This document is a resume for Felix Rene Martinez Bernal with over 22 years of marketing and sales experience in both domestic and international markets. Some of his professional experiences include serving as Export Manager for Grupo Industrial Saltillo, where he was responsible for the US business and hiring a US sales VP. He has also held other export management roles with the company, growing business in Central America and Europe. His formal education includes a Master of Business Administration and degrees in Marketing/Sales and Economics.

1. F E L I X R E N E M A R T I N E Z B E R N A L .
Chihuahua 152
Col. República Poniente. Ph. +52 844 180 9761
25280 Saltillo, Coahuila. Cel. +52 1 844 419 0351
Mexico flxmtz71@outlook.com
22 Years of relevant marketing and sales experience, both international and
domestic markets including several distribution channels / International and
domestic market key accounts management / Team building and commercial
staffing / Sales growth project leader / Growth and profitability orientation /
Strong negotiation skills / Multicultural relationship capability.
PROFESSIONAL EXPERIENCE: MAJOR ACHIEVEMENTS AND RELEVANT
CONTRIBUTIONS
Grupo Industrial Saltillo
Export Manager / Total House wares Business for USA and Europe ( Cinsa & Santa Anita )
Saltillo, Mexico. October 2011 to date.
Responsible for the US new business.
Hiring and managing the US sales VP for the US Market.
Establishing goals and action plans, as well as executing through the relevant team members.
Setting up a commercial representative’s structure to serve the US market, establishing the product
portfolio.
Identifying customer’s needs and setting adequate and sufficient solutions for them
Negotiation of a distribution contract with key account in order to serve the market through them, and
directly with our own effort
Export Manager / Total House wares Business all markets( Cinsa & Santa Anita )
Saltillo, Mexico. January 2003 to October 2011.
Responsible for the export business results in terms of volume, profitability, working capital and strategic
planning indicators.
Business directive team participation, involved and aware of most important decisions and strategies
regarding the future of the business.
Innovation platform leadership (New Geographies), involving the penetration of all of our product lines
into new countries and markets, successfully accomplishing the penetration in most of the South American
countries.
Customers consumptions growth, billing collection and inventory planning, as well as average price and
fixed cost surveillance are amongst the regular activities.
Commercial agents and internal team coaching and leadership so they can achieve their particular sales
objectives, assisting negotiations process and customers relationship.
Bringing from non-profitable low volume business the US market operation up to a profitable and steady
business.
Export Manager / House wares Business Central America & Other Non-Nafta Markets
(Europe included) Saltillo, Mexico. September 1999 through December 2002.
Responsible for the export sales and collection in Central America and Europe (Greece and Germany).
Achieving growth of the business volume from $2.2 USD M in 1999 to double its value $ 4.7 USD M in
2003. The mentioned market value continues to grow up to this date.
Continuously revising the distributor’s structure and business plan to asses them in the commercialization of

2. our product lines, actively consulting with them the relevant issues for business growth and profitability.
Accomplishing the Robert H. Schaffer & Associates “High Impact Consulting” course fulfilling the practice
of this valuable learning in a GIS branch dedicated to the construction industry (VITROMEX). Specialized
in “Change Acceleration Process” for organizations and rapid results orientation.
Directly involved in the design and implementation of the Commercial Policy for distributors that included
the volume-profitability analysis and the customers rationalization process, as well as discount and
commercial conditions to be allocated to every distributor in our Domestic Market.
Reporting initially to the Commercial Director and later on to the CEO because of superior performance.
Export Manager / Dinnerware Business all markets (Santa Anita)
Saltillo, Mexico. September 1997 through August 1999.
Commercial attention and business development for US, Europe and Central America customers.
Service level standards and logistic assistance for export customers
Export sales executive / Dinnerware Business all markets (Santa Anita)
Saltillo, Mexico. September 1996 through August 1997.
Key account management for growth / New business development / New market introduction
Domestic sales executive / Total House wares Business (Cinsa & Santa Anita)
Saltillo, Mexico. September 1994 through August 1996.
North and West Mexico key account management and 300% growth (1994-1996) in sales with the same
clients via customized business plan development for each of them.
Market Research Executive / Total House wares Business (Cinsa & Santa Anita)
Saltillo, Mexico. August 1993 through August 1994.
In charge of supporting Marketing and sales decisions through data gathering and analysis, assisting a
number of activities related to product development and merchandising. Initial contact with distributors and
end consumers.
FORMAL ACADEMIC INSTRUCTION:
EGADE (ITESM Campus Monterrey) 1997
Master of Business Administration – Finance
ITESM Campus Saltillo - 1994
Marketing and Sales Management Diploma
ITESM Campus Monterrey 1993
BS – Economics
CONTINUOUS EDUCATION INCLUDES:
Business Marketing Strategy / Northwestern University. Kellog School of Management 2012
World Marketing Forum Seminarium / HSM 2004, 2005, 2006, 2007
High Impact Consulting / Robert H. Schaffer & Associates 2002
IncludeS:Kaiser Sales 2000