Raul Pedrique Gonzalez

Experience

• 

  PepsiCo

  Nov 2000 - Mar 2024

  Reporting to the Sales Vice President of the company in Brazil with a team of 60 professionals, being responsible for the Go-to-Market, Sales Intelligence, Sales Excellence models, in addition to the Digital transformation in Sales (from Offline to Online in the Phygital model) of the Food Division at the national level.• I defined and implemented a Digital Ecosystem for the Traditional Channel (B2B), from Digital Ordering to Customer Engagement, boosting sales growth by 30% for the set of routes where it was implemented. • Acted as Sponsor of transformational initiatives related to Go-to-Market models for all Sales Channels, Categories and Regions nationwide. Initiatives related to Cost-to-Serve optimizations and Service Expansion through the sales force and development of the outsourced distribution model, reducing by -1pp the S&D vs GR of the VP of Sales.• I led Sales Analytics creating the ‘Sales Intelligence governance, ensuring sales operating models, from the VP of Sales to the Sales representatives, to monitor business performance and support strategic decision-making. As a result, there was a +0.3pp vs PY Market Share growth. Show less Reporting to the Sales Vice President the company in Brazil, with a team of 45 professionals, being responsible for the Transformation of the Go-to-Market, Sales Intelligence and Sales Excellence models of the Food Division at the national level.• I transformed the Go-to-Market Model of the Traditional Channel, developing a solution for growth in sales and profitability, based on Van sales and pre-sells models in the Channel nationwide, with a result of growth between 18% and 25% in Net Revenue year after year.• In this role, I led the Distributors Channel to prepare the process of transformation of Category expertise to regional multi-category partners, with +90 distributors involved.• I implemented the merchandisers service model based on the balance between the client's current sales and the growth potential, directed to the National, Regional and Local Networks by customer typology, impacting 3,500 people and a growth of 25% Net Revenue. • I led the automation of the technological platform for the sales force in the traditional, organized trade and indirect channels, through an updated, scalable, and stable technological solution, a model based on Smartphones with a focus on monitoring Sales KPIs. +5,500 sellers/merchandisers impacted.• Created and developed the Sales Intelligence area to lead the sales operating model: processes, governance, forums and KPIs, enabling decision-making. With +500 sales leaders accessing the information. Show less Reporting to the CEO Vice President of the Southern Cone (Argentina, Chile, Uruguay, and Paraguay), leading more than 210 employees between the two countries, being responsible for Sales, Marketing, Finance, Supply Chain and HR, in addition to P&L.• Established the foundations of business growth in Paraguay, unifying the country's operator, tripling net revenue (3x), improving internal and external (market) KPIs.• I led the plan to grow market share in the organized trade channel in Uruguay, establishing a commercial plan in Nielsen model target stores, based on Joint Business Plans (JBPs), prioritizing innovation and increasing installed capacity and extra points at the channel's points of sale. Market Share growth of +0.5pp in 2017 and +0.3pp in 2018.• In this role, I implemented the Distributor Excellence Program model in Uruguay, focusing on sales distribution in the interior of the country, impacting 30 distributors and with a 15% growth in Net Revenue.• Creation of the governance process in Uruguay and Paraguay, establishing the operating model in the business, including the creation of the Executive Committee, Management Committees, Risk, Sustainability and Compliance committees. Show less Reporting to the CEO PepsiCo Venezuela, leading 12 people, with responsibility for Enterprise Project Management Office strategy, Process management, Change management and Data analytics.• I led the implementation of SAP Project, with scope Sales, Supply Chain, Finance, HR, and IT, eliminating 5 legacy systems and leading a team of 200 people from process and data, changing 100% of the organization to a culture of processes, enabled by technology, in addition to the evolution of HHC (Collector) to Smartphones in the Sales Force. Implementation in 18 months + 6 months stabilization.• I led as a Project Director the Global Business Services Blueprint design project for Latin America, using the reference markets: Mexico, Brazil, Guatemala, Colombia, Chile, and Argentina, elaborating the Business Case of the model for Marketing, Sales, Finance, Supply Chain and HR, delivering the design to 33 countries and +72,000 employees in 1 year.• Established the Enterprise Project Management Office (EPMO), ensuring the prioritization of business projects, aligned with the objectives of the business, financial and human resources, complexity and execution time, with governance within the annual plan. Execution of +50 projects per year with a budget of USD ~3MM. Show less Reporting to the Sales Director, leading 120 people, responsible for the development of the Distributors and Wholesales channels.• Transformed the Franchise Model (Distributor Excellence Program 2.0), developing the gold standard of Sales, Field Control, Warehousing, Transportation, and IT, establishing the Franchise Academy, with the Certified Program: Business College. The channel accounted for 50% of the business in Net Revenue.• I implemented the Sales Structure for 100 wholesalers and 45 distributors nationwide in 2 Regions, enabling optimal services to customers and enabled through Governance, Forums and KPIs. • In this role, I designed and applied the Leadership Program for Sales Managers, Sales Coordinators and Sales Supervisors of the Indirect Channel, based on the Global Sales Capabilities model, impacting +120 employees. Show less

  • Senior Director of Sales Strategy (Brazil)

    Sept 2022 - Mar 2024

  • Sales Strategy Director (Brazil)

    Oct 2018 - Aug 2022

  • Market Unit General Manager (Uruguay | Paraguay)

    Mar 2017 - Oct 2018

  • Business Transformation Director (Venezuela)

    Apr 2014 - Feb 2017

  • Senior Indirect Channel Sales Manager (Venezuela)

    Apr 2013 - Mar 2014

  • Go to Market Manager

    Mar 2010 - Mar 2013

  • Andean Business Project Manager

    Jan 2009 - Feb 2010

  • Technology and Project Manager for Beverages

    Dec 2006 - Dec 2008

  • IT BackOffice Applications Coordinator

    Dec 2003 - Nov 2006

  • IT BackOffice Applications Analyst

    Nov 2000 - Nov 2003
• 

  Brown-Forman

  Nov 2024 - now

  Commercial Director Brazil, Uruguay and Paraguay (Head of Sales)

  Responsible for Sales Area, in Brazil, Uruguay and Paraguay markets, including Direct and Indirect Channels (Off Trade and On Trade), All Regions, eCommerce, Commercial Excellence and Trade Marketing, including Jack Daniel’s, Herradura, El Jimador, Old Forester, Woodford Reserve, Gin Fords, and other powerful brands