Fernando Hernndez Ramos

Managing Director at AT Cross Mexico

Mexico City Mexico | ferhramos@prodigy.net.mx
mx.linkedin.com/in/fernandoshernandez/

Work History

Skills

Managing Director

Aug 2010 - Present

MS Office

A.T. Cross Services Mxico, S. de R.L. (A.T. Cross Company)

Reporting to Regional Director, North America. <?x
Opened and grew the first LatAm subsidiary for leading international manufacturer of fine
writing instruments, reading glasses, and personal accessories. Distribution takeover from local
distributor for retail, Stationary, and BG channel expansion. Extended shop-in-shop (2 new
doors) presence in Sears with aggressive growths.

Fer's Recent TV
Scorecard

Launched several new QWI lines (Townsend, Edge, Tech3+, Click, Tech2, Star Wars, Marvel
collections), as well as leather, stationary accessories, with healthy inventory levels in major
retailers, sustaining profitability for last three years. SHEAFFER line takeover from BIC Mexico
to become local category leader by Dec, 2014, regain market leadership.
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Independent Consultant

PokerStars.net - Chivas TV Ad

Jun 2008 - Present

CYTI (Calidad y Tcnica Industrial), S.A. de C.V.

Marketing and Business Development consulting; business processes evaluation to produce
recommendations and action plans to produce quantifiable results.

PokerStars.net - Chivas Sponsorship TV Ad

Campaign, featuring defender Aarn
Galindo

Fer's Visual Scorecard

Rational Services, Ltd. (PokerStars.net) Acting Country Manager Mexico Launch

Company startup, license negotiations, Chivas football team sponsorship, LAPT event.
Ingeniera Industrial, S.A. (BRAVOAG Agrochemicals) - Strategic business analysis and longrange planning (2010 - 2012). Company restructuring and M&A evaluation. Interim Marketing &
International Sales Director
Carioca Bela: Delicias de Sao Conrado. Brazilian cheese bread line ("QuePao de Queijo" and
"Panini QuePao de Queijo") business venture. Product launch at gourmet / deli destinations:
City Market (Comerci), Mega CoMexa, Chedraui, HEB, and Walmart Mexico.
PokerStars.net Launch Print Campaign

Marketing & Business Development Lead

Jun 2008 - Aug 2010

TF Digital
Strategic marketing consulting and communications, including business planning and
development, salesforce communications, event and sport marketing.Customers to date
include:DHL Express Mexico - Salesforce incentive / motivational
programAutomovilismovirtual.com - Relaunch business plan
SuperISSSTE - Digital, POP, Brand marketing strategies and implementation plans for
government-owned supermarket chain. Go to: www.superissste.com/

Commercial Director

Sep 2007 - Jun 2008

bwin Mxico, S.A. de C.V.

Reporting to bwin Mexico CEO.

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Launch Print execution, editorially

positioning the PS.net brand as a mental
and skill sport (Oct'08).

PokerStars.net Chivas Teaser Campaig

PokerStars.net Chivas Teaser Campaign

Manage the sales, marketing, advertising and other communication matters of the Company as
well as the www.bwin.com.mx website, supporting online and offline activities for the bwin
Entertainment Group the main shareholder of bwin in Mexico to aggressively position the
bwin brand in the Mexican and LatAm markets. Successfully launched the first integrated
Marketing campaign, increasing customer awareness to over 40% and above competition
(Caliente, Play City)

Marketing Director

Mar 2006 - Aug 2007

General Mills Ventas de Mxico, S. de R.L. de C.V.

Reporting to Commercial Director.
Establish the commercial vision for the company based on its corebrands / platforms (HagenDazs, Nature Valley, Betty Crocker, Green Giant, Pillsbury) to secure growth in the long and
short runs.
Prepared and executed the F07, F08 Marketing Plans to fulfillment of the KPIs summarized in
the Unit Rating Grid (Volume, Sales, %DM/NS, etc.) + 30% top line and EBIT growth vs. LY.

Associate Partner

Sep 2004 - Mar 2006

ABC Consultores, S.A. de C.V.

Marketing Division. Reporting to Founding President.
Provide customers with solutions and knowledge to build or consolidate profitable businesses
through opportunity areas identification and analysis, strategic brand development, as well as
optimal action plan definition and execution. Customers included:

Church & Dwight, Marketing plans for various product lines (Arm & Hammer)

Sport City (Grupo Mart) sports clubs, preventive health Marketing program

CYTI (C. y Tcnica Industrial), Business expansion & diversification project

NW Universe, No!No! skin care treatment Marketing strategy

ITESM, CEM Small Business Incubator, Strategic Planning counselor

Quiznos Sub Mexico, Master Franchise Analysis, Proposal

Bandag Mxico, Premium Brand Seminars

FunStation - Digital Supplying Kiosks

New business model for selling digital
content (music, video, audiobooks, tones,
...) through kiosks defined as "Digital
Supplying Stations". Brasil concept
launched to US, Europe, and LatAm
(Aug'09).

Sabritas (Frito-Lay Mexico) Happy Fa

Equipment Business Unit Director

May 2003 - Sep 2004

NIKE Servicios de Mxico, S.A. de C.V. (NIKE, Inc.)

Reporting to General Manager.

Happy Face Logo "lift" project to upgrade

company's corporate image while heading
the Merchandising function (1995). This
logo is later rolled out to all PepsiCo
Foods International's global subsidiaries.

Accountable for revenue and profitability generation (+17% vs. YAGO) as well as planning of
product / category portfolio management for the leading athletic balls, bags, and sports
accessories brand in Mxico, as well as new category introductions (NIKE Golf, Fitness,
Baseball, Am. Football).

Marketing Director

Nov 2000 - May 2003

NIKE Servicios de Mxico, S.A. de C.V. (NIKE, Inc.)

SuperISSSTE Webpage, designed by C

Reporting to General Manager

Preliminary webpage design for Mexico's

largest government-owned supermarket
and pharmacy chain (339 stores
nationwide). Go to: www.superissste.com/

Responsible for developing Brand Marketing strategies and seasonal business plans, new
business opportunities, as well as managing regional and country initiatives, advertising, sports
promotions, PR, brand protection, and retail development activities. On the Sports Marketing
activities, I led the relationships with NIKE Teams Club Amrica and negotiations with Club
Atlas, Pumas, and the Soccer National Team (thru FMF). In terms of athletes, names such as Ana
G. Guevara, Rafael Mrquez, and Pavel Pardo were added to NIKE roster under my tenure.

Footwear Business Unit Director

May 1998 - Nov 2000

NIKE Servicios de Mxico, S.A. de C.V. (NIKE, Inc.)

Reporting to General Manager.
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Accountable for revenue and profitability generation as well as planning of product / category
portfolio management for leading athletic footwear brand in Mxico. Market size potential was
researched and consumer, product, channel, price strategies developed to obtain double-digit
growth each year. First locally-produced lines for new segments and channels (mass-merchants
and zapateras) launched successfully.

Regional Business Development Manager

Jan 1996 - Apr 1998

Sabritas, S.A. de C.V. (Frito-Lay International)

Reporting to West Zone Sales VP.

"QuePao de Queijo" Event Launch

Responsible for planning, design, and coordination of regional trade and product marketing
activities within Sabritas largest, most important sales region.

Brazilian cheese bread concept "QuePao

de Queijo" launch under the "Delicias de
Sao Conrado" umbrella brand during
Mexico Citys Cultural Fair, sponsored by
the Brazilian Embassy in Mexico.

Planning and implementation of Plan Perla comprehensive growth plan, exceeding 20% in
96 and 30% in 97 revenue growths, and achieving Sabritas highest regional market share
(91.3% Area 3 Nielsen). Successfully launched 2 new regional products plus several Sales force
incentive programs and trade (Mom & Pop, Organized Trade) promotions.

National Sales Development Manager - Merchandising Sep 1993 - Dec 1995

Sabritas, S.A. de C.V. (Frito-Lay International)
Reporting to Natl. Sales Dev. VP.
Planning, design, and distribution of all merchandising and POP materials. Planning and
implementation of national Sales force communication programs and trade promotions.
Budget: 7.5 M USD. Launched new display systems for existing and new channels. Achieved
sales growths of +25% on sales force incentive programs and +35% with trade promotions. Part
of the Marketing team that launched the all-time successful "Sabri-Tazos" consumer
promotion, where I headed the Sales Force and Trade communication and promotional efforts.
Led the design and implementation of the new "Happy Face" design launch into all internal
and external media.

MKT Summer Intern

May 1992 - Aug 1992

Procter & Gamble Distributing Co.

Reporting to Customer Business Development Publix Team Leader (While @ UT Graduate
School)

bwin On Line Campaign

Real Madrid Promo Banner to generate
brand awareness and increase site traffic
(Oct'07)
bwin On Line Campaign
"play for real" Corporate Campaign Mexican application (Nov'07)

Participated on a UT Graduate School led program where I immersed myself in a leading

company for a Summer and analyse and learn about building systemic business relationships.
Because of my consumer goods interest, I was appointed to P&G working in a multi-disciplined
team working with the leading supermarket chain in the Southeast Division: Publix
Supermarkets. I led the introduction of a new product ("Ultra Downy") and helped with the P&G
/ Publix negotiations for increased shelf spaces with a competitive shelf analysis that took me to
over 40 retail stores across Florida and South Georgia.

Brand Manager Sonrics

May 1990 - Jul 1991

Sabritas, S.A. de C.V. (PepsiCo Foods International)

Reporting to Group Brand Manager - Sonrics.
Led several new product introductions, new packaging designs, and aggressive advertising and
promotional campaign for the chewing gum and soft candy categories (+40% total Sonric's
business) that helped the "Bombiux" chewing gum core brand achieve category leadership,
upsetting all-time leader "Motitas" (Warner Lambert). Introduced first generation of
supermarket channel Sonric's line as well as first product lines coming out of the JV with
Canadian "Leaf" production partner.

Sales Development Assistant

Mar 1988 - Jun 1989

Sabritas, S.A. de C.V. (PepsiCo Foods International)

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NIKE FZT (Football Zero Two) Campaign

NIKE Park El Toreo (Dome) Consumer
Experience: 70,000 Kids in 11 days,
enjoying an intense soccer experience at a
mysterous and surprsing setting bullfighting ring - (May'02).

Planning, design, and distribution of all merchandising and POP materials for all Sabritas and
Sonric's lines and channels. Budget: 6.0 M USD. Define supplier production processes and
uniform bidding procedures.

Education
MBA

Aug 1991 - Aug 1993

University of Texas at Austin - McCombs Graduate School of Business

Full-time program.
UT Alumni Network, Mexico Chapter 1993

Hagen-Dazs Shop Caf Polanco

1st Company shop opened by GMEX in
Mexico (Flagship store with proposed new
global design) (Mar'07).

Good Neighbor Scholarship, UT Austin 1992-93

Bachelor in Sciences

Aug 1983 - Dec 1987

ITESM CEM (Monterrey Tech)

9.4/10 (Best GPA in Class)
Founding President, ITESM CEM Alumni Association 1988-91
Mention of Honor, ITESM CEM - 1987
Nature Valley Sampling Efforts

P&G Mxico International Marketing Seminar Nov 1987

Motosampling activity performed on

urban centers (MEX, GDL, MTY) to offer the
product to target consumers (Nov'06).

Career Magazine Chief Editor Avance Empresarial - 1986

Interest
Actively contend in national and international Tennis, Soccer, Running tournaments and
events.
Willing to travel and relocate if a suitable opportunity comes along within North America, Latin
America, or Western Europe.

Summary & Objective

Betty Crocker Pancakes New Packaging

Fernando is a Commercial executive with + 25 years of Marketing and Sales experience

expanding leading global brands in Mexican and LatAm subsidiaries. His career foundation was
built at Frito-Lay Mxico (Sabritas) and Procter & Gamble US, followed by progressively
responsibility leadership roles at NIKE, ABC Consultores (Quiznos Sub, Church & Dwight),
General Mills Mxico, bwin, and CYTI / TF Digital (Live for Speed, PokerStars, DHL, BRAVOAG,
SuperISSSTE). Fernando prides himself for having the Strategic Planning, Business Analysis and
Quant. Skills, High-Profile Communications, Leadership Identity, and Team Management
competencies that have enable him to profitably grow market share in several of them. He is a
passionate and competitive individual, always seeking excellence in every aspect of my
professional and personal life, committed to surpass results and overachieve at the job done.

Product line revitalization ("Wallpack"

design) to improve communication of
product attributes and benefits (May'07).

Fernando has a focused expertise on premium brand management and marketing

communications (offline and online), product marketing with different sub-regional BU's with
sales organizations under my command, sports marketing sponsorships and regional media
negotiations, LatAm and North American regions' consumer knowledge, trade marketing,
alternative channel development, customer business development and retention, category
management, supply chain management, and full P/L responsibilities managing profitable
growth for all of them.
Fernando is actively seeking a solid leadership opportunity in the Commercial (Marketing /
Sales) area or General Management within a dynamic, profit-seeking, growth-oriented
organization with which to fulfill his labor stability, economic growth, and professional
development goals.

CROSS Shop-in-shop, Sears Plaza Sat

Please check my business network and LinkedIn public profile at:

http://www.linkedin.com/in/fernandoshernandez

Negotiated and launched 3 new

controlled space with top account Sears.

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Custom

References

Languages: Spanish (Native tongue), English 100%; Portuguese 50%. Multi-cultural

Luis M. Montalvo

Objective
Consolidate a leadership opportunity in the Commercial area or General Management within a
dynamic, profit-seeking, growth-oriented organization. Plus 25 years experience with career
foundation built at Frito-Lay Mxico (Sabritas) and Procter & Gamble US, followed by
progressively responsible leadership roles at NIKE, General Mills Mxico, bwin, CYTI, and AT
Cross / SHEAFFER.

Fernando has worked for me over the last

year being an knowledgeable partner,
very professional and creative, with a high
compromise for results and team work,
plus an important negotiating skills with
suppliers. I'm glad to recommend
Fernando and I'm open for any potential
and more in depth discussion if required.

Sarne Lightman
Fernando Hernandez worked as an
external consultant for PokerStars during
our launch into Mexico at the end of 08
and beginning of 09. His market
understanding and research played a key
role in defining our entry strategies to the
market place.
On the ground, Fernando was an integral
part of both the selection and recruitment
of our local media and PR agencies as well
as led and finalised our negotiations with
Chivas football club.
Fernando is a very experienced and
knowledgeable Mexican gaming industry
executive who would be an asset to any
gaming company either in or considering
entering the Mexican market.

Anala Benedetti
Fernando is a business leader, a
marketing hawk, a truly focused and a
creative and highly ethical professional.
He gets things done, and he always gets
results. Truly commited and team worker,
Fernando is an extraordinary plus to any
team.

https://www.visualcv.com/fer6310