of key distributors• Launched the Heineken EOE (Excellent Outlet Execution) program in Panama to improve sales execution process. Later on, the Panama OpCo won the HNK Global Sales award in 2016 for its results.• Promoted the creation of Joint Business Plans (JBPs) with organized off-trade accounts to improve revenue and profitability of our skus.• Designed and implemented the learning and up-skilling Sales Academy program for Salesforce training by means of a Cognisco screening tool to assess willingness vs skills of sales individualsCORE RESPONSIBILITIES:o Coaching / Leading Meetings / Managing staff performanceo Listening effectivelyo Time managemento Inspiring team to reach new heightso Define Route to Market strategieso Creating and implementing Channel Strategies and optimizationo Executing sales-force redesigns and optimizationo Assessing customer needs / trade censuso Resolving problemso Optimizing distributor network and managing distributorso Setting goals and objectiveso Salesforce automation / ROI (return on investment) Show less Accountable for the deployment and embedding of Sales Capability training programs (On & Off Trade) to the 10 Heineken operating markets of the Western European Region. RESPONSIBILITIES AND ACHIEVEMENTS:- Managed and recruited a team of 8 Capability Mgrs - In order to deploy the programs, we work the full cycle of engagement with the OpCos and its top managers: awareness, commitment, scoping / proposal of program, project delivery / facilitation, and quality assurance of content outputs- Provided a WER framework for Sales organizational measurement and benchmarking to support the development of individual market change plans for 2015Key programs delivered by end of 2012:- Building Winning Channels (BWC)- Category Vision- Sales Force Execution Standards and KPIs- Distribution Management / Route to MarketCORE CAPABILITIES:o Learning innovation / ROI (return on investment)o Listening effectivelyo Implementing changes / Initiating action / leading meetings o Hiring staff / interviewing / talent selection o Managing staff performance / motivating people / capacity planningo Coach / Mentoringo Customer feedback and negotiationo Deliver resultso Time management Show less Managed network of +1.000 Horeca distributors. Reporting to On-Trade Sales Executive Director.RESPONSIBILITES AND ACHIEVEMENTS:Facilitated the shaping and development of Heineken´s distribution network, including own wholesale business (30 units) and 3rd party independents (+900).• Decided optimal route to market distribution network for Heineken in Spain• Performed due diligence and negotiated distributor acquisitions in key strategic markets• Assessed distributors risk profile and coordinated multi-functional team when executing dropouts of non-performers• Develop non-beer product categories to strengthen HNK´s distributor network• Establish a Pay for Performance scheme to reward and compensate distributors in line with HNK´s market strategy• Implemented annual distributor commercial plans• Designed and executed several distributor development programs for Distribution Mgrs at HNK and distributor, themselves• Created and established the financial, legal, and risk mitigation procedures and proper workflows of analysis and post-audits where there was a considerable movement (ie: fall-outs, buy-outs, integrations, etc.) of the distribution network in the market place Show less Coordinated strategic route to market projects in regions where Heineken had a weak market position and new ways of working were required to grow volume and sustainable profits. Responsible for creating and developing Sales & Distribution improvement tools / programs to be implemented by Heineken's operating companies globally and measure efficiency and effectiveness of salesforce organisations. Provide a structured approach to Heineken operating companies globally to define crisp and clear Channel / Trade Marketing strategies, in addition of guidelines to follow flawless execution of channel plans. Show less

  • General Manager at Cervecerias BARU - Panama

    Jan 2014 - Jan 2017

  • Sales & Distribution Director at Cervecerias BARU - Panama

    Jan 2013 - Jan 2014

  • Head of Sales Capability Program - Western Europe Region

    Jan 2011 - Jan 2013

  • Distribution Development Director

    Jan 2008 - Jan 2011

  • Manager Channel, Sales & Distribution Development

    Jan 2006 - Jan 2008
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  HEINEKEN MÉXICO

  Jan 2017 - Jan 2018

  Senior Vice-President Sales and Member of Executive Committee

  Responsible for leading sales performance and operations across 6 Regions, with a salesforce structure of 11.000 employees and +200 depots. Additionally, supervised the SIX business unit, a traditional-trade retailing business with +10.000 stores nationally.RESPONSABILITIES / ACHIEVEMENTS:• Supervised the implementation of the digital transformation journey on customer ordering system• Sales force improvement in penetration and productivity of +5,7% maintaining sales execution levels above 95%.• Fostered and promoted an objective and transparent HR management system within Sales Leadership team to guarantee proper succession plans• Participated in sales & operations planning (S&OP) process leading to cost savings, product launch`s on time, and product quality improvements / cost savings• Monitored customer satisfaction : focus on sales execution metrics led to rank #2 in customer satisfaction in Mexico within beverage industry• Counseled the Revenue Management team of +30 FTEs to drive the strategy, optimize value and volume relationship through insights, analytics, processes and execution with a clear vision to maintain a healthy mix that will contribute a sustained revenue growth, FGP / Htls and market share• Designed & implemented safety awareness programs that reduced accidents by 45% vs 2017• Enhance Sales and Marketing communication and performance gaps. • Member of Heineken Global Sales Committee defining and shaping global sales agendaCORE CAPABILITES:o Communication from Sales vision to execution o Empathic / Intuitive / Curious / Growth mindset / Cooperativeo Listening / Coaching / Mentoring Sales Leadership Teamo Innovation and creativity to connect teams and processeso Digital transformation o Delivery / results oriented / sales performance metricso Customer satisfaction focus and measuremento Revenue management growtho Safety mindseto Product launch strategyo Sales organizational design and restructuringo Sales Ops Planning Show less

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  🚀🚀 Second Rocket SL

  Feb 2020 - now

  Senior Consultant | Investor

  Experienced executive seeking opportunities to support businesses improve their top line and profitability. Recent / current projects and investments:• Provide sound industry experience to a global Consumer Packaged Goods (CPG) company to simplify and digitalize their end-to-end market execution processes by formulating key opportunities to implement in coalition with a leading consultancy• Advisor to CEO of Gamco – www.gamco.es - software company providing Artificial Intelligence optimization tools, specific to the fast-moving consumer goods and banking sector.• Creating ZENTINEL® - a re-skilling digital mobile application for Hospitality (HORECA) owners and managers, focused at building management capabilities to drive growth and improve business profitability. • Assess different business start-up opportunities to invest pre-seed / seed capital prudently.• Advised the Executive team of a digital marketing agency – www.takefortytwo.com - providing guidance in leadership, organizational, and strategic concerns to improve their growth plan.• Developed the Sales Lead and Customer Acquisition content program and delivered webinar sessions for a “Master in Sales” program directed to Senior Managers and Leadership team for a major global consulting company. Show less