Open to opportunities

DIEGO CORDIDO

@diegocordido

Senior Director driving strategic sales and marketing, licensing, and e-commerce growth through data-driven retail and category leadership.

United States

Message

What I'm looking for

I’m looking for a consumer products or beverage leadership role where I can own go-to-market strategy, grow revenues through retail and e-commerce, and drive integrated trade marketing and category management with data-driven decision-making.

I’m a Senior Director with solid experience driving strategic sales and marketing initiatives across licensing, retail, and category/account management in the consumer products industry. I bring international experience from multinational and regional organizations, and I’m recognized for consultative, outcome-focused leadership.

Right now, I drive territory growth and profitability by aligning premium brand expertise with integrated trade marketing and category management. I use Business Intelligence tools such as Compass, Sales Navigator, and Nielsen to deliver data-driven insights and recommendations, while leading collaborative execution with sales teams and retail partners.

Previously, as Managing Director in Spain, I led strategic initiatives to strengthen growth and partner relationships, directed production optimization to obtain IFS V7 quality certification, and managed annual operating plans and budgets. I also built an e-commerce strategy to enhance digital presence and optimize online sales channels for sustained competitiveness.

Earlier in my career, I led licensing and retail sales/marketing programs at El Corte Inglés and The Walt Disney Company, scaling major revenue outcomes and negotiating licensing and e-commerce partner terms. I’m currently pursuing WSET Level II certifications to deepen my beverage industry expertise.

Experience

Work history, roles, and key accomplishments

Current

Business Development Manager

Current

Southern Glazers Wine and Spirits

Jun 2024 - Present (2 years)

Drive territory growth and profitability for premium Diageo whiskey/tequila/mezcal brands, leveraging consultative selling and data-driven category recommendations. Lead integrated trade marketing initiatives and coordinate with sales teams and retail partners using BI tools including Compass, Sales Navigator, and Nielsen.

Territory Sales Consultative Selling Category Management Trade Marketing Sales Navigator Nielsen Stakeholder Management Strategic Planning Brand Management

Managing Director

Boxed Water – Agua enCaja Mejor

Jan 2019 - Jan 2023 (4 years)

Managed strategic initiatives to grow the business and maintain partner, shareholder, and authority relationships across Spain and Europe. Optimized production to achieve IFS V7 quality certification and developed e-commerce go-to-market strategies to strengthen online sales competitiveness.

Strategic Planning Go To Market Strategy E commerce Strategy Partner Management Stakeholder Engagement

Ethics and Compliance Analyst

BHP Billiton Shared Services

Jan 2016 - Jan 2018 (2 years)

Managed LATAM vendor portfolios in coordination with contract specialists, buyers, and finance to ensure compliance with BHP requirements. Conducted vendor screening focused on financial health, production capacity, quality procedures, certifications, and shareholder background.

Vendor Compliance Ethics and Compliance Certification Risk Assessment Stakeholder Management

Head of Sales and Marketing

Primaria

Jan 2014 - Jan 2016 (2 years)

Directed sales and marketing to expand commercialization of organic/healthy channel opportunities for superfood chia seeds in Southeast Asia. Achieved an annual gross sales plan of $150K and introduced chia seeds into Europe while building relationships in Malaysia and Thailand.

Business Development Market Expansion Sales Strategy Marketing Strategy International Expansion Revenue Planning

Licensing Consumer Product Lead

El Corte Inglés

Jan 2013 - Jan 2014 (1 year)

Led brand, category, and age-segment licensing strategy and executed comprehensive e-commerce initiatives. Negotiated direct-to-retail contracts, aligned 15 buyers across 85 points of sale, coordinated 360° marketing campaigns, and achieved $25M annual revenue for Spain and Portugal.

Licensing Strategy E commerce Strategy Direct To Retail Contracting Retail Category Management Budgeting and forecasting Negotiation Cross functional Coordination

Retail Sales & Marketing Manager

The Walt Disney Company

Jan 2008 - Jan 2013 (5 years)

Scaled retail sales and strengthened client relationships with Grupo El Corte Inglés and ToysRus, reaching $130M in revenue for Spain and Portugal. Coordinated major licensing programs and negotiated favorable e-commerce terms with retail and manufacturing partners to optimize margins and competitiveness.

Retail Sales Management Account Management E Commerce Partnership Negotiation Revenue Growth Margin Stakeholder Management

Category Sales Manager

Mars, S.A.

Jan 2006 - Jan 2008 (2 years)

Maximized sales and expanded distribution by implementing new business models across traditional retail and modern distribution channels. Managed vendor motivation plans for 20 vendors and delivered $5M revenue for Spain and Portugal, including a +5% annual increase for core brands.

Category Management Distribution Strategy Sales Growth Vendor Management Revenue Management Retail Portfolio Planning Business Modeling Sales Forecasting

Distributor Channel Manager

Empresas Polar

Jan 1998 - Jan 2006 (8 years)

Managed distributor channel performance for the company’s Central Region, driving growth through territory-focused sales execution. Achieved $25M revenue and a +35% annual increase for 2006, earning recognition as best leader in sales and customer services.

Channel Sales Management Territory Management Sales Performance Customer Service Leadership Revenue Growth Team Leadership