Ricardo Fernandez

Barangay Magdalo, Quezon City, Metro Manila 1109
+63 917 845 2341 | ricardo.fernandez@email.com
linkedin.com/in/ricardofernandez

PROFESSIONAL EXPERIENCE

Sales & Marketing Manager Southern Cone
Industrias Latinoamericanas S.A., Buenos Aires, Argentina
March 2019 – Present

Lead comprehensive sales and marketing strategy across Argentina, Chile, Uruguay, and Paraguay for industrial products division, managing annual revenue of $12M+ across B2B channels. Direct team of 8 sales representatives and 2 marketing coordinators to achieve consistent double-digit growth in competitive markets.

• Developed and executed strategic marketing initiatives that increased market penetration by 34% in geotextile and industrial materials segment within first two years
• Implemented consultative selling approach and CRM system (SAP-integrated) that improved customer retention rate from 67% to 89%
• Restructured distribution management network, reducing logistics costs by 18% while improving delivery times by 22%
• Established pricing strategy framework that enhanced gross profit margins by 7.5 percentage points across product portfolio
• Built strategic partnerships with key B2B clients in construction and infrastructure sectors, generating $3.8M in new business
• Led cross-functional teams in product marketing campaigns that resulted in 45% increase in qualified leads

Regional Sales Manager
Soluciones Industriales del Mercosur, Sao Paulo, Brazil
June 2015 – February 2019

Managed sales operations and business development activities across three-country territory, focusing on technical sales of industrial automation and control systems. Oversaw distribution channels and maintained relationships with key accounts in manufacturing and processing industries.

• Achieved 127% of annual sales targets for three consecutive years through strategic account management
• Expanded customer base by 56 accounts, contributing $4.2M in incremental revenue
• Developed technical sales presentations and product demonstrations for programmable logic controllers and low voltage systems
• Coordinated with aftersales team to ensure 95%+ customer satisfaction ratings
• Implemented sales administration processes that reduced quote-to-order cycle time by 40%

Business Development Manager
Productos Tecnicos Globales, Santiago, Chile
January 2012 – May 2015

Drove business unit growth through identification of new market opportunities and development of B2B relationships in food & beverage and industrial sectors. Managed commercial activities including contract negotiations, pricing, and distribution partnerships.

• Generated $6.5M in new business through strategic prospecting and relationship building
• Established distribution agreements with 12 regional partners, expanding market coverage by 35%
• Collaborated with marketing communications team to create industry-specific campaigns
• Conducted market analysis and competitive intelligence to inform product management decisions
• Maintained consistent achievement of 110%+ quota performance

Sales Representative
Comercio Industrial Andino, Bogota, Colombia
August 2009 – December 2011

Executed direct sales activities for industrial products in assigned territory, building customer relationships and providing technical consultation on product applications. Supported senior sales team in key account management and business-to-business marketing initiatives.

• Exceeded monthly sales targets by average of 15% throughout tenure
• Built portfolio of 85+ active accounts through prospecting and networking
• Provided technical product training to customers and distribution partners
• Collaborated on development of sales materials and product documentation

EDUCATION

Master of Business Administration (MBA)
Universidad de Negocios Latinoamericana, Lima, Peru
Graduated: 2009

Bachelor of Science in Industrial Engineering
Instituto Tecnologico del Pacifico, Manila, Philippines
Graduated: 2007

SKILLS

Sales & Marketing Strategy | Business Development | B2B Marketing | Technical Sales | Commercial Management | Distribution Management | Customer Relationship Management (CRM) | Consultative Selling | Pricing Strategy | Product Marketing | Strategic Marketing | Business Unit Management | Sales Administration | Gross Profit Optimization | SAP | Marketing Communications | Account Management | Territory Management | Contract Negotiation

LANGUAGES

Spanish – Native
English – Fluent
Portuguese – Professional Working Proficiency

PROFESSIONAL DEVELOPMENT

Certified Sales Leadership Professional (CSLP) – 2018
Strategic Marketing Management Certificate – Universidad de Negocios Latinoamericana – 2016
Advanced Negotiation Skills Workshop – 2014