Susana Tello

High-impact marketing and commercial leader with 16+ years driving growth for international FMCG and education brands. Expertise in national distribution operations, direct sales and route-to-market optimization, and P&L and budget management. Proven track record in category management, value proposition development, and implementing best practices and knowledge transfer using Power BI, SAP HANA, Nielsen, and Kantar.

Strong cross-functional leader focused on high-performance teams, stockholders alignment, and delivering profitable business performance.

Customer Retail Sr. Manager at Coca-Cola FEMSA (2022-01 – Present)

Develop and execute national strategic business plans as a key partner to major retailers, driving market positioning and profitability across 14 beverage categories. Directly manage Key Accounts (KAM) including Walmart Omnichannel, Sam's Club, Chedraui, Soriana, Tiendas Neto, Waldo's, and Farmacias Guadalajara.

• Revenue & Market Share Growth: Delivered a volume increase from 6.2% to 9.4% within 12 months, outperforming the ANTAD average growth with a $15B impact; achieved a record 94% Value Share in the "Colas" category through targeted commercial programs and POS initiatives.
• Trade-marketing & POS Execution: Designed and coordinated point-of-sale activations and merchandising standards with retail partners to ensure consistent execution and improved conversion at shelf.
• Operational Efficiency: Optimized logistics by reducing turnaround time from 3 to 2 hours across 132 Bodega Aurrera (BA) and 3 Sam's Club locations; decreased order rejections by 10%, generating $12M in annual savings.
• Service Excellence & Knowledge Transfer: Implemented best-practice operating model and led crossfunctional training for direct and indirect teams, maintaining a 94% Fill Rate and earning "Supplier of the Year" recognition.
• Budgeting & Trade ROI: Managed trade investment planning and promotional budgets for key accounts, prioritizing high-ROI activations to drive double-digit annual revenue growth.
• Drive Coca-Cola Zero's growth through different price and a multi-format portfolio, ensuring visibility with color-blocking and cold-front execution while aligning the sales force through performance-based incentives for shelf compliance and Volume. Maximize conversion via constant sampling and segmented omnichannel communication, ensuring the product is always just one click or one step away from the consumer.

Strategic Account Development Manager at Coca-Cola FEMSA (2020-01 – 2022-12)

Developed standardized processes utilizing analytical dashboards, alignment of commercial terms to optimize p&l, and implementation of digital pilots to optimize P&L. Managed key accounts including Casa de Toño, JÜSTO, Rappi, Amazon, Shell, and Cervecentro.

• Cold Platform Optimization: Delivered a 15% expansion in cold equipment placement within fast-lane zones, POS, and bunkers (totaling 10,000 doors), resulting in a 25% sales increase equivalent to $5M USD.
• Route-to-Market (RTM) Efficiency: Enhanced RTM productivity, increasing performance from 8% to 17% across 300 merchandisers in regional chains over a 3-month period by implementing standardized visit models and performance KPIs.
• Digital & E-commerce: Led digital pilot implementations with e-commerce partners (JÜSTO, Rappi), integrating online promotional mechanics to improve sell-through and shopper experience.
• Portfolio & Value Proposition: Drove a 35% volume increase in the "Stills" category through strategic portfolio cataloging and commercial alignment, generating $3M in incremental revenue.

National Food Service and Assets Manager at Coca-Cola FEMSA (2016-01 – 2020-12)

Develop and implement collaborative business strategies to drive brand positioning and profitability within mass-market events. Key accounts managed: Club América, Tiendas Marti, Liverpool, Palacio de Hierro, Alsea, etc.

• Strategic Partnerships: Secured Club América (+ 7 Soccer Team) as the lead account within the soccer "passion point" segment, driving brand awareness and engagement for over 20.2M fans through integrated on-site activations.
• Profitability & Exclusive Agreements: Led 20 exclusivity negotiations, achieving an average EBIT (UAFIR) of 20%, establishing the channel as the most profitable within Modern Trade.
• Asset Expansion: Increased fountain and vending machine installations by 10% through strategic client acquisition, representing a $15M investment and improving on-site availability (POS) and customer experience.

National Fast Food Key Accounts Executive at Coca-Cola FEMSA (2013-01 – 2016-12)

Collaborated as a strategic partner within the Fast Food segment to drive value creation, increasing Coca-Cola product incidence through higher average ticket sales and accelerated traffic at consumer experience points. Key accounts managed: Papa John's, KFC, Pizza Hut, Wings Army, and Pollo Feliz.

• Operational & Brand Transformation: Spearheaded the conversion of 300 competitor-held KFC and Pizza Hut points of sale through operational, administrative, and brand positioning strategies, delivering a 35% sales increase (2M Unit Cases) in the first month.
• Market Incidence Growth: Secured a 1% increase in product incidence within combo offerings across rotisserie chicken chains in Mexico, generating 4M Unit Cases.
• Budget & Investment Management: Secured 100% of the budget for renegotiations, acquisitions, and marketing fund investments, totaling approximately $20M; coordinated cross-functional approvals and supplier agreements.

Program Director, Recruitment & Events Manager at Tecnológico de Monterrey (2009-01 – 2013-12)

HR Training & Onboarding Specialist at Cadbury Adams (2008-01 – 2009-12)

Master of Science (M.S.) in Marketing – Tecnológico de Monterrey (ITESM) (2012-01 – 2012-12)

Bachelor of Business Administration (B.B.A.) in Business Administration – Tecnológico de Monterrey (ITESM) (2009-01 – 2009-12)

Diploma in Accelerated Talent Development & Business Management – Aden Business School (2024-01 – 2024-12)

Skills Development in AI – Google (2026-01 – 2026-12)