Edgardo

Skills

● Teamwork
● Sales development and growth
● Assertive communication and empathy
● Leadership
● Critical and creative thinking
● Passion for challenges
● Negotiation
● Data analysis

About

I. Education
 Universidad del Norte - Business Administration | 1997 - 2002
 Universidad Javeriana - Industrial Engineering (5 semesters) | 1994 - 1997
 Colegio Karl C. Parrish - Bachillerato Académico and American High School Diploma | 1980 - 1994

II. Work Experience

METLIFE | Protection Consultant | may 2024 - present
 Leading multinational life insurance and financial solutions company, with presence in more than 60 countries and over 90 million customers.
o Prospecting and generating new clients, ensuring the fulfillment of commercial goals.
o Participating in the training of new agents and developing sales strategies.
o Comprehensive consulting and closing sales on protection and insurance products.
o Managing post-sale and renewal processes, ensuring satisfaction and loyalty.
Outstanding achievements:
 Achieved monthly goals, achieving a monthly average of 3 life insurance policies and 4 accident insurance policies.
 Sustained generation of strategic referrals, increasing the client base and ensuring a steady flow of business.
 Expedited 100% of submitted applications, optimizing response times and service quality.

JGB | Commercial Manager - Northern Region (Atlantic Coast, Antioquia and Santander) | Oct 2017 - Oct 2023
 Colombian company that manufactures pharmaceutical products, multivitamins, oral hygiene products, and home care products.
o Lead the commercial, financial, and administrative strategy for the region, ensuring compliance with growth, market share, and profitability objectives.
o Identify business opportunities, negotiate with strategic clients, and lead the execution of distribution plans.
o Participate in the definition and execution of the Route to Market model to improve market coverage and operational and financial efficiency.
Outstanding achievements:
 Sales growth of +25% and turnover of +30% (2023 vs. 2022) through the execution of commercial strategies, increasing from COP$6,000 million to COP$7,800 million on average per month.
 Development of strategic areas (Atlántico, Antioquia, Bolívar, and Santander), achieving sustained double-digit growth during 2021-2023.
 Leadership in the frontier region in the oral hygiene category, reaching sales of $550 million on average per month for six consecutive years (2017-2023).
 Definition and implementation of the new Route to Market model, improving coverage, profitability, and operational efficiency, achieving a -10% reduction in operating costs.
 Increased numerical distribution: +15 ppt in multivitamins and +25 ppt in toothpaste (2023 vs. 2022).
 Execution of the brand visibility strategy across strategic channels.
 Recovery of overdue loans totaling more than $500 million.

HIERRO | Shareholder and member of the Board of Directors | Sep 2016 - Oct 2017
 Family business dedicated to cattle raising, agriculture, and real estate.
o Participation in shareholder meetings and management of business units.
o Evaluation of new business opportunities and optimization of operating costs.
o Control of inventories and fixed assets.
Outstanding achievements:
 Diversification of investments into new lines of business, strengthening recurring revenue.
 Operational optimization that reduced fixed costs by 18% without affecting production, increasing profitability by 15% (2017 vs. 2016).

MEICO | Consumer Director - Northern Region (Atlantic Coast and Santander) | Jun 2015 - Sep 2016
 Company with over 100 years of experience in the distribution and marketing of leading brands and the development of its own brands in the food, beverage, and spirits categories.
o Execution of the sales strategy and budget control.
o Active participation in defining Route-to-Market strategies to optimize the coverage and efficiency of the distribution network.
o Design and implementation of training and motivation plans for the sales team.
Outstanding achievements:
 96% of the sales target was met, with a +15% growth (2016 vs. 2015).
 Double-digit growth in volume and distribution of our own brands.
 Incorporation of AB InBev brands into our product portfolio, where we doubled the sales force, increasing from 110 representatives to 220.
 Restructuring of sales routes, improving coverage, productivity, and market control, reaching 343 municipalities.
 Increase in domestic distribution by +11 percentage points (2016 vs. 2015).
 Participation in and implementation of Route to Market, where distribution indicators were improved and the number of daily deliveries increased by +18 percentage points (2016 vs. 2015).

BRITISH AMERICAN TOBACCO | Commercial Manager - Atlantic Coast Region | Oct 2009 - Jan 2015
 Multinational tobacco company.
o Management of the sales and distribution strategy for products in key regions.
o Implementation of visibility programs and promotions at points of sale.
o Participation in the definition and implementation of Route-to-Market strategies to ensure coverage and optimization of the distribution network.
Outstanding achievements:
 95% sales and 98% turnover achieved.
 Market share regained in strategic areas, with double-digit growth.
 Sustained leadership of premium brands (the most profitable).
 Returns were reduced in a controlled manner to 0.3%, and inventory control was 100% aligned with the target.
 Visibility and merchandising plans were implemented with over 90% coverage at points of sale.

Other positions at BAT:
Member of the BAT and Pro Tobacco Integration Team - Bogotá | aug 2011 - jul 2012
Strategic Channels Regional Manager - Barranquilla | mar 2008 - oct 2009
Trade Marketing Executive - Bogotá | feb 2006 - mar 2008
Trade Marketing Representative - Barranquilla | apr 2004 - feb 2006
General Achievements at BAT:
 Developed marketing strategies and executed promotional plans that boosted market share, achieving increases of +12 percentage points (2009 vs. 2008) for high-value products.
 Led marketing campaigns that positively impacted visibility and turnover at points of sale, with a growth of +20% (2007 vs. 2006).

References available upon request.