Rafael Canovas

Executive Director

Síntesis Consultoría

May 2020 - Apr 2022 (2 years)

Development and execution of commercial strategies and business processes. Teambuilding, adapting new approaches in accordance to a new normality. Search for relevant stakeholders to impact positively in the organization in a sustainable way. Digital platform implementation • Redesign of the commercial plan generating customer loyalty whilst amplifying the customer base. • Financial management with a fit for purpose alignment.

Country Manager Peru & Latam Sales Manager

Plena Global Holdings

Jan 2020 - Current (6 years 4 months)

Project management; executing the business plan for the Peruvian operation taking into consideration the strategic approach developed and the current scenario of the country in terms of opportunities and risks.

Director Government Affairs & Partnership South America

Plena Global Holdings

Nov 2018 - Jan 2020 (1 year 3 months)

Planning and executing strategies in order for countries in the South American Region to have proper regulatory frameworks for the development of the medicinal cannabis industry. Establishing partnerships to develop the business accordingly. Deployment of commercial strategies in order to boost B2B line of work.

Southern Cone Strategy Comms & Planning Manager

British American Tobacco

Aug 2014 - Sep 2018 (4 years 2 months)

Planning and strategic communication for the Chile, Argentina, Peru and Paraguay cluster. Establishing relationships looking for business opportunities to capitalize sustained growth. Management of sustainability programs, regulatory affairs and corporate compliance. Reported to the Director of External and Corporate affairs. • Strengthening corporate image and business sustainability for the Southern Cone, by: o Creating new cluster structure and working methodology in regulation and strategic communication. o Actively participate in the dissemination of BAT's sustainability program. o Successfully tackle various regulatory issues through strategic planning & engagement. • Contribution to the increas

Corporate & Regulatory Manager

British American Tobacco

May 2012 - Jul 2014 (2 years 3 months)

Development of strategic plans to mitigate risks against extreme regulations in the industry. Director at the National Society of Industries. Corporate spokesperson. Budget management. Reported to the General Manager. • Mitigation of risks that could impact company results through: o Successful defense of extreme regulations against National Congress and Executive Branch. o Mapping and risk management. o Development of strategic alliances with stakeholders for proper defense in regulatory and corporate affairs.

Trade Integrity Manager

British American Tobacco

Jan 2010 - May 2012 (2 years 5 months)

Plan and execute containment actions against illicit cigarettes generating new business opportunities. Budget management. Reported to the General Manager. • 10% sales increase and a notorious improvement on Brand positioning in the vulnerable zones through: o Actionable plans which reduced 2% illicit trade. o Triggering of commercial plans in coordination with sales and marketing in order to capitalize opportunities.

Regional Sales Manaager

British American Tobacco

Jan 2008 - Oct 2010 (2 years 10 months)

Development of commercial strategies with focus in volume and efficiency of the distribution channel for the South & Center Regions. Reported to the Commercial Director. Managed a team of 4 Sales Managers and a total sales force of 50 people. • Sales increase of 6% in the Region 2008/2009 through; o Re organization of the commercial team and new distribution schemes aimed at improving coverage. o Elaboration and implementation of new route to market strategies. • Improvement of global brand share in 2% through marketing activation in strategic channels and distribution improvement. • Development of the zonal managers allowing them to assume positions of greater responsibilities.

Marketing Communication Manager

British American Tobacco

Jan 2007 - Jan 2008 (1 year 1 month)

Management of communication and promotional activities at the point of sale. Responsible for the loyalty program nationwide. Professional development of the key account sales executives team. Reported the Commercial Manager and led a team of 2 managements and 60 team reps. • Improvement in sales and in business profitability through: o Sales mix change with an increase on coverage + 50 thousand retails points nationwide. o Communication improvement through new tools and elements and process redesign. • Savings in annual Budget of more than 15% through effective negotiation. • Sales improvement thanks to the relaunch of the “Cliente Preferente” fidelity program.

S

Sales Manager

Jan 2003 - Jan 2007 (4 years 1 month)

Responsible for sales in the Modern Channel (52% of total sales). Business plan development and execution. Team building and mentoring. Reported to the Commercial Director. • Sales increase of 37% in the super market channel and 69% increase in the pharma channel through new account plans and improvements in the collection cycle. • Improvement by two days delivery time through the implementation of the EDI System (electronic data interchange) minimizing out of stocks.

Marketing Manager

ColgatePalmolive

Jan 2000 - Jan 2003 (3 years 1 month)

Development of commercial strategies for the fabric care and household care segments. Budget management as well as P&L for the referred business segments. Reported to the Marketing Director. • Increase in 2 pps the ÑaPancha Brand (detergent). • Introduction of the new softener category to the Peruvian market. Suavitel Brand share accounted for 55%.

Supply Chain Manager

ColgatePalmolive

Jan 1996 - Jan 1999 (3 years 1 month)

Efficiencies in the total supply chain (savings of more than 20%) Customer Service (improvement in on time and complete by more than 40%) Inbound & Outbound Logistics

About

Detail

Timeline

Résumé