JUAN DIEGO PENAGOS AGUIRRE

Supported operational and site-based activities across multiple projects, ensuring tasks were completed efficiently and safely.
• Followed workplace health and safety procedures while working in fast-paced environments.
• Assisted with manual handling, site preparation and general support duties as required.
• Demonstrated reliability, punctuality and adaptability while working with different teams and supervisors.

• Led event planning and execution for large-scale corporate functions and conferences.
• Coordinated logistics, including venue selection, vendor negotiations, and resource allocation.
• Developed comprehensive event timelines to ensure on-schedule project delivery.
• Managed budgets by tracking expenses and identifying cost-saving opportunities.

Represented and promoted a diverse portfolio of global and local beverage brands, including wines, beers and premium spirits, across on-trade and off-trade channels.
• Delivered brand activations, tastings and experiential events to drive brand awareness, trial and sales growth.
• Built strong relationships with venue managers, bartenders, sommeliers and key hospitality stakeholders.
• Supported product launches, trade marketing initiatives and promotional campaigns in line with brand guidelines.
• Provided brand education and product training to venue staff to improve menu presence and brand advocacy.
• Collected market insights and customer feedback to support sales strategies and account development.
• Worked closely with sales and account management teams to support commercial objectives and execution excellence.

Premium Spirits Portfolio
• Managed and developed key on-trade and off-trade accounts for Diageo’s premium spirits portfolio, including Johnnie Walker, Smirnoff, Tanqueray, Don Julio, Baileys and Guinness.
• Acted as the main commercial point of contact for strategic hospitality groups, distributors and retail partners.
• Drove volume, revenue and distribution growth through strategic account planning and portfolio prioritisation.
• Negotiated commercial agreements, pricing structures, distribution and promotional calendars aligned with brand objectives.
• Executed brand activations, tastings and trade marketing initiatives in line with Diageo brand standards.
• Analysed sales performance, market trends and customer insights to identify growth opportunities and optimise account strategies.
• Worked cross-functionally with sales, marketing and supply chain teams to ensure execution excellence and customer satisfaction.

Managed and developed a portfolio of key on-trade and off-trade liquor accounts, acting as the main commercial point of contact for high-value clients.
• Successfully expanded the client database from 12 to 60 active accounts within 2 months, reaching 80 accounts within 6 months through strategic prospecting and relationship management.
• Drove significant revenue growth, increasing sales turnover from 5 million to 600 million within 9 months by executing targeted sales strategies and portfolio positioning.
• Negotiated commercial agreements, pricing structures and promotional activities with venue owners, distributors and retail partners.
• Led the execution of brand activations, tastings and trade marketing initiatives to increase brand visibility and volume growth.
• Analysed sales performance, market trends and customer insights to identify growth opportunities and optimise account strategies.
• Worked closely with internal sales, logistics and marketing teams to ensure operational excellence and consistent brand execution.

Job Description (Liquor Industry Focus):
• Managed and coordinated key on-trade and off-trade liquor accounts, ensuring alignment between client expectations, brand objectives and commercial targets.
• Acted as the main point of contact for high-value hospitality and retail clients, improving service levels, communication flow and response times.
• Coordinated sales initiatives, promotional activities and product launches to support brand visibility and volume growth across assigned accounts.
• Analysed sales performance, client feedback and market trends to identify opportunities for process improvement, account development and increased customer satisfaction.
• Supported the implementation of trade marketing strategies, POS execution and compliance with brand standards.
• Developed internal training and sales support materials focused on product knowledge, portfolio positioning and account management best practices.

Developed and executed market development strategies to increase brand presence, volume and distribution across on-trade and off-trade channels.
• Managed portfolio execution in line with brand standards, pricing strategies and promotional calendars.
• Analysed consumer behaviour, sales performance and market trends to optimise product positioning and promotional effectiveness.
• Collaborated with sales, trade marketing and distribution teams to drive market penetration and execution excellence.
• Delivered sales team training focused on product knowledge, portfolio segmentation and effective selling techniques.
• Identified growth opportunities within assigned territories, supporting incremental volume growth and market share gains.

Managed major supermarket and modern trade accounts.
• Delivered volume targets and brand execution strategies.

• Cultivated strong relationships with key clients, enhancing customer satisfaction and loyalty.
• Developed tailored account strategies to align client needs with company offerings.

• Built the institutional channel from zero, achieving 130% growth.
• Led cross-functional teams to drive commercial strategy and enhance customer satisfaction.
• Developed and executed training programs to improve team performance and product knowledge.
• Analyzed market trends to identify growth opportunities and inform strategic decision-making.
• Fostered relationships with key stakeholders to support collaboration and alignment on business objectives.

• Coordinated large-scale brand activations and promotions.
• Developed national retail and supermarket accounts.

• Engaged customers to identify needs and provide tailored product recommendations.
• Assisted in maintaining accurate inventory records and product displays.