Logo Seeds

Hernán Volpellier

Buenos Aires, Argentina

- A strategic results-oriented leader with more than 20 years of thorough experience in multinational companies around Latin America.

- Having managed large multidisciplinary teams with strong result orientation, global business vision, leadership capacity, and high adaptability.


• Marketing | Consumer & Business insights | Customer Experience (CX)

• Business Strategy | Market Strategy | New Retail Business Models

• P&L Management | Revenue Management | Operating cost efficiency | ROI analysis | Negotiation

• Digital Transformation | Analytics | Ecommerce | Omnichannel Strategy | Startup processes


Business Consultant

Planificación estratégica
Customer journey
Transformación digital
Plan de negocios

Experiencias Relevantes                                                                                                         

LatAm Retail Director - PCG Consulting

May 2020 - Present

  • Menu Engineering: Definition & Optimization
  • Customer Experience (CX). Customer Journey
  • Revenue Growth Management
  • Channel Development & Integration (Omnichannel)
  • GTM & RTM

Consulting & Services Director - Usina

Jan’2019 - Abr’2020

Argentina - Brazil

Strategy & Insights, Revenue Management Regional Director - McDonald ́s LATAM

Jun 2017- Aug 2018

Strategy & Revenue Management team leader: 18 people (6 direct reports)

Net sales: U$S 4.4 Billion

  • Responsible for strategic planning (where and how to grow) and marketing initiatives (media effectiveness, menu innovation, brand positioning, new concepts) for LATAM
  • In charge of providing visibility, monitoring and recommendations to price & promo decision makers
  • Developing and leveraging analytics to build and execute transformative strategies for optimizing profitability and Growth

Business Insight & Pricing Regional Director - McDonald ́s LATAM

Jan 2014 - May 2017

Business Insight and Pricing team leader: 15 people (5 direct reports)

Net sales: U$S 3.7 Billion

  • Responsible for developing & supporting the consumer centric planning process for LATAM
  • Developing and implementing The Traffic Growth Drivers Analysis in order to determinate the impact of key actions and strategies in the business performance
  • Designing and implementing the consumer behavior and brand perception tracking for 12 markets
  • Definition & rollout of the Online Customer Satisfaction Program (McExperiencia)
  • Regional Pricing strategy: Definition & Tracking

Main achievements

  • Having Developed a pricing segmentation strategy for more than 900 stores within Brazil
  • Having Designed and implemented hand-in-hand with the local team a customer value proposition strategy in Colombia. Sales and revenues increase up to15% during 2015
  • Responsible for the McExperiencia program rollout in 12 markets in 2015. More than 90.000 surveys are filled up monthly, becoming one of the main customer insight source

Fast Track Process - Operation Department - McDonald ́s LATAM

Jan 2013 - Dec 2013

. Full training in all operation areas through McDonald ́s system

Revenue Management Regional Director - McDonald ́s LATAM

Nov -2009 - Dec 2012

Reporting to LATAM Marketing VP

  • Regional Pricing strategy definition and local implementation (12 markets)
  • Developing monthly pricing tracking to evaluate best alternatives to improve revenues
  • Competition analysis: regional and by market
  • Understanding the customer value perception to align product prices by category and market

Commercial Director - Group Carrefour Brazil

Jan 2004 - Oct 2009

Dia Brazil - Proximity

Member of Board of Directors

Marketing and Commercial leader: 72 people (7 direct reports)

Net Sales: U$S 1.2 Billion, Marketing Budget: U$S 15 MM

  • Commercial Strategy definition & implementation (Pricing, Assortment, Promotions)
  • Developing new commercial proximity concept in Brazil
  • Communication & Marketing strategy
  • Negotiation strategy
  • Private label brand strategy
  • Logistic department - Stock policy

Main achievements

  • Having increased SP Metro Market Share in 7.0% (2.008:10.5% vs 2.003: 3.5%), becoming the main retailer in Sao Paulo market
  • Having designed and implemented a new store commercial model: Same-store sales growth of +98% (3 years)
  • Having developed and launched 400 new private label products reaching 30% in total sales from 20% (2 years)
  • Ebitda improvement in +3.5% becoming a profitable Company

Non-Food Group Manager - Group Carrefour Brazil

May 2002 - Dec 2003

Dia Brazil - Proximity

Reporting to Commercial Director

Non-Food team leader: 6 people

  • Commercial Strategy for beauty care and laundry category
  • Definition of mix assortment by brands
  • Negotiation with multinational companies (Unilever, P&G, J&J, Lóreal, Colgate, etc)
  • Category management

Main achievements

  • Having improved Non-Food category profit in +5% due to a new negotiation strategy (net cost)
  • As a result of developing a Laundry strategy with P&G, Dia% became the main washing powder seller in SP Metro
  • Responsible for the commercial integration process between Carrefour Hiper and Dia %

Le Shop Argentina

(Online Supermarket B2C)

  • Co-founder of one of the first online supermarkets worldwide
  • In charge of commercial and consumer strategy and implementation.
  • Started the company together with the founder and the CEO in a garage, with the mission to sell fresh food to customers still reluctant to buy books online, and to have them use credit cards when online payment providers had just been invented in the US.

General Store Manager (Co-Founder) - Le Shop Argentina

Jan 2000 - Apr 2002

  • Store management strategy
  • Pricing and Promotion strategy
  • CRM development for online consumers

Main achievements

  • Having defined and created a specific assortment of more than 5.000 items for the young family with kids target
  • Having developed an online CRM that was implemented in other markets

Grocery Group Manager - Group Promodes Argentina

Jun 1998 - Dec 1999

DIA Argentina - Proximity

Reporting to Commercial Director

Grocery team leader: 5 people

Category Manager Textil & Bazar - Group Promodes Argentina

May 1997- May 1998

DIA Argentina - Proximity

Reporting to Commercial Director

T&B team leader: 2 people

Advertising Manager - Group Promodes Argentina

Apr 1996 - Apr 1997

DIA Argentina - Proximity

. Defining the communication and media mix strategy

. Promotion & Advertising Planning

. Annual negotiation with agencies and media buyers




Industrial Engineer