Embed Size (px)
Citation preview
Francisco RISQUEZ Guayaquil – Ecuador
+593 (4) 454-7972 +593 (99) 812-8723
[email protected] franrisquez https://ec.linkedin.com/in/frisquez
Page 1 of 2
PROFESSIONAL PROFILE
Commercially driven professional, with local and international experience in Business Direction,
General Management, Marketing & Sales, in both Multinational and Local Companies of the
FMCG industry. Able to create long term vision through the design and execution of strategic
plans, multicultural team leadership, steering them to achieve results. Specialized in brand,
channel and category development, highly motivated to satisfying customer and consumer
needs. Proven communication skills, commitment and open to generate and manage change.
PROFESSIONAL EXPERIENCE
GRUPO VILASECA, Ecuador
President – Food Business Unit Aug 2014 to date
Responsible for building and leading the BU (two commercial companies, plus four factories,
1.300 associates), with revenue of USD 100 mios (40% Local-60% International); strategic plan
and full P&L responsibility, focusing operations on sales growth and market share.
Main Achievements:
Implementation of a communication plan in order to involve all personnel in the change
process they were about to start, model the behaviors we needed from them: accountability
of their functions, direct business proposals to management team and motivation (1st. Place
in Vilaseca Awards, Hay’s Employee Satisfaction Survey from 85% to 91%)
Sales CAGR of 9%, through the development of new customers in Bananas (CAGR 35%),
and a solid marketing and sales plan for Dairy (CAGR +12%), increasing the company’s
market share from 8% to 13%
New distribution model for the traditional trade in Ecuador, based on the right KPI’s
(Distribution, Effectiveness and Collection), and the development of small entrepreneurs as
micro-distributors, increasing our coverage from 20% to 35% of the stores universe.
Efficiency plan developed for all Administrative, HR & Logistics positions, based on process
and time analysis, resulting in savings of USD 800.000 in 2016, and USD 1 mio for 2017.
A culture of safety was instilled, through the creation of the Safety & Health department, and
the plan to execute in all our sites, resulting in a reduction of 50% of the Lost time injury
frequency cases.
NESTLE, S.A. 1995 - 2014
Channel, Category & Sales Development Manager, Ecuador Jan 2010 – Aug 2014
Responsible of the Strategy Implementation of Nestlé’s Confectionery Channel & Category Plan
across Latin America, supporting Business Executive Managers to gain more share in the
different confectionery channels, in a USD 2.5 billion business in seven countries.
Main Achievements:
Plan development and coordination of the category management strategy, winning key
accounts in Brazil, Chile, Colombia, Ecuador, México and Venezuela.
Development of all Channel Plans (communication, location, furniture design, etc.) for the
region, resulting in USD 200 mios of incremental sales in the period.
Training of more than 200 associates, instilling a new shopper centric culture in the
organization, as well as a strategic management of the point of sales execution.
Francisco RISQUEZ Guayaquil – Ecuador
+593 (4) 454-7972 +593 (99) 812-8723
[email protected] franrisquez https://ec.linkedin.com/in/frisquez
Page 2 of 2
Business Executive Manager Ecuador Aug. 2005 - Dec. 2009 Full P&L responsibility Confectionery Business in Ecuador, revenue USD 92 mios, leading Marketing, Sales, Finance, Procurement and Cocoa Exports, and 200 associates. Main Achievements:
Implementation of a Direct Store Delivery System, with clear and relevant KPI’s, proprietary
fleet & sales reps, that together with aggressive marketing plans allowed us to growth from
USD 70 mios to USD 92 mios of revenue in four years (+32%)
Marketing plans oriented to the development of new biscuit categories & products, new brand
essences and communication plan, which resulted in increasing our N°1 position in the market,
from 64% to 66% of market share.
Preserved our N° 1 Market Share Position, in spite of the reentry of the heartland brand La
Universal, with new product launch plans, and a new and consistent Christmas campaign.
Marketing Advisor Confectionery, Switzerland Nov. 2003 - Jul. 2005
Based in the HQ of Vevey; responsible for managing Latam markets (strategic implementation),
as well as managing worldwide initiatives (wafers) and brands (AERO).
Main Achievements:
Global Wafer Platform development, through the integration of the commercial areas of the
global leading markets (India, Venezuela, Chile and Poland), with our product technology
center based in the UK.
Coordination of the AERO brand board, with the objective of developing the global brand
essence, the new product pipeline, and the execution in the leading markets (UK, Canada,
Brazil & Russia).
Lead the Confectionery Route to Market analysis and strategy for Latinamerica, focusing on
Brazil, Colombia, Ecuador and Venezuela, establishing the structure, functions and KPI’s to
be executed in each country.
Other Relevant Experience, Venezuela 1995 - 2003
Brand Manager (Chocolate, Dairy, Infant Cereals), Nutrition National Sales Manager, Nutrition
District Manager, Medical Delegate.
EDUCATION
Universidad Central de Venezuela Marketing Specialization 2002
Universidad Central de Venezuela Bachelor in Nutrition 1993
London Business School Leadership Programme 2008
IDIOMAS
Spanish: Mother Tongue English: Full professional proficiency
Portuguese: Elementary proficiency
OTHER ACTIVITIES
Nestlé, S.A. Trainer for International Certified Seminars
Anecacao Nestlé’s Delegate 2006 a 2009 & Board Vice-President (2007-2009)
