Fernando Yanez
Business Administrator with a Masters degree and a wide experience in managing, developing and executing strategies to penetrate new markets and position new brands. Currently working as an External Consultant at Grupo Empresas Santo Domingo.
| Headline: | Entrepreneur |
| Skills: | Business, Engineering, English, Guerrilla marketing, Industrial Engineering, Languages, Leadership, Management, Marketing, Negotiation, Retail, Sales, Spanish |
| Location: | Bogotá, Colombia |
| Interested in: | Brainstorming, Finding business partners, Finding cofounders, Finding team mates, Meeting new people, Professional opportunities, Promoting my startups, Recruiting for my startup |
| Schools: | Tulane University |
WORK EXPERIENCE
| Employer: | Grupo Empresas Santo Domingo, Bogotá |
| Position: | External Consultant (Finance & Strategy) |
| Time period: | July 2009 - Present |
| Description: | Responsibilities:
- Companies’ valuation and commercial forecast for acquisition process - Develop an strategic plan to generate more value for the company |
| Employer: | Congrupo Ltda, Bogotá |
| Position: | Marketing Manager Director |
| Time period: | September 2006 - December 2007 |
| Description: | Responsibilities:
- Planning and implementation of strategies and brand plans for the company’s portfolio - Responsible for the P&L statement (until EBITDA) keeping business profitable and growing - Creation of a Marketing department that matched the requirements of a growing business - Designing and implementation of flow process to increase the efficiency and improve the internal structural costs. - Leading the procurement department during the first eight (8) months in Colombia, learning and controlling inventories, purchases and importation process in general. - Member of the board of directors in Colombia, included the CEO from Venezuela, the Country Manager of Colombia and the National Sales Manager.; to steer the strategy and the tactics of the company and monitor its outcomes Achievements: - I created the marketing department of the Company, resulting in a challenging and motivational working environment. We managed 25 brands, with only 4 Brand Managers, and manage to increase the sales 213% in 18 months (from US$3,7MM to US$7,9MM) - I promoted synergy between the Marketing and Sales departments, aligning efforts and creating a diversified and highly efficient teamwork. - I was part of the negotiation team, which introduced eight (8) new brands into the most important supermarket chains in Colombia. Brands like (McCormick, Campbell´s, Hersheys, Barilla, ConAgra, Sardimar, Dial and Karymba). - I kept our business profitable with a positive net contribution while we invested in a growing business. - Leveraging my previous experience, I created the Trade Marketing department of the company; selecting, hiring, controlling and training the promotional agencies to achieve the best results, and gathering the most useful and standardized information. - I developed and implemented a model to align our supply chain with the market demand (by SKU). - I built the 5-year-long Marketing Master Plan, defining a clear business path to follow. |
| Employer: | Alfonzo Rivas & Cia, Caracas |
| Position: | Trade Marketing Manager |
| Time period: | January 2005 - September 2006 |
| Description: | Responsibilities:
- Creation of the Trade Marketing department for the whole company. - Designing and implementation of the flow process to improve the clients’ service. - Negotiation with promotional agencies and implementation of initiatives “below the line”. - Control of the Trade Marketing department budget - Leading the nationwide Merchandisers team (8 supervisors and 120 merchandisers). Achievements: - I built a successful Trade Marketing department, consisting of 5 professionals with clearly defined roles, highly motivated and committed to the company’s objectives. - I built a system to control and improve activities through that included a scale of Key Performance Indicators. This instrument helps monitoring the efficiency of the implementation plan for each brand. It permitted a better resource allocation and output improvement. - I developed a Category Management process with the most important supermarket chains in Venezuela. - My department controlled 80% of the promotional activities of the company; reaching an efficiency index over 85%, including time and estimated budget. - I developed 5-year-long Strategic Trade Marketing Master Plan. |
| Employer: | Alfonzo Rivas & Cia, Caracas |
| Position: | Brand Manager (Trainee-Junior-Senior) |
| Time period: | March 2000 - December 2004 |
| Description: | Responsibilities:
- Planning and implementation of Brand Plans - Responsible for the profitability of my brands (P&L - contribution before marketing expenditures) - Management of a brand budget portfolio. - Negotiation and permanent communication with promotional and advertising agencies. Achievements: - I developed and implemented brand plans that increased the sales over 200% in brands with more than 9 years in the market (ready to eat cereal “FLIPS”) - I created campaigns, including TV and radio commercials, press ads and BTL, with excellent results (evaluated in sales growth and contribution before marketing expenditures) - I proposed and launched more than 4 new brands in the market (17 SKUs). I worked with R&D, sales force, market research and advertising agencies to successfully introduce each brand. - I achieved the personal goal of reaching 105% over the forecasted contribution. - I was measured by the net contribution of the company (19% of the total contribution) |
EDUCATION
| University: | Tulane University |
| Time period: | 2009 |
| Degree: | Exchange program, MBA |
INFORMATION
| Hobbies: | I am an outcome oriented team player, a hard worker who also enjoys a good sense of humor. I have excellent interpersonal and communication skills. That gives me an edge at hard negotiations and team building. I also enjoy sports, travelling, new technology and intercultural exposure. |
