Rafael Arcay

Managed Distributors, OEM and Retail channels reporting to a Managing Director Iberia & LATAM, leading in Spain & Portugal a 14 people team, 4 back office and 1 marketing specialist. 1.300 customers and 14M€ TO • Negotiated yearly contracts with large purchase centers: Neopro, Ehlis, Aside, Synergas. 12% growth vs 2024 • Developed new key accounts in the OEM channel and enlarged business in the Retail market: Leroy Merlin, Obramat, Bauhaus. 100k€ 2025

Leaded an 18 people Sales team invoicing 30M€ in the Automotive (Distributors and OEMs), Industrial (Purchase Centres and hardware stores) and Retail channels (hypermarkets, autocentres and gas stations) collaborating in the European Leadership Team and reporting to EMEA Sales Director. Results 2023 vs 2022 +2% net margin and +5% revenues growth.

- Reported to a Global VP based in Paris directly managed the local sales and marketing team. - Member of the Spanish Board and of the European Steering Committe - Coordinated Administration, Finance and Logistic local team and interfaced with Central Marketing services in France. - Managed Key Distributors and Key Account End-Users at senior level. - Proposed and implemented the Commercial and Marketing Plan in concordance with the strategy of the worldwide business unit.

Managed key accounts and leveraged market share. Proactively searched opportunities to grow with new innovative products: lubricants for automotive, industrial and agricultural companies. Managed relationships with key customers and negotiate contracts and tenders. Gained new customers in key channels: distributor network, OEMs, fleets and engineering companies Directed a team of salesmen and agents. Increased sales margins developed a new channel strategy.

Meeting T&R aspirations on financials, overdues, and market share. Delivering increased margins in a highly competitive B2B market whilst growing the business with both current and new customers. Leadership, coaching and performance management of local sales personnel. Achieve annual customer/location bottom line targets for Special Carrier and selected General Aviation locations. To negotiate prices and terms with customers based on market trends, credit risk and competitor positioning.

·To launch a new credit card jointly with Citibank in European and LATAM countries. To create the Global Marketing Plan and support local teams to adapt the plan to regional plans. To brief the Global Agencies regarding ATL and BTL global plan. To select the most successful Marketing Mix per market managing ATL, BTL, PR, Online and Internal Communications toolkits. To coordinate the global Brand & CVP team and to build relationships with the Sales and Marketing regional teams

Liaison with Sales staff for implementing new propositions, providing appropriate tools, coaching & support and tracking KPIs. Monitor prices and drive price positioning to extract value by price and brand mapping.· Coordinate the Communications Department (2 people) in order to construct and to manage the communication budget and programme. To manage the Marketing annual budget=2 M €. 2005 Turn Over 24M €.

Set up and implementation of the annual Category Business Plan. Marketing Mix design in line with Shell European agreements & strategy, negotiation of contracts and promotional agreements with suppliers. Team Leader of 3 local Product Managers in Spain, Portugal and Italy. 2003 Turn Over = 15 M€. Marketing budget = 0,6M€.