Freelancer profile translated to English.
Back to original languageAbout Luis
They say the best school is life.
Mine has been almost 30 years selling, managing teams, and learning through successes and failures — in real companies, with real budgets and objectives that allowed no excuses.
I have managed teams of up to 45 people, negotiated commercial plans with brands like Coca-Cola, Heineken, Alcoholeros, and top-tier wineries, and doubled business volume in key stages.
Not in a PowerPoint, but in the market.
What do I do for your business?
I help food and beverage distribution companies structure and professionalize their sales teams and processes. No beating around the bush, no smoke and mirrors. With a practical approach and measurable results in 3 to 6 months.
If you're looking for someone who understands the business because they've lived it from the inside, who speaks clearly, and who won't sell you what you don't need... I think you already know who to call.
I help you review your business model and commercial plan from the outside, without internal inertia or ingrained habits.
Organize your sales strategy and translate it into clear actions for your team.
Train and support your salespeople to improve their performance and closing rate.
Structure negotiation processes and key account management.
Design sales pitches, SMART goals, and commercial tracking tools.
Who is this service for?
✅ For you if you're looking for results, not theory.
✅ For you if you have a sales team but feel it's not performing as it should.
✅ For you if you want to grow in B2B sales with someone who has already walked that path.
❌It's not for you if you're looking for a salesperson to sell your products directly,
I'm not an office consultant. I've been on the ground, I've closed difficult deals, I've integrated teams in operational mergers, and I've exceeded targets in highly competitive markets.
I work with you, not just for you.
Commitment, dedication, and a focus on results. Always.
If you're ready to transform your sales area, let's talk.
Luis Rodríguez
Spanish
Native or bilingual
Can work on-site
Murcia (up to 50km), San Pedro del Pinatar (up to 50km), Lorca (up to 50km), Alicante (up to 50km)
Experience
- consultor de ventasSales ConsultantOctober 2021 - Today (4 years and 8 months)Murcia, SpainCommercial consulting specialized in food, beverage, and FMCG distribution companies. I work as an external sales director for SMEs and medium-sized companies that want to professionalize their sales area without hiring a full-time senior profile.▸ Design and review of commercial plans and channel strategy.▸ Structuring and training of sales teams.▸ Support in negotiations with key accounts and distributors.▸ Implementation of work methodologies and tracking of commercial KPIs.
- Atalaya Distribución y LogísticaManagerJanuary 2015 - January 2020 (5 years)Almería, Spain▸ Led a team of 38–45 professionals▸ Executed the operational merger of CCEP and Heineken lines in record time, integrating subcontracted and new personnel, reorganizing warehouse and routes.▸ Direct negotiation of objectives and commercial plans with the main spirit and wine producers in the market.▸ Management of the Top Clients portfolio, closing strategic deals, and controlling debt and insolvencies.▸ Achieved doubling business volume in a key expansion phase, consistently exceeding the group's set targets.
- COMESURRegional Sales ManagerJanuary 2006 - January 2015 (9 years)Seville, SpainMarketing of food, spirits, and wines through a network of distributors for Rendelsur and later CCIP.▸ Development and growth of Comesur's portfolio across all distributors in the region.▸ Sales training for field sales teams and market support.▸ Negotiation with suppliers and distributors; achievement of quarterly measured objectives.▸ Management of purchases for specific categories with direct supervision from the central purchasing manager.
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Certifications
- Expert in B2B SalesSchool of B2B Experts, B2B Sales Leaders S.L.
- NEGOTIATION TECHNIQUESThe Regional Employment and Training Service and the Integra Foundation2024