Juan Fernando Garcia Soto

I am an Industrial Engineer with an Executive MBA, with a remarkable track record spanning over 16 years in the machinery and automotive sectors. My career has been characterized by an unwavering commitment to delivering exceptional customer service, driving marketing initiatives, spearheading sales efforts, overseeing aftersales services, demand planning, and conducting thorough audits.

Throughout my professional journey, I have excelled in dynamic sales-oriented roles, serving as a brand representative responsible for leading interdisciplinary commercial teams. My experience includes holding pivotal positions as both LATAM Regional and Country Manager. Additionally, I've played a vital role in Business Development for premium brands.

My professional persona is characterized by an unwavering focus on execution, adaptability, strong negotiation skills, visionary thinking, influential leadership, exceptional service delivery, and empathy. I continually strive to lead with a forward-thinking approach while being accountable for achieving outstanding team results. My commitment to delivering results is matched only by my sense of urgency in accomplishing tasks.

My leadership extends beyond operations, encompassing the strategic orchestration of cross-functional teams, including commercial, administrative, financial, service, and marketing units. My strategic vision is firmly rooted in principles of congruence, coherence, and efficiency.

Regional Manager - Latin America North District

Volvo Construction Equipment - Jul 2018 - Jun 2023 (5 years)

Responsible for executing the VCE strategy across a complex portfolio of 8 markets, each with its unique nuances and challenges.

Key Areas of Accountability:
Retail Sales and Acquisition: Overseeing and driving retail sales growth while actively seeking acquisition opportunities in the designated markets. Dealer Development: Nurturing and developing an effective network of dealerships to enhance market coverage and customer satisfaction. People Development: Fostering the professional growth of the team, ensuring they are well-equipped to meet objectives and drive success. Strategic Vision: Contributing to the development and execution of a forward-looking strategic vision for the region. Business Opportunities: Identifying and capitalizing on emerging business opportunities in the construction equipment sector. Customer Engagement: Actively engaging with customers through regular visits, representing VCE as a trusted partner. Brand Image Enhancement: Enhancing the brand image through negotiation, agreements, and concessions, collaborating closely with first-line managers and General Managers/Directors. Sales Target Responsibility: Taking ownership of achieving a retail sales target of U$ 24 million in close collaboration with commercial teams operating across 21 service points within diverse territories. International Travel: Being available for international travel, spending approximately 28 weeks per year on the road, visiting customers face-to-face, conducting one-to-one meetings, and engaging with both large and medium-sized fleets in partnership with the distributor. Distributor Relations: Effectively managing and nurturing relations between the distributor and VCE.

Markets:
Guatemala, El Salvador, Nicaragua, Honduras, Panamá, Costa Rica, Colombia, Venezuela, Cayman Islands, Trinidad and Tobago, Peru, and Ecuador.

Aftersales Machinery Manager

Derco - Dec 2016 - May 2018 (1 year 6 months)

As the Commercial Aftersales Manager in Colombia, I lead the strategic direction for spare parts and customer service, driving growth and revenue for prestigious brands such as JCB (UK) heavy machinery and VALTRA (Brazil) tractors. My role is anchored in elevating income and revenue while placing unwavering emphasis on enhancing customer satisfaction and fostering loyalty.

Key Responsibilities:

Strategic Leadership: Spearhead the development and execution of the commercial strategy, aligning it with the business objectives of JCB and VALTRA in the Colombian market. Revenue Growth: Drive initiatives to significantly increase income and revenue for the JCB and VALTRA brands, ensuring they maintain a strong market presence. Customer Satisfaction: Maintain an unrelenting focus on enhancing customer satisfaction, aiming for higher levels of loyalty among existing customers. Pricing Strategy: Develop and implement competitive pricing strategies to capture market share while maintaining profitability. Product Development: Collaborate with cross-functional teams to identify and introduce new products that align with market demand. Marketing Initiatives: Lead marketing efforts to promote products and services, driving brand visibility and awareness. Team Leadership: Provide leadership to a team of six on-site engineers responsible for customer visits and support, as well as five sales customer advisors. Sales Target Achievement: Set and work toward ambitious sales targets, with a focus on achieving up to USD 3.0 million in sales revenue.

Aftermarket Sales Chief - Trucks & Machinery Division

Derco - Apr 2015 - Dec 2016 (1 year 9 months)

As the Spare Parts Commercial Chief Manager within the Machinery Division, I held a multifaceted role with a primary focus on driving excellence in the spare parts business for Derco in Colombia. My responsibilities encompassed various critical aspects:

Key Responsibilities:

Strategic Leadership: Spearheaded the formulation and execution of a comprehensive commercial strategy for spare parts. This included product development, pricing strategy, and strategic marketing and advertising efforts. Financial Oversight: Took responsibility for meticulously controlling the financial aspects of the spare parts operation, overseeing income, costs, and expenses. Customer Loyalty Enhancement: Led initiatives aimed at increasing customer loyalty to OEM (Original Equipment Manufacturer) spare parts, ensuring customers received top-quality components that met their expectations. Market Share Expansion: Worked diligently to expand the market share of spare parts, strategically positioning Derco as a preferred choice among customers. Dealer and Distributor Channel Growth: Implemented strategies to grow the network of dealers and distributors, thereby enhancing sales coverage and market reach.

National Spareparts Manager – Asia Race Colombia

Mahindra Group - Jun 2014 - Nov 2014 (6 months)

As the leader of the Spare Parts Division, my role was integral in shaping the strategic direction and planning for the brand. I oversaw a wide array of responsibilities with the primary objective of driving growth and excellence in the spare parts segment:

Key Responsibilities:
Strategic Development: Spearheaded the strategic development and planning initiatives for the spare parts division. This involved formulating long-term strategies to expand the national dealer and distributor network. Service Policy Design: Designed and implemented comprehensive service policies to ensure a seamless experience for customers, including efficient spare parts supply schemes. International Relations: Managed international relations and purchases, particularly with India, to secure the necessary spare parts and optimize procurement processes. Demand Planning: Utilized data-driven insights to plan and manage spare parts orders effectively, aligning supply with customer demand. Warehouse Operations: Oversaw central warehouse operations, ensuring the efficient receipt, storage, and distribution of spare parts. Inventory Control: Implemented robust inventory control mechanisms to optimize stock levels, minimize carrying costs, and prevent overstocking or shortages. Financial Oversight: Took charge of monitoring and controlling the financial aspects of the spare parts operation, ensuring profitability and sustainable growth

Spareparts Supply & Demand Coord.

Autogermana - Dec 2012 - May 2014 (1 year 6 months)

Responsible for spare parts demand planning strategies and inventory for BMW - MINI and MOTORRAD brands. Perform local and international purchases to guarantee a healthy financial operation in order to increase service level to customers.

Key Responsibilities:

• Managemet of national and international purchases.
• Negotiation and approach to suppliers looking forward the best operational indicators (Lead Time, Order Fill, First Order Fill, First Availability Pick, dispatch, invoicing, Booking ... etc).
• Responsible for the Autogermana spare parts inventory.
• In charge of 6 people directly.
• Head of the after sales operations area and sales to authorized dealers.
• Sales of obsolete Stocks

Demand Planning Coord.

General Motors - Aug 2010 - Dec 2012 (2 years 5 months)

In charge of international purchases in order to develop an adequate supply chain to Chevrolet’s dealers (92 dealers nationwide). Develop close relations with GM SPO (USA), GM Mexico, GM Chile, GM Ecuador, GM Argentina, GM Venezuela, Adam Opel (Germany), Saic GM Wulling (China), GM Shanghai (China), GM Brazil and Isuzu Motors (USA). Achieve adequate inventory levels (cash flow) restricted to a fixed inventory and high order fill of spare parts.

Aftersales Marketing Analyst

General Motors - Jul 2007 - Aug 2010 (3 years 2 months)

Responsible for business intelligence. Develop price sensitivity analysis program. Manage operational indicators (compliance, sales, turnover and customer service). Design an aftersales business

policy in order to control dealers incentives. Spare parts sales forecast (2007-2010). In charge of product development (accessories and wear parts). Corporate recognition for the design, creation, implementation and sales management of trucks engine repair Kits. Reaching an increase in sales of USD 6.5 million annually.

Aftersales Operations Trainee

General Motors - Jan 2007 - Jul 2007 (7 months)

Responsible for price analysis and proposals, data mining, price negotiations with Isuzu Motors (Japan). Promote advertising with dealers. Manage dealers orders and back orders

INALDE BusinessSchool

Master of Business Administration - MBA, BusinessAdministration and Management Executive

2018 - 2020

INALDE BusinessSchool

Digital Mindset Transformation - Designing Organizations to Transform, BusinessAdministration and Management, General

2020 - 2020

Universidadde Los Andes

Ingeniero Industrial 

2004 - 2014