• Responsible for EU B2B subsidiary, developed EU strategy mainly focused in vertical and channel. Analyzed EU market by product categories (Standard, High Brightness, Videowall, Interactive and LED) per vertical and based on market research, I developed GTM strategies by EU countries
• Worked with EU BDM organization for Market Entry strategy by target vertical (mainly focused in Retail,Corporate, Education and DOOH) having a top target list of enterprises and end-customer by verticals.
• Analyze EU SCM verifying product forecast and mix based on each EU market and negotiate with factories for shipment plans for a successful supply management.

• Promoted as Head of IT biz in B2C and Digital Signage (ID) for B2B biz in Spain market managing in excess of $100million in net revenue per year for display products.
• My role as business leader, developed GTM strategy for each B2C and B2B market for each product category. I was responsible to achieve annual targets providing the best performance of each division, which comes top down from HQ. One of my key roles as business leader was to lead / align with each division sales leader to set the annual KPI/plan by each organization and internally negotiate their needs to achieve. (ex. Extramarketing / promotion budget, head count or modification in KPI portions in sales / profit / MS)
• Lead the sales team over 20 persons in three different team IT, B2B and BDM organization, managing and mentoring the members, helping them to improve their roles to make the best performance. Developed the BDM organization in 2020, considering the importance of the direct approach to end-customers providing LG total solutions, enhanced the organization to develop new opportunities focusing to major enterprises. To fairly compensate and motivate the members, I set each annual KPI based in channel and vertical strategy.
• Responsible of P&L, analyzed every cost and investment, leading to maximize the performance of the business. Revised and negotiate all Term and Conditions contracts with customers and partners. Based on this analysis I set marketing, promotion budget and decide sales organizations investment and head counts.
• For B2C biz, I worked directly with major channels like El Corte Ingles, Mediamarkt, Carrefour and Amazon, planning every year each channel’s product roadmap based on their structure and market data. Set quarterly promotion plan / budget, estimating sell-out plans based on history data and market research. Supervised all marketing activity, mainly focusing in ISM (in-store marketing) targeting our product to be displayed in best spots maximizing the visibility of the brand. Lead to build LG IT’s own space in ECI flagship stores improving
the sales of the premium models. For digital marketing focused in brand awareness worked with partners using social media such as YouTube, Instagram, Twitch with special influencers like Gaming, Designer, Photographer etc.
• For B2B biz, which is focused in project base, worked directly with each KAM and BDM for major projects. I was responsible to build and enhance relationship with top customers such as Inditex, Callao City Light, Imperial tobacco, Football clubs, IESE, CEU, Santander Bank, Orange Telecom, Accenture, Acciona, Merlin Properties, Burger King etc., providing the best solutions rather focusing in products. Built partnership with TOP system integrators like Trison, Ikaro, Econocom, Telefonica, Altabox, etc. Planned B2B product roadmap based on market trend set strategies to provide each verticals’ need. As a decision maker, I revised and
confirm each project price / term & conditions to maximize our project awards, securing profits for the division.
• Managed all project opportunities thru pipeline system, securing and increasing our customer and project database. With this accumulated data, I was able to deep analyzed the project details and trends of each vertical’s requirement by product
• Excellent communication and relation skills with internal departments like marketing, logistics, legal, finance, planning and externally with end-customers / partners (integrators, distributors) to manage successfully projects opp.
- Product Coverage:
o IT Div- Desktop monitors, TV monitors, Laptops, Projectors
o Digital Signage – Professional display, Outdoor Displays, LED
o Hospitality Displays (Dedicated TV for hotels and hospitals)
- Major Achievement:
o Wanda Metropolitano Stadium – Award 4.5M$ with LED screen board and digital signage
o Callao City Light – Award 2.2M$ with 2 LED screens in Madrid’s top Callao square
o Developed Education vertical with BDM organization - IESE 300K$ / CEU 600K$
o Strengthen retail vertical being one of the strongest player in the market providing major brands
- Inditex like Large screens and videowall (2.5M$)
- Burger King drive-thru provider for outdoor menu with High Brightness (700K$)
o Provide indoor LED screens to major enterprise like Merlin properties (400K$)
o Developed biz in IT for Online focused in Amazon ’16 sales portion 15% → ’22 45%
o Developed IT biz ’16 56M$ → 82M$
- Laptop biz from ’16 1M$ → ‘22 19M$
- Desktop Monitor ’16 15.5M$ → ‘22 52M$

•Support EU subsidiaries to develop GTM strategy for a successful operation. Analyzed market data like GFK (weekly) and IDC (Quarterly) to revise market / price / competitor status. Based on analysis negotiate with product planning for future product concept and prepare future roadmap for EU.
• Revised weekly PSI to align with quarterly sales plan and negotiate with factory directly to secure stocks and deliver on time to EU countries.
• Mainly supported south Europe countries like Spain, Italy and Portugal
• Responsible for EU supply chain, market data analysis and product development
: Lead to support Spain market to achieve M/S 1st position in total monitor biz
: Lead to design and develop Europe 2013 product road map
: Lead a task team to improve and recover monitor business in Italy

• Experienced many local and overseas projects where mainly was related to development of Smart Card system for public transportation
• Project member for total implementation for New Zealand Smart Card for public transportation that took place for a year divided in two phases. Main responsible with the relationship with the end customer as consultant to meet customer needs. Lead the final user acceptance test successfully and all system is well implemented
• IT consulting for Dominican Republic Customs systems to analyze and design a solution for them for RFP
• Project member for Metro 9 in Seoul, responsible to analyze and design “smart card reload system”