Armando Ortiz

Regional Portfolio Manager, Wines | Consumer Goods | CPG | Caribbean Distribution

Stansfeld Scott Inc.

Jul – Nov 20124 months

• Managed regional wine portfolio strategy across the Caribbean, overseeing distributor partnerships, pricing, business development, sales training, incentives, and go-to-market execution across a 130+ distributor network. • Designed and executed integrated sales, distribution, and portfolio activation plans that increased brand volume sales by 14% and improved commercial performance across priority markets.

Marketing & Sales Manager | Wine & Food Importer/Distributor | Consumer Goods | CPG

Casa Oliveira CA

Jul 2011 – Jan 20126 months

• Owned commercial strategy, pricing, P&L management, supplier portfolio management, forecasting, product supply planning, and GTM execution for a wine and food importer and distributor. • Managed a 22-person team and brought Fortune 500 commercial discipline into a privately owned importer/distributor, strengthening planning, execution, and performance management. • Led a commercial transformation that increased revenue from $20M to $30M, expanded distribution by 15%, and drove strong growth across priority supplier brands. • Created the Portfolio Management Grid, a decision-making framework for marketing investment, pricing, portfolio inclusion, product supply, and inventory levels. • Imp…

Head of Trade Marketing & Pharmaceutical Sales | Consumer Healthcare | CPG | Latin America

Bayer Crop Science

Jan 2008 – Jul 201142 months

• Led national trade marketing and pharmaceutical sales for Bayer Consumer Care, managing a $5M budget and a 60+ person team across regional sales, channel management, and retail pharmacy execution. • Turned around a declining OTC retail pharmacy sales operation by redesigning the commercial plan, compensation model, sales routines, and team execution standards. • Delivered 300% OTC sales growth in 2008 and 33% growth in 2009, while driving sustained double-digit growth across priority brands. • Standardized trade marketing guidelines, point-of-sale execution, and sales routes, increasing sales coverage by 80%, improving weighted distribution from 70% to 93%, and reducing distribution costs…

National Trade Marketing Manager | Consumer Goods | CPG

Kellogg

Jul 2005 – Jan 200830 months

• Served as a core leadership team member, leading national trade marketing strategy, commercial planning, and execution across key accounts, distributors, and retail channels. • Managed a $2M budget, led a team of four, and coordinated 100 sales merchandisers while strengthening alignment between Marketing and Sales. • Drove 65% average sales growth across commercial channels by implementing sales tools, trade programs, retail activation plans, and distributor execution initiatives. • Designed and launched the Retailtainment program, a retailer traffic-building and sales incentive platform that increased sales by 40%. • Built the Category Management function from scratch, increasing shelf…

Area Sales Manager | Consumer Goods | CPG

British American Tobacco

Feb – Jul 20055 months

• Inherited an underperforming sales area and turned around performance across gross sales, sales by segment, sales coverage, and account receivables within three months. • Led a team of 10 sales representatives and 2 retail merchandisers to execute aggressive distribution, merchandising, and point-of-sale plans across priority territories. • Developed a new sales forecasting model that improved objective allocation across sales areas and created stronger motivation and accountability across the sales force.

Brand Manager | Product Manager | Consumer Goods | CPG

British American Tobacco

Oct 2002 – Feb 200528 months

• Managed the second-largest brand in the market, with 36%+ market share, owning product strategy, brand strategy, P&L, forecasting, communications, promotions, and program execution. • Administered a $3M brand budget and led commercial planning in a mature category with increasing advertising restrictions. • Increased sales volume by 10% over three years, compared with 3% industry growth, while growing market share from 34.7% to 36.8%. • Improved numeric distribution from 54% to 63% by developing regional sales distributors and strengthening channel execution. • Grew the brand’s target consumer base from 24% to 35% through integrated marketing and activation campaigns.

Direct Marketing / CRM Executive | Consumer Goods | CPG

British American Tobacco

Dec 2001 – Oct 200210 months

• Created BAT’s Trade Marketing CRM program to strengthen customer engagement, loyalty, and strategic account relationships. • Built a self-financed customer program designed to position BAT as a stronger business partner to priority retail customers. • Developed customer engagement initiatives that supported trade marketing execution, brand advocacy, and stronger commercial relationships.

Trade Marketing Representative | Consumer Goods | CPG

British American Tobacco

Jun 2000 – Dec 200118 months

• Executed trade marketing, sales, merchandising, negotiation, budget, and point-of-sale programs across retail accounts. • Implemented the Retail Media Outlets strategy, improving in-store visibility, customer engagement, and field execution. • Built early commercial experience across account management, distribution, merchandising standards, and retail execution.

Industrial Engineering Intern | Oil & Gas | Energy Technology

Baker Hughes, a GE company

Jan – Jun 20005 months

Development of a Strategic Inventory Planning System for the Diamond Bit Plant at Hughes Christensen. * Reduced $200,000 in inventory costs. * Optimized inventory levels for all raw materials.