Kristel Méndez Sarango

• Lead the end-to-end brand, portfolio and value proposition strategy for Nicovita in the LATAM shrimp category, aligned with corporate growth and profitability objectives.
• Orchestrate the competitive positioning strategy, differentiation and brand architecture for a highly technical B2B category.
• Direct the development, relaunch and strategic management of the product portfolio, ensuring alignment with customer value, margin and lifecycle efficiency.
• Govern the strategic pricing model, managing category- and segment-level revenue and profitability.
• Define the integrated communications strategy to strengthen brand positioning and demand generation.
• Design and orchestrate the Customer Experience (CX) model, integrating commercial, technical and service processes to maximize loyalty and customer lifetime value.
• Lead the Go-To-Market strategy for product launches, integrating marketing, trade marketing, sales and technical advisory teams.
• Govern market intelligence, advanced customer segmentation and customer archetypes, supported by analytics.
• Represent the brand in strategic industry forums and international trade shows, strengthening Nicovita’s positioning as an innovation and sustainable growth benchmark.

Key Contributions

• Profitability uplift in specialized portfolios through redesign of an integrated value proposition.
• Acceleration of volume growth through structured mid-term commercial models.
• Sustained market share expansion through customer-archetype-based portfolio architecture.
• Significant productivity gains in product development through agile model implementation.
• Strengthening of the customer experience operating model through a cross-functional CX program.

• Led the transformation of data into strategic market, segment and customer insights for decision-making with direct impact on growth, profitability and business focus.
• Designed and deployed the Data-Driven Roadmap for the shrimp business in the Andean Region.
• Directed competitive intelligence, advanced segmentation, pricing analytics and business scenario simulations.
• Governed the executive performance reports for the Ecuador shrimp business, providing integrated analysis of results, risks and opportunities to the Executive Committee.
• Orchestrated commercial development and service management guidelines across Sales, Technical Advisory, Supply Chain, Logistics, Credit and Collections.

• Led the redesign, implementation and governance of the Commercial Back Office, integrating Customer Supply, Commercial Conditions and After-Sales to ensure operational efficiency and customer satisfaction.
• Designed and implemented the service governance model and its end-to-end operating model.
• Developed and managed the Cost-to-Serve model by segment and value proposition component, enabling profitable pricing and service decisions.
• Structured and defended the business case for the CRM 360° initiative.
• Led the implementation of SAP S/4HANA – commercial process (Order to Cash).
• Designed, implemented and scaled digital after-sales customer service tools, quotation apps and exceptional pricing agreement workflows.

• Led the creation and implementation of the Shared Services model for 3M’s five Business Units, centralizing Trade Marketing, Pricing and Business Intelligence.
• Designed and implemented Corporate Internal Service Policies, standardizing processes and service levels.
• Implemented the Pricing and Discount Management Model, aligned with profitability, competitiveness and channel strategy.
• Designed and deployed the Sell-Out Program, boosting channel rotation, visibility and commercial efficiency.
• Led the Incentive & Bonus Program for commercial partners and sales teams, aligning incentives with performance and business results.