Fernando Serrano

La Perla Marketing Inc. (Sept 2015 – Current) Travel Arrangements | Miami, USA

Sales Manager Sep 2015 – Current

Develop and execute strategic sales plans targeting vacation package businesses in LATAM (México, Perú, Ecuador, Colombia, Dominican Republic, Panama, Chile), managing a $800,000 USD sales pipeline and leading a team of 10 direct reports.

Perform lead generation activities including prospecting campaigns, cold calling, identifying potential customers to move them through the sales funnel.

Develop and execute client retention initiatives, leveraging personalized outreach, loyalty programs, and feedback loops to boost customer satisfaction rates

Team Lead Sales Jan 2017 – Dec 2018

Lead and mentor a team of 10 sales representatives, implement go-to-market strategies and KPIs to drive efficiency and revenue growth, managing a portfolio of 600 B2C clients that represents $800,000 USD in sales revenue.

Design and lead customized sales training programs, boosting sales performance and refining customer engagement techniques.

Optimize sales processes by analyzing conversion rates and customer feedback, reducing the sales cycle and increasing close rates.

Collaborate with cross-functional teams including Marketing, Customer Support, and Product Development to align sales strategies with company goals, improving overall campaign effectiveness.

Achievements:

Increased team sales by 30% over a 12-month period by designing tailored training programs, refining sales scripts, and introducing performance incentives.

Boosted sales performance by 25% and refined customer engagement techniques.

Increased customer retention by 15% through loyalty programs and targeted engagement strategies,

Developed and executed client retention initiatives, leveraging personalized outreach, loyalty programs, and

feedback loops to boost customer satisfaction rates by 15%.

Consistently exceeded monthly sales targets by 20%, utilizing data-driven insights to optimize outreach and

conversion strategies.

Mr. Shrimp 305 – Operations Manager (Jan 2017 – Jun 2019) Restaurant | Miami, USA

Lead end-to-end operations for a Colombian seafood food truck, managing logistics, inventory, staffing, and vendor relationships to ensure seamless execution at food truck fairs and private events

Supervise 6 employees, optimizing scheduling, training, and workflow to enhance quality and operational efficiency.

Increase revenue through strategic location, participation in high-traffic events, and targeted promotions.

Optimize inventory management, reducing food waste and improving cost efficiency without compromising quality.

Negotiate partnerships with suppliers and event organizers, securing prime spots at food festivals and private

events.

Achievements:

Increased revenue by 40% through strategic location selection and targeted events.

Expanded brand awareness by 50% by implementing creative social media campaigns in Instagram.

Restaurant Mariscos Andre– Area Sales Manager (Mar 2013 – Aug 2015) Restaurant | Santa Marta, Colombia

Directed strategic expansion of restaurant locations from 1 to 5 locations, substantially increasing market presence across the city (4 new locations) and overall revenue.

Established restaurant brand in competitive markets, leveraging quality service customer satisfaction scores of 4/5 and unique dining experiences to attract and retain customers.

Achieved a 50% sales increase within the first year by optimizing operational processes.

Managed and reduced operational costs by 20%, increasing the profitability margins across new locations by

35% while maintaining a team retention rate of 85%.

University of Magdalena – Financial Advisor (Jan 2012 – Mar 2013) Higher Education | Santa Marta, Colombia

La Perla Marketing Inc. (Sept 2015 – Current) Travel Arrangements | Miami, USA

Sales Manager Sep 2015 – Current

Develop and execute strategic sales plans targeting vacation package businesses in LATAM (México, Perú, Ecuador, Colombia, Dominican Republic, Panama, Chile), managing a $800,000 USD sales pipeline and leading a team of 10 direct reports.

Perform lead generation activities including prospecting campaigns, cold calling, identifying potential customers to move them through the sales funnel.

Develop and execute client retention initiatives, leveraging personalized outreach, loyalty programs, and feedback loops to boost customer satisfaction rates

Team Lead Sales Jan 2017 – Dec 2018

Lead and mentor a team of 10 sales representatives, implement go-to-market strategies and KPIs to drive efficiency and revenue growth, managing a portfolio of 600 B2C clients that represents $800,000 USD in sales revenue.

Design and lead customized sales training programs, boosting sales performance and refining customer engagement techniques.

Optimize sales processes by analyzing conversion rates and customer feedback, reducing the sales cycle and increasing close rates.

Collaborate with cross-functional teams including Marketing, Customer Support, and Product Development to align sales strategies with company goals, improving overall campaign effectiveness.

Achievements:

Increased team sales by 30% over a 12-month period by designing tailored training programs, refining sales scripts, and introducing performance incentives.

Boosted sales performance by 25% and refined customer engagement techniques.

Increased customer retention by 15% through loyalty programs and targeted engagement strategies,

Developed and executed client retention initiatives, leveraging personalized outreach, loyalty programs, and

feedback loops to boost customer satisfaction rates by 15%.

Consistently exceeded monthly sales targets by 20%, utilizing data-driven insights to optimize outreach and

conversion strategies.

Mr. Shrimp 305 – Operations Manager (Jan 2017 – Jun 2019) Restaurant | Miami, USA

Lead end-to-end operations for a Colombian seafood food truck, managing logistics, inventory, staffing, and vendor relationships to ensure seamless execution at food truck fairs and private events

Supervise 6 employees, optimizing scheduling, training, and workflow to enhance quality and operational efficiency.

Increase revenue through strategic location, participation in high-traffic events, and targeted promotions.

Optimize inventory management, reducing food waste and improving cost efficiency without compromising quality.

Negotiate partnerships with suppliers and event organizers, securing prime spots at food festivals and private

events.

Achievements:

Increased revenue by 40% through strategic location selection and targeted events.

Expanded brand awareness by 50% by implementing creative social media campaigns in Instagram.

Restaurant Mariscos Andre– Area Sales Manager (Mar 2013 – Aug 2015) Restaurant | Santa Marta, Colombia

Directed strategic expansion of restaurant locations from 1 to 5 locations, substantially increasing market presence across the city (4 new locations) and overall revenue.

Established restaurant brand in competitive markets, leveraging quality service customer satisfaction scores of 4/5 and unique dining experiences to attract and retain customers.

Achieved a 50% sales increase within the first year by optimizing operational processes.

Managed and reduced operational costs by 20%, increasing the profitability margins across new locations by

35% while maintaining a team retention rate of 85%.

University of Magdalena – Financial Advisor (Jan 2012 – Mar 2013) Higher Education | Santa Marta, Colombia

EDUCATION

Master’s degree in international real estate
Florida International University Miami, Florida (2023)

Executive Master of Business Administration
University of Miami
Miami, Florida (2019)

Specialization in Commercial Business Management Universidad del Norte (2013) Barranquilla, Colombia

Bachelor’s degree in Business Administration
Universidad del Norte (2012) Barranquilla, Colombia

LANGUAGES

English – Fluent Spanish – Native

SOFTWARES

CRM

Microsoft Office (Excel,

PowerPoint, Word)

COURSES & CERTIFICATION

Business and Innovation,

IE Business School, 2018

University of Miami,

2ND Place MBA Thesis, 2019