Edgar Morales

Senior business and retail leader with 20+ years driving growth, profitability and operational execution across Mexico and Latin America. Proven expertise in multi-site retail, P&L, inventory performance, expansion and team leadership for global consumer, fashion, luxury and sporting goods companies. Led USD 80M+ businesses, 100+ stores and teams of 350+ employees.

Head of Sales Mexico & Bermuda at Hallmark Cards Inc. (2019-09 – Present)

Lead Hallmark's business development and market expansion across Mexico and Bermuda, managing wholesale, retail and licensing channels and coordinating commercial execution with regional and corporate teams.

• Expanded distribution to 600+ points of sale across major retailers including Costco, Sam's Club, Walmart, Liverpool, Sears and Sanborns, while developing new channels and Hallmark-branded retail opportunities.
• Manage business planning, budgets, customer profitability and performance across multiple channels, using sales, inventory and financial KPIs to identify growth opportunities and corrective actions.
• Lead strategic negotiations and long-term relationships with major retail partners while coordinating assortment, inventory planning, launches and commercial programs with internal stakeholders.
• Support retail expansion initiatives, new business models and local market development while acting as a key link between customers in Mexico and Bermuda and Hallmark's international organization.

National Sales Manager at Pandora Jewelry (2018-02 – 2019-09)

Led a nationwide network of 103 corporate and franchise stores, six direct reports and 350+ employees, with responsibility for a business generating more than USD 80M in annual revenue.

• Managed sales performance, budgets, profitability and operational KPIs across the store network, consistently exceeding business targets.
• Partnered with store managers and cross-functional teams to improve productivity, inventory performance, customer experience and execution standards across the retail network.
• Led turnaround plans for underperforming stores, delivering significant improvements in sales and profitability within approximately 90 days.
• Supported expansion, store openings and organizational development while ensuring consistent execution of Pandora's global retail standards throughout Mexico.
• Developed managers and teams through structured performance management, coaching and operational follow-up.

Sr. Manager Franchise at Adidas (2013-03 – 2018-02)

Designed, launched and scaled the adidas franchise business in Mexico, establishing the operating model, partner strategy, expansion plan and performance framework for the channel.

• Expanded the network to 40+ stores and more than USD 20M in annual sales, developing one of the company's most profitable channels in Mexico.
• Managed franchise partners through business planning, store performance, profitability analysis, assortment and inventory management, operational standards and expansion plans.
• Coordinated new store openings and market development projects with internal and external stakeholders.
• Monitored business KPIs and implemented corrective actions to improve store productivity, inventory efficiency and overall profitability.

Key Account Manager at Adidas (2010-07 – 2013-03)

Managed Martí, Innova Sport and MisterTennis, representing more than USD 30M in annual sales.

• Led annual business planning, forecasting, assortment strategy and inventory planning for major sporting goods retailers.
• Consistently exceeded financial targets through disciplined performance management, assortment optimization and close collaboration with customers and internal teams.
• Managed and developed a team of three account executives.

Key Account Executive at Nike (2008-06 – 2010-07)

Managed strategic accounts, booking orders and inventory levels. Launched a Never-Out-of-Stock program for Martí, improving product availability and supporting category growth.

Sales Executive at Kellogg Company (2006-09 – 2008-06)

Managed field sales and portfolio profitability across a 32-store retail channel.

• Increased market share by 9% through stronger in-store execution and shelf-space management.

MBA - Dual Degree – Thunderbird & ITESM (2007 – 2009)

B.A. in Marketing – ITESM (2001 – 2005)