Luis Rosales

I'm Luis Rosales, an experienced executive who has successfully led teams in Marketing and Sales for both consumer-packaged goods and fintech companies.

I have a proven track record of managing teams to deliver outstanding performance.

In my previous roles, I achieved some notable results:

• Transforming large datasets into customer insights and strategies to drive market share growth +3 pps.
• Developed compelling brand stories moving customers to loyalty, which led to increased frequency by 31% and Customer Long-term Value by 48%.
• Turned around the business to gain market leadership and recovery profitability by +11 pps.

Intermex Wire Transfer, LLC 4 yrs 5 mos

Director of Sales Operations

Jul 2021 - May 2023 · 1 yr 11 mos

Miami, Florida, United States

Guide the development and implementation of strategies to elevate the sales team's performance, including sales forecasting and reporting, performance dashboards, market opportunity analysis, customer segmentation, portfolio management, sales quotas, commission plans, sales training programs, and sales enablement strategies for both B2B and B2C.

Marketing Director

Oct 2019 - Jun 2021 · 1 yr 9 mos

Miami-Fort Lauderdale Area

Provided leadership and direction to the marketing team throughout the planning, development, and execution of the company global strategy to support our omni-channel vision, new product development and go-to-market plans, B2B and B2C campaigns, digital campaigns with lower-than-category CPI & CAC, and loyalty program management.

Marketing Manager

Jan 2019 - Oct 2019 · 10 mo

Miami, Florida, United States

Supervised the development of the company retail strategy, consumer communication, consumer promotions with positive ROI, point of sale communications, and retail development campaigns driving consumer frequency and loyalty.

New Product Development Manager

Blue Roof Brands Food distributor with expertise in brand development

Apr 2017 - Nov 2018 · 1 yr 8 mos

Miami/Fort Lauderdale Area

Ideated a new product innovation pipeline and complete product development cycle from ideation to go-to-market, marketing plan, and execution.

Nestlé

14 yrs 8 mos

International Business Development

Dec 2013 - May 2015 · 1 yr 6 mos

Grew Nestle Venezuela’s brands and products from local to regional while positioning them in Latin America; attained a positive impact on the bottom line and ensured business continuity from business development to operations architecture.

Business Manager

Jan 2011 - Dec 2013 · 3 yrs

Headed the Baby Food category team; with full responsibility over P&L, established a long-term vision and brand strategy that ensured profitable and sustainable business growth while meeting annual targets.

Sales Manager

Jan 2010 - Jan 2011 · 1 yr 1 mo

Develop region revenue for Confectionery business unit, through best in class execution, growth in volume, distribution, and customer activation. Accountable for a team of 71 employees throughout the sales region.

Trade Marketing Manager

Nov 2007 - Dec 2009 · 2 yrs 2 mos

Responsible for the commercial planning process, defining Objective, Strategies, and Tactics with the goal of achieving the annual targets (value, volume, market share, and profit), leading the Trade Marketing department with a headcount of 25 people divided into two teams one strategic and the other for implementation.

Marketing Manager Confectionery

Jul 2004 - Nov 2007 · 3 yrs 5 mos

Responsible for the development of strategies, brand management, communications, product strategy and innovation, consumer segmentation and advertising, new product launch plans, with accountability over volume and profitability of the biscuit category.

Channel Specialist

Mar 2003 - Jul 2004 · 1 yr 5 mos

Responsible for channel development, customer plans, promotional activities, point of sales materials and Modeling tools that support the sales team in target achievement.

Trade Marketing Specialist Beverages and Breakfast Cereals

Oct 2000 - Mar 2003 · 2 yrs 6 mos

Demand and supply planning, development of point of sales strategy and materials for the category.

IESA

Master of Business Administration (MBA)

UCAB - Universidad Católica Andrés Bello

Bachelor of Engineering - BE, Industrial Engineering