IESE Business School

The University of Chicago Booth School of Business

Universidad Simón Bolívar

Head of Supply en KAVAK.com

Tools for Humanity

Regional Manager Mexico & Central America

Pets Table

Head of Biz Ops

- Led the organization (300+ FTEs) to increase sales YoY whilst significantly cost structure, FTE efficiency and CX
- Achieved record performance for conversion rates and NPS scores
- Rolled out Salesforce for lead management

Kavak.com

Sales Director

- Supported the international expansion of Asia & Middle East by adapting tools, setting operational framework and adapting playbook to local markets
- Worked with local leaders to instill Kavak culture and mindset within comercial teams

International Customer Expansion Lead

- Led the team through expansion of the retail organization from 12 stores to over 25 across 6 different cities, managing an org of over 400 FTEs 
- Increased percentage of sales coming from the retail channel 10 p.p.
- Rolled-out standardized operation manual across all stores to harmonize Customer Experience

Retail Director

- Responsible for Operational, Compliance and Financial results of the rides business for Mexico

Uber

Head of Territories

- Managed to secure a positive regulation for the largest market in our region by working closely with a cross-functional team and articulating an engagement strategy
- Managed to unlock on of the largest States in terms of TAM via passing a reform to the law
- Delivered on 2019 financial targets for the Region

General Manager

- Worked with a cross-functional team to deliver the launch of a market that had been beyond reach by regulatory outlook via the deployment of a comprehensive strategy that proved successful
- Selected for a stretch assignment as part of a research team to assess viability and Go-to-market strategy for a new Line of business. The delivery of the research was successfully presented to the Executive Leadership Team in HQ with positive results.
- After re-structuring, achieved building a fully staffed, high functioning team. Scores in Employee satisfaction and Manager Surveys among the highest LatAm-wide.

Associate General Manager

- Undertook a project for understanding employee sentiment and diagnosing opportunity areas. Ended up becoming a full re-organizational effort where we streamlined the organization (15-20%) and boost employee morale after the changes were implemented (statistically significant improvement in all dimensions measured). 
- As a result of the re-org, I was given the leadership of a newly form Territorial team, overseeing a business volume of 4X my previous scope and nearly a third of all Mexico, managing remote team members in two different offices. 
- Worked a cross-functional strategy to launch Los Cabos, another key market within Mexico in terms of business potential with positive results, way above forecast
- Supported the team in the design and execution of our competitive response to a heavily funded player in our first metropolis in Mexico

Territory Lead

- Took on full responsibility of managing the team. Implemented action plan on High Performing team based on Lencioni's 5 behaviors pyramid. Achieved 2017 results on both growth and profitability, simultaneously hitting 100% employee NPS.
- Worked with cross-functional areas (Public Policy, Legal, Communications) to execute the first ever city rollbacks in LatAm for the company with positive results. Impact on partners and media was minimized and one State regulated the business model shortly after that allowed the re-launch of the city.
- Articulated public support in pushing for regulatory change, achieving several national Twitter trending topics, media deployments and press releases by several NGOs and chambers.

Senior Operations and Logistics Manager

- Selected for a special project to act as a Regional Growth Manager, where managed the acquisition growth budget for over 30 cities in Mexico (over US $100M)
- Worked alongside channel managers and the whole regional marketing structure on improving acquisition efficiencies by experimenting on copies, switching channel mix and optimizing cost curves
- Launched three more cities, including Cancun, one of the largest markets in Mexico in terms of potential
- Initiated my path as a manager by taking in three direct reports, being the ultimate responsible for acquisition efforts and overall business growth

Lead Operations and Logistics Manager

- Launched the business in two more cities, doubling the sub-region's TAM
- Led compliance efforts for the entire driver and vehicle base in accordance with local regulation of one of Mexico's largest cities, laying the foundation for processes later on replicated for further cities
- Supported the exponential growth of our existing business through several acquisition and engagement experiments & investments in multiple channels (including digital marketing and internal growth engines) with positive ROI

Operations and Logistics Manager

- Launched UberEATS on its first international market in Barcelona, being in charge of courier operations
- Selected for overseas assignment in The Philippines, where successfully experimented on driver conversion incentives, secured several third party vendors for loyalty programs and provided support to hundreds of partner drivers.

Fototea is a platform that enables photography, video production and audiovisual editing services to be sold to individuals or companies in an easy and transparent manner. Awarded with Startup-Chile grant.

CMO & CO-FOUNDER	
•	Defined, planned and executed marketing campaigns that brought over 1,000+ suppliers, 100+ clients who originated 3,000+ quotes in the first three months. 
•	Managed both supplier and customer service with all users in order to increase adoption, engagement and retention.

Fototea

Co-Founder

• Conducted research on the effect of Facebook's media for maximizing reach and engagement metrics and designed a publishing strategy for brand pages based upon the insights obtained, which was tested and rolled out across sales and marketing teams on the EMEA region.

Facebook

Media Solutions Intern

• Coordinated multidisciplinary teams in the development of 4 business plans for a carbonated soft drink (CSD) known as Malta, for the Venezuelan, Caribbean, Spanish and US markets. These business plans led us to maintain leadership on the domestic market and to grow sales in 150% on the foreign markets.
• Led the implementation of a SAP - CRM solution to the marketing planning process of the company. This solution incremented the visibility and control over a budget close to 25% of the net sales and reduced 2 weeks of the annual planning process.
• Responsible of several research studies of consumers, clients, and markets in subjects such as pricing, branding, advertising and demand forecasting with companies like IPSOS, Nielsen, and government agencies, including: proposal development, sample design, questionnaire development, data collection, processing and analysis, and reports & recommendations.
• Designed and implemented a Business Balance Scorecard, giving monthly visibility to directors and managers of both key process indicators and the alignment between the business strategy and execution.
• Implemented and coordinated the Voice of Client (VOC) methodology, conducting 1500 surveys monthly nationwide. It saved $300,000 within the first year of implementation.

Cervecería Polar, C.A.

Business Intelligence Analyst

• Built statistical regression models to identify the main variables that affected sales. These models helped to re-direct the marketing investment more efficiently, by discarding 3 out of 8 variables that influenced it.
• Adapted and determined the feasibility of the Voice of Client (VOC) methodology, to evaluate client’s satisfaction and loyalty.
• Developed a manual for the process of collecting the information necessary to build the annual business plan. This step by step manual saved the coordination of 3 weeks of work.

Miguel Rocha