Work Type
Full TimeLocation Preference
On-SiteLocation: Katy, TXHouston, TX
Open to relocation: Yes
EDUARDO F. MERCADO
Katy,TX
Work Preference
Summary
Dynamic team leader with 15 years in retail sales and merchandising. Proven success in exceeding sales goals through strategic marketing initiatives and effective team collaboration. Demonstrates adaptability under pressure to enhance brand visibility and customer engagement.
Overview
1
1
Language
28
28
years of professional experience
Work History
Experiential Marketing Team Lead
Dracko Merchandising
Houston, TX
07.2024 - 07.2026
- Supported marketing campaigns that increased brand awareness and enhanced customer engagement.
- Analyzed customer feedback data to develop action plans for improving services offered.
- Resolved customer complaints and issues promptly, preserving brand reputation and fostering customer loyalty.
- Reviewed sales data to identify product performance trends and recommend actionable improvements.
- Created monthly reports for senior management summarizing operational performance metrics.
- Ensured compliance with all applicable laws, regulations, industry standards.
- Assisted with recruiting and hiring qualified candidates for open roles.
- Held regular staff meetings to review progress and discuss opportunities for improvement.
Lead Merchandising Coordinator
La Michoacana Meat Market
Houston, Tx
06.2023 - 03.2024
- Lead the execution of Local Sales and Merchandising Programs throughout the Chain.
- Lead a Team of 6 Merchandisers.
- Determined product displays aligned with company priorities.
- Execute new displays planner with each store manager based on demographic composition and location sales results.
- Supervised compliance with planograms across grocery cold vault beer sections and coolers to optimize product placement.
- Helped review prices, labels, expiration dates, and product rotation.
- Coordinated product displays to increase customer engagement and support sales.
- Developed merchandising strategies aligned with seasonal promotions and local preferences.
- Trained team members on merchandising techniques and product knowledge.
- Designed visual merchandising layouts to support engaging shopping experiences.
- Implemented new point-of-sale systems that increased efficiency of transactions at checkout counters.
- Collaborated with marketing team to develop creative visual merchandising strategies for store displays.
- Monitored inventory levels to identify trends and plan for future purchasing needs.
- Performed regular price and stock audits to ensure the accuracy of merchandise in the store.
- Compiled detailed reports on sales performance, inventory tracking, and customer feedback to inform merchandising strategies.
- Trained new staff members on proper merchandising techniques such as stocking shelves and organizing products according to category.
- Stocked and rotated shelves and built displays to deliver results for stores and suppliers.
- Printed product labels and price tags for accurate merchandise display.
- Collaborated with suppliers, manufacturers and retailers to properly execute merchandising plans.
- Traveled to various locations to procure materials and products from vendors.
- Monitored product margins and managed product resales.
- Placed orders for merchandise consistent with quality, quantity and other specification requirements.
Sales Team Leader
Dracko Merchandising
Houston, TX
01.2013 - 06.2023
- Lead in-store execution of client's market initiatives for HeinekenUSA portfolio of brands in small and large format. Exceeded goals in first 6 months of role achieving points of distribution for innovation brands representing +5% sales revenue.
- Coordinate in-store programs for National & Regional chains including Walmart, HEB, Kroger, Fiesta, Sellers Bros, Food Town, La Michoacana, El Ahorro, Circle K, 7-Eleven & Timewise. Increased brand awareness with incremental displays resulting in margin growth and market share.
- Developed new business in independent convenience stores by implementing sales initiatives for brands including Dos XX, Heineken, Tecate, and Maseca.
- Led marketing activations in local and state venues, achieving brand engagement through customer interactions, samples, and education at venues like NRG Stadium, AT&T Stadium, and Texas A&M University.
- Compiled detailed reports on performance metrics and trends to assess effectiveness of sales activities.
- Collaborated with marketing teams to create promotional materials that increased brand awareness.
- Established quotas for individual team members and tracked their progress toward meeting those goals.
- Monitored the progress of sales campaigns and adjusted plans.
- Developed incentive programs designed to motivate team members and increase overall productivity.
- Assisted in strategic planning and setup of merchandise displays to promote target products and attract customer traffic.
Sales Manager
GranImport USA
Dallas, Texas
01.2010 - 01.2013
- Led sales planning, development and account management to grow existing accounts and establish new sales accounts.
- Established new accounts and serviced existing accounts while maintaining professional relationships.
- Periodic sales review to monitor product performance and identify opportunities for improvement.
- Achieved company growth and brand development through market expansion and sales.
- Created and presented monthly reports to management on sales performance.
- Responsible for inventory, purchasing and sourcing new local, national and international suppliers.
- Preparation of sales routes and supervision of drivers and stores deliveries.
- Executing resets to boost brand presence, introducing new items, increasing sales and replacing slow-moving products to prevent or minimize losses.
Collections Manager
FAMSA Furniture
Houston, TX
01.2007 - 01.2010
- Managed 2 collections agents, creating tailored repayment plans based on account holders' financial situations to enhance recovery rates.
- Negotiated and recovered $15k in past-due accounts bi-monthly through refinancing agreements and increasing team engagement in collections processes.
- Managed collections processes for furniture financing and customer accounts.
- Developed strategies to improve collections efficiency and reduce outstanding debts.
- Trained and supervised a team of collectors on best practices.
Collections Agent
La Canasta Furniture
Houston, TX
01.2005 - 01.2007
- Updated account status records and coordinated collection efforts to ensure timely payment from past due accounts.
- Adhered to fair debt practices and regulatory guidelines while managing collections process to maintain compliance.
- Managed customer accounts to ensure timely collections and payments.
- Communicated effectively with clients regarding overdue balances and payment plans.
- Utilized collection software to track and document payment activities.
Territory Sales Manager
Royal Prestige
Houston, TX
01.1999 - 01.2005
- Led team of 40 sales associates to enhance sales performance through targeted strategies and marketing programs.
- Conducted product education sessions at hotel shows and events to inform and engage potential clients.
- Developed territory sales strategies to increase market penetration.
- Managed relationships with key clients to ensure customer satisfaction.
- Conducted product demonstrations to showcase features and benefits.
Education
Legal Assistant Certification -
Universidad Nacional de Cuyo
ArgentinaSkills
- Marketing and Advertising
- Campaign execution
- Brand promotion
- Market Knowledge
- New Business Development
- Strategic Sales
- Exceeding Sales Goals
- Sales Presentations
- Event Compliance
- Contract Negotiations
- Performance reporting
- Logistics Coordination
- Vendor relationship management
- Team Leader
- Staff Training and Development
- Team collaboration
- Customer retention
- Problem-Solving
Languages
Spanish
Native/ Bilingual
Accomplishments
- Top Anual Employee ( Dracko Merchandising)
Hall of Fame (Royal Prestige)
Timeline
Experiential Marketing Team Lead
Dracko Merchandising
07.2024 - 07.2026
Lead Merchandising Coordinator
La Michoacana Meat Market
06.2023 - 03.2024
Sales Team Leader
Dracko Merchandising
01.2013 - 06.2023
Sales Manager
GranImport USA
01.2010 - 01.2013
Collections Manager
FAMSA Furniture
01.2007 - 01.2010
Collections Agent
La Canasta Furniture
01.2005 - 01.2007
Territory Sales Manager
Royal Prestige
01.1999 - 01.2005
Legal Assistant Certification -
Universidad Nacional de Cuyo