Alejandro Cancino

Senior Sales and Marketing professional with 20+ years of experience across industrial products, non-destructive tests, HVAC, refrigeration, white goods, consumer electronics, microscopy and medical devices. Skilled in developing and executing sales strategies including customer relationship management, go-to-market execution, forecasting, demand planning, seasonality, pricing, and product launching. Strong background coordinating cross-functional teams such as sales force, service, marcom, training, credit & collections, human resources, and logistics to ensure commercial alignment and execution.

Proven ability to drive structured growth initiatives, optimize commercial performance, and strengthen customer engagement in competitive markets. Experienced in leading 360° marketing campaigns across ATL/BTL channels, including media (TV, radio, newspapers, magazines), promotional activities, P&L management, budgeting, and performance tracking.

Senior Sales Manager LAD Service Business at OLYMPUS - EVIDENT (2025-11 – Present)

General Manager Scientific Solutions Division at OLYMPUS - EVIDENT (2021-12 – 2025-05)

Led medical service business sales and commercial strategy across Latin America, managing direct sales channels and distributor networks. Designed and implemented the first regional go-to-market strategy, driving market stabilization and scalable growth across key territories. Identified and developed new business opportunities, optimizing resource allocation and strengthening revenue performance.

Expanded business footprint across strategic industries, including mining, automotive, laboratory, and education sectors. Established and launched Mexico operations, including legal entity setup, office, warehouse, finance, accounting, HR structure, and full operational framework; led a team of 24 employees.

• Achieved double-digit business growth during 2020–2021, standing out as the only business unit with sustained expansion during the pandemic period.
• Recognized with the 2021 Regional CEO Award for outstanding performance, leadership, and business impact.

Senior Sales and Marketing Manager for Industrial and Life Science at OLYMPUS - EVIDENT (2019-01 – 2021-11)

National Sales Manager at DANFOSS (2016-09 – 2018-12)

Led the Indirect Sales Channel division in Mexico, managing 15 people across Sales, Engineering, and Customer Service, with full P&L responsibility over ~$17M USD revenue. Developed and implemented the first Indirect Channel strategy, improving market stability and aligning cross-functional teams to strengthen business performance. Generated ~$2M USD in new customer revenue and increased gross profit by 10% (~$900K USD) through business development initiatives. Implemented a pricing strategy that delivered an additional ~$1M USD in gross profit.

Managed Central

America & Caribbean operations for 6 months, overseeing an additional ~$8M USD in revenue.

• Established the Indirect Channel strategy from scratch, enabling scalable growth and improved operational efficiency.
• Expanded regional profitability through strategic pricing, new business acquisition, and temporary regional leadership.

Business Development Manager at ELECTROLUX (2015-07 – 2016-05)

Led market development for home comfort products in Mexico, defining go-to-market strategies, product launches, and growth initiatives for the Home Appliances category. Managed end-to-end development of new products for the Mexican market, including water purifiers and water dispensers, aligned with consumer needs and commercial strategy. Designed the air conditioning (AC) strategy for Mexico, covering portfolio planning, positioning, and successful product introductions.

Coordinated NOM certification for all Home Appliance products, ensuring regulatory compliance and market readiness.

• Launched new product lines (water purification and dispensing systems), expanding category portfolio and strengthening market presence in Mexico.
• Improved and streamlined the NOM certification process, reducing time-to-market and enhancing cross-functional execution.

Home Appliance and Air Conditioning Marketing Manager at SHARP (2014-08 – 2015-07)

Commercial Sales Manager at LG ELECTRONICS (2014-05 – 2014-08)

Home Appliance Sr. Marketing Manager at SAMSUNG ELECTRONICS (2012-03 – 2014-03)

AC Sales & Marketing Manager at SAMSUNG ELECTRONICS (2012-03 – 2014-03)

Product Manager at SAMSUNG ELECTRONICS (2010-11 – 2012-02)

Commercial Sales Engineer at CARRIER (2009-01 – 2010-10)

Product Engineer at CARRIER (2008-04 – 2009-01)

Product Commercial Leader at CARRIER (2006-06 – 2008-04)

Technical Support Engineer at CARRIER (2004-07 – 2006-06)

Master in Business Administration – Universidad Iberoamericana (2006 – 2008)

Bachelor in Mechanical Engineering with Business Management – Instituto Tecnológico y de Estudios Superiores de Monterrey (1999 – 2003)

Advanced English