Guillermo Cely Peña is a 51-year-old industrial engineer from Colombia with over 25 years of experience in sales leadership roles across Latin America. He has worked for multinational companies like Procter & Gamble, Kellogg's, Philip Morris, and Reckitt Benckiser, leading sales teams in Colombia, Venezuela, Ecuador, and Peru. His roles have included sales director, country sales manager, and district manager. He has a track record of exceeding sales targets and growing market share through strategies like new product introductions, distribution expansion, and trade investment negotiations. Currently he is the Andean Sales Director for McCain Foods, leading their sales organization across four countries.

1. GUILLERMO CELY PEÑA
Cellular phone Colombia : + 57 3168331059
districaracas@yahoo.com
Personal Data
Age 51 years old.
Citizenship: Venezuelan C.I. 13.013.951 & Colombian C.I. 91.238.409
Birth Place : Bucaramanga - Colombia
Marital Status : Married
Profession : Industrial Engineer (Universidad Industrial de Santander - Colombia)
Objective
Senior Sales Executive, with a complete career from Sales Representative to Regional Sales Director of high
performance organizations (Procter & Gamble, Kellogg´s Company, Philip Morris, Reckitt Benckiser and McCain Foods).
Strong experience on DTT Distribution, Key Account management, Pharmacy detailing (OTC), Food Service, Trade
Marketing across Colombia, Venezuela, Ecuador and Perù; experience on new product introduction in Mexico, Brazil,
Argentina, Perù and Ecuador. “Matrix” report, multifunctional team building and leading large group of managers,
supervisors and sales reps to reach Company objectives.
Experience
McCain Foods Limited Andes
Andean Sales Director Feb 2014 - Current
 To reach Andean (Colombia, Venezuela, Ecuador and Perù) sales targets: Net revenue by category, Trade Investment and
Distribution by channel, placement at the store and promotional activities. Talent development and build high performance sales
organizations.
 Be part of the Directors management team, responsible to reach top P&L indicators (Net Revenue, Trade Investment level,
Gross Margin, Commercial Fix Cost, Product Contribution and Profit)
Achievements:
- Design of new GTM for Food Service cannel (68% of Company business). Total Sales restructure to match global
Food Service strategy and model in 6 months.
- Distributor´s Sales force automation (80% in 10 months) in order to create Key performance indicators by sales resp,
distributors and categories.
- +30% distribution coverage in 8 months (conversion from fresh potato to frozen fries potatoes) 4.100 new customers
- Logistic complex reduction creating 200K USD saving/year .
- Retail promotional revamp + 8% growth vs. YA
- QSR/Top Operators (customers) gain share (from 72% to 85%)
- Peru direct distribution model. 2016 direct sales will represent 55% of total sales
- Retail: Leading Casino IRTS (global promotional negotiation) for Latinoamerica to achieve standard counterparts for
Colombia, Brazil, Argentina and Uruguay.
RECKITT BENCKISER
Andean Sales Director Jan 2008 – Dec 2013
 To reach Andean (Colombia, Venezuela, Ecuador and Perù) sales targets: Net revenue by category, Trade Investment level,
Distribution by channel, placement at the store and promotional activities. Talent development and build high performance sales
organizations.
 Be part of the Directors management team, responsible to reach top P&L indicators (Net Revenue, Trade Investment level,
Gross Margin, Commercial Fix Cost, Product Contribution and Profit)
Achievements:
- Net Revenue growth during last 5 years over 25% annually (above industry growth and Reckitt Benckiser Latin-
American average (17%), from 2008 to 2013.

2. - Fast development of down the trade business in Colombia and Perú, growing RB brands distribution from single digit to
30´s / 40´s in 2 years. Now Vanish brand is leading market share in DTT , net revenue bigger than modern and gross
margin improving +320bpp. Development of DTT successful model (for Wholesalers and M&Ps) that RB is reapply in
other Asia and Latin-American countries.
- Successful trade investment negotiation to reduce 900 basic point investment in one top 3 customer (May 09)
- Shelf/assortment improvement for depilatory and Fabric treatment products to increase +25% shelf space trough
category management in top 5 Customers, including Casino and Carrefour.
- Build a wining sales team, promoting internally 35% of total population in 2 years.
- Successful new product introduction in OTC (pharmacy) reaching 92% WDistribution and 2nd
brand in market share in
one year (Gaviscon).
RECKITT BENCKISER
Venezuela Commercial Director March 06 – Jan
2008
 To reach National sales objectives, and turn around Venezuela business trend.
 To reach top P&L indicators (Net Revenue, Trade Investment level, Gross Margin, Commercial Fix Cost, Product
Contribution and Profit)
Achievements:
- 2 years sales growth record (47% 2006 and 67% 2007) with trade stocks reduction from 12 weeks to 5 weeks
- Trade investment reduction 2005: 57% of NR, 2006: 44% of NR, 2007: 32% and 15,4% in 2013.
- Gross Margin improvement + 500 bpp annually
- Profit from 5% to 14% of total Net Revenue in 2 years
TABACALERA NACIONAL (Philip Morris de Venezuela)
Venezuela Sales & Distribution Director Nov. 04 –
Oct 05
 To reach National volume objectives, profit and market share targets.
 To develop of Sales & Distribution organization to World Class Level (55 people department)
Achievements:
- The fasted Sales Restructuring and Automation around PM world wide 100% in 8 weeks
- Distribution improvement (+15%)
- Sales operation efficiencies from 20 to 45 visits/day and key sales indicators implementation.
TABACALERA NACIONAL (Philip Morris de Venezuela)
Venezuela Country Sales Manager May 03 –
Nov. 04
 To reach National volume objectives by area and brand within budget.
 To develop of Sales & Distribution organization
Achievements:
- New training, development at entrance level to improve sales performance (45% of the total Sales organization has
been changed for new talent people in one year).
- Volume results according to targets (flat vs. previous year).
KELLOGG´S DE VENEZUELA CA
Venezuela Country Sales Director Feb 01 –
Nov 02
 Create Sales strategies and execute to deliver Sales, volume and profits company objectives within budget
 To develop of Sales organization to best in class level (60 people department)
Achievements:
- I reached Kellogg´s records for Volume +10% (kgrs), Nest Sales +8% (U$) and Profits +10% (U$) during 2001 vs. YA
- I re-designed the Sales structure to match new market dynamics and get 15% overhead saving.
PROCTER & GAMBLE LATINAMERICA

3. CBD Manager for Health Care and Corporate New Venture Latin America July 99 –
Feb 01
 To develop of Merchandise strategies for new products introduction and ongoing business for Latin America P&G Health
Care & CNV products.
 Matrix report to 3 high level Managers (1. Regional Business Unit VP 2. Global Sales Business Unit VP and 3. Latin-American
corporate Sales VP.)
 To develop local Health Care trade marketing Mgrs across countries and increase Sales Mgrs and Reps performance to
reach our volume objectives.
 To develop a CBA (current best approach) in order to reach outstanding in-store presence and distribution objectives across
channels for Oral Care, Respiratory and Gastrointestinal products across Latin America.
Achievements:
- I developed a new approach for Latin America Winter Season plan for Health Care products “1MM U$ saving a year”.
- I introduced Respiratory Category in Colombia and Vzla with volume and distributions 10-20% beyond objectives
- I did a commercial research to introduce a Health Care P&G category in Chile to evaluate 700M U$ investment.
PROCTER & GAMBLE DE VENEZUELA
District Manager - Customer Merchandiser Operation (Paper) April 98- July 99
 To develop of Merchandise strategies for new products introduction and ongoing products for P&G Paper category.
 To respond for the national promotional investment at wholesalers and distributors for all P&G`s products.
 Member of the Manager Team at Venezuelan CBD (Sales)
 Leader at the national corporate “Shopper research” (Marketing Research) process.
Achievements:
- I developed a special sales tool (CD-Rom format) for 4 successful new product introductions to the Venezuelan market.
- I lead a corporate program to get outstanding in-store presence for P&G products at the down the trade level (800M U$
budget).
Customer Merchandiser Operation Unit Manager 1997–1998
 To develop of Merchandise strategies for new products introduction and ongoing products for P&G paper category.
 Leader of the process to reach competitors information.
 ECR strategies consultant for the sales department.
Achievements:
- I got + 10% shelf space for feminine protections and diapers brands in a year via Category Management.
- I designed and presented a seminary of ECR practices for P&G Sales Force.
Key Accounts Unit Manager 1996–1997
 National Corporate Manager for the biggest account (Makro Comercializadora S.A.).
 Multifunctional Team member for the Club Stores development.
 Accountability for Makro’s strategies and promotional found (1.2MM U$).
Achievements:
- I tour on back the commercialization relationship between Makro and P&G before 6 months breaking-off.
- I reduce out of stocks figures (from 10% to 5%) with a multifunctional teamwork.
- “Excellence Challenge” Award for Venezuela
- “Latin America Unit Manager” Award
Field Unit Manager 1994–1996
 In charge of 5 sales representatives, 20 promoters and 22 demo ladies.
 To respond for the sales objectives in the Zulia, Falcón, Trujillo and Mérida states.
 To respond for the promotional investment at the area (Bs. 300MM/year).
 Key accounts development at the area : Centro 99, Cobeca, Fin de Siglo and Victoria.
 To respond for the horizontal and vertical development of the Sales Reps of the Unit.
Achievements:
- I reach the second position amount the 6 areas on sales performance (volume, displays, distribution, receivables).

4. - I develop two Sales Reps to management positions.
District Field Representative (DFR) 1992–1994
 Sales Representative’s Trainer.
 Vacation coverage
 Special projects for the District.
Achievements:
- I worked on 8 different Venezuelan areas, covering Sales Reps vacations.
- I designed the yearly promotional calendar for the main Central-West Regional Accounts (300M U$ budget).
Sales Representative 1990–1992
 To respond for the sales and promotional activities at Mérida State.
Achievements:
- I increased 15% volume of the territory since the firs year.
- I took a special seminary for trainers (usually for Sales Reps with 3-4 years experience).
FUNDESAN
Small Business Consultant 1988–1990
 Consultant for small companies.
Education
Industrial Engineer
Universidad Industrial de Santander Bucaramanga (Colombia) 1983
-1990
English
Cincilingua Institute Cincinnati Ohio (USA) Sept-Oct 1999 and
August 2010
Seminaries
 IESA: Low income consumers market
SoftLine SA : “Finanzas para Ejecutivos no Financieros”
 P&G : Micro marketing - Negotiation Principles - Sales Advance Techniques - Data Analysis - Leadership - Total Quality -
Word Process Change - ECR - Data Base Selling - Managing Inclusion
 IESA : Total Marketing (Philip Kotler)
 Management Enterprise C.A. : Interactive Supervision - Influence and positive power - Time Manage.
 English Resource Center : Presentation skills for executives