Robert Villafana

• Lead the management of the categories in charge, meeting the objectives of the sales plan, contribution, margin and commercial agreements.
• Manage planning with different areas and suppliers, anticipating purchases of imported and local products. Negotiate commercial agreements, promotions and differentiating promotional actions with suppliers to be effective in the performance of the categories in charge.
• Responsible for defining the assortment of physical stores, ecommerce, market place and other channels, to achieve differentiation without abandoning the omnichannel strategy.

• Launched successful products by conducting thorough market research and identifying customer needs.
• Optimized product performance with data-driven analysis and continuous improvement initiatives.

• Prepare the commercial plan for my categories, continuously measuring sales, margin and contribution based on the strategy and objectives defined for the category.
• Manage the feed based on negotiation and spaces. Review and management of performance KPIs: Cost per Lead, Advertising Performance, Conversion Rate, Average Purchase Value, Abandonment Rate, CAC and CLV.
• Performance measurement with performance of the evolution of the funnel, purchase, conversion rate and opportunities for improvement.
• Optimized product performance with data-driven analysis and continuous improvement initiatives.
• Enhanced user experience, resulting in increased customer satisfaction and retention rates.
• Driven revenue growth by establishing strong relationships with key industry partners. Developed comprehensive marketing strategies, ensuring successful product launches and brand positioning.
• Analyzed metrics to measure product performance. Reviewed new opportunities to drive business strategy in planning sessions.

Achievements:

• Compliance with the sales objective, accumulated contribution of the current year of the categories in charge.
• Responsible for the development of JBP with TOP suppliers.
• Lead the search and positioning projects of my categories, keywords, brands, categories.
• Increase by 30% in the entry of new suppliers under the green sales modality.
• Growth in the conversion rate of the main categories between 0.5 and 0.8% compared to the previous year.
• Improvement in response time and resolution of cases from 55% to 85%, minimizing the submission of claims by the client to Indecopi, in the last year.

• Manage the sale and inventory of categories such as women's and men's clothing, footwear and camping.
• Manage sales, margin, contribution and inventory indicators for own brand and third parties.
• Plan the imported and local purchase of the women's and men's clothing category
• Negotiate with suppliers, commercial agreements, sales, product development and store spaces.
• Co-responsible for the company's sales revenue of more than 50 million soles on average from 2017 to 2020 per year.
• Responsible for negotiating monthly card contributions with Cencosud Bank. Negotiate advertising spaces with Marketing in inserts, advertisements and television advertising.
• Coordinate with supply the deployment of merchandise through the RA and seasonal purchasing cluster.

Achievements:

• Responsible for planning, negotiating and purchasing the Fall-Winter 2021 season of the women's and men's clothing and Camping, Grills category.
• Replace the buyer on an interim basis for a period of 8 months, increasing the participation of the grills and accessories category by 10% vs. the previous year.
• Lead the pricing project for the clothing, footwear and leisure categories in a non-food project to improve profitability in 2019.