Martin Carlos A.

Cadena León
Linkedin Profile: https://www.linkedin.com/in/cadenamartin/

Personal Information

Nationality Born in Bucaramanga, Colombia 27/10/1964

Card Colombian citizen ID 91.275.363 issued in Bucaramanga
Venezuelan citizen ID V-7.090.323
Marital Status Married With 4 children
Address Calle 48 #23-27 Edif Itza Riviera Maya Apt 601 Bucaramanga, Santander-Colombia
Phones +57 316 4556861 +57 7 6573254
Email msamc.gg@gmail.com
Language Perfectly Bilingual due of studies and work experience in English speaking countries. English (CEFR Level: C1-
C2 TOEFL:603). Experience working with North American and Korean automotive companies, as well as,
American and British operators during professional stage in Oil&Gas

Value offer

• 29 years of professional experience, 14 years in the Venezuelan Oil Industry and Related Sector (CIED & CICA Consultores) and 15
years in the automotive Industry Andean, Brazil, Argentina and England. Both sectors require high levels of Leadership Temple and
Discipline

• University professor and researcher for 20 years in Chairs of Management, Marketing and Project Management
• More than fifteen (15) years of experience leading sales organizations in a multinational automotive company always achieving
exceeding sales goals, market penetration, market representation, income, margins, budgets, satisfaction Worker, customer and
distributor

• Design and development of distribution networks through dealerships (Ford Network in Andean Region, Ford Truck Network in
Venezuela, Hyundai Truck Network in Venezuela)

• Checked Records Participating in the strategic development of Business with multi-million-dollar growth (Ford Motor Company in
Venezuela, Colombia, Ecuador, Argentina, Brazil and England and Universal KIA Distributor And their Network of Authorized Dealers in
Venezuela)

• Specialized Skills in Business Technologies such Business-2-Business and Business-2-Customer

• Strong Leadership developed in Automotive Companies and Venezuelan State Oil Corporation (PDVsa) following Business protocols
and interrelations to do business government agencies and C-level executives

• Expert relationships builder, development of commercial channels, negotiator and business strategist
• The best of two worlds, the Corporate and the Entrepreneur. New Business Development
• Extensive experience as a Researcher, Entrepreneur and Innovator. General Manager. Production Manager. Sales and Distribution
Manager, New Business Development Manager, Operations Director.

• Innovation and management of New Technologies for organizational transformation (During the Decade of the 90 in PDVsa with
SAP/R3, Office Tools and e-learning systems development, E-training and AI)

• 13 years of experience in the Venezuelan Oil Industry (1986 – 1999) In the areas of training, development and incorporation of new
technologies and planning-optimization of plant stop programs

• Management and Optimization of Plant Shutdown Projects With systemic focus on refineries, Petrochemical Complex in PDVsa (El
Tablazo, Morón, Cardon, Amuay, El Palito, José Complex and Puerto La Cruz)
Objective

Continue my Executive development within a working environment full of challenges where I can continue enjoying the results of my
academic, professional, personal and business experience and where the needs for a winning management team prepared to confront
impossible challenges are needed

Experience (Last 25 Years

2017-2019 Fabrica Italo-Colombiana de Baterías FAICO SAS – Bucaramanga, Santander-Colombia

General Manager – Legal Representative
 Responsible for the operation of manufacturing, marketing and distribution of FAICO batteries manufactured in Giron site. Responsible
for placing on the market 41,500 units (1% of the market) through its retail and wholesale channels and various automotive services
retailers (quick service, lubrication, etc) through its Shop and 3 servitecas Located in Bucaramanga, San Gil and Piedecuesta. Leader
of the economic integration project between FAICO and Coexito as a business model innovation for economic and financial growth.
 Manage operations within the guidelines of the Business Plan, Board of Directors and Policies of the Company
 Develop of sales, expenses, costs and investment plans aligned with the business master plan
 Develop production budgets and raw materials supply plans to ensure timely and compliance of production plan to assure availability
on time at distributors and service retailers.
 Implement business growth and evolution strategies based on maximizing profits and total cost management.
 Cash flow management considering account bank debts, accounts receivable and accounts payable.
 Commercial operation review (results, structure, promotion and marketing plans, distribution, pricing and discount plans for wholesale
and retail, distributor clustering analysis and management, credit conditions).
 Leader of the organizational and people development plan (training, permits, disabilities, SST, career plans) through Human Resource
Department.
 Leader of Internal Control and Compliance Plans in conjunction with the holding’s Internal Control team.
 Chairman of every governance meeting in the Company: HR, quality, production, sales and administration committees.

2010-2016 Multiservicios Automotrices MC, C.A. (Ford Original Parts Retailer) – Valencia, Venezuela
Founding Partner and President
 Co-managed with the Operations Manager from 2010 to 2014 and exclusively from 2014 to 2016
 Design and implementation of all administrative and operational processes for wholesale and retail sales 100% compliance with Ford
Standards
 Development and update of Business Plan, QOS and Balanced Scorecard, Daily Sales Report and Ordering Report to manage
company's operations. Governance meeting scheme
 Annual sales average of 278,000 USD with net margin of 24.5%. From 2010 and 2015 YOY sales increase between
10% and 15% until collapse in 2016 due to Ford’s reduction in P&A imports hence Distributor reduction

2012-2014 KIA Motors Corp – Distribuidor Universal KIA, C.A. - Mariara, Venezuela
Plant Operations Director and Aftersales Manager
 Responsible for all the operations of the KIA’s Plant in Mariara: Sales Planning (8700U), Marketing, Market Representation (28 dealers),
Natural Gas Vehicle Conversion (4300U), Vehicle Storage (9600U), Pre-Delivery Inspection (8700U), BU detailing and minor repair
(3915u), Mayor repairs (2610u) and Distribution of Vehicles
(8700U)
 Ordering and Import of Spare Parts For the order of 14 MM $ US for the endowment of a park of units Other In operation close to
45000, Warehouse Administration and Logistics, Sales Of Of Approx. 32 MM $ US Spare parts To the Network of 20 Authorized KIA
Dealers

2011-2012 KIA Motors – Distribuidora Universal KIA, C.A. – Mariara, Venezuela

Dealer Development and New Business Manager
 Responsible of development and incorporation three (03) DUKIA dealers to current network including project management, budget,
real-state, operation and administrative processes, human resources and equipment
 Development and launch of Image and Experience Strategic Plan to deploy new sales and post-sales processes in DUKIA and its 25
authorized dealers
 Support Neohyundai’s Country Manager to design and launch a network of 5 Hyundai Truck Dealers in Venezuela
2010-2011 Amin Automotive Business Group (GM, Ford, Toyota and VW) - La Victoria, Venezuela
Corporate Director of Operations
 Responsible for sales, parts and service operations of 9 Dealers (Ford vehicles, Ford Trucks, Chevrolet Vehicles, Chevrolet Trucks,
Volkswagen And DonFeng). Joint Sales of 1200 units per month.
 Responsible of new sales and service processes based in Ford’s Blue Oval and GM Difference
 Using LOCyT (Government Fund for Enterprise Development through technology) funds, launch of SAP/R3 in GM, Ford and Toyota
dealers of the group

2007-2010 Ford Motor de Venezuela, S.A. – Valencia, Venezuela

Commercial Director - General Sales Manager for the Andean Region
 Responsible for coordinating vehicle allocation, billing and whole sale operations to vehicle (78) and truck (13) authorized dealers,
fleet sales and Ford’s self-financing system (Plan Ford) to achieve to retail sales of 152,000 units and market share of 16.34% in the
Venezuelan market.
 Improve the levels of loyalty Customer with the Ford brand through an strategic Sales plan that included process updates at dealers,
newly remodeled showrooms and dealer sites, new sales person profiles with FMI certification and a new vision of service amongst
sales teams.
 Dealer viewpoint (DVP) index levels where strictly managed by each regional sales manager in order as leverage tools amongst
assigned dealers obtaining a historical highest of 81.5%.
 Rose Customer Satisfaction Index with sales experience from 82% to 88% (C-Sat).
 100% Compliance with Sarbanes-Oxley self-assessment and certification of the Sales Management and related processes.

2005-2007 Ford Motor de Venezuela, S.A. – Valencia, Venezuela

Sales Manager Venezuela and Distribution Manager for the Andean Region
 With revamped sales and service processes and case management, rose Customer Sales Experience Satisfaction index from 68% to
80% (Corporate Index Customer Viewpoint).
 Responsible for coordinating vehicle allocation, billing and whole sale operations to vehicle (70) and truck (7) authorized dealers, fleet
sales and Ford’s self-financing system (Plan Ford) to achieve to retail sales of 152,000 units and market share of 23.23% in the
Venezuelan market.
 Collaborator with the design and deployment of Ford’s Truck Dealer Network.
 Responsible for billing and logistics distribution of exports to Colombia and Ecuador.

2003-2005 Ford Motor de Venezuela, S.A.- Valencia, Venezuela

General Manager of Plan Ford – Self-financing (savings plan) system to buy Ford Vehicles
 International assignment to Ford Argentina, S.A. and Plan Ovalo, S.A. for a period of 6 months to design and develop savings plan
system, as well as the strategic launching plan which includes dealer selection, dealer processes, Ford processes, third-party processes,
marketing plan, sales plan
 Designer of adhesion contract (intangible Plan Ford Plan product) in conjunction with Ford Legal Affairs, as well as, all administrative,
commercial processes and POSA system launch
 Plan Ford sales strategy to become the second most prestigious self-financing (savings) system in the Venezuelan Market with a
customer base of 22.000 customers (savers)

2002-2003 Ford Motor de Venezuela, S.A. – Valencia, Venezuela

Market Research Coordinator (Global Consumer Insights) Andean Region
 Responsible all market research studies, product clinics, quality studies (GQRS), segmentation studies, trend studies
 Managed 2 Call Centers (Internal / External) to attend customer requirements and conduct telephone surveys required for customer
viewpoint (sales/service/parts) and dealer viewpoint services in the Andean Region
 Development of statistical methodology based on correlation analysis to analyse and develop action plans with higher probabilities to
impact positively the levels of customer satisfaction
 Led development of B2C Dealer Portal called “Dealer Connection" where a Venezuelan customer could interact easily with desired
dealer or Ford Headquarters in order to request vehicle quotations, service quotations, parts quotations, schedule vehicle service,
present and process complaints
 Led with IT assigned Engineer the development of the "Contact Centre" system. This system permitted total database integration
amongst all possible contact point of a customer with Ford (email employees – Phone employees – Line 800 – Web Page – CAC Ford-
dealers Sales – Dealerships Service – dealerships Warranty) to see managed all interacts and customer history with one record (one
customer : one record)
 1999-2003 Ford Motor de Venezuela, S.A. – Valencia, Venezuela
Production Buyer / Engineer
 Responsible for the strategic development of supplier and sourcing of the manufactured parts to support CKD Assembly Ford Plant in
Valencia, Venezuela. Strategic Sourcing Agreements developed for rubber products (hoses, belts, motor bases), steel and aluminum
wheels, suspension systems and modules, complete chassis and parts, tires
 Supplier strategic development plan to assure prompt delivery and quality compliance
 Development of OLQ (Online Quoting) systems with IT department. This system used a reverse auction quotation process as a mean
to meliorate cost structure of general purchasing such paper and other office materials, IT equipment, cleaning products, protection
supplies amongst others
 WIPS (World Integrated Purchasing System) Launch Project Leader and collaborator with CCAPS (Corporate Accounts Payable
Systems). Both modules legacy systems where part of the overall CMMS/3 Ford Logistics and synchronized parts release systems
launch. WIPS’s Project WBS and Master Plan where developed with Ford’s IT Office in Basildon, England and Ford of Brazil (Sao Paolo,
Brazil) and executed flawlessly to have successful launch of both modules.
 University-Industry Liaison. Optimization project development with Professors of Universidad de Carabobo and employees of Ford
Motor de Venezuela. Purchasing Administrative Process Optimization Project to minimize delays and re-planning of new vehicle launch
plans

1997-2015 University of Carabobo-School of Industrial Engineering – Valencia, Venezuela

Professor of Management Department-Management Chair
 Professor of Economic Evaluation of Projects Investment, Special Management Topics, Introduction to Management, Business
Administration, Marketing. All Chairs of the Department of Management of the School of Industrial Engineering of Universidad de
Carabobo.
 Liaison Projects between University and Industry: Internal diagnosis and optimization of administrative and logistical processes with
between Ford Venezuela and Tier 1 Suppliers (Ford Motor de Venezuela 2001), Diagnostics and Administrative Optimization within
critical OEM suppliers (2006), Optimization of Production Lines of Ford Motor de Venezuela (2008), Operational and Administrative
Processes of KIA Motors-Distribuidora Universal KIA (2012)

1986-1999 Computer Consultants, C.A. - Valencia, Venezuela

General Manager-Training Manager – Consultant
 Instructional Design and Development of more than 20 different training courses in the areas of office automation, communications,
internet technology and project management provided to personnel of Petróleos de Venezuela, S.A. through one of its affiliates Centro
International de Educación y Desarrollo, S.A. (CIED).
 Overall training experience of 16000 hours.
 Overhauling project management supported with MS-Project, Artemis and Primavera (Pequiven Morón, Ël Palito” Refinery, Agip’s
Metanol Plant at Jose Complex, Super Octanos (gasoline additive) Plant at Jose Complex, Punta
Cardon Refinery)
 Technology specialist and development supervisor at CIED’s New Technologies Unit where four (04) artificial intelligence systems
were developed to support operational guidelines of gas, electrical and other industrial services of “El Palito” Refinery

Academic Education

1980-1983 Humber College Toronto, Canada

Bachelor’s in computer information systems - Graduated with Honors (3rd Promotion)

1988-1995 Universidad de Carabobo Valencia Venezuela

Engineer Industrial - Graduated with Honors (3rd Promotion)

1996-1999 Universidad de Carabobo Valencia, Venezuela

Master’s Degree in Industrial Engineering – Thesis pending

2001-2002 University of Georgia – Ford Marketing Institute Atlanta, Georgia

Market Research Diploma (On-line). Program Mandatory of Team Training “Global Consumer
Insights” (GCI) – Ford Motor Company

2001 Universidad de Carabobo – Ford 6Sigma Institute Valencia, Venezuela

Certified Consumer Driven 6Sigma Green Belt

2017 - 2019 Universidad de Yacambú Barquisimeto, Venezuela

Master’s Degree in Finance and Business Management (Thesis: Strategic Financial Management for the Business Innovation-
under development)
Most recent training courses and certifications

• KNIME Analytics Platform – Udemy – Dic 2019 (25%)

• Text Analytics - IBM Data Science Professional Certificate - Dic 2019
• Predictive Modeling Fundamentals - IBM Data Science Professional Certificate - Nov 2019
• Deep Learning for Business - Coursera - Oct 2019
• Inteligencia Artificial para todos – Coursera - Oct 2019
• Machine Learning with Big Data – Coursera - Oct 2019
• Machine Learning with Python – IBM - Oct 2019
• Introducción a Data Science: Programación Estadística con R – Coursera - Sep 2019
• Recolección y exploración de datos – Coursera – Sep 2019
• Become a Customer Service Manager – LinkedIn - Mar 2019
• Building Customer Loyalty – LinkedIn - Mar 2019
• Customer Service: Winning Back a Lost Customer – LinkedIn - Mar 2019
• Cómo dirigir el servicio de atención al cliente – LinkedIn - Mar 2019
• Leading a Customer-Centric Culture (2013) – LinkedIn - Mar 2019
• Learning Excel Cluster Analysis – LinkedIn - Mar 2019
• Liderazgo con inteligencia emocional – LinkedIn - Mar 2019
• Managing Customer Expectations for Managers – LinkedIn - Mar 2019
• Managing a Customer Contact Center – LinkedIn - Mar 2019
• Managing a Customer Service Team – LinkedIn – Mar 2019
• Quality Standards in Customer Service – LinkedIn - Mar 2019
• Scaling Up Excellence: Getting to More Without Settling for Less (Blinkist) – LinkedIn - Mar 2019
• Técnicas innovadoras de atención al cliente – LinkedIn - Mar
• Using Customer Surveys to Improve Service – LinkedIn - Mar 2019

Personal and Professional References

• Alberto Cadena – Rector Universidad Manuela Beltrán Bucaramanga Colombia – alberto.cadena@umb.edu.com +57(7)6525202
• Gabriel López – President and CEO Ford Argentina and South Group – glopez5@ford.com
• Hector Pérez – Director and President of Ford Mexico – hperez@ford.com
• Salvador Locascio – President of Ford North Group – slocasci@ford.com - +58(241)8746105
• Irene Gimón – Director of Legal and Government Affairs Venezuela (Venezuela– igimon@ford.com +58(212)9991116
• Lucien Pinto – Sales, Marketing and Service Director-Ford Mexico Mexico – lpinto1@ford.com
• Jorge Vivas – Emerging Market Development Manager Ford Motor Company HQ Detroit (USA) – jvivas1@ford.com - +1(248)7196611
• Neomar D´ Amelio -Spare Parts and after sales Manager FWords Colombia Colombia - +57(310)8751633
• Emmanuel Cassingena – FormerPresident KIA Andina (USA) – ecassingena@yahoo.com +1(305)4967474
• Luis Salem – Director of Marketing for General Motors North Group Colombia – luis.salem@gm.com - +57(318)7174271
• Arnelly Garcia – Associate Director HR KraftHeinz Company – (USA) - arnelly.garcia@gmail.com
• Martin Medina – Managing Director of Mazda Vehicles of Venezuela – mmedina@mazda.com.ve +58(414)4041747
• Alfonso Piña – Director Postventa General Motors Venezolana, S.A. Venezuela – alfonso.pina@gm.com +58(414)4102297
• Jong Hyun Na – CEO MOBIS Part Miami (USA) – cheerjoe@gmobis.com +1(786)5151107
• Juan Rodriguez – Distributor Marketing Support (DMS) Specialist MOBIS Part Miami – juan.rodriguez@gmobis.com +1(954)6917574
• Jorge Enrique Cote Velosa – Presidente de Carvajal Tecnología y Servicios (Colombia) – jorge.cote@carvajal.com +57 (320)2751533
• Alberto Montoya Puyana – ExRector de Universidad Autónoma de Bucaramanga - montoyalberto@hotmail.com
• Sandra Baquero – Director of Battery Operations COEXITO (Colombia) – sbaquero@coexito.com +57 (310)3599670
• Rafael Ardila Duarte – CEO Inversiones ARAR Colombia – rafaelardila@disrayco.com +57(316)5216484
• Juliana Lizarazo – General Manager Inversiones ARAR Colombia – julianalizarazo@inversionesarar.com - +57(320)3335111
• Carolina Rueda – Commercial Director at Colbattery– administracion@csacolbattery.com - +57(318)4895803
Hobbies

Family reunions, travelling, Reading, Art and Culture, Technology, Medieval Music and History, Cuisine, Teaching, Mentoring, Technology, Air
Modelling

Martin Carlos Alberto Cadena León