Marcel Barcellos

Ferremundo is an Ecuadorian company specialized in import and sale hardware, construction, industrial and automotive products representing leading brands worldwide. It also has its own brands and its own steel and drywall factories.

Responsible for designing and executing the company's commercial strategy, as well as managing the relationship with the main customers and suppliers with sales for $80M per year. In charge of sales and profitability of the brands and business units, managed through the different responsible managers, as well as the P&L, with more tan 100 employees.

Main Achievements:

• Redesign of sales channels and reorganization of Business Units to generate more commercial focus.
• Recovered sales in 2024 that had been falling in the second half of 2023, achieving now a 3% growth from last year.
• Managed and motivated sales team to increase profitability 15% in the first year, through better discount management with 3 percentage points growth in gross margin. Increased profit margins by effectively controlling customers discounts and selling more profitable products. It was a successful pricing strategy.
• Implementation of the structure of the new brand represented Husqvarna that will be a business of $10M in incremental annual sales.

Responsible for the management of the company in Ecuador, in addition to sales leading the Safety and Industrial Business Group. In charge of the implementation of the Compliance Values and Culture program aligned with corporate guidelines and the local execution of a global operational efficiency project to reduce the structure in the country. Member of the Board of Directors of Country Governance of Latam and Andean Region Leadership Board. I also represented the company in Business Associations and Government Relations.

Main Achievements:

• Collaborated cross-functionally with headquarters, regional and other teams nationally to maintain consistent message and experience.
• Managed cross-functional teams to ensure efficient communication and collaboration in achieving organizational goals. (Top 10 GPTW 2020, 2021 and 2022)
• Ensured compliance with relevant regulatory requirements, minimizing risk exposure for the organization and maintaining a strong reputation in the market. (Second Place in Merco Ecuador Ranking in Retail Category)
• Negotiated contracts with suppliers to secure favorable terms that benefited the company''s bottom line.
• Ensured regulatory compliance by working closely with legal advisors and government agencies. Almost $3M was recovered in tax refunds from efforts in government entities.
• Drove corporate social responsibility initiatives by partnering with local communities for sustainability projects (Junior Achievement Foundation, UNHCR Ecuador)
• Coached and mentored team members, fostering a culture of continuous learning and development.

Responsible for the Safety & Graphics Business Group management initially and two years later Industrial Business Group, with 9 divisions in total. In charge of uniting both Business Units and creating the new Safety & Industrial Business Group with a team composed of 12 sales reps, 2 channel managers, 3 marketing managers and 1 technical service specialist, with sales of US$ 30 million per year, made through 25 distributors nationwide.

Main Achievements:

• Increased profit margins 27% and revenue in 10% in 2016 by effectively controlling budget and increasing sales at the same time.
• Successful implementation of the local merger of both businesses generating efficiencies with less distributors and sales reps maintaining sales and profitability
• Resolved problems with high-profile customers to maintain relationships and increase return customer base.
• Held one-on-one meetings with sales team members to identify selling hurdles and offered insight into best remedy.
• Achieved established KPI for company, regional team and individual performance through teamwork and focus on customers.
• Coached and promoted high-achieving sales and account management employees to fill leadership positions with qualified staff and boost company growth.
• Collaborated cross-functionally with headquarters, regional and other teams nationally to maintain consistent message and experience.

Sales Manager of the Personal Safety Division in Ecuador, the most important sales division of the company and Cleaning Solutions. Responsible for the sales and marketing of the division with a team of 7 sales reps, 1 channel specialist, 1 marketing manager and 1 technical service, with sales of US$ 15 million per year, through 15 distributors nationwide.

Main Achievements:

• Increased sales revenue in 20% in the first year by developing and implementing effective sales strategies, such as Key Account Program, Resellers Program, Smart Discounts and Sales Follow Up Program (Tier B-C customers)
• Led a successful sales team by providing motivational coaching and performance-based incentives.
• Consistently met or exceeded quarterly sales targets through diligent effort and persistence in closing deals.
• Provided ongoing training and mentorship for junior sales staff, fostering professional development and career growth.
• Optimized sales funnel management, enhancing lead generation and conversion rates.
• Enhanced sales team morale and cohesion maintaining open communication channels.
• Fostered culture of continuous improvement, encouraging feedback and implementing best practices in sales operations.
• Increased sales force productivity by introducing sales tools and routines (Sales Rep Productivity).

Banco de Guayaquil is one of the most important bank in the country and at that time the most profitable.

Responsible for the commercial control of the Bank's insurance through all its marketing channels:
-Telemarketing: own and external call center
-Branches: 500 people nationwide
-Banco del Barrio: 3500 points nationwide
-ATM: 700 nationwide

I was in charge of a team of 20 people in Guayaquil, Quito, Cuenca, Ambato and Santo Domingo, managing individual, corporate and mass businesses. Additionally, I was responsible for the sale of insurance with the entire sales structure of Banco de Guayaquil that add up to more than 450 people nationwide.

• Main achievements:
  Creation of the Synergy Project (sale of insurance through the Commercial Network of Banco de Guayaquil)
• Exceeded sales quotas and increased profitability through effective sales strategy and business planning: Increased revenue by 300% in one year by efficiently using the bank's sales network. Launch of the first Life Insurance product: 552% first year.
  Developed incentive programs to motivate team members to exceed their sales targets consistently. Segmentation of the sales team according to the new channels implemented.
• Implemented regular follow-up procedures with the sales team to maintain open lines of communication (structuring agendas, calendars, meetings and reports)

Supan was the leading industrial bakery company in Ecuador at that time and the only one with nationwide coverage in this segment. It is now part of the Bimbo Group.

AB InBev is the largest beer company in the world and entered Ecuador in 2003. Commercial Manager was my last position, after starting as a Trade Marketing Supervisor, Sales Supervisor and Sales Manager.