About
I am Luis, an Agricultural Engineer with +15 years of experience in large companies (Royal Canin - Mars, De Heus, Nutreco) in strategic positions of marketing, sales management and ecommerce. I am entrepreneurial, disruptive, creative and analytical, with a global vision of the business and a strong digital background. I like strategy, management, decision making and negotiation. I have a native leadership and I am very close to people.
I am currently the Co-Founder of a purpose driven stat-up: an ecommerce in the pet care industry with which I am experiencing an incredible stage of entreprenourship, with a full inmersion in the world of ecommerce. We have also developed a B2B business line into the HORECA sector.
I have previously belonged to the Executive Committee of DeHeus Spain (+ €280M, +400 employees), from where I have led and participated in important cultural and strategic changes. 10 years at Royal Canin, from MARS group (+ $30B), consolidated the bases of my knowledge and leadership skills: with training, procedures, budget, freedom and a multicultural environment. Holland, where I lived and started my learnings, taught me a different culture: enterpreneural, organized, with practical focus and always oriented to growth. I like online and I have always helped to digitize the companies and departments that I have belonged to.
I have a full knowledge of the pet care sector worldwide and a good knowledge of the livestock sector at a national level. I know in depth the European pet channels of retail, specialized store, veterinary and dog & cat breeders, as well as that of the national agricultural or agro distribution. I have extensive knowledge of the factory feed production system, machinery, processes, efficiency, performance and stock management in warehouses. I have good knowledge of national and international logistics. I have participated in factory acquisition processes and have mastered everything related to the marketing, sales and ecommerce departments.
I believe that objectives can be achieved through a team and I trust in the multiplying power of collaboration between people. There are two great motivations for me: exploring new challenges and people -> I like people.
>> If you want to contact me, please, send me an email to: lcalderonm@gmail.com or a LinkedIn inmail.
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Work experience
- September 2020 – present
Pets4Good
FounderFounder of www.pets4good.es, a purpose-driven company where "we make each pet leaves its mark". A different, supportive ecommerce with high social impact, in which we donate part of our margin to the solidarity project that each client chooses, and we do so with total transparency and traceability on the destination of each of the donations. 
October 2019 – presentGuidepoint
Senior AdvisorExpert advisor in the pet food industry at a worldwide level with deep knowledge of the spanish market. I help investors, consultants and professionals to clarify the uncertainty and make important decisions with certainty and confidence in the areas of sales, marketing, production and logistics as well as in team managment and leadership areas. Guidepoint connects clients with vetted subject matter experts —Advisors—, thus enabling Guidepoint's clients to leverage the insights and perspectives shared by Advisors to stay informed and make better business decisions.- February 2018 – February 2020
De Heus España Nutrición Animal
Retail Division Director and member of Executive CommitteeMember of the Executive Committee of Heus Spain (+ €280M; +400 employees) and responsible for the Specialized Distribution Channel (20% EBITDA). Reporting to the General Manager, I lead the sales and operations team, taking responsibility for the strategy, sales, operations, product and service offer aimed at national and international B2B customers (+15 countries): distributors, agro shops, pet shops, veterinarians, breeders. Very important focus in Pet Food and hobby - backyard livestock feed. We support the sales team of about 50 people within the company. My daily work is focused on the team, to serve and help them, trying to keep their motivation to the maximum. I redefine the business model: customer segments, value offer, product portfolio, sales terms and promotional policy, prices, commercial incentives, logistics, warehouses and invoicing. We managed to convert an obsolete #petfood business, becoming an emblem for the company and increasing its sales by 300% and its EBITDA by 500% in just 1.5 years. I participate in factory purchase decisions and in the integration of new teams into the company. I am responsible for pricing, where I get in touch with the raw materials market. - October 2015 – January 2018
Royal Canin Iberica
Senior Product Manager IberiaI acquire responsibility for Spain and Portugal, which allows me to get to know the Portuguese culture in depth and participate in the integration of a new multicultural team, adapting procedures, plans and communications. I create a successful online platform to connect B2B and B2C clients, following a freemium strategy, reaching out more than 2K visits per day in 2 years. I learn during 3 years everything related to digital marketing (SEO, SEM, metrics, keywords, linkbuilding, content Mkt, social networks, targeting, retargeting, etc.). I am a member of the Royal Canin International Committee of the Worlwide Top 10 experts, were we discuss about long-term strategies for the company and advise emerging countries in their beginnings. I actively participate in the local S&OP process. - February 2011 – October 2015
Royal Canin Iberica
Product Manager SpainPlanning and execution of the annual Marketing Plan: product plans, launches, campaigns, events, etc. with large focus on digital marketing, Inbound & Outbound Marketing. We work closely with agencies. I carry out in-depth analysis of the market, channel and company sales, campaigns and promotions, ROI, sales forecasts, etc. I give technical support to the sales team. I maintain my previous KAM responsibility for Governmental clients. I acquire the national responsibility of Events Manager, to unify criteria, procedures and work flow methodology (+300 events / year). - January 2008 – February 2011
Royal Canin Iberica
Sales Area DelegateDirect contact with clients, distributors and prescribers. Design wholesale sales plans and monitor their objectives. Negotiate commercial periods closing. Maintain current clients data base and search for and acquire new clients. Accompany distributors sales force, providing strategy, analysis and focus on strategic ranges. Adapt the global strategy to local needs and design custom plans. Negociate with key accounts. Organize and participate in events and meetings with clients. I acquire the responsibility of Key Account Manager - KAM of Governmental Customers and design the offers to be presented in official conquests. - September 2006 – December 2007
Nutreco
Jr ResearcherI move to the Netherlands to work on ruminant and monogastric research projects at the Ruminant Research Center in Nutreco (Boxmeer - Holland). I learn English, a new culture and a good way of working. - July 2006 – August 2006
COVAP
TraineeTraining period in farms management.
Education
- 2020 – 2021
ThePowerMBA
The PowerMBA Program, MBA, Business Expert - Business Management and Administration - 2017 – 2017
ESIC Business & Marketing School
Digital Marketing Expert, Marketing - 2015 – 2015
ESIC Business & Marketing School
Product Manager Program, Marketing - 2000 – 2007
Universidad Politécnica de Madrid
Master of Engineering (MEng), Agricultural Engineer, Animal Production