Raul Ducoing Arjona Executive Portfolio

Executive Career Portfolio showcasing 27+ years of commercial leadership across Mexico and Latin America. Highlights proven experience in strategic accounts, business development, market entry, sales leadership, channel development, go-to-market strategy and P&L management. Includes real business cases demonstrating how I build markets, transform commercial organizations and accelerate profitable growth across complex B2B industries.

#CommercialDirector #SalesDirector #CountryManager #LATAM #Mexico #BusinessDevelopment #SalesLeadership #B2BSales #GoToMarket #KeyAccountManagement #RevenueGrowth #PnL

Transcript

1. RAÚL DUCOING SALES & BUSINESS GROWTH LEADER Mexico & LATAM commercial leadership across strategic accounts, new business, sales management, market expansion, channels and P&L. Email rducoing@yahoo.com Location: México City Metropolitan Area WhatsApp + (52) 5554515071 LinkedIn: https://www.linkedin.com/in/raul-ducoing-arjona/ BUILD TRANSFORM ACCELERATE Build the Market. Win the Accounts. Scale the Business. Key Account Management | Sales Manager | Sales Director | Sales & Marketing Director | Country Manager 01
2. EXECUTIVE IMPACT A track record spanning strategic accounts, sales execution, team leadership, market building and profitable growth. 13.9× +73% 48 38% 27+ NTIC revenue scale NORBAC YoY growth Distributor partners Gross margin Years B2B leadership CAREER SIGNALS • Personally developed and expanded strategic OEM / industrial accounts • Built Mexico/LATAM businesses from greenfield conditions • Hired, coached and led sales organizations of 10+ people plus support • Built and activated distributor ecosystems across multiple countries • Managed revenue, gross margin, pricing, operating expense and EBITDA levers • Operated across Mexico, Colombia, Peru, Panama, Chile, Central America and the Caribbean RAÚL DUCOING | EXECUTIVE CAREER PORTFOLIO 02
3. VALUE PROPOSITION Sales leader. Account builder. Growth operator. I create value across the full commercial chain — from winning strategic accounts to building teams, channels and regional businesses. THE COMMERCIAL CHAIN Customer opportunity → Profitable regional growth Accounts • New Business • Sales • Channel • Team • P&L My experience allows me to contribute handson in key accounts and new business, lead sales organizations, or take broader commercial and country responsibility as the business scales. RAÚL DUCOING | EXECUTIVE CAREER PORTFOLIO 03
4. WHERE I CREATE VALUE One commercial skill set — adaptable from strategic accounts to country leadership. The scope can change. The growth discipline stays the same. WIN STRATEGIC ACCOUNTS GROW SALES → Consultative selling • technical solutions • negotiation • relationships → New business • pipeline development • cross-selling • market penetration BUILD CHANNELS LEAD TEAMS → Recruit • activate • manage distributors and commercial partners → Hire • coach • KPIs • forecasting • accountability MANAGE THE BUSINESS EXPAND MARKETS → P&L • gross margin • pricing • EBITDA • commercial investment → Mexico & LATAM • market entry • territories • scalable GTM RAÚL DUCOING | EXECUTIVE CAREER PORTFOLIO 04
5. HOW I THINK MY COMMERCIAL OPERATING SYSTEM — FROM OPPORTUNITY TO SCALE. A repeatable sequence that works whether the mandate is a key account, a territory, a sales team or a country. 01 UNDERSTAND 02 Market • customer • application • economics 04 EXPAND Cross-sell • new applications • locations • references RAÚL DUCOING | EXECUTIVE CAREER PORTFOLIO TARGET 03 Accounts • verticals • countries • opportunities 05 SCALE Team • distributors • marketing • infrastructure WIN Value proposition • technical sale • negotiation 06 CONTROL Pipeline • forecast • margin • KPIs • P&L 05
6. CAREER JOURNEY A CAREER BUILT AROUND CREATING COMMERCIAL GROWTH ENGINES. Increasing scope from regional sales management to Mexico & LATAM commercial leadership. 1998–1999 W.H. Grainger Regional Sales Manager 2000–2004 Brady Corp. Sales Manager Mexico & Central America 2004–2008 Intermatic Inc. Sales Manager Mexico & LATAM 2008–2024 NTIC / ZERUST® Sales & Marketing Director Mexico & LATAM 2024–2025 NORBAC III Sales & Marketing Director Mexico & LATAM 2025–2026 Hollingsworth & Vose Sales & Marketing Manager Mexico & LATAM RAÚL DUCOING | EXECUTIVE CAREER PORTFOLIO 06
7. COMMERCIAL BREADTH MARKETS, INDUSTRIES & APPLICATION EXPERIENCE 27+ years selling technical solutions into complex B2B environments across Mexico & Latin America. MOBILITY & ADVANCED MANUFACTURING ENERGY & INFRASTRUCTURE CHEMICALS, SURFACE & CORROSION ENGINEERED MATERIALS & PROCESS CHANNELS & END MARKETS • Automotive & OEM • Aerospace & defense • Electronics & electrical • Industrial manufacturing • Metals & steel • Oil & Gas — upstream / midstream / downstream • Petrochemical & refineries • Power generation & utilities • Water & wastewater • Mining • Specialty industrial chemicals • Wash, rinse & degreasers • Surface preparation • Protective coatings • Rust removal & corrosion control • VCI / FCI & anti-rust packaging • Filtration & separation • Nonwovens • Plastics & resins • Industrial packaging • Pulp & paper • Food & pharmaceutical • MRO & industrial distribution • Strategic / key accounts • Distributor networks • Retail / home improvement • Government & public infrastructure SELECTED ACCOUNT EXPOSURE Cummins • Nissan • Volkswagen • Audi • GM • PEMEX • PDVSA • Ternium • John Deere • Caterpillar • IUSA • Home Depot • Tamsa • Polioles • Peñoles • Goverment Different industries. Same discipline: understand the application → identify the account → create value → win → expand → scale. RAÚL DUCOING | EXECUTIVE CAREER PORTFOLIO 07
8. CASE STUDY 01 — BUILD Northern Technologies International Corp / ZERUST® From a small distributor-led business to a scalable Mexico & LATAM commercial platform. $417K THE MANDATE Create the market. Build the channel. Build the team. Starting revenue $5.807M ~370 2023 revenue Active customers 13.9× 48 / 36 Scale Distributors / active 2008 → 2024 08 RAÚL DUCOING | EXECUTIVE CAREER PORTFOLIO
9. NTIC / ZERUST® SITUATION → ACTION → IMPACT The story is not the job description. It is the business change. SITUATION ACTION IMPACT • ~$417K revenue • Built 48-partner channel ecosystem • $5.807M revenue • 1 master distributor • Limited market awareness • Minimal commercial infrastructure • Hired and led 10 sales reps + support • Created vertical/account strategy • 13.9× scale • 38% gross margin • 12% EBITDA • Installed CRM, forecast and KPI cadence RAÚL DUCOING | EXECUTIVE CAREER PORTFOLIO 09
10. NTIC / ZERUST® HOW ACCOUNTS BECAME A REGIONAL GROWTH ENGINE. Strategic-account pull plus channel leverage created repeatable growth. 01 TARGET Priority industries + strategic accounts 02 → WIN Technical selling + customer value 03 → EXPAND Applications + locations + crosssell 04 → CHANNEL Distributor fulfillment + coverage 05 → SCALE Territories + coaching + CRM RESULT Strategic accounts converted into a scalable Mexico & LATAM commercial platform. RAÚL DUCOING | EXECUTIVE CAREER PORTFOLIO 10
11. CASE STUDY 02 — TRANSFORM NORBAC III Turn commercial activity into accountable, profitable growth. THE MANDATE Improve ownership. Improve execution. Improve economics. $4.16M Starting revenue $7.20M Revenue +73% YoY growth 2008 → 2025 RAÚL DUCOING | EXECUTIVE CAREER PORTFOLIO 11
12. NORBAC III FROM PIPELINE VOLUME TO PIPELINE QUALITY. The inherited funnel showed high apparent activity but heavy concentration at the earliest stages. SITUATION ACTION IMPACT • 257 new prospects • Clarified seller ownership • +73% YoY revenue • 32 contact made • Biweekly pipeline + forecast reviews • ~32% productivity improvement • Field coaching and joint visits • +24% revenue via new products • KPI + training discipline • Stronger operating visibility • 15 discovery / needs defined • Very thin late-stage funnel RAÚL DUCOING | EXECUTIVE CAREER PORTFOLIO 12
13. CASE STUDY 03 — ACCELERATE Hollingsworth & Vose Strengthen the opportunity engine through hunter activity, applications and account development. 107 Prospects 48 Qualified leads 24 Opportunities 16 Active projects 8 Wins Focus: hunter/new business • technical/application selling • account recovery • opportunity progression • conversion RAÚL DUCOING | EXECUTIVE CAREER PORTFOLIO 13
14. LEADERSHIP SCORECARD ONE LEADER. THREE BUSINESS CHALLENGES. The operating system changes with the business challenge. The commercial discipline remains consistent. BUILD TRANSFORM ACCELERATE Create the market & platform Turn activity into accountable growth Build a modern hunter engine • $417K → $5.807M • $4.16M → $7.20M • +17% YoY sales growth • ~370 active customers • +73.1% YoY growth • 107 mapped accounts • 48 / 36 distributors / active • 5 → 10 sales team • 48 qualified • 8 wins • 16 projects • 10 sales reps • +32% productivity • Sales Navigator + Apollo + CRM • Channel + territory + strategic accounts • CRM + KPIs + sales plans • Forecast + AOP / SIOP • P&L / profitable growth • Pricing + working-capital discipline NTIC / ZERUST® • 38% GM • 12% EBITDA REPEATABLE LEADERSHIP FORMULA NORBAC III Hollingsworth & Vose Diagnose → Build Structure → Create Pipeline → Win Accounts → Develop Team → Protect Margin → Forecast & Manage P&L → Scale 14 RAÚL DUCOING | EXECUTIVE CAREER PORTFOLIO
15. HOW I MANAGE THE BUSINESS A disciplined operating cadence connecting activity, pipeline, people and financial performance. Numbers create visibility. Cadence creates accountability. Coaching creates improvement. COMMERCIAL KPIs PROFITABILITY KPIs SALES ENGINE TEAM & CHANNEL • Sales vs. budget • New customers • Strategic account growth • Market share • Customer / application expansion • Gross margin • Pricing / discount • Product & customer mix • EBITDA • ROI / commercial investment • Pipeline coverage • Conversion rate • Forecast accuracy • Sales cycle • Opportunity progression • Seller productivity • Customer visits / activity • Distributor sales & activation • Territory performance • Coaching / development MANAGEMENT RHYTHM Weekly 1:1s → Pipeline / Opportunity Reviews → Forecast Reviews → Joint Customer Visits → Monthly Team Reviews → CRM / Account Plans → AOP / SIOP PLAN → EXECUTE → MEASURE → COACH → FORECAST → CORRECT → SCALE RAÚL DUCOING | EXECUTIVE CAREER PORTFOLIO 15
16. COMMERCIAL FINANCE COMMERCIAL P&L & FINANCIAL LEADERSHIP I manage growth through the P&L — not just through the sales line. REVENUE GROSS PROFIT COMMERCIAL OPEX • Budget • volume • price • mix • New business • account expansion • Gross margin • discount discipline • Product mix • customer mix • Sales payroll • commissions • travel • Marketing • trade shows • samples EBITDA WORKING CAPITAL PLANNING & CONTROL • Productivity • operating leverage • Commercial cost discipline • Inventory • customer terms • Distributor inventory • demand alignment • Budget • forecast • scenario planning • AOP / SIOP • ROI SELECTED EVIDENCE NTIC / ZERUST®: 38% gross margin | 12% EBITDA | pricing authority up to 12% | commercial expense control PROFITABLE GROWTH — NOT REVENUE AT ANY COST. RAÚL DUCOING | EXECUTIVE CAREER PORTFOLIO 16
17. MEXICO & LATAM SCALE COMES FROM PRIORITIZATION. I do not treat every country, channel or vertical as equally attractive. MEXICO COLOMBIA PERU PANAMA Anchor / beachhead Scale market Priority growth Regional access CHILE CENTRAL AMERICA CARIBBEAN BRAZIL Selective growth Channel-led Partner-led Collaborative coverage Market → Application → Accounts → Channel → Pipeline → Lighthouse Wins → Scale RAÚL DUCOING | EXECUTIVE CAREER PORTFOLIO 17
18. LEADERSHIP SYSTEM HANDS-ON COACHING WITH CLEAR EXPECTATIONS AND MEASURABLE ACCOUNTABILITY. The goal is a team that wins accounts consistently — without depending on heroic individual effort. HIRE → TRAIN → COACH → MEASURE → SCALE • Weekly 1:1s + monthly team reviews • Pipeline, forecast, new customers, visits, conversion and distributor KPIs • Joint customer visits to close capability gaps • Territory ownership and clear expectations • Training reinforced by field execution and expert support RAÚL DUCOING | EXECUTIVE CAREER PORTFOLIO 18
19. COMMERCIAL ORGANIZATION & LEADERSHIP HOW I BUILD & LEAD COMMERCIAL TEAMS Design the organization, align incentives, develop people and create a cadence that converts strategy into execution. BUILD THE ORGANIZATION DESIGN THE SYSTEM DEVELOP THE PEOPLE DEVELOP THE CHANNEL • Sales Engineers / KAMs • Territory Sales • Customer Service / CSR • Technical Support • Distributor Partners • Territories & account ownership • Annual sales plans • Targets & quotas • Commission / incentive structure • KPIs & performance expectations • Recruit & onboard • Technical / product training • Field coaching & joint calls • Performance reviews • Development & corrective plans • Recruit distributors • Define territories / coverage • Train & certify • Register / protect opportunities • Joint calls • sell-through • activation MANAGEMENT CADENCE Weekly 1:1s → Pipeline & Forecast Reviews → Joint Customer Visits → Monthly Team Reviews → Account / Territory Plans → CRM Discipline Clear expectations. Visible numbers. Strong coaching. Customer proximity. Accountability without bureaucracy. RAÚL DUCOING | EXECUTIVE CAREER PORTFOLIO 19
20. WHAT I BUILD WHAT THE FIRST 12 MONTHS SHOULD PRODUCE A practical roadmap from diagnosis to repeatable growth. 0–90 DAYS 3–6 MONTHS 6–12 MONTHS UNDERSTAND BUILD SCALE • Market • Qualified pipeline • Team • Customers • Account priorities • Channels • Team • Distributor strategy • Strategic accounts • Pipeline • Sales cadence • Marketing localization • Financials • KPIs • Forecasting • Channels • Lighthouse opportunities • Local infrastructure OUTCOME: PROFITABLE REGIONAL GROWTH RAÚL DUCOING | EXECUTIVE CAREER PORTFOLIO 20
21. CREDENTIALS & RECOGNITION TECHNICAL CREDIBILITY. PROVEN COMMERCIAL PERFORMANCE. Formal technical development plus sustained recognition for sales performance. COMMERCIAL RECOGNITION 8× Top Sales Executive ZERUST® Corrosion Solutions 2015–2021 + 2023 TECHNICAL CERTIFICATION APPLICATION EXPERTISE CFSS ZERUST® Oil & Gas Solutions Training Certified Filtration & Separation Specialist Waterloo Filtration Institute Completed required coursework and passed the CFSS 2025 exam. NTIC • 2011 Application training in corrosion-control solutions for Oil & Gas environments. B.B.A. — UNAM | Spanish — Native | English — Bilingual | Portuguese — Advanced RAÚL DUCOING | EXECUTIVE CAREER PORTFOLIO 21
22. SELECTED PROOF POINTS THE PATTERN REPEATS ACROSS DIFFERENT BUSINESSES. Build • transform • accelerate. $1.3M → $4.2M 48.5% avg YoY $417K → $5.807M BRADY INTERMATIC NTIC / ZERUST® Mexico & Central America Mexico & LATAM growth Greenfield-to-scale +73% YoY 48 partners 10+ sellers NORBAC III CHANNEL LEADERSHIP Commercial transformation Regional ecosystem Teams built and led RAÚL DUCOING | EXECUTIVE CAREER PORTFOLIO 22
23. WHERE I CAN CREATE VALUE FROM STRATEGIC-ACCOUNT OWNERSHIP TO MEXICO & LATAM COMMERCIAL LEADERSHIP. The right scope depends on the business need — the value proposition remains growth, execution and customer impact. • Strategic / Key Account roles requiring senior customer ownership and complex B2B selling • Sales Manager roles requiring hands-on new business plus team leadership • Sales Director roles building pipeline, territories, channels and execution discipline • Sales & Marketing leadership connecting GTM, customers, channels and market development • Country Manager roles combining commercial strategy, people leadership and P&L thinking • US / European industrial companies entering or scaling Mexico & Latin America ROLE RANGE Hands-on selling to business leadership. Key Account Manager Sales Manager Sales Director Sales & Marketing Director Country Manager RAÚL DUCOING | EXECUTIVE CAREER PORTFOLIO 23
24. EXECUTIVE CAREER PORTFOLIO WHAT I BRING — AND WHERE I CREATE VALUE From winning a strategic account to building a regional commercial organization. WIN THE BUSINESS GROW THE BUSINESS LEAD THE BUSINESS • Strategic accounts • Market penetration • New customer acquisition • Cross-selling & applications • Sales teams & coaching • Consultative / technical selling • Channel development • Complex negotiation • Mexico & LATAM expansion BUILD THE BUSINESS • Go-to-market strategy • Pipeline & forecast discipline • Greenfield market entry • Pricing & margin • Commercial infrastructure • P&L thinking • Scalable sales processes ROLE RANGE Key Account Manager • Sales Manager • Sales Director • Sales & Marketing Director • Country Manager Understand the market. Create customer value. Execute consistently. Scale what works. BUILD THE MARKET. WIN THE ACCOUNTS. SCALE THE BUSINESS. Raúl Ducoing Arjona | Mexico & LATAM | Mobile WhatsApp +52 55 5451 5071 | rducoing@yahoo.com 24
25. RAÚL DUCOING BUILD THE MARKET. WIN THE ACCOUNTS. SCALE THE BUSINESS. BUILD TRANSFORM ACCELERATE Key Account Management | Sales Manager | Sales Director | Sales & Marketing Director | Country Manager 27+ years building customers, sales teams and profitable B2B growth across Mexico & Latin America MEXICO + LATAM rducoing@yahoo.com Mobile WatsApp +52 55 5451 5071 25