Ing. Carlos Martín Herrera López



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Detalles y Descripción


1992 - 1993 Marketing
Management Skills
Instituto Tecnológico y de Estudios Superiores de Monterrey

1982 - 1986 Mechanical Electrical Industrial Engineer
Universidad Autónoma de Guadalajara

1976 – 1982 Junior High and High School
Colegio Cervantes Costa Rica

1970 - 1976 Elementary School
Colegio Cervantes Colonias

Personal Research
1990 Theory of Restrictions
Line balancing, objective evaluation of projects

1991 Quality Function Deployment
Product attributes and accurate evaluation before the consumer’s eyes.

1996 Fuzzy Logic
Non-linear simulation. Intelligent systems. Gray scale answers and parameters for a world that is not “black and white”.

2000 Ingenuity
Techniques that humanity has employed for solving problems and inventing.

2004 Chaos Theory
Science has found that things long attributed to random, such as whether and cloud shaping, really obey to patterns and parameters. Such principles can be applied to sales performance.

1998 Dealing with brand impeachment
Kid Power
Children oriented marketers and professionals
Miami, FL, USA

1999 Licensing: a Marketing Resource
Universidad de Guadalajara
Guadalajara, Jal. Mex

2003 Ingenuity Development
Fritolay Mexico
Queretaro, Qro. Mex

2003 Price setting strategies
Inventors Workshop
Society of inventors of America
Los Angeles, CA, USA

2004 Licensing Practices
Licensing Latin America
Miami, FL, USA

Work Experience
Key Account and Business Development: + Sales
+ Price setting
+ Promotion planning
+ Product development
+ Licensing
Property selection
+ Evaluation for new distribution channels
Market research

Development of 17 products from concept to branding.

Development of 3 new distribution channels (4th in progress). Supermarkets, Wholesale Clubs, Mom n’ Pop Retailers.

2001 Break Trough and innovation company award,

Pioneering of the Mexican Confectionary Industry into Licensing.

Continuous Sales growth since 1994
1995: 387%
1996: 428%
1997: 159%
1998: 80%
1999: 43%
2000: 25%
2001: 49%
2002: 14%
2003: 29%

Marketing + Product Development
+ Advertising
+ Public Relations
+ Trade Shows
+ Promotions

Two successful advertising campaigns.

Turnaround in public’s opinion after an international media impeachment of our main product allegedly contained lead.

“Smart Quote” An algorithm system designed to balance the price and discount levels through different distribution channels.

1990 - 1992
Process Engineer + Process Performance
+ Quality Performance
+ R&D Site Mechanical responsibility

Mounting of a PC assembly line in Brazil site.

Design and development of mechanical components for 3 products

Real Time Quality System

US$200,000 yearly savings through packaging recycling

1989 - 1990
Materials Engineer + Vendor development
+ Vendor quality
+ Cost reduction
+ World wide engineering responsibility for PC cables

Algorithm to optimize materials for cable shielding.

Quality levels brought from yield to parts per million.

1988 - 1989
Circuit Board Buyer + MRP
+ Circuit board sourcing and inventories

Forecasting algorithm, defining feasible scheduling variations.

1987 - 1988
Miscellaneous Buyer + Stationary
+ Tools
+ Equipment
+ Real Estate

Customer service recognition.

Internal Seminar “Total Quality Control #2: Process design” makeover. Quality Manager recognition.

Employee purchases procedure makeover, Personnel Manager recognition.

1986 - 1987
Production Line Supervisor + Hiring
+ Production Line Balancing
+ Quality
+ Production line Performance
+ Production Planning

Productivity Record braking against sister plant in Taiwan for a common belt model.

Development of braided belt line from scrap raw materials.

Pocayoke: Generation of gadgets to aid the production process.

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