Summary
Overview
Work History
Education
Skills
Languages
Timeline
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Rolando Melgar

Rolando Melgar

Guatemala City,GU

Summary

To lead a senior position in a large business organization, where I can share and put to service my experience and knowledge adding Value and Profitability to the business. I expect a team that challenges, recognizes and rewards the achievement of objectives and gives the opportunity for personal and professional growth. Strategic-thinking individual experienced in turning low-performing organizations into top revenue producers. Offering engaging and pleasant personality with expertise improving customer relationships. Proven track record in Startup of new Businesses/Products and Services to existing and new accounts and creating corporate / product awareness. Excellent management and interpersonal skills with the ability to work as a team player in a matrix management environment. Extensive experience in Direction, Management, HR, Business Development, Sales & Marketing, Advertising & Public Relations within different industries BPO/Contact Center, Telecommunications, CPG and Pharmacy Brands. Additionally, Businesses Development, opening of new markets via the establishment of Joint Ventures and Operations for different companies in Mexico, Central America and Caribbean. Strategic Planning, Business Budget, Sales Objectives and Forecasts, with full responsibility of P&L. Presentation of Quarterly and Annual reports to the Board of Directors.

Overview

33
33
years of professional experience

Work History

Country Director

Conduent
07.2018 - 08.2023
  • Responsible for Delivery for all Contact Center accounts based in Guatemala with Latam footprint: Royal Caribbean, UPS, EHI (Enterprise &Alamo Rent a Car), Marriott Hotels, Crystal Cruises and CVS/Aetna, with Annual Revenue of +USD$120MM and average +25% profit margin.
  • Develop and execute product plans that drive improved revenue and margins, achieving required SLA by client/market/skills.
  • Manage Key Client Relationship in sync with Account Management & Operations
  • Simplify & standardize business operating models per account to improve efficiencies and improve support department delivery
  • HR Management and Payroll processes oversight
  • Continue to improve technology stability and reduce client disruptions jointly with IT
  • Establish process excellence and culture with governance to proactively manage risks
  • Deploy MIS capabilities to inform business strategy and performance transparency.
  • Oversaw operations and provided corrective feedback to achieve daily and long-term goals
  • Established departmental performance goals and provided feedback for underperforming areas
  • Optimized operational processes using analytics tools to address client-specific metrics

Sales & Marketing Director

Samsung Electronics
08.2011 - 05.2018
  • Central America for Mobile & B2B Divisions
  • Responsible for Mobile division (Smartphones & PC) Sales with growth over +US$850M within Carriers – Claro, Tigo & Telefonica and Open Market/Retail in Central America
  • Achieved Market Share growth +50% in Carriers - Claro, Tigo & Telefonica
  • Deployment of Samsung Retail Stores and Kiosks in Central America
  • Developed Distribution support framework for Carriers that enabled successful growth & Open Market penetration to Major Retailers and specialized channels in all Central America countries.

Managing Director

Brightpoint, Central America
09.2008 - 06.2011
  • Start up Operations for Brightpoint in Guatemala, El Salvador and Honduras with key client America Movil - CLARO for Logistics & Distribution Services
  • Operation included Negotiations with AMX and Operation Setup and start up in record timing (3 months) including: ERP Systems Integration, Warehouses Setup, Production and assembly lines
  • Total Annual Revenue +$30MM.
  • Managed purchasing, sales, marketing and customer account operations efficiently
  • Prepared annual budgets with controls to prevent overages
  • Devised and implemented innovative and marketing campaigns to promote products and services

Development & Marketing Director

EBC - EPCG – Enterprise Performance Consulting Group
02.2002 - 08.2008
  • Development of solutions and applications for all major Telco Mobile Phone Operators in Mexico, Central & South America – Telcel, Claro, Telefonica, Tigo
  • Solutions include SMS/GPRS/WAP solutions for Electronic Mass Media (TV & Radio), Mobile Marketing Campaigns and M-payments Solution with integration on Banks and Development of Remittances System.

Marketing Director

Henkel AG, Joint Ventures
08.1999 - 01.2002
  • Development and Structure of Business Case for Investment:
  • Business Analysis for Joint Venture in Central America and Caribbean countries – Detergents Division which led to the purchase of company in Mexico and Guatemala with investment of over US$60MM.

Sales & Marketing Director

Grupo MASECA Central America
07.1997 - 07.1999
  • Central America
  • Strategic Long Term 5 Year Plan development for MASECA – Corn Flour, in Central America, Panama and Venezuela
  • Marketing Plans execution with direct responsibility for volume and P&L with sales volume of over US$40MM
  • Additionally, the coordination of these plans with the Country Managers of Guatemala, El Salvador, Honduras, Nicaragua and Costa Rica and Distributors in CARICOM, Panama and Venezuela
  • Restructure of Accounting, Sales and Marketing framework to increase effectiveness and accuracy in execution to increase profitability.
  • Increased sales with execution of full sales cycle processing from initial lead processing through conversion and closing
  • Achieved or exceeded company-defined sales quotas
  • Performed effectively in self-directed work environment, managing day-to-day operations and decisions

Associate Marketing Manager

Bayer Corporation, Central America & Caribbean
09.1995 - 06.1997
  • Lead the team for the Wellness & Prevention Group that included the following brands: Alka-Seltzer, Tabcin (Alka-Seltzer Plus) and One-A-Day Vitamins
  • Responsibilities included: Development of Business Plan and implementation of action plans for Central America, Panama, Dominican Republic and CARICOM
  • Development of new product line extension for Alka-Seltzer – H2 Blocker and Anti-Diarrhea, which accounted for record sales increase in +20% to US$36MM.
  • Created company brand messaging, collateral materials, customer events, promotional strategies, and product commercialization
  • Developed and implemented marketing strategies to use for launches, rebranding campaigns and promotions
  • Performed market segmentations, targeting and positioning for each product line

Brand Manager & Country Coordinator

Procter & Gamble
09.1990 - 08.1995
  • Strategy team member for the acquisition of Cloro Magia Blanca
  • Introduction & Launch of brands Head & Shoulders, Zest toilet soap & Old Spice
  • Country Coordinator for Panama, Honduras and Nicaragua Markets; responsibilities included: Development and implementation of marketing plans for Richardson Vicks Brands; Feasibility and Profit analysis of new brands introductions to these markets; Distributors negotiations
  • Advertising Agency Coordination
  • Old Spice Business takeover that included: Royalties and Commercial Accounts management; Negotiation and Termination of Licensees and Distributors in Central America and Panama
  • Total Business turnover represented US$15MM increase of total sales.
  • Planned, implemented, and tracked sales and marketing strategies to promote brand products
  • Developed and executed branding campaigns to educate target audiences on product features, benefits and values
  • Researched and identified new opportunities for product and brand development
  • Created and managed budgets to maximize brand reach and engagement
  • Managed budget allocation and resource utilization to maximize marketing ROI.

Education

BBA - Business Management/Finance

Florida International University
Miami, Florida
1991

BS - Economics

Universidad Francisco Marroquín
Guatemala City, GU
1989

High School Diploma -

Instituto Suger Montano
Guatemala City, GU
1985

Skills

  • Financial Management
  • Operational Reporting
  • Performance Goals
  • Operational Efficiency
  • Hiring and Retention
  • HR Strategy
  • Organizational Leadership
  • Business Operations
  • Strategic Planning
  • Board Reporting

Languages

Spanish
Native language
English
Proficient
C2

Timeline

Country Director

Conduent
07.2018 - 08.2023

Sales & Marketing Director

Samsung Electronics
08.2011 - 05.2018

Managing Director

Brightpoint, Central America
09.2008 - 06.2011

Development & Marketing Director

EBC - EPCG – Enterprise Performance Consulting Group
02.2002 - 08.2008

Marketing Director

Henkel AG, Joint Ventures
08.1999 - 01.2002

Sales & Marketing Director

Grupo MASECA Central America
07.1997 - 07.1999

Associate Marketing Manager

Bayer Corporation, Central America & Caribbean
09.1995 - 06.1997

Brand Manager & Country Coordinator

Procter & Gamble
09.1990 - 08.1995

BBA - Business Management/Finance

Florida International University

BS - Economics

Universidad Francisco Marroquín

High School Diploma -

Instituto Suger Montano
Rolando Melgar