Carlos Salgado

Result oriented professional with 15+ years of experience in the Consumer Packaged Goods (CPG) industry within global market leaders such as BIC and Coca-Cola FEMSA.

Proven Experience in: Leading high performance teams (11 members), high stakes negotiations with Key Accounts (Walmart, Oxxo, Chedraui), and the expansion of Proximity and Pharmacy channels.

Ability to: Manage business units exceeding $108M USD in annual revenue and lead commercial transformation projects with global reach (35+ countries).

Skills in: Situational and inspirational leadership, focused on ROI maximization and EBITDA growth.

Sr. Sales Manager Modern Channel & ECommerce at BIC (2025-09 – 2026-04)

A leading global company in stationery, lighters, and shavers with a presence in over 160 countries. Directed national commercial strategy for modern and digital channels, managing 40% of company volume and a 20 persons organization, including 10 direct and 8 indirect reports.

• Spearheaded a financial turnaround in the Chedraui account by renegotiating commercial terms, eliminating guaranteed margin clauses, and capturing a 5% reduction in the annual discount budget.
• Reclaimed Walmart stationery category market leadership by expanding Share of Shelf (SOS) to 34% and securing #1 Back to School supplier status.

Sr. Sales Manager Global Commercial Strategy (Extended Role) at BIC (2024-11 – 2025-09)

Strategic global position focused on shopper behavior analysis to drive decision making for worldwide product launches.

• Orchestrated a landmark global shopper research project in collaboration with NIQ (NielsenIQ), spanning 35+ countries to provide the strategic foundation for worldwide portfolio decision making.
• Transformed product launch accuracy through 'Growth Stories' frameworks, synchronizing regional storytelling with execution plans to deliver 50% of the annual growth plan across 6 regional teams.

Sr. Sales Manager Stationery Traditional Trade & ECommerce at BIC (2023-12 – 2025-09)

Responsible for the strategy of the traditional wholesale channel and indirect digital sales platforms, leading a team of 6 managers.

• Engineered a ball pen recovery plan that delivered a +27% value growth YTD by strategically reallocating investment from price discounts toward high ROI sub distributor incentives.
• Stabilizing agreements Ball Pen RTM discipline across 54 wholesale accounts, for 90% of channel volume through cross-functional optimization.

Sr. Sales Manager Convenience & Pharma at BIC (2020-09 – 2023-12)

Responsible for business development within the convenience and pharmaceutical channels nationwide.

• Exceeded corporate growth targets by delivering a +23% full year value growth in 2022 and a +20% sales increase in Oxxo through exclusive packaging launches.
• Surpassed sell out targets by +305% in the Nadro account by restructuring pricing architecture to empower independent pharmacy competitiveness.

Business Development Manager Traditional Trade at BIC (2019-04 – 2020-09)

Led the rationalization of the distributor network to improve channel operational efficiency.

• Maximized OPEX by rationalizing 60% of the customer base, representing 12% of revenue, delivering a 300 bps bottom line savings through streamlined logistics and AR processes.

Business Development Manager Convenience & Pharma at BIC (2018-02 – 2019-04)

In charge of creating and opening new high proximity sales channels.

• Pioneered the Pharmacy channel for BIC Mexico, creating a profitable and scalable commercial structure from scratch +4% Net Sales.
• Scaled the stationery category 5X in Oxxo by implementing the first ever Back to school campaign for the convenience chain.

Statoinery Products at BIC (2018-03 – 2026-03)

Grouper Convenience & Pharma at COCA-COLA FEMSA (2016-09 – 2018-02)

The largest public bottler of Coca-Cola products in the world by sales volume.

• Secured brand exclusivity with Farmacias YZA, resulting in a 7% annual sales growth.
• Accelerated growth by +50% in SIX (Heineken) by implementing a professionalized category management model across 10,000 POS.

Key Account Manager Oxxo at COCA-COLA FEMSA (2014-11 – 2015-09)

Responsible for the organization's most critical key account, managing profitability and volume amidst competitive changes.

• Outperformed EBITDA targets by 300 bps (15% real vs. 12% planned) by optimizing discount efficiencies and prioritizing high ROI marketing investments.
• Contained the impact of competitor entry into Oxxo, limiting volume decline to only 6% (vs. 8% projected) and gaining +2pp in market share.

Key Account Executive / Analyst Finance at COCA-COLA FEMSA (2010-01 – 2014-11)

Managed regional account execution and financial analysis of Direct Marketing Expenses (DME).

• Built the National Pharmacy channel, scaling it to represent 12% of the total company sales mix with sustained annual growth exceeding 15% during the first 3 years.

Postgraduate Degree in Finance – ITAM

Bachelor's Degree in Economics – Universidad Iberoamericana (UIA)