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Senior marketing and sales manager btc/btb

Work Experience

SENIOR COMMERCIAL MANAGER
Business to consumer as well as business to business



Experience in strategic planning and implementation into practical, workable operations. Resourceful, result driven and client oriented. Multi disciplinary , familiar with working in different cultures and nationalities through 13 years of ex pat experience and 14 years at Unilever. Fluent in 5 languages. Brings out the best in people through teamwork and a human oriented attitude with flair. Strong in positioning and communication. Looking for an organization needing a major strategic and operational impulse.



EXPERIENCE

2005-present Interim manager/consultant:

2009-2010 University of Twente and Carint Reggeland Groep
Marketing consultant

2007-2008 Akzo Nobel Salt Specialties, Hengelo, Netherlands
Commercial manager, interim
2006 Return to Holland

2005-2006 Commercial interim projects in Mexico City (3): Universidad del Valle de México (=for profit), Wunderman and Unilever at Initiative

1982-2005 Permanent employment:

2003-2005 Universidad Tecnológica de México, Mexico City
Corporate commercial director
2002-2003 I.F.F, Mexico City
Business development manager flavours LATAM
1999-2001 Wella Benelux, Amstelveen, Netherlands
Division head retail Benelux

1985-1999 Unilever:

1996-1999 Quest International (Unilever, later I.C.I.), Naarden, the Netherlands
Global account director Nestlé

1993-1996 Anderson Clayton, Mexico City
Marketing Manager b-t-c
1991-1992 Quest International, Mexico City
Manager Flavour Division
1988-1991 Quest International, Barcelona, Spain
Business Industry Manager confectionery/bakery
1985-1988 Quest International, Naarden, the Netherlands
Product Manager alcoholic beverages/confectionery/bakery

1983-1985 Bugamor, Almere, the Netherlands
Area Manager
1982-1983 Nederlandse Export Combinatie, Soest, the Netherlands
Assistant Export Manager
1980-1982 Military service



EXPERIENCE IN DETAIL



2009-2010 University of Twente
Marketing consultant
Started at Management and Governance, biggest faculty of a public university (8,800 students) in the Eastern part of Holland with 2,200 students. Programmes (6) include: Business Administration, Public Administration, Business Information Technology, Health Sciences, Industrial Engineering and Management and European Studies. Responsible for developing marketing plans per programme, on both bachelor as master enrolment, together with the communication team. Work is done in close cooperation with programme director, coordinator and professors which is quite unique and delivers excellent strategic and operational insights.
I have executed same set up now at 2 other faculties: Science and Technology (Chemical Engineering, Applied Physics, Biomedical Technology) and Behavioural Sciences (Psychology, Educational Science, Philosophy of Science and Science Communication)

2009-2010 Carint Reggeland Group
Marketing consultant
Started working on a sub brand Wellson, which is a health care/wellbeing entity and part of regional market leader the Carint Reggelandgroep () in the Eastern part of the Netherlands. (8,000+ employees, 190 mln. € turnover ) Goal is to improve quality of live of basically the 3rd age generation by offering personal assistants capable of organizing simple domestic tasks but also complex medical duties and specialized social help. The Wellson label ( ) had just been launched and I was responsible for the roll out until mid November. After this period I also worked on 11 different branding initiatives within the holding company. These plans have been documented and reported to the board.


2007-2008 Akzo Nobel Salt Specialties
Commercial manager a.i. division South
Part of Akzo Nobel with a € 10,2 bn turnover (2007, excl I.C.I.), 68.000 employees and active in 80 countries. Leading a commercial team of nearly 30 persons in Western Europe (sales, marketing and customer service). Sales area (80 mln €) is whole world minus: North and Eastern Europe and USA. Btb/btc environment. Salt ranges: table, industrial, regeneration and agricultural. Brands include: Nezo, Jozo, Broxo(matic) and KNZ. Customers include: Ahold, Carrefour, Metro, Aldi, Unilever, Frito-Lay, Givaudan and Nestlé. Key words: reorganization, team building, external focus, repositioning, growth, strategic frame work, innovation. Despite circumstances made all management and quantitative targets (13). SAP, HAY, SOX, Compliance, Legal.

2006 Unilever at Initiative (I.P.G.) Mexico
Commercial Project manager internet
Initiative is Unilever’s media buying agency in Latin America and part of media concern I.P.G. ($ 6.3 bn. USD, 2005) with companies like F.C.B. Lowe en McCann. As part of a strategic alliance with Unilever worked on media-internet strategy in LATAM. Partners were i.e. Microsoft, Yahoo and Google. Brands analysed i.e.: Dove, Magnum, Knorr, Sedal, Slim-fast, Rexona, Hellmann’s and Axe.

2006 Wunderman Mexico
Commercial Project manager internet
Wunderman is an important division of the W.P.P. group, world’s largest leading communications organizations with a global turnover of 7.3 bn. Euro in 2005. Mexican customer portfolio includes Ford group, Banamex, Reebok, Movistar, Colgate, Nokia (regional), Diageo, X-Box, Microsoft, Dell, Barcel (part of Bimbo group) and Editorial Televisa. Responsible for strategic internet and direct mail communication analysis of biggest customer Ford.

2005- 2006 Universidad del Valle de México
Commercial Project manager
Universidad del Valle de México (1960), U.V.M., is Mexico’s second largest private for profit university with 67,000 students. First enrolment in 2005 was 27,000 students. University in Mexico has 21 campuses and forms part of USA based Laureate International Universities. Laureate as per December of last year has 47 campuses world wide with 215,000 students. Turnover 2004 was 650 mln USD. As project manager in charge of being sales and marketing director of the Guadalajara campus for 3 months and revising advertising strategy and brand positioning in corporate head quarter.

Main achievements:
• Operational plan Guadalajara plus execution (as per January 2006 enrolment is one of the best nationwide)
• Advertising campaign Guadalajara
• Hiring key players for the sales team
• Evaluation new national campaign
• Finishing research pitch for national brand positioning
• Updating national sales presentation
• Finishing brand positioning statement
• Executing market research in one of major Mexican cities for new campus
• Ensuring major strategic focus for internet strategy


2003- 2005 Universidad Tecnológica de México
Corporate commercial director
Universidad Tecnológica de México (1966), Unitec, is Mexico City’s largest private for profit university with 40,000 students. Market is very competitive with American players also having presence. University comprises high school, undergraduate (18 faculties including marketing, law, engineering) and post graduate. Unitec only had presence in the Metropolitan area until 2003, expansion in 2004 executed in Monterrey and Guadalajara where the institution/brand was unknown. Organization is family owned and turnover therefore is not communicated. Fees are on average USD 1,300.- per 4 months per student. In charge of commercial strategy comprising marketing, personal promotion, tele marketing and web site. Finished brand positioning which was non existent. Elaborated communication strategy. Advertising budget quite considerable. Division consists of approx. 100 persons plus external call centre, employing 55 full time employee’s (f.t.e.’s). Focus on new enrolment with unique academic offer and service for both students and their parents being key.

Main achievements:
• Establishing national brand positioning
• Integrating marketing and sales division into one
• Highest impression of academic level ever (Tracking)
• Highest brand and advertising awareness ever (Tracking)
• Reaching specific enrolment goals for first time in 5 years
• Standardizing sales nationally (evaluation mystery visits)
• Opening 3 campuses at same time, adding 25% to enrolment
• First national advertising campaign
• Roll out 6 major innovations 2004
• Strategic alliance with biggest national radio and television station
• Outsourcing telemarketing in 8 weeks

2002- 2003 International Flavours and Fragrances, I.F.F.
Business development manager flavours Latin America
I.F.F. is an international supplier of flavours and fragrances with a global turnover in 2002 of 1.8 bn USD. Responsible for implementing new flavour technologies into the region related to strategical food segments and key customers. Clients are global food and beverage manufacturers like Coca Cola, Frito Lay, Nestlé and Unilever plus large locals like Quala, Arcor and Bimbo. Key to success is coordinating marketing, creation and application sensory and account management. Turnover LATAM 2002 was 55 mln. USD.
Main achievements:
• Creating regional strategic framework
• Harmonizing marketing activities
• Getting structural international support for the region
• Establishing investments in selected segments
• Successful launch of 2 product lines

1999- 2001 Wella, Amstelveen, The Netherlands
Division head retail Benelux, member of the Management Team.
Wella is an international supplier of hair care (Global turnover 2000: 2.8 bn Euro). Leading a team of 30 people of which 7 are based in Belgium. Team consisted of trade marketing, marketing, sales and customer service. Customers are retailers like Ahold, Laurus, DA and Kruidvat in the Netherlands and Carrefour, Delhaize an Colruyt in Belgium. Turnover was 20 mln. Euro in 2001 of which 35% was derived from local brands. Product portfolio consists of hairsprays, gels, mousses, shampoo and colour. As member of the management team. implemented SAP 3.0 (and later 4.6), HAY and changed Benelux warehousing and distribution system, closing Amsterdam and using Frankfurt as distribution centre. (In those days Frankfurt was using an other i.t. system than SAP which made whole project more complex.)

Main achievements:
• Reaching turnover target of 4.5 % despite SAP 4.6 aftermath.
• Overachieving profit target by 6 %
• First time in 10 years profit and turnover target was made at same time
• Implementing Cap Gemini’s Customer to Cash
• Successful re launch of 2 brands.

1996-1999 Quest International (Unilever chemical later ICI), Naarden, the Netherlands
Global account director Nestlé
Nestlé is a key customer of Quest. Responsible for developing business with Nestlé on a global basis within an agreed strategy. Spearheading a virtual team of business operators worldwide as well as marshalling the internal resources on behalf of enhanced business growth. Attending internal Nestlé seminars. Products: flavours and food ingredients (e.g. emulsifiers, stabilizers, proteins).
Main achievements:
• Double digit profit growth
• Creating a platform of technology sharing at confidential level.
• Dramatic project growth in an extended number of countries
• Getting new business in countries like Germany, China and the USA.

Apart from my Nestlé responsibilities, I have set up the trend study \\\'Taste of the Future\\\', a trend presentation translating current and future trends in society into consequences for our industry. This presentation was used by all Quest subsidiaries and shown to their specific target customers, where it served as a basis for new business.

1993-1996 Anderson Clayton (Unilever Food), Mexico City
Marketing Manager b-t-c
Developing and implementing marketing strategies for desserts and flour mixes (Pronto), frozen food (Captain Iglo, Clemente Jacques) and tea based beverages (Lipton), in order to achieve growth targets. Managing a local group consisting of 4 brand managers, one development manager and 2 technicians. Dotted line to the dry mix factory with a capacity of 20,000 tons.

Main achievements:
• Launching a complete new product category, non core to Unilever, and to get it listed at the retail chains within record time
• Sales growth by 30% to an all time high of $ 25 m in 1995.

1991-1993 Quest International, Mexico
Manager Flavour Division
Preparing and implementing general marketing and sales strategy for the flavor division in Mexico/Greater Andean. My focus was upon continuous growth of NPS and profitability in the long run and as agreed in the annual business plan.
Main achievements:
• Sales breakthroughs at international target accounts such as: Pepsico Foods, Coca-Cola, Unilever, CPC, Philip Morris, Danone, RJR Nabisco.
• Sales growth 17%.

1988-1991 Quest International, Barcelona, Spain
Business Industry Manager confectionery/bakery
Establishing and executing business plans, aimed at sales and profit growth in the confectionery/bakery market segment.
Main achievements:
• Set-up of an international flavour collection for the chewing gum area (one of the most complex food systems) -without the help of the Dutch Food Science and Technology Centre. This project resulted in a very profitable win at Pepsico Foods.
• Sales growth 15%.

1985-1988 Quest International, Naarden, The Netherlands
Product Manager alcoholic beverages/confectionery/bakery
Joined the Quest organization in this role and as such received a general grounding in the flavour and food industries. Main responsibilities: analyzing the global spirit and liqueur market, starting a development program aimed at opportunities in these markets.

1983-1985 Bugamor, Almere, The Netherlands
Area Manager
Exploit pharmaceutical media carriers (e.g. prescription pads, magazines for GP\\\'s and specialists). Responsible for Western Europe.
Main achievement:
• Bringing about a breakthrough in the French market, resulting in a sales growth of several millions of US $.

1982-1983 Nederlandse Export Combinatie, Soest, The Netherlands
Assistant Export Manager
On behalf of 500 Dutch non competitive member companies.
Main achievement:
• Gaining a contract with Adidas for one of the member companies.

Education

EDUCATION

1980 HEAO c.e., Bachelor of Marketing. Thesis: \\\'Analysis of the Dutch shoe market\\\'

Unilever courses:
• Advertising (London)
• Market research
• Strategic media planning
• North American marketing \\\'94
• International management (London)
• Internal food courses

Other courses:
• Marketing universities (Mexico 2003)
• Leadership (Mexico 2005, Covey, Giuliani)
• Building commercial relations (Netherlands, 2008)

Languages

LANGUAGES

Dutch (native), English, Spanish, French, German. Basic knowledge of Catalan.

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