Luisa Fernanda Romero
Miami,FL
Summary
Professional Business leader with extensive experience managing Top IT Distributors and channel partners in Latin America. Vast experience in successfully implementing revenue-increasing strategies through tier 2 distribution model.
Skilled in strategic planning and stakeholder management, consistently delivering impactful results. Known for strong collaboration and adaptability in dynamic environments.
Overview
18
18
years of professional experience
Work History
Partner Distribution Manager
Honeywell
01.2020 - Current
- Nominated for the 2023 Best Committed and Ownership-Leading Distribution Strategy and Execution Award
- Growth distribution sales to 20% YoY
- Responsible for managing Product Managers across five distributors under my supervision
- Establish and maintain strong partnerships with key stakeholders to achieve mutual objectives
- Create and execute vital marketing strategies to boost sales and enhance brand recognition
Channel Account Manager
Xerox
06.2014 - 10.2019
- Key role expanding channel coverage, growing the current managed partners and increase channel breath
- Nomination 2018, Best Vendor Sales Rep honored by Tech Data Latin America
- Increased 28% sales revenue from FY17 to FY18
- Growth managed partners coverage up to 50% from FY16 to FY18
- Manage consultative sales focus on printing solutions, workflow automation and software printing applications with end users and channels
- Build and implement business plans with partners according to their niche market and business models
- Manages and execute Xerox Global partner program; monitor a list of factors such as revenue performance, training, certifications, co-op/MDF utilization, deal frequency and adoption of new products
- Helps partners become self-sufficient through sales and technical training, product demo and proposals generation
- Evangelize distributors with Xerox market strategy, value proposition and competitive advantages
- Design and implement marketing campaigns, incentive and promotions
Business Development Manager HP Storage LATAM
TD Synnex
05.2012 - 06.2014
- Recognized for successfully achieving 100% goal through the circle of excellence in 2013
- Overachieved sales quota: FY12: 114%; FY13: 120%; FY14: 122%
- Developed, aligned and evangelized messaging and positioning, campaigns and marketing programs across resellers and HP distributors
- Commercial expert by selling HP technology; Recommended partners on configurations and bundles; built solutions for SMB companies
- Managed storage inventory making purchases according to product demand (Sell in & sell out, depreciation and DIO control)
Business Development Manager -LATAM
TD Synnex
07.2010 - 05.2012
- Played significant role in achieving HP Enterprise sales revenue growth in Latin America
- Awarded Best HP Product Manager for the Caribbean Region honored by HPE
- Implemented marketing strategies which resulted in 12 % growth of customer base
- Increased market share by 10% creating plan incentives and sales strategies for Sales teams to boost sales and help Tech Data achieve targets
- Outbound to 15-20 customers per day
- Drove mindshare within customer base; served as an expert on HP product
Marketing Account Manager –LATAM
09.2007 - 07.2010
- Developed and managed marketing plans and programs that support the financial and strategic goals of the company
- Sold creative and effective marketing activities and plans that meet the business objectives outlined by the clients
- Built incentives and loyalty programs for key resellers attached to a deep follow up that helps vendor’s to achieve sales quota
- Managed the main vendors accounts such as: HP, Intel, Microsoft, Lexmark, Epson, Sony working closely with vendor partners on designing and aligning marketing strategies, programs with resellers and communications through the distribution channel
- Executed multiple marketing activities, communication programs and events in Latin America ensuring client satisfaction
- Manages budgets and monitors the performance of the marketing activities to ensure financial goals and ROI achieved
Education
Post-Graduate Certificate - Ecommerce Management
San Jose State University
San Jose, CABachelor's Degree - Business Administration
Universidad Del Rosario
Bogota, ColombiaSkills
- Customer relationship building
- Marketing
- Strategic planning
- Stakeholder engagement
- Creative and critical thinking
- Mentoring and coaching
- Partnership development
- Collaboration and teamwork
Languages
English
Full Professional
Spanish
Native or Bilingual
Timeline
Partner Distribution Manager
Honeywell
01.2020 - Current
Channel Account Manager
Xerox
06.2014 - 10.2019
Business Development Manager HP Storage LATAM
TD Synnex
05.2012 - 06.2014
Business Development Manager -LATAM
TD Synnex
07.2010 - 05.2012
Marketing Account Manager –LATAM
09.2007 - 07.2010
Post-Graduate Certificate - Ecommerce Management
San Jose State University
Bachelor's Degree - Business Administration
Universidad Del Rosario
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