Sergio Barrientos Cruz

• Responsible of commercialization of the portfolio of PF Alimentos Brands in its different sales channel: Supermarkets, Traditional Channel (Local food stores), Food Service, Exportation and Marketing.
• Developed strategic commercial plan based upon company objectives aimed at accelerating growth.
• Volume Growth plan:
• 2021 = 7,5% Real Growth: 13,2%
• 2020 = 3,8% Real Growth: 5,0%
• 2019 = 1,8% Real Growth: 3,3
• Growth plan/ Operational result:
• 2021 = 23% Achievement 190%
• 2020 = 36% Achievement: 161%
• 2019 = 34% Achievement: 122%
• 2018 = 18% Cumplimiento: 151%

· PF & Receta del Abuelo: number 1 brand in massive consume and premium categories. (Nielsen).

· Consecutive historic profit records in 2018, 2019, 2020 and 2021

• Motivated team of 1200 employees to meet and exceed sales goals, increasing in 20% the laboral clima survey vs last year.
• Analyzed sales data and developing strategies and action plans over U$650 millions sales annually and 144.000.000 kilograms annually.
• Planned, coordinated and implemented commercial sales year plan, functions and processes achieving 7% cost reduction.
• Managed accounts to retain existing relationships and grow share of business.
• Built deep relationships with store managers, business owners and distribution partner sales teams by employing industry expertise and knowledge, retail strategies and sales tactics.
• Conducted research to develop detailed business plans for commercial opportunities and expansion.

• Performed market segmentations, targeting and positioning for each product line and brands of the company.
• Boosted brand awareness and generated leads while managing internal and external marketing campaigns and programs.
• Researched industry and marketplace trends to develop new products, marketing solutions and enhance business operations in new markets.
• Participated in promotional activities and trade shows, working with advertisers and production managers, to market products and services.
• Recruited and hired capable team members to add value and diverse skills set to marketing department.
• Team Leader of 40 members: Graphic design, events production, Call Center (CRM & Phonesales), Merchandising development and importation.
• Utilized market trends and target audience statistics to effectively and appropriately market products.
• Managed marketing budget (U$ 6,5 millions) and associated P&L to develop and execute marketing strategies, budgets and sales plans for business segments.
• Managed Corporate communications and Company PR
• Developed and executed Marketing, Communications & Strategy annual plan.
• Coordination of Brand Agency in Barcelona/Spain.
• Trade Marketing (50 thousand clients)

Main Achievements:

· Open markets in Ecuador, Bolivia & Perú

· Improvement in work environment survey since its launching (5 years)

· Invention & Development of Receta del Abuelo, Mister Veggie, La Española, Lácteos Frutillar, Sabores del Sur, ¡PF Listo! Brands.

· Positioning Receta del Abuelo y PF as TOM brands

· For 3 consecutive years, choose as the favorite brand of chileans in Chile 3D Study (GFK ADIMARK)

· Development and importation from Europe of new product lines: Prepared meals, Snacks & meet products.

• Worked actively with management team to create daily and weekly sales plans based on weekly sales trends.
• Prepared trimestral and annual inventories & budgets with controls to prevent overages.
• US$5 millions annual sales area
• Profit maximization through annual ratio increasing from 18% to 44%
• Selection, hiring & supervision of a 22 members team
• Contracts and asset control improvement
• Company of US$1,500 millions annual sales