Laurentino Gonzalez Abud
About Laurentino Gonzalez Abud
Laurentino Gonzalez Abud serves as the National Field Sales Operations Manager at Brown-Forman in Mexico, where he has worked since 2015. He holds a degree in Agricultural Engineering from Universidad Autónoma de Guadalajara and has a proven track record in sales growth and team development.
Work at Brown-Forman
Laurentino Gonzalez Abud has held multiple roles at Brown-Forman, a global leader in the spirits and wine industry. He has been serving as the National Off-Premise Manager since 2015 and as the National Field Sales Operations Manager since 2017. Prior to these roles, he worked as the Divisional Manager for Bajio from 2013 to 2015 and as the National Wine Manager from 2012 to 2013. In his current positions, he has focused on enhancing sales operations and implementing strategic initiatives.
Education and Expertise
Laurentino Gonzalez Abud studied at Universidad Autónoma de Guadalajara, where he earned a degree in Agricultural Engineering from 1984 to 1989. His educational background provides a foundation for his expertise in sales operations and management within the beverage industry. This technical knowledge supports his strategic decision-making and operational efficiency in his roles at Brown-Forman.
Achievements
During his tenure at Brown-Forman, Laurentino achieved a 22% sales value growth in fiscal year 2018 compared to fiscal year 2017. He developed the 'Spartan Academy', a virtual training platform using Moodle, aimed at enhancing the sales capabilities of the Field Sales Operations team. He also implemented Salesforce CRM to assist the team with market segmentation and execution guidance, and utilized 'Storecheck', a Tableau-based tool for real-time sales data analysis.
Sales Operations Management
Laurentino Gonzalez Abud has integrated and developed a comprehensive structure for Field Sales Operations at Brown-Forman. This structure includes 240 merchandising executives, 23 zone managers, and 6 regional managers. His leadership in this area has contributed to improved operational efficiency and effectiveness in achieving sales objectives.