Wilfrido Gonzalez Lerma

Enterprise consulting partner and General Director. Substantial experience in Market Intelligence, business analysis, and strategy management.Working with multi-disciplining teams to supportdecision-making at market development and salesmanagement in public and private sector. Strategic market analysis (price, trends,competitors, etc) to identify growth opportunities andrelated threats.Key customer analysis (financial, strategy, deliver,etc) with sales managers to evaluate deals oropportunities.

Ph.D. Student. This program has been distinguished for its excellence by the Spanish Minister of Education and Science, and is recognized as a Doctorate of high quality at the European level. The program has set a new standard for postgraduate studies in Marketing and Consumption as part of the newly-instituted European Higher Education Area.

NESTLE MEXICO REGIONAL MANAGER OF TRADE MARKETING, - New product introduction. - Developed and implemented national, trade channel and customer specific promotions to include assessments of R.O.I. - Provided support material and communicated with sales collateral, product information, samples, consumer advertising / promotions and market share summaries. - Developed and implemented specific promotions, point of sales material, demonstrations and sourcing premiums.

STRATEGIC & COMERCIAL CONSULTING. SONY-AIWA EUROPE. www.aiwa.es - AIWA HiFi Revitalization Project. - European Market. - Marketing Plan 2005 - Develop and implement customer specific promotions. FICOSA INTERNATIONAL. www.ficosa.com - Product Business Plan. - Automotive sector. - Specific replacement products.

NATIONAL MANAGER OF TRADE MARKETING - Founder of Trade Marketing's Department. - Leader in joint venture programs with companies including PROCTER & GAMBLE, NESTLE, UNILEVER, COLGATE, PALMOLIVE, KELLOGGS, etc. - National Manager of the “regional supermarkets” channel. - Directed national commercial promotions. - Member of the Managerial Committee of the wholesale group GRUPO INNOVADOR, one of the top trade and distribution firms in the Mexican market.

2003 Chicago, THE UNITED STATES OF AMERICA • Participation in the Private Label Trade Show. www.plma.com - Rosemont Convention Center. Chicago, Illinois. - Developed trade relations with food value chain strategic suppliers. - Developed private labels for the indirect Mexican and Latin markets. 2002 Ceará, BRAZIL: • Commercial benchmarking & best practices development. Project sponsored by UNILEVER LATIN AMERICA, Home Personal Care division.

DOCTORATE in "Advanced Technologies of Planning and Commercial Management " (Marketing and Consumption).

International Master in Business Administration Escuela de Alta Dirección y Administración (EADA). Barcelona, Catalunya. Spain.

Postdegree 3. Instituto Tecnológico y de Estudios Superiores de Monterrey. Campus. Mexico State.

Postdegree 2. Instituto Tecnológico y de Estudios Superiores de Monterrey. Campus. Mexico State.

Postdegree 1. Instituto Tecnológico de Celaya. Campus. Celaya, México.

University Studies. Instituto Tecnológico de Celaya. Campus. Celaya, México.