Alex Cardenas

– Support for companies across all sectors in their transformation and strategic development. – Deployment of growth models, governance frameworks and performance management tools, resulting in a turnaround in performance and growth and the creation of a sustainable organizational structure for multiple clients across different industries. – Companies move from intuition-driven management to KPI-driven leadership. – Built and managed import/export operations for wellness equipment, bathroom and outdoor furniture identified from Asia. – Recruited and developed distribution partners across multiple European markets. – Structured indirect sales models and long-term distributor agreements. – Defined market-specific value propositions and pricing structures. – Enabled distributors through training, product positioning, demos and workshops. – Monitored partner performance and implemented growth action plans.

– Growth and Revenue Increase: Through targeted strategic initiatives and a structured business development process, I achieved consistent annual growth over five years and subsequently doubled revenue within two years. This strengthened the company's market position and ensured sustainable growth. – P&L Management and Profitability Optimization: Oversaw the financial performance of my departments with rigorous P&L management, improving profitability through cost control, margin optimization, and operational efficiency improvements. The result: a solid and resilient financial structure. – Organizational Transformation and Efficiency Optimization: Supervised the restructuring of multiple departments during a transition period without executive leadership, ensuring operational continuity and productivity optimization. This transformation enabled a smooth transition and a more efficient organization, aligning with the company's objectives. – Event Management and Brand Positioning: Created and launched Poolfair, a professional trade show in the Benelux, which generated a significant revenue increase within just three weeks. This event enhanced brand visibility boosted the group's recognition, and created new business opportunities through a targeted networking strategy. – International Expansion and Market Growth: Developed and implemented expansion strategies in the Netherlands and Flanders in response to growing market demand. This initiative positioned the company for sustainable growth and strengthened its international competitiveness. – Technological Transition and Digitalization: Led the implementation of a new ERP/CRM system and developed a MARCOM strategy (marketing and communication) to support the digital transformation. These initiatives improved the customer experience, increased operational efficiency, and enabled data-driven decision-making.

– Managed the commercial and marketing department. – Implemented a new sales strategy, new identity, and a common sales reporting tool for Europe. – Created a new website for Benelux and implemented new marketing tools. – Improved processes (calculations, sales supports, and commercial prospecting). – Responsible for sales and marketing budget (including P&L). – Lead a team of 15 people.

– Managed a commercial and marketing department (responsible for P&L). – Implemented a client portfolio development strategy leading to a 50% increase in sales (from €12,000k to €18,000k). – Animated and managed the sales team (6 people), marketing (4 people), sales support (4 people), engineering (3 people). – Responsible for P&L of operational teams in Wallonia region (approx. 200 people). Result: controlled profitability and stronger operational performance across the entire region.

– Progressive evolution from operational roles to commercial management. – Hands-on field leadership combined with management responsibilities, resulting in continuous career progression and the development of a full-spectrum expertise in sales, operations, and profitability.