Brand and Category professional with over 10 years of experience leading brands across Latin America and the Caribbean, with a vast knowledge of sales, product management and merchandising. Passionate, creative and focus on results are my key strengths, always having a collaborative mindset and a play to win attitude. Having taken development courses like coaching and crucial conversations helped me become a team leader. Multitasking Commercial Director with a background developing recommendations that drive strategic growth. Passionate professional participating in key sales meetings and defining long-term sales strategies. Offering exemplary collaboration, team oversight and decision-making skills.
Hi, I’m
Elias Murciano
Summary
Overview
13
years of professional experience
2
Languages
Work History
Tousport Panama S.A
Commercial Director Decathlon
06.2023 - 12.2023
Job overview
- Lead and develop Decathlon Franchise across Central America, focusing on selecting and commercializing the best product range possible for the market
- Selected the product range for our first store in Panama, which consist of over 8,000 articles
- Elaborated a commercial plan and forecast for the next 12 months
- Created the commercial strategy for the store, in terms of product range, spaces in store, quantities per article, and commercial calendar for each country.
- Negotiated high-value contracts for commercial partnerships, resulting in long-term business relationships.
- Managed a team of sales professionals, providing ongoing coaching and support to drive individual performance.
- Developed pricing strategies that balanced profit margins with competitive positioning, driving sustainable growth.
- Developed annual budgets based on historical data analysis and projected growth objectives.
- Evaluated competitor strategies in order to proactively adapt marketing tactics for continued success.
- Conducted research to develop detailed business plans for commercial opportunities and expansion.
Gavireli Inc.
Business Development Director
01.2021 - 06.2023
Job overview
- Responsible for acquisition of new brands to our company's portfolio
- In charge of all buying process, including presales, samples, demand planning and inventory management
- Increased the number of brands in our portfolio, from 2 to 10, by analyzing what consumers were asking for and by creating strong business cases to all brands.
- Created key partnerships with main stakeholders of all brands we represent, so we can get better commercial conditions.
- Team leader of 2 sales executives that are opening new doors with new accounts in all territories assign by brand.
- Increased client base by implementing strategic business development initiatives and fostering long-lasting partnerships.
- Secured high-profile contracts through effective relationship management and persuasive negotiation skills.
- Developed comprehensive proposals to successfully win lucrative projects from major clients.
- Implemented data-driven decision-making practices, enabling informed adjustments to business strategy as needed.
- Negotiated advantageous contract terms with vendors, reducing costs while maintaining quality services or products for clients.
- Analyzed market trends and customer needs to identify new business development opportunities.
- Negotiated and closed long-term agreements with new clients in assigned territory.
Ecco Shoes
Commercial Director
07.2018 - 01.2020
Job overview
- Developing ECCO brand across Latin America region, including sales, brand marketing, business development, merchandising, ranging, budget among my primary responsibilities
- Increased Retail Net Sales by 18% , by ranging products more align with consumer needs, and by following brands merchandising stories
- Established commercial relationship with the biggest Department store in Panama, by helping them evacuate old inventory and guiding them with their merchandising, purchases and product ranging
- Elaborated expansion strategy plan for Colombia, which includes 4 retail stores, ecommerce website and key accounts, including budget creation, business and marketing plan, and execution.
- Strengthened brand positioning with the development of targeted advertising campaigns and promotional materials.
- Developed pricing strategies that balanced profit margins with competitive positioning, driving sustainable growth.
- Oversaw supply chain management activities, ensuring timely sourcing and delivery of materials while minimizing costs.
- Evaluated competitor strategies in order to proactively adapt marketing tactics for continued success.
Adidas Latin America
Senior Merchandising Manager LAM
01.2015 - 04.2018
Job overview
- Responsible for all aspect of Running Footwear Marketing and Ranging for Latin America, including ranging, merchandising, brand and product marketing, business plan, purchasing and sales across the region.
- Increased Net Sales by 24% and Standard Margin in 3 Percentage points (pp) focusing on hero products for Retail, Wholesale and Ecommerce, and elaborating key strategies for each channel and each type of consumer
- Successful implementation and execution of seasonal brand campaigns directly impacting Sell Thru and Net Promoter Score.
- Guided all different channels on the depth and type of product to range.
- Improved range efficiency and Sell Thru across all channels by analyzing Sell in and Sell out data, elaborating new product and channel segmentation strategy. Articles went down from 250 articles to 200 articles, while efficiency went up 25%.
- Streamlined inventory management processes for accurate stock levels and reduced waste.
- Analyzed sales data to identify trends and adjust merchandising plans accordingly, driving optimal results.
Adidas Latin America
Category Manager- Running
01.2013 - 01.2015
Job overview
- Responsible for planning and executing marketing strategy for Central America, Colombia, Venezuela, Ecuador and the Caribbean, including brand, go to market, omnichannel tasks, sales and merchandising
- Increased total NS by 10% YoY and Std Margin by 5 pp in 2013 by ranging products with better margin, more commercial to our target consumer, and by segmenting products for each account.
- Maximized sell thru at full price, by delivering efficient range and effectively managing key franchises and brand marketing stories and campaigns, while decreasing inventory levels and discounts.
- Contributed to successful P&L management resulting in efficient investment of MWB and cost savings in T&E. I reduced the amount of Special Make Ups (SMU) by 50%, focusing on product that was already in range with better margin.
Adidas Latin America
Product Manager- Footwear
01.2011 - 01.2013
Job overview
- Create and commercialize product ranges across Latin America, thru Project management and Commercial inputs.
- Managed 50% of production of Brazil total Footwear Business. This represents close to 3.5 million pairs between Brazil and Argentina Markets.
- Increased Standard Margin by 3pp and OTIF to 95%, in Footwear. Created a standardized tool to know beforehand how it was going to cost each type of product we made and make decisions of producing or cutting each project.
- Improved capacity planning for LAM sourcing, making us more profitable and faster in our deliveries.
- Streamlined product development process for faster time-to-market and improved efficiency.
- Launched successful products by conducting thorough market research and identifying customer needs.
- Optimized product performance with data-driven analysis and continuous improvement initiatives.
Education
Quality Leadership UniversityPanama City, 8
J.D. from Digital Marketing
12.2017
University Overview
- Digital Marketing
- Neuromarketing
Universidad MetropolitanaCaracas, Venezuela
Bachelor of Science from Mechanical Engineering
01.2000
University Overview
Skills
- Bilingual English- Spanish Basic Portuguese
- Leadership
- Product development
- Teamwork
- Merchandising and Product Management
- Comfortable working under pressure
- Excellent written and verbal communication skills
- Organization and planning
- Budgetary control
- Accountability
- Consumer centric
- Project Management
- Strategy
- Brand Marketing/ Go to Market
- Negotiations
- Business Development
Languages
English
Full Professional
Spanish
Native or Bilingual
Quote
Heroes get remembered but legends never die...
Availability
See my work availability
Not Available
Available
monday
tuesday
wednesday
thursday
friday
saturday
sunday
morning
afternoon
evening
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Work Preference
Work Type
Full TimeWork Location
On-SiteRemoteHybridImportant To Me
Company CultureWork-life balanceCareer advancementPersonal development programsSoftware
Microsoft office
Windows
SAP
Certification
- Negotiations Training - 2017
- Coaching Training - 2016
- Comunication Training - 2015
Interests
Sporting Goods
Fashion
Footwear
Timeline
Commercial Director Decathlon
Tousport Panama S.A
06.2023 - 12.2023
Business Development Director
Gavireli Inc.
01.2021 - 06.2023
Commercial Director
Ecco Shoes
07.2018 - 01.2020
Senior Merchandising Manager LAM
Adidas Latin America
01.2015 - 04.2018
Category Manager- Running
Adidas Latin America
01.2013 - 01.2015
Product Manager- Footwear
Adidas Latin America
01.2011 - 01.2013
Quality Leadership University
J.D. from Digital Marketing
Universidad Metropolitana
Bachelor of Science from Mechanical Engineering
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