Executive Career Portfolio — Mexico & LATAM

Executive commercial portfolio showcasing 27+ years of B2B leadership across Mexico and Latin America. It highlights proven results in market development, strategic accounts, sales transformation, channel expansion, team leadership and P&L management, supported by real business cases demonstrating how I build markets, transform commercial organizations and accelerate profitable growth.

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1. RAÚL DUCOING | EXECUTIVE CAREER PORTFOLIO COMMERCIAL DIRECTOR • COUNTRY MANAGER • SALES DIRECTOR LATAM WatsApp: +52 5554515071 Email rducoing@yahoo.com & raul.ducoing.arjona@gmail.com 27+ years building markets, transforming commercial organizations and accelerating profitable B2B growth across Mexico & Latin America. BUILD NTIC / ZERUST® TRANSFORM NORBAC III ACCELERATE HOLLINGSWORTH & VOSE REPEATABLE LEADERSHIP FORMULA Diagnose Market → Build Structure → Create Pipeline → Win Strategic Accounts → Develop Team → Protect Margin → Forecast & Manage P&L → Scale CORE EXECUTIVE CAPABILITIES Market Entry & GTM CRM / Pipeline Strategic Accounts Pricing & Margin Channel Development Forecast / SIOP Commercial P&L LATAM Expansion Team Leadership Technical Selling WHAT THE FIRST 12 MONTHS SHOULD PRODUCE 0–90 DAYS | UNDERSTAND Market • Customers • Team • Pipeline • Financials • Channels OUTCOME → PROFITABLE REGIONAL GROWTH Automotive / OEM • Industrial Manufacturing • Oil & Gas / Energy • Mining / Metals • Power & Infrastructure • Chemicals / Corrosion • Filtration / Engineered Materials • MRO / Distribution • Packaging • Food / Pharma MEXICO & LATAM FOOTPRINT Mexico • Colombia • Peru • Panama • Chile • Central America • Caribbean | Brazil: collaborative coverage
2. BUILD | NTIC Created and scaled a Mexico/LATAM commercial platform from an early-stage base into a multi-country, distributor-led growth engine. $5.807M 2023 Revenue 13.9× Scale from $417K 48 / 36 Distributors / Active 10 Sales Reps HOW THE RESULT WAS CREATED Greenfield market development • Technical / consultative selling • Channel ecosystem: 1 master distributor → 48 partners / 36 active • Strategic-account penetration • Territory expansion • Sales-team development • Cross-selling • KPI / forecast discipline SELECTED PROOF POINTS Revenue ~$417K → $5.807M • 13.9× scale • 48 partners / 36 active • ~370 active customers • GM 38% • EBITDA 12% • Selected accounts: Cummins, Valeo, PEMEX, Jatco, Nissan, VW, Audi, GM, Ternium, Metalsa, John Deere, Caterpillar MARKET-BUILDING SCALE 2008 baseline ~$417K revenue 1 master distributor Limited product champions Early-stage regional presence 2023 platform $5.807M revenue 48 distributors / 36 active 10 sales reps + support structure Multi-country LATAM coverage STRATEGIC ACCOUNT & SECTOR PROOF Automotive / OEM • Oil & Gas • Steel • Industrial • Mining • Power Generation • MRO Selected end-customer experience: Cummins, Valeo, PEMEX, Jatco, Nissan, Volkswagen, Audi, GM Silao, Ternium, Metalsa, John Deere and Caterpillar. P&L & CHANNEL DISCIPLINE 2023 GM 38% | EBITDA 12% | Distributor margin framework 35% below list | Pricing authority up to 12% | Budget target +30% | Weekly 1:1 cadence + monthly all-hands | KPIs: Sales vs Budget, Pipeline, New Customers, Visits, Distributor Sales, Forecast Accuracy and Conversion.
3. TRANSFORM | NORBAC Reorganized sales execution, installed commercial discipline and expanded products, customers and sectors to deliver rapid profitable growth. $7.20M Revenue +73.1% YoY Growth 5 → 10 Sales Team +32% Productivity HOW THE RESULT WAS CREATED Sales-force restructuring • Territory ownership • CRM / pipeline discipline • Coaching & accountability • Strategic-account recovery • New-account hunting • Cross-selling • LATAM expansion • Pricing / margin discipline SELECTED PROOF POINTS Revenue $4.16M → $7.20M • +73.1% YoY • +32% productivity • ~24% revenue from new products • Team 5 → 10 • New / expanded: Jatco, Hyundai, American Axle, Danfoss, Mabe, Mahle, Metalsa, Ternium, Dina, Kenworth • Recovered: GM, John Deere, Ford, AHMSA, Navistar, Toyota BEFORE → AFTER COMMERCIAL TRANSFORMATION Starting point 5 demotivated sellers Mexico-centric coverage Pipeline concentrated in early stages Limited KPI / cadence discipline Transformed model 10-person sales organization Territories across Mexico + Colombia + Peru CRM / KPI / coaching cadence Cross-selling + sector expansion VERIFIED ACCOUNT DEVELOPMENT New / expanded: Jatco • Hyundai • American Axle • Danfoss • Mabe • Mahle • Metalsa • Ternium • Dina • Kenworth Recovered / reactivated: GM • John Deere • Ford • AHMSA • Navistar • Toyota COMMERCIAL FINANCE & ACCOUNTABILITY Revenue $4.16M → $7.20M (+73.1% YoY) | GM ~30% monitored monthly | 2025 target +35% | Pricing authority up to 15% | Annual forecast with monthly / quarterly reviews | Expense control across travel, events, samples, autos, training and marketing.
4. ACCELERATE | H&V Built a modern hunter engine in a highly technical filtration market while connecting pipeline generation to forecasting, pricing and financial discipline. +17% YoY Sales Growth 107 Mapped Accounts 48 Qualified Leads 24 Advanced HOW THE RESULT WAS CREATED Account mapping • ICP / segment prioritization • Sales Navigator + Apollo prospecting • Technical qualification • Consultative selling • Joint technical-commercial calls • CRM discipline • Pipeline acceleration • Pricing / forecast management SELECTED PROOF POINTS +17% YoY sales growth • 107 targets → 48 qualified → 24 opportunities → 16 active projects → 8 wins • 30 active customers • 2 pilots • Sales cycle −18% • Approvals in food, battery & filtration HUNTER / NEW BUSINESS ENGINE 107 TARGET / PROSPECTS 48 QUALIFIED 24 OPPORTUNITIES 16 ACTIVE PROJECTS ACCELERATION PROOF Sales Navigator + Apollo + CRM prospecting | Qualification discipline | Joint technical-commercial selling | Pricing and margin control | Forecast / AOP / SIOP alignment | Working-capital awareness | Faster sales-cycle execution TECHNICAL + COMMERCIAL OPERATING SYSTEM +17% YoY sales growth | 30 active customers | 2 pilots | Sales cycle −18% | Approvals across food, battery and filtration applications | Commercial approach designed to convert technical qualification into repeatable revenue growth.
5. CAREER TRANSFORMATION SCORECARD How the leadership pattern evolved across three operating environments Dimension Core Challenge Revenue / Growth Team Commercial System Customer Growth Financial Discipline Leadership Signature NTIC / BUILD Create market and regional $417K → $5.807M Built to 10 sales reps Channel + territory + strategic ~370 active customers 38% GM; 12% EBITDA Build NORBAC / TRANSFORM Fix structure, motivation and $4.16M → $7.20M 5 → 10 sellers CRM + KPIs + sales plans New customers + expansion + P&L / profitable growth Transform H&V / ACCELERATE Generate faster hunter growth in +17% YoY 4 sales reps + 1 CSR Sales Navigator + Apollo + CRM + 48 qualified; 8 wins; 16 projects Pricing, forecast, AOP/SIOP, Accelerate REPEATABLE LEADERSHIP FORMULA Diagnose Market → Build Commercial Structure → Create Pipeline → Win Strategic Accounts → Develop Team → Protect Margin → Forecast & Manage P&L → Scale HOW I LEAD People-first leadership with clear accountability: territory and account plans, individual objectives, coaching, joint customer calls, pipeline reviews, KPI cadence, technical/commercial development and recognition. I respect technical expertise and add the commercial operating system that helps teams win. EXECUTIVE MANAGEMENT CADENCE Weekly / biweekly pipeline & priorities | Monthly KPI and forecast review | Quarterly territory / business review | Annual budget and growth plan | Continuous pricing, margin, conversion and channel-performance management FINANCIAL LEADERSHIP LENS Revenue + Gross Margin + EBITDA + Pricing + Forecast + Budget/AOP + Working Capital + ROI Direct or shared P&L governance depending on company structure; decisions anchored in profitable growth and sustainable market development. MY COMMERCIAL OPERATING SYSTEM | OPPORTUNITY → SCALE 01 | UNDERSTAND Market • Customer • Application • Economics 02 | TARGET Accounts • Verticals • Countries • Opportunities 03 | WIN Value proposition • Technical sale • Negotiation 04 | EXPAND Cross-sell • Applications • Locations • References 05–06 | SCALE + CONTROL Team • Distributors • Infrastructure • Pipeline • Forecast • Margin • KPIs • P&L
6. MASTER PORTFOLIO | EXECUTIVE READ ME This portfolio summarizes 27+ years of commercial leadership across Mexico and Latin America, demonstrating how I build markets, transform sales organizations and accelerate profitable growth through strategic accounts, technical selling, channel development, team leadership and financial discipline. CHAPTER Executive Career Dashboard BUILD — NTIC TRANSFORM — NORBAC FOCUS RECRUITER TAKEAWAY Executive thesis Market creation & scale Commercial transformation ACCELERATE — H&V Hunter / acceleration engine Leadership Scorecard How I lead Executive Read Me Career fit BUILD → TRANSFORM → ACCELERATE; repeatable profitable-growth leadership ~$417K→$5.807M; channel 2→48; 38% GM; 12% EBITDA $4.16M→$7.20M (+73.1%); team, pipeline, account recovery and expansion +17% YoY; 107 targets→48 qualified→24 advanced→8 wins; cycle −18% People-first accountability, KPI cadence, coaching, forecast and financial discipline 27+ years | Mexico + LATAM | B2B technical / industrial growth leadership TARGET POSITIONING Commercial Director LATAM | Country Manager | Sales Director | Sales & Marketing Director | Strategic / Key Account Leadership | Market Entry & Profitable Growth EXECUTIVE BRAND Market Builder • Commercial Transformer • Growth Accelerator Build the Market. Win the Accounts. Scale the Business. Profitable Growth — Not Revenue at Any Cost CAREER TIMELINE | 27+ YEARS W.H. Grainger → Brady → Intermatic → NTIC / ZERUST → NORBAC III → Hollingsworth & Vose Selected proof: Brady $1.3M → $4.2M | Intermatic avg. 48.5% YoY growth | NTIC $417K → $5.807M | NORBAC $4.16M → $7.20M CREDENTIALS, RECOGNITION & LANGUAGES 8× Top Sales Executive — ZERUST® Corrosion Solutions (2015–2021 + 2023) UNAM — Bachelor of Business Administration | CFSS — Certified Filtration & Separation Specialist, Waterloo Filtration Institute | ZERUST® Oil & Gas / corrosion-control application training Spanish — Native | English — Bilingual | Portuguese — Advanced ROLE RANGE & VALUE PROPOSITION Commercial Director LATAM | Country Manager | Sales Director | Sales & Marketing Director | Strategic / Key Account Leadership I build and transform commercial organizations across Mexico & LATAM—combining market development, strategic accounts, technical sales, channel expansion, team leadership and P&L discipline to deliver profitable growth. SELECTED CAREER PROOF Brady $1.3M→$4.2M | Intermatic 48.5% avg. YoY | NTIC ~$417K→$5.807M | NORBAC +73.1% YoY | 48 channel partners | 10+ sellers built / led