David Martinez

Executive with over 20 years of experience in Retail and FMCG, specializing in the creation and execution of high-impact commercial strategies. For the past 6 years, I have served as the Commercial Director of Foodvenience at 7-Eleven Mexico, leading the strategic plan for more than 2,000 stores and reporting directly to the CEO.

My focus is on developing innovative platforms and operational models that drive sales, through innovation, continuous improvement, and customer experience. Recognized for building high-performance teams and fostering strategic collaboration to achieve measurable results.

Committed to continuous learning and actively seeking opportunities to make significant contributions within the organization.

7- Eleven – (Feb 2013 – Actual). Convenience Stores - Retail

Current Job Position: Food & Beverage (Foodservice) Director

Reporting directly to: CEO 7-Eleven Mexico 

Job Description:

• Design and execute the strategy for the Food & Beverage immediate consumption categories. 
• Planning and execution of the Innovation and the Promotional Grid.
• Managing the Foodvenience business for 7-Eleven Mexico. (Margin, Sales, Customers)
• Constant communication with the executive committee and with the board of advisors.

 Main achievements:

• Define a Strategic Business Plan with the input of a 3rd Party Consultant BCG. Based on a Where to Play and How to Win strategy approach, using a consumer-centric demand matrix.
• Implemented key actions to improve our Margin across the different foodvenience categories resulting in 500 Basis Points vs 2022
• By Understanding and redefining our strategy based on our customers’ lifestyle evolution, we introduced a coffee brand extension called Cold Brew in 700 of our stores. We are achieving incremental Margins vs Hot Coffee Platform and weatherproofing our business in the summer months attracting 12 New Customers Per Store Day.
• Development of our Evolution Stores with a Store within a Store Food Concept. These new concept stores have been a game changer for our foodvenience business achieving a 20-25 % sales Mix vs Total Stores and superior Gross and Net Margins vs the Rest of the stores. Also growing our customer count to 300 customers Per Store Day vs. the previous remodeling date.
• Redefine our value proposition in the Fresh Bakery Category, introducing new programs like Bake-in-store in 200 of our stores with a 60% Gross Margin in this platform.
• Strong Partnership with Operations Teams, Merchandising & Marketing to develop a Food & beverage workshop. The objective is to engage our Operations teams and improve execution.

Job Position: Divisional Operations Director Northeast Mexico

Reporting directly to 7-Eleven Mexico CEO

Job Description:

• Responsible for the management of the 380 stores in Reynosa, Matamoros, Saltillo, and Torreon.
• Fully Accountable for the P&L of the Division.
• Led a team of 2,800 employees from associates to market managers.
• Ensure the correct supply in the stores to achieve a good shopping experience.
• Work with the market development teams to execute the strategy for the division's store growth.

Main achievements:

• Develop an Operating Process that enabled our market managers and Field managers to prioritize and implement solutions according to each store opportunity based on the KPIs. With this process, we improved our same-store sales by 10%.
• Attract, develop, and retain strong talent and bench for future growth. 1 Market Manager promoted to the Commercial team, 1 New Market Manager Attracted from PepsiCo, 40% of the field consultants with the desirable profile for the next role in their career.
• We developed the Foodvenience business, achieving a 15% increase in Cafe Select sales, and partnered with the commercial team to formulate a value proposition targeted at students in Reynosa, resulting in a 20% increase in customers.

Job Position: Market Manager

Reporting directly to: Divisional Operations Director 

Description:

• Accountable for 70 stores in the region. 
• Leading 580 Employees across the market.
• Accountable for the P&L of the Market plus other KPIs like staff turnover, working capital turnover, customer satisfaction, Sales of Food & beverage categories, Cash Shortage, etc.

Main achievements:

• Award for the best market manager in 2015 and 2017. Iconn Award in 2016.
• Expansion of our value proposition by 250 SKUs per store.
• Shrunk the lost inventory rate from 1.4% to 0.9% per sale. An impact of $4.2 Million in lost inventory reduction. 
• Improve by 27% the net Store Profit.
• Reduced staff rotation by 16% Vs 2016.

GEPP (Pepsi Beverages). (2006 - 2013) – Beverage Industry

Job Position: Sales Manager.

Reporting directly to: Regional Manager 

Description:

• Accountable for the target sales in the region.
• Lead and maximize the sales in the different sales channels: Traditional Trade, Modern Trade, On-premise, and Distributors. 
• The headcount depends on the size of the operation. Supervisors, Pre-Sales Routes, and Delivery Routes.

Main achievements:

• Launched Gatorade in Chihuahua, achieving 50% of horizontal distribution in the first year.
• Captured 3 points in market share by implementing a pricing strategy for 2 new items. 
•  Double-digit growth for Modern and On-Premise Trade. 
• Acquire AAA Customers against the different Beverage competitors. 
• Sales Growth of our non-carbonated drinks portfolio. Above 20% vs prior Year
• Launched our 20 Liter JUG Water business. In 6 months, we won 30,000 new Customers and implemented 34 home market sales routes. 

• Master in enterprise administration

Instituto Tecnologico y de Estudios Superiores de Monterrey, Monterrey Mexico (Aug 2018)

• Bachelor of Business Administration 

Instituto Tecnologico y de Estudios Superiores de Monterrey, Monterrey Mexico (Jun 2003)

Continuous Education

• Professional Coaching. Certificate IMPEL Group Aug 23
• Management Skills (PCG) ICAMI. Jun 2018
• CDG Development of Management Capabilities. Nov 2017