Luis Acosta
Sales Director / Saucony, TYR & Raleigh · Tavistock Group
Mexico City, CA
In My Own Words
Luis has 20 years of professional experience in Sales, Marketing and Business Development. Focus in new product introduction, team development. P&L Responsibility and Strategic Brand and Channel Thinking. Successfully generating growth in several multinational brands in the Latin America Region (Mexico) : Saucony, TYR, Reef, New Balance, PowerBar, Reebok.
Top Skills: Sales & Marketing Planning and Forecasting, Team Building & Development, Customer Experience Marketing, Customer Relationship Building, Channel Strategy Development, Product Portfolio Management.
Work Experience
Sales Director / Saucony, TYR & Raleigh
Tavistock Group2014 – 2016
Responsible for Driving Sales and Margins Mexico for the Sports Brands in Mexico: Saucony, TYR & Raleigh Brands. Saucony • Lead product and sales initiatives to increase wholesale YTD revenue growth +52% vs. 15 & Net Sales Growth +61% vs. 15 • Lead the product initiative for a complete SMU Line for Wholesalers and Distributors. • Position Saucony with major retailers as the # 2 Specialized Running Brand in the Market. • Grew 50% Doors in two major accounts: Liverpool and Mistertennis. • Introduce Saucony with the largest distributor in Latin America - Grabasa • Continue growth in all major retailers: Liverpool, Palacio, Mistertennis, Innova, Marti. • Responsible for the P&L and all Sales Reports to Saucony HQ TYR • Introduce TYR in Key Retailers with Full Line in Liverpool, Innova, Mistertennis and Marti. • Lead product and sales initiatives to increase wholesale YTD revenue growth +27% vs. 15 & Net Sales Growth +31% vs. 15 • Lead the Initiative for a local production line.
Sales and Marketing Director
REEF2012 – 2014
Responsible for Driving Sales and Marketing in Mexico for the Reef Brand. • Responsible for developing the 5 Year Plan for the Brand In Mexico. • Build and Develop the structure for the Sales and Marketing team in the market. • Successfully launched the Brand in Mexico in 2013 in 200 Doors in Key Accounts: Liverpool, Marti, Palacio de Hierro, Mister Tennis, Dportenis, Innova Sport, Sears among others. • Responsible for negotiating two distributors for the brand for the South East Region based in Cancun and the North West Region based in Tijuana. • Lead Sales, Product and Marketing initiatives to increase wholesale revenue growth +25% 14 vs 13. • Lead Partnership alliances with Monster, Rexona, Pacifico among others.
Marketing Manager
New Balance Athletic Shoe, Inc.2010 – 2012
Head of Marketing and Product Team in Mexico for the New Balance Brand • 2010 New Balance Global Marketing Award • Lead product and marketing initiatives to increase wholesale revenue growth +13% vs 09, Total Revenue & Net Sales Growth +11% vs. 09. • Developed Product Architecture and Communication Strategy for KA in 2012 • Successful Growth Results in NB Licensees in Mexico: +12% vs. 10 • 3 Year Marketing and Merchandising Plan for the Brand in Mexico. • Successfully Launched: 2010 - Toning & 2011 - Running Lightweight Category in Mexico
Sales Director
Grupo Arketipo2009 – 2010
Mexican B2B company that delivers creativity and experience in Marketing Solutions (Mainly in POS Materials, Expo Stands, Events, Shop in Shops, Boutiques) to meet the needs of the international companies (Dell, Televisa, Cablevisión, lacoste among others).
Marketing Director
Voit2006 – 2009
Head of Marketing and Product Team for the Voit Brand • Lead product and marketing strategies to increase wholesale revenue growth +35% in 2009 vs. 2006. • Responsible for developing the organization structure for Product and Marketing. • Increase Market Share in Equipment to from 7% in 2006 to 12% in 2009. • Lead the New Brand Identity for the Brand with Landor in 2007. • Innovative Initiatives: Pink Ball in the Professional Soccer League in Mexico to prevent and help women with breast cancer in 2007 up to date. • Lead the project to sign two professional soccer teams: Necaxa and San Luis in 2007.
Sports Marketing Manager
Nike, Inc.2005 – 2006
Head of Sports Marketing Team • Manage National Mexican Team, Club America, Athletes, Federations and Events. • Negotiate 9 Key Athletes for Consumer Marketing Promotions. • 25% reduction sports marketing expenses. • Strategic Partnership Alliances with Bimbo, Marti, Gatorade and others.
Business Unit Manager / PowerBar
Nestle Nutrition2002 – 2005
Head of Sales, Marketing and Operations. • Brand and Business Category Development in Mexico: Energy Products: Bars, Gels and Drinks. • 75% Sales increase from 2002 to 2005. • Successfully increased distribution in KA: Marti, Nutrisa, GNC, Sams, Sport City. • Successfully negotiated four third party distributors. • Responsible for negotiating 25 feature athletes, 85 events and a corporate sponsorship program.
Marketing Manager
Reebok1999 – 2002
Head of Marketing Team in Mexico for the Reebok Brand • Lead marketing strategies to increase wholesale revenue growth +25% in 2001 vs. LY. • Responsible for negotiating 10 feature athletes for the Sydney Olympics for consumer promotions: Ana Guevara, Soraya Jimenez (Gold Medal), Victor Estrada (Bronze Medal) among others. • Lead the New Brand Identity for the Brand in 2000. • Increased 400% the RBK Concept Corners in KA: Marti, Liverpool, PH and Sears among others.
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