Freelancer profile translated to English.

Description

I help companies and brands sell better and with more margin, optimizing how they reach the market, which clients, with which prices, and under which commercial conditions.

Expert in route-to-market, commercial optimization, and development of Beverage markets (spirits, wines, beer, No-Lo, etc.), Fast-Moving Consumer Goods, Luxury, and Aspirational.

◎ Define channel architecture

◎ Design and optimize the distribution model

◎ Segment customers and points of sale

◎ Redesign the sales force: territories, size, roles, objectives, and incentives aligned with profitability

◎ Improve supply chain efficiency linked to RTM

◎ Implement KPIs and RTM model tracking systems

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 5 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 Commercial Strategy Sales Excellence Pricing Strategy Sales Strategy
AA Family Office & Others
Partner & Investment Manager
PRIVATE EQUITY
March 2020 - Today (6 years and 5 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 Commercial Strategy 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 Commercial Strategy