Building a business is complicated, building a strong and enduring business is much more complicated !
Current Business: Destilería 7 Leguas (est. 1952) in Mexico,
Responsibility: Work closely with the family in developing and managing the business abroad. Destilería 7 Leguas is a super premium 100% Agave Tequilana Weber "Azul" (BLUE) and was the original and exclusive supplier of their formula to Patron Tequila. We launched Tequila 7 Leguas (seven leagues, and was the name of Pancho Villa's famed horse) in the US, in April 2005, and today we are in thirty-eight (38) US states, In February 2007 we launched the brand in the UK, and we are also now in test market in Germany/Chile and developing the Duty Free market (launched September 2005) beyond its initial presence on the Southern border.
Major accountabilities: The launch of Tequila 7 Leguas in US and other international markets, development and execution of business and marketing plans, setting up and managing the importer relationship, distributor & sales support, financial forecasts, market and consumer insights, and overall day to day management of the operation.
Key accomplishments: 38 state distribution (Focus Tequila markets include: AZ, CA, CO, GA, HI, IL, NV, NM, NY, TN, TX, OK, WI, AK, FL, MI) national and local distributors, created a "Sought after brand", distribution and consumer acceptance in key markets, effective brand credibility, features and mentions in major and local media; i.e., LifeStyle magazine, TimeOut NewYork, HogarLatino, NewYorkTimes, Univision "Que Sabor", etc...
Past Related Experience: Vice President and Global Group Head for tequila category at The Seagram Spirits and Wine Group, VP Marketing Bacardi-Martini (Latin America & Spain), Consultant to Puerto Rican Rum Program
Major accomplishments: At the Seagram Spirits and Wine group the development of the global Holistic strategy for the tequila category, managed group P&L and led the brand team in the launch of super premium entry Don Julio, line extensions 1942 andReal, the management and development of Margaritaville premium tequila. Managed strategic presence of Olmeca, in Europe, Africa and Asia. Developed economic models with Boston Consulting Group to project future value of portfolio entries in a complex environment. Efforts resulted in strong share positions within respective competing segments in both the US, Mexico and other international markets. Other accomplishments in other organizations were largely share gains, new product entries, consumer & trade campaigns, team development, consumer insights and innovation.
Key programs: Web-based interactive consumer program for both the general and Hispanic markets, Investment in Consumer insights to develop key brand strengths, nationwide and international music campaigns with trade and consumer overlay, advertising campaign for US general and ethnic markets, on/off-premise programming to support trial and awareness programs, aggressive public relations campaign.
Building The Road Map!
Success Metrics- "Building future Road map" First 100 days
Define business goals and objectives, managerial function, resources, funding requirements and limitations, talent strengths and weaknesses; Determine and negotiate ddeliverables in the short to medium term, identify and solidify key alliances, visit existing problems and issues with relationships. Jointly develop a cross-functional team to start building theroad-map
First year goals
Strong management team, clear and quantifiable objectives, industry benchmarks to measure performance, realistic road map to guide efforts and maintain focus
Measures of success/failure
Performance versus objectives- sales, share, profit, cost centers, consumer benchmarks, trade response, employee morale, communication and coordination among functional teams.
Requirements for success
Belief in the mission/ company/ culture, commitment to the "whole" team, clear dileneation of responsibility and accountabilities for team members and thier respective functions, perseverance to succeed, funds to finance the investment, humility to cope with limitations and embrace lessons learned, pride to maintain hope, andthe optimism to move on to the next challenge