Jorge Fonseca Luna

Global Commercial Consultant

Cargill

Jul 2021 - Oct 2022 (1 year 4 months)

•Lead, along Commercial & Marketing Leaders, global and regional projects and initiatives on commercial excellence capabilities, including rolling out Cargill's Commercial Excellence program on strategic pricing, sales enablement, route to market for various enterprises in line with their "Go-To Market "strategies •Lead and execute high-priority commercial and marketing projects together with local and global teams: daily project leading, project main milestones guiding, project analysis managing for the roadmap and implementation timeline •Lead the deployment of core processes for diagnostics, hypothesis development and testing, development of business recommendations and implementation of core capabilities and market mapping, customer

Director Business Transformation

The Coca-Cola Company

May 2018 - Apr 2021 (3 years)

•Drive adoption of Agile ways of working across teams and the broader organization. Agile Project Management of strategic priorities (Big Bets): operational, commercial and marketing. Achieve flat volume growth in Pandemic 2020 and +1.9 ppt share of market. •Stablish cross teams (Operations, Marketing & Commercial) to install Agile WoW assisting them with adopting use of Agile methodologies & practices, leading trainings, workshops and other intensive trainings as required •Determine current level of Agile maturity of teams and developing plans to improve Agile processes an increase team productivity •Successful reallocation of resources towards the work that matters the most (two iterations, including, evolution of commercial organizat

Comercial Capabilities Sr Manager

The Coca-Cola Company

Apr 2016 - Apr 2018 (2 years 1 month)

•Lead the strategic development and evolution of the System's Commercial Capabilities (focus on Digital Transformation & New Revenue Streams), working in collaboration with all stakeholders, in order to ensure the execution of the commercial strategy across all 32 markets and accelerate market development. •Lead the process of opportunity mapping of LCBU's commercial capabilities from a mid-to-long term perspective within the System globally, to build and evolve those capabilities. Work with Global Functional Teams and other BU's Commercial teams to ensure implementation of project initiatives •Lead and coordinate key eCommerce strategic projects with main Food Aggregators in Latin America: Lead Delivery Hero global pilot test in Colombi

Cold Drink Equipment & Execution Tracking Senior Manager - Latin Center Division

The Coca-Cola Company

Apr 2014 - Apr 2016 (2 years 1 month)

- Assure flawless execution @ POS, winning in the marketplace. Strengthen KO System Commercial Capabilities delivering strategy and tools that drive flawless outlet execution, working in collaboration with our stakeholders to accelerate market development. - Develop KO system Cold Drink Equipment platform to a Full Potential level, as a business fundamental for long-term per caps growth - Lead the System behind Market Execution development. Opportunity mapping, commercial strategy & plans to capture opportunity, tracking & evolution, across different traditional trade channels, off premise & on premise.

Senior Shopper Traditional On-Premise Execution Manager - Latin Center Division

The Coca-Cola Company

May 2013 - Mar 2014 (11 months)

- Develop growth plans for Traditional On-Premise Channel - Lead all shopper communication of this channel (Shopper Marketing) - Opportunity mapping, commercial strategy & plans to capture opportunity, tracking & evolution of the Trad On Premise Channel

Market Execution Manager Costa Rica

The Coca-Cola Company

Nov 2011 - May 2013 (1 year 7 months)

• Lead the process of identification of opportunities and risks based on market analysis across channels (traditional, modern and On Premise), providing support for the development of the country BP (analyzing industry dynamics, and consumer/ customer insights). Develop situation review assessment. • Lead localization of plans, integrating commercial strategies and frameworks, working with Sr. Market Development Mgr. to document and share learnings based on implementation. • Develop inputs in order to enrich frameworks and strategy guidelines for core commercial capabilities developed by Commercial Leadership team. • Work with Country Marketing Manager and Promotional Manager to ensure flawless implementation of marketing initiatives at

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Central America Consumer Tissue Brand Manager

SCA

Aug 2009 - Nov 2011 (2 years 4 months)

•Responsible for defining, implementing and monitoring paper category product marketing plans for Central America. •Responsible for the development of new products at a regional level and their corresponding advertising campaigns (conceptualization and media plan, relationship with publicity agencies and channel strategies). •Responsible for identifying new business opportunities for new products, package changes and for proposing launching plans. •Coordinator of commercial plans follow up for the Trade marketing, Sales and Distribution Departments, including defining the look of success across channels. •Responsible for price definition and indexation, assuring the category profitability: cost analysis, expenses and marketing budget.

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Central America Commercial Finance & Planning Chief

SCA

Oct 2007 - Aug 2009 (1 year 11 months)

•Responsible for the evaluation of diverse profitability improvement projects in the Central America region for: TENA (incontinency products), Saba (feminine protection) & Nevax (consumer tissue). •Support marketing initiatives evaluating their impact on business profitability and brand's market share. •Facilitate and determine along with distributors the 5-year strategic plan for the region. •Give feedback to marketing managers about their category's financial and operational results.

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Associate Vice-president

Amba Research

Oct 2006 - Oct 2007 (1 year 1 month)

•Off-shore analyst for a New York hedge fund. Deliver executive reports on industry and companies market researches and other client's requirements. KOF follow-up across markets. •Responsible for the administration of diverse projects: international industries analysis (pharmaceuticals, restaurants, airlines, etc), key revenue drivers and main tendencies, comparison and and financial valuation of their main companies and follow up of the most important products. •Build, update and maintain companies' models: demand projections, market shares analysis, possible scenarios and future results estimations.

Strategic & Financial Planning Specialist

Coca-Cola Femsa

Aug 2005 - Oct 2006 (1 year 3 months)

•Project Manager and Financial Evaluation responsible for KOF Latin Center Division Operations (Venezuela, Colombia & Central America). New sku's launched: DASANI, KIST new visual identity and new entry can presentations in Colombia. •Consolidation and Analysis of the Division's monthly financial and operational results. •Responsible for the definition, consolidation and analysis of the Division operative indicators. •Management, control and supervision of the Division's Investment Projects (capex) and KBIs.

International Project Manager

Millicom (Tigo)

Jan 2004 - Aug 2005 (1 year 8 months)

•Regional (Costa Rica, Honduras & El Salvador) project management for Tigo - Millicom in Operations, Sales and Marketing areas. •Responsible for regional processes analysis, redesign and implementation •Homologation and Unification of Central America Operations

Jorge Fonseca Luna

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