Joaquín García Stiker

Commercial Director & Licensee Leader

Lifeworks

Jun 2025 - Current (1 year 5 months)

Spearheaded the end-to-end commercial strategy with full P&L responsibility, driving a 40% increase in annual revenue and significantly improving overall profitability. Directed cross-functional teams to successfully plan and launch one major collection annually for premier licensed brands including Reebok, Warner Bros., and FMF, securing and managing key accounts like Wal-Mart, Amazon, Coppel, and Grupo Carso. Engineered a new commercial operating model that increased gross margin by 25%, and streamlined the supply chain to reduce import times and logistics expenses.

G

Managing Director. Mobile. Retail and Banking

Grupo Elektra (Elektra - Banco Azteca)

Nov 2022 - Aug 2024 (1 year 10 months)

Led cross-channel lending and merchandising strategies within the broader ecosystem of Elektra's financial and retail offerings, managing a diverse portfolio of products, including MVNO with prepaid and postpaid services. Optimized product visibility, user engagement, and transaction volume within a complex retail banking/digital platform ecosystem. Managed credit risk ensured regulatory compliance (KYC), and optimized customer segmentation, product alignment, sales, and operations. Drove $750M USD, achieving 50% profit growth (100% in digital channels) in 2024, proving mobile-first banking, digital credit card products, and go-to-market strategies using ecosystem of prepaid products, financial services and retail. Managed a portfolio of +1

G

Managing Director. Personal Loans and Retail Lending

Grupo Elektra (Elektra - Banco Azteca)

Aug 2019 - Oct 2022 (3 years 3 months)

Led the development and execution of Banco Azteca's Product Lending strategy (digital and brick-and-mortar channels), focusing innovative financial solutions for underbanked customers, aligning with Fintech market trends through extensive market analysis. Improved collections and customer quality through personalized financial products, reaching 10M+ customers. Drove Banco Azteca Personal Loans from 5th to 1st in market share ($5B USD revenue) by increasing digital app adoption to 70% via a go-to-market strategy encompassing market segmentation, product positioning, and effective digital channel strategies. As part of the Executive Committee, defined product requirements and aligned credit product roadmaps with business objectives, ensuring

A

Senior Vice President Product Management

Adir International, dba Curacao

Jul 2011 - Jul 2019 (8 years 1 month)

Led product management initiatives, focusing on assortment and category management aligning retail product offerings with loan strategies to optimize credit card product performance and portfolio quality. Negotiated vendor agreements to cater to Hispanic customers, optimizing product offerings and enhancing customer acquisition. Managed P&L strategy for sales and margin growth, while also collaborating closely with the financial department to achieve common goals. Managed vendor relationships and merchandising for jewelry brands including launch of brands such as Tous and Tanya Moss, as well as gold, silver, and diamond products. Improved Collections and Risk Management by aligning the credit card strategy with retail products, resulting in

Merchandising & Marketing Director.

Radioshack

Jan 2010 - May 2011 (1 year 5 months)

Head of Commercial and Marketing Strategy, from product assortment to multi-channel campaign execution. Built a new assortment of 15,000+ products based on retail best practices, demonstrating strong market analysis and product management skills. This experience is transferable to understanding credit card promotions features and market demand. Increased margin by 13% with a new line of accessories and services, demonstrating a focus on P&L management and driving financial results.

Commercial / Merchandising Sr. Director

Best Buy

Nov 2007 - Nov 2009 (2 years 1 month)

Launched local operations, identifying product and service categories, including prepaid services and promotional items for 20,000+ SKUs. Developed the Mexican commercial and P&L strategy, including product and vendor selection, pricing, margin plans, assortment, and store layout. Supervised merchants across various categories. Led the team in creating a customer-focused category strategy and business development plan, guiding them to achieve sales, margin, and supply chain goals. Closed over 200 contracts with major vendors, showcasing strong negotiation and relationship management skills, which are relevant for managing partnerships related to credit card products and promotions. Launched exclusive brands such as Insignia and Rocket Fish,

Joaquín García Stiker

About

Detail

Timeline

Résumé

Joaquín García Stiker

About

Detail

Behavioral traits