Silvia Collier
Miami
Summary
Experienced executive with a track record of driving results in sales and marketing strategy in the CPG industry. Proven expertise in P&L management, sales strategy, and go-to-market strategies, with a focus on wholesale distributor management. Extensive experience in international markets, including South and Central America, the Caribbean, and North America. Adept at collaborating with cross-functional teams.
Overview
24
24
years of professional experience
Work History
Sales and Strategy Director Latin/Caribbean Region
Conair LLC
Miami
01.2018 - Current
- Led the beauty electrics business in LATAM and the Caribbean region.
- Increased the distribution by 23%.
- After a 5-year absence, we have listed seven new models in Walmart stores in Central America.
- Developed the sales strategy for the hair accessory category.
- Increased sales by 30%.
- Improved profit contribution by +20% over two years by introducing new product launches and identifying operational efficiencies.
- Negotiated multi-year contracts with key distributors and key retailers in all countries in Central, South America, and the Caribbean, except Brazil.
- Led assortment portfolio mix strategy for the LATAM region, ensuring successful launches achieved 100% distribution in key countries.
- Developed a clear multi-brand strategy with a precise price position in the market for each brand and expanded full distribution.
- Led 15 sales managers in overachieving sales budget for four years.
- Improved regional product mix and reduced overall SKU count by 25%, while improving SKU productivity.
- Led the short- and long-term forecast for all countries served.
- Successfully achieved synergies that allowed the LATAM business unit to meet the inventory turn goals set by the corporation in 2021.
- Implemented strategic offerings to enhance the company's suite of products and services.
- Exceeded sales goals through upselling and cross-selling within existing client base and strategically attracting new business.
- Built relationships with external partners including vendors, clients, suppliers in order to foster collaboration on projects related to strategy execution.
- Analyzed current market conditions, identified key competitors, and created plans to increase market share.
International Marketing Manager Latin America (Cuisinart Brands/Conair)
Conair Corporation
Miami
01.2013 - 01.2016
- Led strategy for the relaunch of the brand in Colombia
- Achieved #1 position at key retailers increased sales by 262%
- Launched a whole new category of Cuisinart Air Fryers in the premium price segment, which has become the division's #1 selling product
- Successfully launched the Babyliss Paris brand as a beauty brand in Colombia
- Developed a 360 Marketing strategy including all communication, PR and POS, social media, and displays to help sell- out for, increased sales by 70% YOY for the Cuisinart Brand
- Developed training material and calendar by country to ensure the training of all in-country sales associates
- Successfully developed a 3-year roadmap including product features, benefits, industrial design, and packaging for five consumer goods products
Senior Strategic Sourcing Manager Black & Decker - North America Market
Spectrum Brands
Miramar
01.2010 - 01.2013
- Managed all the vendor commercial activities and relationships with Chinese suppliers, including final product cost, quality, schedules, tooling, returns, and chargebacks
- Annual purchase of $150MM.
Category Manager - Black & Decker North America Market
Spectrum Brands
Miramar
01.2008 - 01.2010
- Led overall marketing and product development for two major categories (Food Prep and Garment) a total of $100MM categories
- Developed major ranges that were sold into significant accounts in North America i.e
- Walmart, Target, K-mart, QVC, Kohl's, and other major accounts in the US
- Achieved # 1 sales in sales with the top sellers in the coffee maker category sold in Walmart
- Managed inventory levels to ensure proper inventory levels for product launches and pipelines
Brand Manager Remington Fem Depilation - North America Market
Spectrum Brands
Miramar
01.2007 - 01.2008
- Managed all marketing initiatives that directly affected brand equity in the $65MM women's shaving and grooming category
- Developed consumer segmentation research used to create brand positioning, product development and communication strategy, resulting in #1 market share position in the women's shaving and grooming category
Global Lead Marketing Remington -Latin America all categories
Spectrum Brands
Miramar
01.2004 - 01.2007
- Managed and executed the promotional plans including the inventory management to ensure 100% sell through of the products
- Managed rollout of Remington brand portfolio in all countries in Central, South America and Mexico and successfully listed the range with top 10 retailers in the region
Associate Marketing Manager Rayovac -Latin America
Spectrum Brands
Miramar
01.2001 - 01.2004
- Regional marketing manager for Rayovac Latin America based in WHQ
- Re-launched Rayovac brand in Latin America with new packaging, new formulation, and new brand message
Education
Executive MBA -
University of Wisconsin-Madison
01.2007
BBA - Marketing
University of Wisconsin-Madison
01.2000
Skills
- Go-to-market strategy
- Market Pricing Strategy
- Strategic Portfolio Management
- Business Development Initiatives
- Strategic Business Planning
- Sales Revenue Growth
- Business Growth Strategy
- Market Segmentation Expertise
- Brand Development Strategy
- Channel Strategy Development
- Strategic Development
- Profit and Loss Management
- Brand Positioning Expertise
- Strategic Business Planning
Training
Marketing Strategy for Business Leaders, Cornell University-Ithaca, NY
References
References available upon request.
Additional Sections Info
Google Analytics
Timeline
Sales and Strategy Director Latin/Caribbean Region
Conair LLC
01.2018 - Current
International Marketing Manager Latin America (Cuisinart Brands/Conair)
Conair Corporation
01.2013 - 01.2016
Senior Strategic Sourcing Manager Black & Decker - North America Market
Spectrum Brands
01.2010 - 01.2013
Category Manager - Black & Decker North America Market
Spectrum Brands
01.2008 - 01.2010
Brand Manager Remington Fem Depilation - North America Market
Spectrum Brands
01.2007 - 01.2008
Global Lead Marketing Remington -Latin America all categories
Spectrum Brands
01.2004 - 01.2007
Associate Marketing Manager Rayovac -Latin America
Spectrum Brands
01.2001 - 01.2004
Executive MBA -
University of Wisconsin-Madison
BBA - Marketing
University of Wisconsin-Madison
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