Marco Raad

Experience

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  The Hershey Company

  Jan 1999 - Jan 2008

  THE HERSHEY COMPANY, EARLY CAREER:

  • Director, Latin America Exports & Puerto Rico• Marketing & Business Manager• Business Manager, Central America • Associate Global Marketing Manager• Associate Business Manager, South America

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  The Hershey Company

  Jan 2009 - Jan 2012

  General Manager, Global Exports Business Unit

  I advanced into this senior leadership role to oversee an internal entity boasting $75M in gross annual sales, $23M in operating income/P&L business, and 45 distributor partners located across the Caribbean, Europe, Latin America, Asia, and Oceania. I was the person chosen to establish a profitable and sustainable business by developing new export countries to set the foundation for future business while managing and growing respective export business. I oversaw the team strategy as well as planning implementation, new business development, P&L management/analysis, and people management. In this position I directed a team of 12 (finance, marketing, and business management teams across Mexico, the Caribbean, Brazil, the United Kingdom, and the Philippines). CAREER HIGHLIGHTS:➤ Consistently delivered/surpassed annual and STRAT plan P&L objectives with gross sales CAGRs of up to 24% in South America, 32% in Europe, and 23% in Asia and Oceania.➤ Championed assessment, recommendation, and implementation of THC global export model using proven export model launched in Latin America and continually improved upon.➤ Doubled and quadrupled Chile and Colombia business.➤ Delivered four-year CAGR growth of 17% in gross sales and 28% in OI for the Caribbean region.➤ Supported creation of Europe’s business development strategy by designing custom market strategy and business plan to include elements of portfolio, sourcing, P&Ls, country prioritization, marketing activities, and potential launch dates. Show less

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  The Hershey Company

  Jan 2013 - Oct 2015

  Assumed role as part of career development, succession planning initiative, taking on this deeply U.S. cross-functional position to provide integrated sales insight, develop communication strategy and offer on-going business analysis of programs across all U.S. customers and channels while gaining knowledge in workings of the U.S. commercial processes as an active participant and decision maker. Lead G2M team tasked with an omni-channel strategy supporting materials and communications that enable creation of successful customer sales plans. Collaborate cross functionally to create connections between the U.S. Sales Team (including key customer teams for Walmart, Target, Kroger, Costco among others) and the broader internal Hershey organization, specifically marketing and product innovation groups.➤ Direct team in development and evaluation of company sales strategies across Strategic Business Units of Chocolate, Snacks and Grocery and Sweets and Refreshment including Brands and product innovation, while providing execution support and alignment with key stakeholders across projects. ➤ Enable development of industry-leading sales support materials and communications to foster creation of successful customer sales plans by guiding team in collection of sales feed-back while aligning with SBUs and Brand.➤ Serve as Sales Leader Representative and approver for THC key Commercial Decision Boards to provide sales feedback and perspective including Commercial Brand Team, Calendar of Record Committee, Demand and Supply Committee, Focus Sell (aging shelf-life product) Committee, Internal Waste Committee, and Legal and Product Recalls Committee. ➤ Provided integrated sales insight and developed communication strategy for Sales Planning used by the THC Customer Teams in order to sell THC Sales Program including product innovation and promotional program details. Show less I was promoted internally to expand Hershey distribution and presence with the US independent retailer channel where Hispanic populations surpassed indexes. I developed the ethnic and urban (E&U) market strategy, evaluated market value, defined geographic areas and associated resources, reviewed and defined direct-store-delivery program business model, and predicted profitability results needed to continue and expand geographically; ultimately expanded into 20,000 incremental stores nationally. I conducted research, created strategies, oversaw development, and provided approvals. In addition, I spearheaded all business startup, development, implementation, management, talent acquisition, people management, and activations of national, convenience store, and food customers/distributor partners business. I also collaborated cross-functionally with US national, convenience store, and food senior leadership and team leads overseeing respective customer accounts. CAREER HIGHLIGHTS:➤ Developed national E&U US strategy.➤ Secured internal E&U strategy and initiative approval from US senior management including STRAT plan horizon budget with new 200+ person diverse talent E&U organization supporting Hershey’s Diversity, Equity and Inclusion - DEI.➤ Grew gross sales +16% and operating income +34% for Lorena Pelon Pelo Rico candy brand, a THC-owned entity.➤ Successfully built and added new distribution to 7.3 net new items in 2013 vs. current core convenience store business average of 1 new product added per year. Show less

  • Director Team Lead, U.S. Go To Market

    Jan 2015 - Oct 2015

  • Director, U.S. Ethnic & Urban Markets

    Jan 2013 - Dec 2014
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  De'Longhi Group

  Jan 2015 - Jan 2020

  General Manager – Latin America | Country Manager – Mexico

  Recruited by C-Level leadership team to start-up Mexico, the 15th-largest world economy; and guide market penetration engagement launching De’Longhi and Braun brands applying an omni-channel approach, while also steering a turnaround effort in Brazil during the country’s worst recession. Recruited diverse talent, on-boarded, and developed high-performance, collaborative Mexico team instrumental in growing the subsidiary for long-term existence. Charged with steering efforts across sales planning, marketing, HR, operations, supply chain, P&L accountability, budgeting, and more. Tapped to architect organizational infrastructure and formalized processes applying digital systems across HR, sales, marketing, customer care, supply chain, and finance.MEXICO MILESTONES:➤ Ensured subsidiary success by securing local funding and capital injections from corporate used to support startup activity.➤ Generated double-digit growth by delivering a minimum increase of 31% per product category YOY.➤ Realized status as third-place market share brand for espresso machines; ousted Jura and disrupted Krups and Breville.➤ Achieved 100% national distribution at Costco and Amazon; 90% at Home Depot, Best Buy, Sears, Williams Sonoma, e-commerce customers, Mercardo Libre, Linio, Club Premier, and Privilia; 50% at Palacio De Hierro; and 60% at Liverpool.➤ Raised sales with Liverpool 40%, Home Depot 38%, Costco 26%, and Amazon 23%.LATIN AMERICA MILESTONES:➤ In Brazil, slashed EBITDA losses while growing sales 19% across available product lines.➤ In Brazil, solidified seasonal product business plan activities by collaborating with customers (e.g., Polishop and Sam’s Club) to create a joint business-planning strategy addressing delivery, pricing, margin, sales volume, and more.➤ In Chile, realized 57% market share for De’Longhi’s fully automatic coffee machines.➤ Directed Latin America exports across Colombia, Panama, Dominican Republic, Peru, Bolivia, and Costa Rica. Show less