Joaquín De la Garza

Promoted to Mercedes-Benz Buses Spareparts Manager. Responsible of the spare parts business for Spain: Increase the revenue and contribution margin targets. Maintaining stock levels with minimum lead times in three different warehouses throughout Spain. Yearly Promotions to fit seasonal demand. Ensure customer satisfaction.  

• Reach/exceed revenue and Ebit targets
• Increase service level by 5%
• Meet stock rotation targets
• Develop sparepart strategy for NMC and LMP batteries for electric buses
• Lead activities resulted from the Separation between Mercedes-Benz AG passenger cars and Daimler Truck Ag commercial vehicles
• Increase employee satisfaction index by 20%; promote teamwork, delegation, and empowerment 

Promoted to Mercedes-Benz Buses Marketing and Product Planning Manager. Responsible of the Market Intelligence, Product Planning, and Publicity and Promotion Strategy of Mercedes-Benz Buses in Mexico.  This means to establish and manage the strategy of gathering Market Intelligence information to determine the Market size, Share of market and Sales targets; coordinate the elaboration of market reports to Management. Manage  the Product portfolio lifecycle; analysis of the Sales potential of the products and/or options that can be sold in México (volumes and prices); represent Mercedes-Benz Buses Mexico before Worldwide Market and Product Committees. Manage and coordinate the Promotion and Publicity activities and targets, like Fairs, Press, Publicity, Social media; Manage the Marketing budget.

• Consolidate a Market Intelligence strategy to gather information about the buses registrations in the 32 states in Mexico, in order to generate useful information for setting the SoM targets and measuring the sales performance of the Dealers
• Analysis of the Market performance in order to present to Management what the trends will be in order to prepare the different Operating Plans
• Manage the introduction of the Euro 5 Product Portfolio, the Safety Bus Coach,  the Toreto minibus; Manage the Future Project List
• Increase the Brand presence in Target media (Magazines, Newspapers, etc) as well as Social media (Facebook +300k Likes, Youtube); double non paid publicity
• Reduction of Marketing expenses by 15%; implementation a Zero Based Budget Methodology

Promoted to Mercedes-Benz Buses Regional After Sales Manager. Responsible of implementing and executing the strategy to sell $XX Mio USD of Cautive and All-Makes spare parts throughout 14 dealers and 3 direct customers. Negotiate Business plan (revenues and products) with Dealers of the North-Pacific region of Mexico. Assess the Total Cost of Ownership of direct customers and negotiate a spare parts proposal for transmission and filtration and Detroit-Diesel Reman Products.

• Increase Revenue by 10% by boosting the promotion of several lines
• Decrease by 5% the Over the Counter lost sales on the Dealers by building a Stock level strategy
• Sell and Promote the Service Plus program where customers pay a fixed amount per driven distance
• Follow-up of Marketing campaigns with Dealers in order to position with Customer the different Mercedes-Benz After-Sales programs

Promoted to Freightliner Product Planning Specialist. Manage the Product strategy to ensure Sales targets were achieved. Represent Daimler Trucks Mexico before Mercedes-Benz and Freightliner Product Committees in Germany and in the United States, respectively. Lead the analysis of market acceptance of trucks with new technologies like, Natural gas, Euro V, etc. Develop Marketing material to be used by internal Sales area and by Dealer network. Publish product marketing materials in communication media (radio, magazines, news papers, gazettes).

• Successfully lead the Marketing requirements for the introduction of the Cascadia to the Mexican Market
• Build the business case for Mercedes-Benz Actros and Axor trucks in México
• Successfully lead the introduction of the EPA04 product portfolio

Promoted to TBE Specialist. Track the performance of the Trucks, Buses and Vans Sales initiatives so as the  AfterSales, and Human Resources ones, in the Total Business Excellence  Program in order to provide a comprehensive and executive outlook to the Steering Committee and OpCom.

Implement de first FCPA (Compliance) Controls in the Accounts Payable, Accounts Receivable and Procurement departments; train the Sales People about the FCPA rules and the next steps to be made in order to comply

Industrial Engineering with Specialization in Finance and Marketing

Thesis theme: Re-engineering of the Vehicle Emissions test Program in Mexico city, a statistical analysis