Strategic Business Development
Dear Sir/ Madam,
I am a well-qualified executive who would be an excellent choice for a high-profile position
with high-potential startup or mature company with an exciting service offering and aggressive growth objectives.
In addition to reviewing the enclosed resume, I hope you will read on and consider the value I offer to your
corporation.
Review of my credentials will indicate that I offer 15 years experience in managing the complete portfolio of
P&L functions, and will confirm that I have served as the catalyst for successful marketing, customer loyalty
and business development initiatives, complemented by high-caliber general management qualifications and a
proven track record in delivering value to customer organizations. Building market value and driving revenues
is my main area of expertise. Whether challenged to lead start-up operations or create strategic marketing
programs to launch rapid growth, I have consistently identified and capitalized on market opportunities and
delivered strong innovative results, being an extremely innovative professional. Other highlights of my
background that may be of interest to you include:
• Creative design, problem-solving and analytical talents combined with P&L management and
infrastructure development experience, structured business skills and technology savvy.
• Keen instincts to quickly effect change and improvement- with key expertise in visualizing, designing and
executing business process reengineering and relationship marketing programs.
• Proven multi-tasking capabilities worth strong ability to plan prioritize and manage complex projects under
aggressive timelines.
• Excellent market research and competitive analysis skills, with extensive experience in data collection,
synthesis and documentation.
• Strong leadership talents, \"team player\" attitude and spirit, and the natural ability to establish consensus
among cross-functional lines.
• Strong communication skills and dynamic presentation /public speaking style with ability to build
relationships within and outside an organization.
These achievements reflect the core of my career — build new markets and drive long term revenue and profit
growth. Just as notable are my strengths in general management, organizational development, team building
and leadership, and excellent customer relations programs. I am direct and decisive in my management style,
yet flexible in responding to the constantly changing demands of the marketplace. I am able to create corporate
end technological visions and deliver results and solutions.
My goal is to transition, my enthusiasm, creativity and experience into a high-profile position with a progressive
company needing innovative direction and management. I am certain that my presence on your team will prove
to be benefit to your organization. As such, I would welcome the opportunity to meet with you to evaluate your
needs and share my ideas, as well to determine the contributions I could make to your organization. Thank you
in advance for your consideration and your time.
Sincerely yours,
Francisco Antonio Ceron Garcia
Office: Mayor 29 - 30.100 Espinardo, Murcia, Spain Email: fcerong@gmail.com Mobile: +34 607461752

Francisco Antonio Ceron Garcia’s RESUME
BIOGRAPHICAL INFORMATION
Office: Mayor 29 -
30.100 Espinardo (Murcia) Spain
Nationality: Spanish
Date of Birth: September 26, 1959
Email: fcerong@gmail.com
Mobile: +34 607461752
Available to travel and/or relocate.
PROFESSIONAL OBJECTIVES
Actively seeking new challenges in a new position at Management missions to solve the crisis or to seize a
new business opportunity for a multinational corporation to which he may offer his global approach along
with extensive experience!
SENIOR EXECUTIVE: CORPORATE STRATEGY, DEVELOPMENT & IMPLEMENTATION
Summary
Profit-driven executive leader with tradition of performance excellence in the management of activities related to areas
of corporate strategic planning, project evaluation, supply chain management, accounting and finance. Work experience
in South America and Europe. Excel in assessing business operations and market trends and highly adept at managing
through corporate change and competitive markets. Skilled in directing multifunctional work teams and solving
problems through appropriate decision making, process simplification and result control. Proactive and flexible, ability
to adapt to different professional and cultural environments.
PROFILE
Entrepreneurial executive with more than 15 years of experience managing sales, advertising, marketing, business
strategy, operations, personnel and merchandising at district, regional and corporate level for both start-up and
established retail and new business development skills.
Motivational management style with a record of building and retaining highly motivated sales teams, distributor
networks and manufacturers representatives.
Successful in identifying opportunities for accelerated growth and demonstrated hands-on management style in the
development and implementation of strategic plans to ensure company growth.
Successful in creating and implementing strategic plans, setting and administering budgets, and developing short and
long term objectives.
Strong management and leadership skills, with ability to develop, train, lead, and motivate sales team to top
performance, fosters an atmosphere that encourages highly talented accounting professionals to balance high-level
skills with maximum production and achieved high standards of quality and productivity in constantly changing and
competitive business environments. Strong executive-leadership responsibility in all areas of the organization; talent for
identifying strategy, communicating vision, developing tactical plans, and motivating and empowering teams and
individuals to achieve remarkable goals.
Excellent communicator, with emphasis on building strong client relationships. Unique combination of creativity and
analytical skills with a high math aptitude and detail orientation. Recognized for reliability and “getting the job done”
through persistence and strong work ethic.
VALUE
Effective and accountable in high – profile executive roles: Overcame complex business challenges and make
high – stakes decisions using experience – backed judgment, strong work ethic and irreproachable integrity. Respected
as a proponent of empowerment and accountability.
Corporate Strategy & Development Specialist: Characterized as a visionary, strategist and tactician. Consistent
record of delivering extraordinary results in growth, revenue, operational performance, and profitability. Heavy
transaction background including startup financing, mergers and acquisitions, and sale of company.

Consistently deliver mission – critical results: Driven by a visceral “hard – wired” need to strategize, to innovate,
and to disprove the words “It can’t be done!” Gifted with the vision, determination, and skills needed for high – level
revenue – building strategies and tactics.
Strong orientations in operations and finance: Participate in high – level operational initiatives, including
infrastructure design, process reengineering, turnaround management, and reorganization. As an innovative investor
use instincts, insight, judgment, and timing to succeed no matter how though the deal.
Respect and leverage human capital: Motivate, mentor and lead talented professionals. Live the culture and lead by
example. Direct cross – functional teams using interactive and motivational leadership that spurs people to willingly
give 110% effort and loyalty.
Specialties & Expertise and General Management qualifications:
• Start-up Operations and Turnaround & Change
• Research and Development & Product Development and Rollout
• New Market Identification and Quality & Continuous Improvement
• Growth Management and Sales & New Business Development
• Project Management & Problem-Solving
• Visionary and Strategy & Execution and Leadership
• Strategic and Market Planning & Competitive Positioning and Implementation
• Public Relations & Presentations
• M&A Team Leader & Training
• Staff Development & Motivation
• Contract and Price Negotiation & Purchasing and Negotiating Skills
• Merchandising and Cost Analysis & Inventory Control and Reduction
• Risk Management and Loss Prevention & Shrink Control
• Key Account Management & Retention
• Financial Analysis & Evaluation
• Budgeting and Expense Control & Legal Transactions
• Mergers and Acquisitions & Divestitures
• Capitalization Strategies
• Due Diligence and Deal Structuring & Negotiations
• Profit & Performance improvement
• Executive Advisory & Decision Support
PROFESSIONAL EXPERIENCE
THE NEW HOSPITALITY GROUP. Barcelona (Spain). (2009 – Present). Chief Executive Officer &
Founder.
Challenge: Start-up Operations (Create an extensive network of sales and distribution at the national
level).
My challenge is to create an extensive network of sales and distribution at the national level, through our partners and
those who want to incorporate, allowing the speeding delivery and personalized attention to our partners.
It is organized on the basis of people who work specifically for our business partners, in order to know what they needs
perfectly.
Our main mission is to provide our partners with systems and solutions tailored to a cost effective than actually meets
the requirements of any business.
We work specifically for our business partners; additionally we offer a wide range of value-added services.
We are passionate about helping our partners run their facilities in a manner that supports the growth of their
enterprises.
The New Group for its implementation and volume will be one of the groups leading the replenishment of equipment
and products catering trade in Spain!
Results:
• Traveled thirty thousand Km. over Spain to incorporate new partners.
• Achieved to be successful to design a Strategic Development Planning to survive in the global crisis.
THE TREBOL GROUP. Barcelona (Spain). (2008 - 2009). Chief Executive Officer.
Challenge: Create an extensive network of sales and distribution at the national level.

My challenge is to create an extensive network of sales and distribution at the national level, through our partners and
those who want to incorporate, allowing the speeding delivery and personalized attention to our partners.
Results:
• Achieved to be successful that The Trebol Group for its implementation and volume is one of the groups to lead the
replenishment of equipment and products catering trade in Spain.
• Achieved to be successful to incorporate new partners.
• Delivered first year’s gross profit 50%.
• Achieved to be successful to design a Strategic Development Planning to survive in the global crisis.
http://www.grupotrebol.es
VR BUSINESS BROKERS. Spain and Worldwide. (2007 - 2008). Business Broker.
Challenge: Start-up Operations.
My focus, as a Business Broker, is business development and strategic positioning. We are solution providers, and we
work with both the buyer and the seller side of the transaction. Our role is in business facilitation matching opportunity
with access for the buyers and the sellers in many industries and sectors of the world’s economy.
We have “buyers.” who have given us a specific mandate for companies in certain sectors which meet their strategic
business requirements.
Additionally, we have “sellers.” that are looking for funding resources, investment, business enhancement or
complimentary products and services that will allow their business to grow, expand or to extend their reach into the
global economy.
http://www.vrbusinessbrokers.com
ZECK PROFESSIONAL SOUND. Spain and Worldwide. (2007 - 2008). Marketing & Business
Development Manager.
Challenge: Resolve immediate cash crisis and relieve financial stress.
Marketing executive for this start-up manufacturer of niche oriented consumer products. Broad scope of responsibility
included P&L accountability, strategic market planning, business development, sales forecasting, marketing, pricing,
training and personnel for sales through all channels in Spain and abroad. Hired, trained and supervised a staff of sales
and support personnel. Directed all sales and marketing activities, including lead generation, trade advertising, trade
shows, account development / management and pricing. Called on all classes of trade, including wholesale, retail,
mass, grocery, discount, and specialty stores. Supervised Developed sales and expense budgets.
Results:
• Achieved to be successful to solve the immediate cash crisis and financial stress.
• Delivered first year’s gross profit 50% above plan.
• Achieved to be successful to design a Strategic Development Planning to survive in the global crisis.
http://www.zeckaudio.net/principalb.html
IDENTITY AND CONSULTING. Murcia (Spain). (2005 - 2007). Managing Director.
Challenge: Start-up Operations.
Managing Director and Owner, Senior sales and marketing executive for this start-up manufacturer of niche oriented
consumer products. Broad scope of responsibility included P&L accountability, strategic market planning, business
development, sales forecasting, marketing, pricing, training and personnel for sales through all channels in Murcia
(Spain). Hired, trained and supervised a staff of sales and support personnel. Directed all sales and marketing
activities, including lead generation, trade advertising, trade shows, account development / management and pricing.
Called on all classes of trade, including wholesale, retail, mass, grocery, discount, and specialty stores. Supervised
Developed sales and expense budgets.
Results:
• Grew business from one account to over 10 major accounts generating gross profit within less than a year.
• Improve organization structure, management and quality systems to meet organizational objectives and maximize
human and environmental expertise.
• Recruited, hired and trained 6 sales associates in less than one year.
• Created and delivered several major competitive and strategic market research studies to define global new market
definition, investor relations and quality of service.
• Created marketing campaign, pricing structure and sales strategy for clothing line.
• Established local distribution of product in over 100 accounts.

• Developed marketing strategies to raise consumer sell-through of product by 50%.
• Conceptualized a highly effective consumer advertising campaign.
http://www.identity.com.es
VALSOL DEL SURESTE (GRUPO EUROUNIFORMS). Murcia (Spain). (2004 - 2005). Marketing & Business
Development Manager.
Challenge: Start-up Operations.
Senior sales and marketing executive for this start-up manufacturer of niche oriented consumer products. Broad scope
of responsibility included P&L accountability, strategic market planning, business development, sales forecasting,
marketing, pricing, training and personnel for sales through all channels in Murcia (Spain). Hired, trained and
supervised a staff of 10 sales and support personnel. Directed all sales and marketing activities, including lead
generation, trade advertising, trade shows, account development / management and pricing. Called on all classes of
trade, including wholesale, retail, mass, grocery, discount, and specialty stores. Supervised Developed sales and
expense budgets.
Results:
• Grew business from one account to over 10 major accounts generating gross profit within less than a year.
• Improve organization structure, management and quality systems to meet organizational objectives and maximize
human and environmental expertise.
• Recruited, hired and trained 6 sales associates in less than one year.
• Created and delivered several major competitive and strategic market research studies to define global new market
definition, investor relations and quality of service.
• Created marketing campaign, pricing structure and sales strategy for clothing line.
• Established local distribution of product in over 100 accounts.
• Developed marketing strategies to raise consumer sell-through of product by 50%.
• Conceptualized a highly effective consumer advertising campaign.
• Signed a new clothing supplies contract with the Resort “Hyatt Regency La Manga”, from Murcia (Spain), looked for a
new partner \"Imagem & Compahia\", from Portugal, with the challenge of the competitor Adolfo Dominguez’s company.
HTTP://WWW.EUROUNIFORMS.NET/EU/WEB.HTML
HTTP://WWW.IMAGEM-COMPANHIA.PT
CEPSA GAS. Murcia (Spain). (2003 - 2003). Marketing & Business Development Manager.
Challenge: Resolve immediate cash crisis and relieve financial stress.
Senior sales and marketing executive for this start-up manufacturer of niche oriented consumer products. Broad scope
of responsibility included P&L accountability, strategic market planning, business development, sales forecasting,
marketing, pricing, training and personnel for sales through all channels in Murcia (Spain). Hired, trained and
supervised a staff of 10 sales and support personnel. Directed all sales and marketing activities, including lead
generation, trade advertising, trade shows, account development / management and pricing. Called on all classes of
trade, including wholesale, retail, mass, grocery, discount, and specialty stores. Supervised Developed sales and
expense budgets.
Results:
• Grew business from one account to over 30 major accounts generating gross profit within less than a year.
• Delivered first year’s gross profit 50% above plan.
• Improve organization structure, management and quality systems to meet organizational objectives and maximize
human and environmental expertise.
• Recruited, hired and trained 10 sales associates in less than one year.
• Created and delivered several major competitive and strategic market research studies to define global new market
definition, investor relations and quality of service.
• Created marketing campaign, pricing structure and sales strategy for gas line.
• Established local distribution of product in over 300 accounts.
• Developed marketing strategies to raise consumer sell-through of product by 50%.
• Conceptualized a highly effective consumer advertising campaign.
• Grew customers to over 50% of the total market, with the challenge of the competitor Repsol Butano’s company.
GASES GHM (REPSOL BUTANO). Molina de Segura, Spain. (1998 - 2002).
STORE OPERATIONS / MERCHANDISING
Senior operations and merchandising executive for this retail chain with many locations. Broad scope of responsibility
included store operations, merchandising, inventory control, loss prevention and marketing.
Results:
• Achieved aggressive growth of 20% per year in sales revenue.

• Grew sales to 20% within 4 years and increased average store volume 25%.
• Increased gross profits 12% while reducing total inventory by implementing a strong operational controls.
EARLY CAREER
CONSULTANT, Many Companies (Self-employed), Alhama de Murcia & Murcia, Spain, 1988-1998
SALESMAN, SALES REPRESENTATIVE, (Self Employed) Many Companies, Zaragoza, Murcia, Madrid,
1983-1987
EDUCATION & PROFESSIONAL TRAINING
Instituto del Campo Freudiano, Murcia, Spain
Psychoanalyst, Psychoanalysis, 1993 – 2003
UNED (Spanish Open University), Madrid, Spain.
BSc+MSc , Theoretical Physics, 1983 – 2003
Sales Representative's College, Murcia, Spain.
Graduated on SALES REPRESENTATIVE, Sales, 1982 – 1983
St. Alfonso's Institute, Salta, Argentina.
Graduated on Commerce, Business, 1974 – 1979
Additional Information
Honors and Awards
Two years ago, the Spanish Government asked him to write as expert, with others, The Strategic Spanish Plan for the
Tourism to the year 2020.
Circle of Experts ( http://circleofexperts.com/Home.aspx ) & Coleman Research Group ( http://www.colemanrg.com )
asked him to be member of his Staff.
PROFESSIONAL AFFILIATIONS
Member of Physic’s Spanish Real Society (RSEF)
Member of Official College of Commercial Agents (COAC)
Member of Psychoanalysis's Murcia Forum
Member of Psychoanalysis's European School
LANGUAGES & COMPUTERS SKILLS
Four courses of English at Institute St. Alfonso (Salta); High Level.
Four courses of French at Institute St. Alfonso (Salta); Average Level.
MS-Office; Data bases, Statistics, Analysis and Mathematics; Internet; Operating & Network Systems:
Linux, Windows and UNIX; HTML Programming and algorithms.
Websites:
• My Company ( http://www.identity.com.es )
• Corporate Brochure ( http://www.identity.com.es/ingles/identity_dossier.pdf )
• \"Meta\" Internet Virtual Site ( http://methainternet.wordpress.com )
• Strategy & Development/Spanish World ( http://desarrolloylineamientosestrategicos.blogspot.com)
• View my LinkedIn profile ( http://www.linkedin.com/in/franciscoantoniocerongarcia )