Description

𝗔𝘆𝘂𝗱𝗼 𝗮 𝗲𝗺𝗽𝗿𝗲𝘀𝗮𝘀 𝘆 𝗺𝗮𝗿𝗰𝗮𝘀 𝗮 𝘃𝗲𝗻𝗱𝗲𝗿 𝗺𝗲𝗷𝗼𝗿 𝘆 𝗰𝗼𝗻 𝗺𝗮́𝘀 𝗺𝗮𝗿𝗴𝗲𝗻, 𝗼𝗽𝘁𝗶𝗺𝗶𝘇𝗮𝗻𝗱𝗼 𝗰𝗼́𝗺𝗼 𝗹𝗹𝗲𝗴𝗮𝗻 𝗮𝗹 𝗺𝗲𝗿𝗰𝗮𝗱𝗼, 𝗮 𝗾𝘂𝗲́ 𝗰𝗹𝗶𝗲𝗻𝘁𝗲𝘀, 𝗰𝗼𝗻 𝗾𝘂𝗲́ 𝗽𝗿𝗲𝗰𝗶𝗼𝘀 𝘆 𝗰𝗼𝗻 𝗾𝘂𝗲́ 𝗰𝗼𝗻𝗱𝗶𝗰𝗶𝗼𝗻𝗲𝘀 𝗰𝗼𝗺𝗲𝗿𝗰𝗶𝗮𝗹𝗲𝘀.

Experto en route-to-market, optimización comercial, y desarrollo de mercados de Bebidas (spirits, vinos, cerveza, No-Lo, etc.), Gran Consumo, Lujo y Aspiracional.

◎ Definir la arquitectura de canales

◎ Diseñar y optimizar el modelo de distribución

◎ Segmentar clientes y puntos de venta

◎ Rediseñar la fuerza de ventas: territorios, tamaño, roles, objetivos e incentivos alineados a la rentabilidad

◎ Mejorar la eficiencia de la cadena de suministro ligada al RTM

◎ Implantar KPIs y sistemas de seguimiento del modelo RTM

Industry field of expertise

Languages

Spanish
Native or bilingual
English
Fluent
French
Conversational

Workplace preferences

Can work on-site

Bilbao (up to 50km), San Sebastián (up to 50km), Madrid (up to 50km), Pamplona (up to 50km), Logroño (up to 50km)

Independent / Freelance
Expert Consultant in RTM & RGM — Beverages Sector
WINE AND SPIRITS
March 2020 - Today (6 years and 4 months)
Spain
Expert in Route-To-Market, RGM, Innovation, Sales, Marketing, and Business Development in the luxury, prestige, and premium segments of the beverages sector (wines, spirits, and no/low alcohol).
★ Analysis, design, and implementation of distribution strategies and commercial excellence frameworks.
★ Advisory on distribution model transitions, staffing structure, and sales portfolio transformation.
Growth Strategy Estrategia comercial Sales Excellence Estrategia de precios Estrategia de ventas
AA Family Office & Others
Partner & Investment Manager
PRIVATE EQUITY
March 2020 - Today (6 years and 4 months)
Getxo, PV, Spain
Leading analysis and selection of venture capital investment opportunities in plant-based food, organic beverages, luxury, fashion, foodservice, etc. for a family office. Occasional collaboration with market research companies and specialised media.
★ Economic-financial and strategic analysis of target opportunities.
★ P&L management, investor relations, and fundraising.
Sales Excellence Estrategia comercial Growth Strategy Venture Capital Private Equity
Grupo Varma
Regional Director North
WINE AND SPIRITS
July 2015 - June 2019 (3 years and 11 months)
Bilbao, PV, Spain
Regional Sales & Trade Marketing Director, on- and off-trade. Competing in Spirits & Wines with distributed and own brands: Jack Daniel's, Hendrick's, Ron Barceló, Bollinger, and others.
★ Annual turnover >€40M, >€10M premium. #1 in the market for aged rum, American whisky, and super-premium gins. Sales growth for the last 4 fiscal years >7% annually vs. -2% market.
★ Direct team >10. Indirect distributor network >100.
★ Led the digital transformation and automation of the route-to-market.
Sales Excellence Growth Strategy Estrategia comercial