Summary
Overview
Work History
Education
Skills
Interests
Languages
Additional Information
Awards
Languages
Languages
Timeline
Generic

Juliana Perez Madrid

Dallas,TX

Summary

Proven Logistics Leader with a Strong Background in Rail Transportation. Methodical director with several years of comprehensive experience overseeing multiple teams at BNSF Railway. Hardworking and versatile professional well-versed in executing business strategies, preparing and implementing business plans and overseeing financial performance. Thorough knowledge of market changes and trends paired with strong grasp of corporate finance and performance measures

Overview

2025
2025
years of professional experience

Work History

Director - Industrial Products (Building Products, Food & Beverage, Dimensional, Aviation, Machinery, Wind).

BNSF Railway
Fort Worth, TX
01.2015 - Current
  • Strategy and Leadership: Proactively develop, guide the team, and implement strategies with the sales, marketing, and operations teams based on current and future business needs that position BNSF to be the western market share leader.
  • Developed and maintained successful business relationships to achieve strategic goals
  • Development of annual plans, forecasts, financial analysis, and guiding and determining pricing activities
  • Responsible for maximizing revenues and contribution through effective contract negotiations and development of pricing packages responsive to the customers' needs and BNSF's marketing strategies
  • Preserve and improve contribution through the review and control of cost elements
  • Manage these responsibilities in a time sensitive and dynamic environment
  • Communication: Understanding of major market drivers and influences and their impacts on rail
  • Ability to communicate these market drivers, all aspects of the strategy and plan across the organization to ensure alignment

Market and Sales Manager - Agricultural Products (Renewable Diesel and Biodiesel)

09.2021 - 10.2023
  • Develop and implement marketing strategies using current market information, competitive and economic conditions, and innovative programs
  • Create account plans and pricing strategies, develop total transportation packages including equipment, service, and value-added services
  • Optimize asset utilization in relation to the commodity/account plans
  • Prospect for and develop new business opportunities

Sales Manager - Industrial Products (Aggregates)

08.2019 - 09.2021
  • Serve as an internal expert over Aggregates markets
  • Manage markets to maximize market potential, including market share, revenue, and contribution
  • Prospect for and develop new business opportunities

Market Manager LTL, TCI, UPS

11.2018 - 08.2019
  • Serve as an internal expert over Intermodal market.

Assistant Manager - Industrial Products Marketing

07.2017 - 12.2017
  • Pricing analysis for Bentonite Clay, Barite, Lignite, Borates, Cullet, Salt
  • Marketing and sales responsibilities for Cullet market
  • Developing new accounts and new services to support growth in the Cullet market
  • Constructed pricing and business strategies that prompted the Clay franchise to grow by 16%

Senior Analyst - Industrial Products Marketing

06.2016 - 07.2017
  • Work with the sales team to provide accurate forecasting, market base pricing and company strategy to grow the Clay market
  • Helped positioned BNSF in the Colony market maximizing Clay volumes
  • Identify new opportunities for BNSF market share growth

Analyst - Customer Support

02.2016 - 05.2016
  • Resolve Carload transactional and billing issues, as well, as customer concerns
  • Communicate consistently with customers, Operations, Marketing, Service Design, Sales, Unit desk and storage/mechanical team to resolve customer issues
  • Protect the customers interest by identifying and resolving daily tactical service issues
  • Perform root cause analysis to improve service performance and consistency for customers

Management Trainee - Industrial Products Marketing

01.2015 - 01.2016
  • Market and Customer strategies

Bureau d'immigration du Québec en México.
Mexico City
08.2010 - 11.2010
  • Preselect individuals that fulfilled the requirements to move to Quebec
  • Provide information and guide to future candidates

Food and Agriculture Organization of the United Nations (FAO)
Mexico City
05.2009 - 11.2009

Intern

the United Nations, FAO
Mexico City, MX
05.2009 - 11.2009

Asst Mgr Marketing - Consumer Products

  • Price and Profitability Management - Develop market approach, growth strategy, and associated pricing for Tier II domestic intermodal TL/IMC portfolio and Dry Motor Carriers (DMC) that incorporates market and competitive intelligence
  • Ensure price/service value consistency across different business segments.

Organization of American states (OAS)
Washington, DC
  • Department of International Affairs and Secretariat for External Relations.

Tecnologico de Monterrey and Procter & Gamble.
Mexico City
  • "New Product Development Leadership Program".

Education

Master in Business Administration - Marketing

University Of Central Missouri
Warrensburg, MO
12.2014

Bachelor Degree in International Relations -

Tecnológico de Monterrey, (ITESM)
Mexico City, MX.
12.2012

Exchange Program - Marketing & International Business

University Of Central Missouri
Warrensburg, MO
08.2012

Skills

  • Cross-functional team leadership
  • Creativity and Innovation
  • Strategic Planning
  • Collaborative Problem Solving
  • Charismatic Leader

Interests

  • OTHER INFORMATION , I have worked and contributed in different events:
  • World Youth Meeting in Cartagena Colombia year 2,005 Parallel to the implementation of the World Assembly of the ACI.
  • National Youth Exchange (Seguros la Equidad) as a host in Medellin Colombia
  • Regional Meeting on Youth and Cooperatives, Medellin Colombia, Amaga year 2004
  • National Meeting of Youth and Cooperatives Medellin Colombia, San Jeronimo year 2,005
  • Guest speaker and participant in the Meeting "For the present and future of the cooperatives", May 2008. Guanajuato, Mexico
  • Guest speaker and participant in the meeting "Generation 2008, young savers Caja Popular Mexicana". October 2008. Guanajuato, Mexico.
  • Logistic of the 1st meeting JOVENMEX “Mexican Youth Network”, Cooperativa Cruz Azul, May 28, 2010.
  • Active member: JOLICOOP. “Cooperative Young Leaders”.
  • Participating in the World Youth Conference 2010 (WYC)
  • Participant World Social Forum 2010, Mexico May 1-4, 2010.
  • Leader of the Second Committee of the Saudi delegation at American International Model United Nations (AMUN). Chicago, Illinois. November 2011
  • Leader of the Second Committee of the Turkey delegation at American International Model United Nations (AMUN). Saint Louis. February 2012

Languages

  • Spanish, English, French (Beginner), Portuguese (Beginner)
  • Additional Information

    • HONORS & AWARDS , High Academic Performance Program - "100 Best students of Latin America" (2008 - 2012) - Tecnologico de Monterrey: The program aims to attract the best high school graduates in Latin America to continue their professional studies at the Tecnológico de Monterrey. The Excellence Scholarship is merit based, regardless of the student’s socioeconomic background, and covers 90% of tuition expenses. Excellence and Honors Award - Tecnologico de Monterrey: Graduate with Honors and received the excellence award (students with grade point averages of 95/100 or higher). International Relations Student Award (1st place): Two criteria are used to award this: excellence as an undergraduate in the discipline, as measured by GPA and class performance; and a strong commitment and dedication to the discipline.

    Awards

    High Academic Performance Program - "100 Best students of Latin America" (2008 - 2012) - Tecnologico de Monterrey: The program aims to attract the best high school graduates in Latin America to continue their professional studies at the Tecnológico de Monterrey. The Excellence Scholarship is merit based, regardless of the student's socioeconomic background, and covers 90% of tuition expenses., Excellence and Honors Award - Tecnologico de Monterrey: Graduate with Honors and received the excellence award (students with grade point averages of 95/100 or higher)., International Relations Student Award (1st place): Two criteria are used to award this: excellence as an undergraduate in the discipline, as measured by GPA and class performance; and a strong commitment and dedication to the discipline.

    Languages

    Spanish
    Native/ Bilingual
    French
    Elementary
    Portuguese
    Elementary

    Languages

    Spanish, English, French (Beginner), Portuguese (Beginner)

    Timeline

    Market and Sales Manager - Agricultural Products (Renewable Diesel and Biodiesel)

    09.2021 - 10.2023

    Sales Manager - Industrial Products (Aggregates)

    08.2019 - 09.2021

    Market Manager LTL, TCI, UPS

    11.2018 - 08.2019

    Assistant Manager - Industrial Products Marketing

    07.2017 - 12.2017

    Senior Analyst - Industrial Products Marketing

    06.2016 - 07.2017

    Analyst - Customer Support

    02.2016 - 05.2016

    Director - Industrial Products (Building Products, Food & Beverage, Dimensional, Aviation, Machinery, Wind).

    BNSF Railway
    01.2015 - Current

    Management Trainee - Industrial Products Marketing

    01.2015 - 01.2016

    Bureau d'immigration du Québec en México.
    08.2010 - 11.2010

    Food and Agriculture Organization of the United Nations (FAO)
    05.2009 - 11.2009

    Intern

    the United Nations, FAO
    05.2009 - 11.2009

    Asst Mgr Marketing - Consumer Products

    Organization of American states (OAS)

    Tecnologico de Monterrey and Procter & Gamble.

    Master in Business Administration - Marketing

    University Of Central Missouri

    Bachelor Degree in International Relations -

    Tecnológico de Monterrey, (ITESM)

    Exchange Program - Marketing & International Business

    University Of Central Missouri
    Juliana Perez Madrid