RAFAEL ROMERO
Colombia,ON
Summary
Dynamic and results-oriented professional with extensive experience in sales and service management across diverse regions including Mexico, Central America, and South America. Demonstrates a proven track record in achieving sales targets, with a notable achievement of surpassing a 12M USD sales goal. Expert in formulating strategic sales plans, optimizing supply chains, and leading technical training programs. Skilled in cultivating strong relationships with key accounts and driving business growth through innovative market penetration strategies.
Overview
16
16
years of professional experience
Work History
Sales and Services Manager
Husqvarna Group
04.2018 - 09.2023
- Achieved 12M USD sales target for finished products and spare parts by formulating and executing a strategic sales plan
- Focused on maintaining sales levels of existing products and diversifying the portfolio with innovative machinery, accessories, and consumables
- Successfully led the distributor network rationalization process, optimizing the supply chain and enhancing engagement
- Conducted a series of technical and sales training programs, raising the bar for the technical teams’ performance
- Pioneered the establishment of service center profitability and post-sale service metrics, ensuring adherence to stringent post-sale policies, warranty processing, and service quality standards
- Launched a customer service and post-sale service manual, leading to a substantial reduction in service billings over 120 days due by 200K USD
Distributor Manager
Husqvarna Group
06.2020 - 03.2023
- Entrusted with 60M USD sales budget for finished products and spare parts
- Spearheaded initiatives that culminated in a notable Compound Annual Growth Rate (CAGR) of 29% from 2020 to 2023
- Amplified sales volume by 98% while upholding an integrated margin of 24%, a testament to adept pricing strategies and portfolio management
- Elevated the sales of spare parts, consumables, and accessories by 30%, successfully penetrating new markets in the Caribbean, resulting in robust sales figures of 800K USD
- Overhauled the distributor contract process and pricing strategies, ensuring competitive positioning in market
Key Accounts Coordinator
Husqvarna Group
04.2018 - 05.2020
- Managed and nurtured direct relationships with 64 companies, categorizing key accounts based on strategic priority
- Crafted bespoke value propositions that resonated with direct sales and service needs
- Identified new business opportunities, projecting an increase in business volume by 2M USD in the Andean region
Commercial Director
Krauss Maffei
04.2017 - 03.2018
- Held accountability for a 28M EUR sales budget, where I focused on expanding the customer base and maintaining current client relations, resulting in the consolidation of new business worth 12M EUR.
Commercial Manager
Combustibles y Lubricantes Prolub
04.2017 - 02.2018
- Directed a 12M USD sales operation across three business units, including a strategic product portfolio definition and the successful introduction of 'Bajaj Genuine Oil' in Colombia, which generated sales of 250K USD within the first quarter.
Sales and Marketing Consultant
Self-Employed
03.2016 - 03.2017
- Conducted comprehensive market analysis and crafted detailed business development reports that supported strategic decisions in the industrial machinery and automotive spare parts sectors.
Regional Manager
Columbus McKinnon Corporation
11.2012 - 02.2016
- Managed an annual sales budget of 7M USD, delivering a consistent 10% year-over-year sales growth
- Effectively rationalized the distributor network and implemented the 'Certified Service Center' program
Industrial Sales Engineer
SKF Group
09.2010 - 11.2012
- Handled an 11M USD sales budget for a diverse product range, establishing annual supply agreements worth 400K USD that expanded to 1.2M USD
- Drove multiple industry-wide framework agreements contributing to an annual revenue of 530K USD
Customer Service Engineer
SKF Group
11.2007 - 09.2010
- Managed a significant volume of purchase orders amounting to 7M USD and reactivated dormant accounts leading to 700K USD in revenue through strategic remote sales follow-ups.
Education
Master of Business Administration (MBA) -
Universidad EAFIT
01.2017
Graduate Certificate in Business Administration -
Universidad EAFIT
01.2009
Bachelor of Engineering in Mechatronics -
Universidad Militar Nueva Granada
01.2005
Skills
- Strategic Sales Planning
- Supply Chain Optimization
- Technical and Sales Training Development
- Post-Sale Service Management
- Market Penetration Strategies
- Portfolio Management
- Leadership and Team Management
- Relationship Building with Key Accounts
- Effective Communication
- Problem Solving and Analytical Thinking
- Business Development and Growth
- Multicultural Sensitivity and Adaptability
Websites
Certifications Courses
- Crane & Hoist Inspection Certification | Columbus McKinnon Corporation | 2014
- CTASS II - Technical Knowledge of SKF Applications and Services | SKF Group | 2012
- Customer Need Analysis | SKF | 2012
- CTASS I - Technical Knowledge of SKF Applications and Services | SKF Group | 2011
- Negotiation and Decision Making | Universidad de la Sabana | 2011
- Methodology for Supplier Evaluation | Universidad Piloto de Colombia | 2006
- International Diploma in Advanced Control and Mechatronics Topics | Universidad Militar Nueva Granada | 2005
- Assertive Communication | American Management Association - AMA | [Year Not Provided]
- Situational Leadership | American Management Association - AMA | [Year Not Provided]
- Qualified Rigger Workshop (Basic and Advanced Rigging, Rigging Gear Inspection) | Columbus McKinnon Corporation | [Year Not Provided]
- Bearing Selection, Seals, Adjustments, Lubrication Specification, Relubrication Intervals, Theoretical Life Calculations, Mounting and Dismounting Techniques | SKF Group | 2008
Timeline
Distributor Manager
Husqvarna Group
06.2020 - 03.2023
Sales and Services Manager
Husqvarna Group
04.2018 - 09.2023
Key Accounts Coordinator
Husqvarna Group
04.2018 - 05.2020
Commercial Director
Krauss Maffei
04.2017 - 03.2018
Commercial Manager
Combustibles y Lubricantes Prolub
04.2017 - 02.2018
Sales and Marketing Consultant
Self-Employed
03.2016 - 03.2017
Regional Manager
Columbus McKinnon Corporation
11.2012 - 02.2016
Industrial Sales Engineer
SKF Group
09.2010 - 11.2012
Customer Service Engineer
SKF Group
11.2007 - 09.2010
Master of Business Administration (MBA) -
Universidad EAFIT
Graduate Certificate in Business Administration -
Universidad EAFIT
Bachelor of Engineering in Mechatronics -
Universidad Militar Nueva Granada
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