Summary
Overview
Work History
Education
Skills
Languages
Awards
Timeline
ROBERTO CARLOS LARIOS MARQUINA

ROBERTO CARLOS LARIOS MARQUINA

Brossard,QC

Summary

Visionary and ambitious executive with over 21 years of experience driving strategic leadership, enhancing business performance, and achieving operational excellence across Latin America, Eastern Europe, and the Middle East. Demonstrated success in general management and sales roles within the highly regulated CPG/FMCG tobacco industry. Proven track record of instilling results-driven cultures, leading business strategies, and managing performance while building high-performance teams. Experienced in leading projects, improving customer engagement processes, and skilled in cross-functional alignment, effective communication, negotiation, presentations, analysis, and team leadership.

Overview

18
18
years of professional experience

Work History

Independent Trader, Investor & Entrepreneur

Self-employed
01.2019 - Current
  • Use skills to analyze market insights and make investments in stock trading, crypto, bonds, startups, real estate, and entrepreneurial projects

Director National Sales Deployment

Philip Morris International
02.2015 - 12.2018
  • Initiated three-year commercial plans that aligned field, marketing, trade marketing, key accounts, corporate affairs, retail distribution, and consumer research strategies within comprehensive customer engagement processes that increased customer satisfaction rate to 95%, grew weighted coverage by 30%, achieved a record 38.6% distribution in marketing launches, and exceeded profitability targets by 7%, reaching USD 1.39 billion
  • Directed go-to-market sales strategies that focused on enhancing coaching, territory management, and aligning multiple functions, resulting in a 10% increase in operational efficiencies and achieving a volume of 73 billion, exceeding targets by 3% over the three-year plan, through the leadership of a team of 1,520 business-building and third-party retail distribution employees
  • Led the succession planning and team development opportunities abroad to 100%; oversaw a P&L of USD 8.5 million, achieving an annual average of USD 2.45 billion in gross sales

Director Business Development Projects

Philip Morris World Trade
03.2014 - 01.2015
  • Employed a data-driven strategy focused on category analytics in global project management, emphasizing business opportunities in collaboration with cross-functional teams, HQ Sales Strategy, and talent acquisition
  • Maximized operational efficiency and customer engagement in Trade Spending by leading the collaboration and strategy alignment between internal and external stakeholders on the global Key Accounts Remuneration Model project, successfully securing buy-in from General Managers to transition USD 8.7 million to a Pay-For-Performance model
  • Led cross-functional alignment initiatives, ensuring seamless collaboration among markets, which resulted in the identification of USD 51 million in working capital optimization in an Eastern Europe project

Area Director

Philip Morris World Trade
12.2011 - 02.2014
  • Led the business strategies and financial management of the remote organization spanning 19 diverse markets by leveraging coaching skills to enhance organizational effectiveness through the identification of new business opportunities within client relationships, resulting in achieving USD 300 million in gross revenue by the second year, surpassing the goal by 8.6%
  • Attained zero product diversion through effective supply chain management, enriching the marketing portfolio with creative offerings and ensuring business continuity amid regulatory challenges, leading to a 6.9% increase in net revenue by the end of the second year
  • Created innovative KPIs, establishing a global standard for duty-free, facilitating cross-functional processes and teamwork in a two-year initiative that cut inventory levels by 50% without any loss of consumer goods

Head of National Sales

Philip Morris Bulgaria
03.2009 - 11.2011
  • Built the three-year go-to-market sales strategies with 426 sales organization team members and led a cross-functional collaboration commercial project achieving USD 2 million of the USD 3 million net profitability of the affiliate
  • Created distinct experiences by implementing customer engagement processes, which included the first Marlboro flagship store, effective distributor management, and key execution strategies, which led to a 20% increase in coverage, a 29% enhancement in effectiveness, an 80% reduction in out-of-stock (OOS), a record Share of Market (SOM) 17% above the target, and a delivery volume of 1.8 billion

Commercial Director

Philip Morris El Salvador
12.2006 - 02.2009
  • Directed the affiliate's business growth strategy, talent acquisition, and financial management, leading to a 96% net profitability growth to USD 1.1 million within a two-year plan
  • Drove Marlboro's smoker share to 24% by implementing effective consumer strategies and customer engagement processes
  • Influenced local regulations for the tobacco control law, ensuring compliance and promoting a positive business environment

Education

Master - Business Administration

Stockholm University
08.2001
Assessed by WES as equivalent to a master’s degree from a Canadian University

Bachelor of Science - Marketing

The Florida State University
08.1996
Assessed by WES as equivalent to a Bachelor of Science degree from a Canadian University

Bachelor of Science - Multinational Business Operations

The Florida State University
08.1996
Assessed by WES as equivalent to a Bachelor of Science degree from a Canadian University

The Wichita State University
08.1994
Assessed by WES as equivalent to two years of Undergraduate Studies from a Canadian University

Skills

  • Market research
  • Teamwork and collaboration
  • Problem-solving
  • Sales strategy
  • Team leadership
  • Relationship building
  • Project management
  • Analytical thinking

Languages

English
Native or Bilingual
Spanish
Native or Bilingual
French
Elementary

Awards

  • Corporate Affairs University graduate - Philip Morris International
  • IGNITE Leadership graduate - Philip Morris International
  • Globalist status - Philip Morris International
  • Excellence Award - Philip Morris International
  • Honors & Valedictorian of Graduating Class - Stockholm Business School, Stockholm University

Timeline

Independent Trader, Investor & Entrepreneur - Self-employed
01.2019 - Current
Director National Sales Deployment - Philip Morris International
02.2015 - 12.2018
Director Business Development Projects - Philip Morris World Trade
03.2014 - 01.2015
Area Director - Philip Morris World Trade
12.2011 - 02.2014
Head of National Sales - Philip Morris Bulgaria
03.2009 - 11.2011
Commercial Director - Philip Morris El Salvador
12.2006 - 02.2009
Stockholm University - Master, Business Administration
The Florida State University - Bachelor of Science, Marketing
The Florida State University - Bachelor of Science, Multinational Business Operations
The Wichita State University - ,

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