JUAN CALLEJAS

Design and execute marketing strategy for Whirlpool brands and products for all of Central America (Guatemala, El Salvador, Honduras, Nicaragua, Costa Rica & Panama)

Design and execute marketing and product strategy for Whirlpool in Guatemala, El Salvador and Nicaragua.

Led corporate backoffice teams (Procurement, Digital Transformation/IT & Operational Excellence) for all business units (Corporate, Residential, Commercial, Hospitality).

Led a 19-person, multifuntional team.

• Succesfully transitioned company ERP through implementation of MS Dynamics 365 Business Central
• Creation of application ecosystem around ERP
• ISO9001-2015 Certification for the Procurement Department
• Aligned IT Infrastructure to corporate goals and strategy
• Improved P&L accuracy and eliminated budget provisions through stronger teamwork between procurement and business units

· In charge of a 30-person team spread through 4 key business areas:

o F&A

o IT

o Process development and auditing

o Internal software development

· Member of LACAR’s regional Steering Committee, in charge of designing and executing our regional initiatives

o Financing the region’s growth through operational efficiency

o Leadership development

o Driving organizational unity, commitment, and integration

· Responsible for integrating regional and country KPI’s for LACAR

· Providing support for regional CEO and country managers in their strategic decision-making processes

· Legal representation for Blancandina Guatemala, S.A.

· Responsible for overseeing the entire operation and for driving the company’s commercial strategy

o F&A

o Logistics

o HR

o Sales

o Marketing

o Customer service

o Customer relations

· Reponsible for a 30-person team

· Responsible for the design and execution of Indurama’s commercial strategy for Guatemala

· Responsible for managing the company’s value chain for the country

· Managing a 10-person team

· Family-owned consulting firm

· Specialized in Strategic Business, Marketing and Communication Consulting

Responsible for strategic program design, client training and research design

· Responsible for marketing strategy design and deployment for Tigo’s Corporate Business Unit

· Tigo Business Brand launch (ATL & BTL)

· Branding of Tigo Business’ product and service portfolio

· Responsible for the creation, design and development of new products and services focused on our corporate customers and aligned with Tigo Business’ marketing and go to market strategies in Guatemala.

o Budget

o Strategy

o Managed Project Manager Team

o Developed and launched products and services:

§ Tigo Zoom

§ Tigo SMS Tool Kit

§ Tigo Sales Force Management

§ Tigo PBX Plants

· Coordination of initial stages of Tigo Business brand development and launch

· Independent consulting work in Marketing Strategy and Business Design for various companies like: Solosa (UPS), Distribuidora Mariscal, Me Importa Guatemala, Cargo Expreso, Pronet, IDS, Publicaciones Vida, Neo Seguridad, Unión Mayoreo, Molinos CENTIA, CSD Municipal

I coordinated the development and launch of the world’s first frost-free single door refrigerator (Consul Facilite), delivering higher profitability while keeping the same price and reducing manufacturing costs.

o Active participation in the global redesign and alignment of Whirlpool’s high end refrigeration portfolio by coordinating Latin America’s product strategy for this category.

· Recovered lost market share for Azistín (leading APC brand in Central America) by developing a one-of-a-kind fragrance bundle (Citric Eucalyptus) and launching it in key Azistín markets (Guatemala, El Salvador, Honduras, and Nicaragua).

· Adapted the Mexican “Fabuloso Navidad” bundle for Central America and launched the region’s first seasonal fragrance. This resulted in gaining additional shelf space and allowed Colgate to sell two 5 liter SKU’s for Fabuloso brand in PriceSmart throughout the region.

· Coordinated as “lead country” the development and launch of Ajax’s “Citric + Baking Soda” scourer bundle for Latin America.