Fernando Hernandez
Northlake,TX
Summary
Energetic and goal-driven professional for multi-national companies in the Fast Moving Consumer Goods (FMCG) industry. Expertise in National Accounts, Wholesalers, Brokers and Distributors. Genuine passion for sales strategy based on challenging targets. Proficient in monitoring customer and company key performance indicators.
In-depth knowledge of the US Hispanic market.
National Account Management and operational execution.
Creation and engagement of Sales high performance teams.
Overview
26
26
years of professional experience
Work History
Director of Sales New Business
Barcel USA
02.2024 - Current
- Accountable for leading the development of long term strategy and tactics to accelerate market performance and distribution of Sanissimo brand in the US. Accelerating presence across key retailers and all channels in collaboration with the company’s sales team and Bimbo Bakeries USA Health & Wellness team.
- Achieved Sanissimo brand sales for 2024 growing by 4X vs previous year.
- Increased numerical distribution with key retailers and key distributors by region across the US.
- Increased sales revenue by developing and implementing strategic plans and setting performance goals for the sales team.
- Collaborate with cross-functional teams (Marketing, Supply Chain, Finance, Trademarketing, R&D, Revenue Management ) to align sales efforts with overall business strategies
National Sales Manager
Mars Wrigley Confectionery
07.2019 - 01.2024
- Held full strategic planning and P&L management responsibility for $60M USD in revenue, $5.5M USD of operating budget and 22% of earnings/NSV
- Developed and implemented effective sales strategies and led nationwide sales team members to achieve sales targets.
- People leader of 4 Regional Sales Managers & 24 outsourced field Sales Representatives.
- Directed effective hiring, orientation, training, development and retention of sales staff to maximize team performance.
- Improved execution of annual operating plans, strategic goals, KPIs, and Joint Business Plans across multiple customers in different channels via systematic business reviews and continued communication, achieving sales compound growth of 23% in last 3 years and improving earnings in 4.5 points.
Sr. Sales Manager Retail Channel
Mars Wrigley Confectionery
01.2015 - 06.2019
- Lead to 4 National Account Managers for retail channel in the US.
- Consolidated Lucas brands leadership in the Hispanic market of the United States, increasing market share from 16.1% to record of 26% SOM (2021). Supporting the total category growth.
- Developed and maintained relationships with key players in retail channel through a clear business plan and JBP's with each of them.
Regional Sales Manager - East Coast
Mars Wrigley Confectionery
07.2011 - 12.2014
- Lead the team in charge of Lucas brand development within the Hispanic market of the East Coast and Texas.
- Achieved regional sales objectives by coordinating sales team, developing successful strategies, and servicing accounts to strengthen business relationships. Reaching $11M USD in sales and growing 39%
- Expanded market share within the region by identifying growth opportunities and collaborating with cross-functional teams.
- Executed successful promotional events and trade shows along the regions strengthen the relationship with key customers.
Team Leader National Accounts
Wrigley Co.
03.2009 - 06.2011
- Retail channel sales team leader with 3 national account managers reports.
- Proved sales results with double digit growth in 2009 and 2010 (11% and 10% respectively)
- Reached profitability goals by account with clear metrics.
- Reduced returns rates from 13% to 5% in 18 months.
- Increased market share growth on Spicy Candy brands (Lucas & Skwinkles) reaching 16% of SOM
- Collaborated with cross-functional teams to develop tailored solutions for national accounts.
- Awarded launching of ORBIT gum brand in Mexico. Reaching 2.5pp of market share in 12 months.
National Field Sales Training Manager
The Hershey Company
06.2006 - 10.2007
Walmart Field Sales Operations Manager
The Hershey Company
06.2005 - 06.2006
District Sales Manager
The Hershey Company
05.2004 - 06.2005
Key Account Manager
The Hershey Company
06.2002 - 04.2004
Sales Representative
The Hershey Company
10.1998 - 05.2002
Education
BBA - Minor in Finance
Universidad Autonoma De Guadalajara
Guadalajara, Mexico10.1997
Strategic Effectiveness - Business Management
ITESM MX
Guadalajara, Mexico11.2005
Management Skills Development Program -
Instituto Tecnologico Autonomo De Mexico
Mexico City, Mexico10.2010
The Strategic Negotiator - Negotiation
The Gap Partnership USA
Miami, FL05.2012
Skills
- Sales training and leadership
- Sales funnel management
- Sales team training
- Territory management
- Sales presentations
- Sales software proficiency
Professional Development
- Negotiation, The Gap Partnership USA
- Strategic Effectiveness, ITESM MX
Languages
English
Full Professional
Spanish
Native or Bilingual
Timeline
Director of Sales New Business
Barcel USA
02.2024 - Current
National Sales Manager
Mars Wrigley Confectionery
07.2019 - 01.2024
Sr. Sales Manager Retail Channel
Mars Wrigley Confectionery
01.2015 - 06.2019
Regional Sales Manager - East Coast
Mars Wrigley Confectionery
07.2011 - 12.2014
Team Leader National Accounts
Wrigley Co.
03.2009 - 06.2011
National Field Sales Training Manager
The Hershey Company
06.2006 - 10.2007
Walmart Field Sales Operations Manager
The Hershey Company
06.2005 - 06.2006
District Sales Manager
The Hershey Company
05.2004 - 06.2005
Key Account Manager
The Hershey Company
06.2002 - 04.2004
Sales Representative
The Hershey Company
10.1998 - 05.2002
Management Skills Development Program -
Instituto Tecnologico Autonomo De Mexico
BBA - Minor in Finance
Universidad Autonoma De Guadalajara
Strategic Effectiveness - Business Management
ITESM MX
The Strategic Negotiator - Negotiation
The Gap Partnership USA
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