JUAN MANUEL ZULETA

• Responsible for sales of the "Off trade channel", which includes Distributors, Wholesalers, Independent Supermarkets, Specialized Liquor Stores, and Traditional Trade (TAT), with a monthly volume of 5,000 million COP.

• Led the flawless execution of the company's most important project, “Golden Stores,” aimed at connecting 1,800 potential clients to expand distribution coverage.

• Restructured the regional Go-to-Market model to optimize conversion rates in visits and maximize portfolio brand development.

• Managed and led a sales team of 14 executives and 1 commercial coordinator in the channel.

• Spearheaded the successful expansion of hardware store channel sales in Colombia, realizing a robust $2 million monthly turnover by rigorously monitoring key performance indicators such as GMV, AOV, ACV, MAC, Acquisition, and Contribution Margin.

• Implemented a dynamic commercial strategy, introducing a Go-to-Market model that enhanced daily outreach, improved DAU conversion rates, and increased average daily customer acquisition.

• Drove significant growth in customer acquisition, expanding the client base across numerous regions with effective strategies.

• Led a high-achieving sales team comprising over 80 hunters and 7 regional executives, steering them towards exceptional sales results and consistent growth.

• Spearheaded sales operations for the traditional and supermarkets channel in Antioquia, achieving a monthly turnover of $550,000 USD while meeting key performance indicators including Retention, Acquisition, Productivity, Order Volume, Store Recurrence, Frequency, Average Order Value, and Gross Margin.

• Elevated sales force efficiency, consistently achieving top performance and meeting ambitious sales objectives.

• Achieved significant customer acquisition growth, expanding market share within designated territories.

• Successfully executed commercial tactics, increasing daily orders from high-value clients.

• Led and motivated a robust team of over 18 sales experts and supervisors to exceed sales targets.

• Led a robust sales operation in the Eje Cafetero region, achieving a $5M USD turnover across Horeca, Supermarkets, and Cadenas channels.

• Enhanced key performance metrics, driving volume growth, portfolio expansion, coverage enhancement, and sales effectiveness.

• Crafted and implemented a strategic commercial plan for the wines and spirits category, bolstering market penetration and brand equity through innovative marketing initiatives.

• Developed tactical fieldwork strategies and delivered professional coaching to a 30+ member sales team, elevating performance.

• Led the launch of the William Grants brand, implementing product coding across the three core channels and surpassing 10% growth in the second quarter of 2021.

• Led sales initiatives across Traditional, Supermarkets, and Wholesale channels in Antioquia, securing an annual turnover of $7M USD.

• Enhanced brand presence and Sell Out expansion via strategic implementation and deep market penetration.

• Attained coverage and efficiency targets by ensuring consistent availability of high-demand products and preventing stockouts.

• Developed and implemented a dynamic coaching program, bolstering the performance of a 35+ member sales team.

• Maintained an 80% year-round effectiveness in key brands, including Fab, Fruco, Rexona, and Ponds.

• Streamlined distributor processes for maximized territorial reach and optimized sales outcomes.

• Led strategic sales initiatives across various channels, resulting in a $14 million USD annual turnover.

• Enhanced key performance indicators, including volume growth, revenue, product diversity, market penetration, and portfolio management in six major regions.

• Dominated dairy beverage market share by capturing a 72% share.

• Developed and implemented an extensive coaching program for a sales force of over 70 members.

• Maintained strict adherence to trade marketing strategies, upholding brand integrity.