A leading lubricants company is seeking a Business Unit Manager (Central America).
About the role
The Business Unit Manager will define and lead the sales and commercial strategy for the Central American region. Working directly with the General Manager, they will be responsible for achieving revenue and sales margin targets, in accordance with budget objectives and other management guidelines. The Business Unit Manager ensures the achievement of budget objectives, both in terms of profitability and sales volume, at the channel and regional levels.
Key Responsibilities:
Regional Sales Strategy and Performance
• Define annual and multi-year regional sales plans, KPIs, and targets; present them during quarterly reviews and budget cycles.
• Manage the regional sales budget; monitor performance against targets and implement corrective action plans.
• Develop country-specific sales strategies to maximize market penetration and coverage.
• Develop country-specific sales strategies to maximize market penetration and coverage.
• • Optimize gross profit, net profit, and EBITDA through a combination of effective products, pricing, promotions, and volume planning.
• Continuously analyze market trends, competitor activities, and channel dynamics. Prepare SWOT analyses for senior management.
• Evaluate, select, and jointly onboard strategic distributors; monitor their performance, capabilities, and compliance with the Commercial Policy.
• Ensure optimal sales ratios, adequate inventory levels, and a robust product flow.
• Conduct channel assessments and develop growth strategies with wholesale partners and key market players.
• Calculate import incentives and compliance targets; prepare proposals for management approval.
• Maintain up-to-date customer and market files, including competitor information, activity logs, operational issues, and recommended actions.
• Submit monthly performance reports with analyses, risks, opportunities, and proposed solutions.
Customer and Distributor Support
• Oversee Customer Service activities in the region, ensuring service quality and problem resolution.
• Develop and maintain strong relationships with distributors, wholesalers, and key strategic clients.
• Support distributor teams with on-site support, training sessions, store visits, and business development initiatives.
• Oversee and validate the execution of promotional campaigns; monitor return on investment (ROI) and market activation performance.
• Support distributors in strengthening their distribution model, pricing structure, and overall business profitability.
• Lead and support in-store programs and sales incentives aimed at boosting retail sales.
• Monitor invoice payments, credit exposure, and financial discipline; advise importers on growth and credit requirements.
Cross-Functional Leadership
• Provide regular market feedback, including competitive pricing, promotions, and new product launches.
• Identify and recommend new product opportunities aligned with market needs and consumer preferences.
• Collaborate closely with the Marketing department to develop compelling value propositions and optimize resource allocation.
• Coordinate marketing resources, tools, and brand materials for trade shows, customer events, and sales activities.
• Actively participate in promotional events, brand activations, and field activities to strengthen brand presence.
• Deliver or coordinate technical/product training for distributors, dealers, and end users as needed.
Key Technical Skills
• Multinacional sales strategy planning
• S&OP Processes
• Solid understanding of key P&L factors (revenue, margins, OPEX, EBITDA, etc.)
• Marketing Strategies
• Market Intelligence and Competitive Analysis
Education/Degree:
• Bachelor's degree in Engineering, Finance, Marketing, Business Administration, Economics, or related fields.
• Additional studies related to Sales or Marketing are a plus.
Required Experience:
• 8-12 years of experience, with at least 5 years of sales/marketing experience managing a distribution network or importers (national or international).
• Experience in B2B sales, Key Accounts (B2C experience is a plus).
• Experience in S&OP processes, strategic planning, sales, product, pricing, business unit profitability, etc.
• Experience in lubricants / Oil & Gas is required.
Languages:
Spanish and advanced English