Rafael Sanoja

Goal-oriented commercial manager with distinguished experience in FCMG industries and proven leadership abilities. Expert in increasing productivity and customer satisfaction while driving revenue and sales. Committed to streamlining procedures while optimizing employee talent.

Brand Deployment

• Spearheaded and conceptualized the launch of brands that resulted in an increase of SoM, sales and profitability.
• Trained different brand leads on brand portfolio, consumer and trade engagement.
• Developed and worked with P&L for product & brand launches.
• Managed and deployed brand projects on different markets in the LATAM and Caribbean region.

Sales & Negotiation

• Led business negotiations with key industry stakeholders and distributors in the CARICAM region.
• Negotiated year volume sales, shipment logistics, business agreement terms, price strategies and budget for >21 different markets in LATAM and Caribbean.
• Managed teams of sales managers, sales reps, business builders, brand managers, category managers and KA executives throughout LATAM and Caribbean.
• Managed different commercial teams of >21 distributors leading to award winning results.

Business Development

• Launched aggressive growth plans that helped increase customer base on each individual market by an average of +18%.
• Spearheaded contractual acquisition of major businesses from lead competitors.
• Helped develop a new sales departmental strategy increasing average customer base by 30% and new revenue streams.
• Efficiently operated three start up business with a combined staff of 50 professionals.

Client Interface

• Managed and supervised accounting close, accounts payable, financial reporting and P&L for different markets.
• Collaborated with KA & distributors to prepare efficient product marketing strategies and new business developments based on consumer demands rather than availability.

Business and Organizational Development

• Implemented strategy targeting high-profile clientele.
• Eliminated competitor's advantage within 5 months of gaining position.
• Helped transform sales and marketing teams into a more consumer centric and digital conscious organization.

Account Management

• Managed over 21 markets and distributors in the LATAM and Caribbean.
• Directly managed and serviced over 300 KA in the on-trade and off-trade channels of the Dominican Republic.
• Successfully reduced monetary contract spending by focusing on quality over quantity ratio (Less is More).

Process Improvement

• Oversaw a major project that led to a more effective delivery of information to internal and external clients (Full automation).

Data Organization

• Improved office organization by compiling processes and data storage into a cloud based server with segmentation.
• Consolidated reporting into platforms such as Power BI.

Planning

• Introduced a new model in the department that organized resources into project based executions.
• Created and managed commercial plans for different regions.
• Managed sales/volume forecasts for more than 21 different countries in the LATAM and Caribbean region.

Reporting

• Established client payment program to monitor payment compliance and progress, reducing uncontrolled payment activity by 40%.

Jose Manuel Ortega - Grupo INICIA - (809) 541-5004

Maria Zaglul - Hipertiendas Zaglul - (809) 529-3277

Roberto Yunen - Philip Morris International - (917) 434-3881