Diego Ibeas Lázaro
Shanghai
Summary
20+ years Managerial Experience related to construction material industry: sales, marketing consulting, market development, purchasing, trading mostly in Asian markets with worldwide product destination.
Overview
26
26
years of professional experience
Work History
Sales and Marketing Director Asia
GERFLOR ASIA
Shanghai, P.R. China
02.2023 - 02.2026
- Company Overview: Gerflor is a comprehensive PVC manufacturer, for premium vinyl mainly in rolls: homogenous, heterogenous and sport surfaces with plants in Europe and China with application in healthcare, education, industry, retail, transport with close to 90 years tradition in providing high performing products.
- SALES
- Develop and execute China and Asia market sales strategies to achieve revenue targets.
- Manage the price policy for each market to adequate Gerflor’s offering aligned with the market reality and expected revenue.
- Consolidate and expand a solid base of customers reaching all the key segments for Gerflor with close follow up in their performance.
- Contribute to the budget preparation, regular forecast and P&L accountability for all the markets.
- Cooperate with Supply Chain Team to ensure the timely delivery of the goods to the projects.
- Participate on the APAC/global Committee of product to cover the needs of the market.
- Work with technical Teams to provide client-centric solutions.
- Manage a Team of 60+ Sales person with close follow up in performance and KPI.
- Detect and provide training solutions where needed.
- MARKETING
- Promote Gerflor's Corporate Image in Asia, following France HQ guidelines.
- Lead a Team of 5 professional marketing experts covering Asia communication and product management needs.
- Conduct market analysis to identify trends, competitors, and opportunities.
- Lead branding, digital marketing (WeChat, Baidu, B2B platforms), and trade shows.
- Adapt global marketing campaigns to local China market needs.
- Manage Marketing budget to obtain maximum return with the initiatives taken.
Export Sales Director
CFL CREATIVE FLOORING SOLUTIONS
Jiashan, P.R. China
05.2016 - 02.2023
- Company Overview: CFL is a Manufacturing of Wood, Laminate and Hybrid flooring solutions with focus on innovation and customer’s service. Sales Turnover in 2020 over 450 million USD.
- Set up the market strategy per region: Australia, Europe, Asia, Latin America and Africa-Middle East
- Manage the Business Development Team and Customer Service. 70+ People
- Increased sales revenue by developing and implementing strategic plans and setting performance goals for the sales team.
- Established pricing strategies to remain competitive in pricing and maximize profits for new and existing customers.
- Expanded customer base by targeting untapped markets through lead generation tactics and follow-up mechanisms.
- Participate in the product development to match specific needs for different markets.
- Establish the marketing strategy to support the product launching and promotion during the year and for the Flooring Exhibitions (twice per year).
- HR functions to select and train the team members.
- Establish the relevant SOP and KPI to ensure customer satisfaction during: ordering, shipment and account management.
- Propose payment terms and approve their credit terms based on risk analysis.
- Enhanced customer satisfaction levels by addressing concerns promptly and providing tailored solutions.
Interim General Manager
LISU INDUSTRIAL ELECTRICAL EQUIPMENT TRADING
Shanghai, PR China
09.2015 - 04.2016
- Company Overview: Electronic and Electric components supply consultancy. Automotive and Oil & Gas.
- Negotiate and put in place Frame Contracts to implement Cost Saving and Price Efficiency measures according to customer’s actual purchase situation.
- Efficiency in the supply chain and purchase organization. Purchase agent.
- Integral electric supply projects from China (destinations: Jordan, Oman, Spain…).
- Asia market commercial development.
- Purchase and Trading office for ALESUR (Lisu HQ in Spain). Electric and electronic wholesale dealer in Spain.
- The owners decided to de-invest, I was responsible to initiate the process of foreclosure of the operation.
Self employed
TRADING AND CONSULTING PROJECTS
Shanghai, PR China
10.2013 - 09.2015
- Trading agent for construction projects in Europe, America and Africa.
- Strategic Consulting for European companies looking for an entry way in China.
Asia Far East Manager
CERAMICAS DEL FOIX
Shanghai, PR China
09.2009 - 10.2013
- Company Overview: Ceramic Tiles Manufacturer for Roca Group.
- Strategic Marketing and Sales Development of Far East Asia Markets (China, Hong Kong, South Korea, Japan and Taiwan).
- Together with Roca Tiles Head Quarters create and implement the expansion strategy in Asia.
- Define commercial approach and targets to key markets in Asia for Roca Tiles and Armani-Roca Brands.
- Manage strategic customer relations, develop new lines of cooperation for projects and retail in their markets. Increase loyalty to the brand with long-term cooperation agreements.
- Create Roca Tiles Brand in China as a platform for other markets (Flag ship Store, Key projects and exhibitions).
- Responsible for Roca Tiles Outsourcing and product development in China. Reporting to Roca Tiles Technical Director.
- Reporting to Roca Tiles Managing Director. 2 million usd Sales
Managing Director, Asia Pacific
ROCA PROCUREMENT LTD.
Hong Kong Sanitaryware, Suzhou, PR China
01.2006 - 09.2009
- Company Overview: Procurement Company for Roca Group.
- Director of the procurement unit for Roca World Wide Companies. +30 million Usd purchase value.
- Set up and develop Roca Procurement Team and organization in China.
- Establish the cooperation guide-lines with Roca Group Companies world wide.
- Define Purchasing strategies for Roca Group in China and represent Asia at Roca Group Purchasing Strategy definition and implementation.
- Support product development with cost efficient solutions to increase competitiveness of the Group.
- Modernize the supplier selection process based on objective evaluation from the quality and service point of view.
- Promote OEM and ODM solutions based on cost savings targets (25%) and replace traditional suppliers.
- Bridge cultural differences between Asia and Europe working methods among Roca Group units and promote cooperation.
- Responsible for the implementation of the new Roca Group procurement structure in Asia Pacific Area: Vision 2020 Project, Corporate Development Program with the purpose to align purchase procedures among the group and develop synergies between the Group Companies.
- Reporting to Asia-Pacific Managing Director, today Roca CEO.
Outsourcing Manager
CERÁMICAS BELCAIRE, ROCA GROUP
Shanghai, PR China
07.2005 - 01.2006
- Company Overview: Tiles Manufacturing Company, Roca Group.
- Responsible for the product development for Tiles Division in China.
- Together with R+D and Marketing department set up Product Strategy analyzing market needs and industry technical feasibility's, in China.
- Supplier auditing and capabilities evaluation to set a multi-source base in China.
- Negotiate Commercial Terms for purchase conditions.
- Choose best supplier for each production based on Product, Purchase conditions and deliver KPI.
- Logistics supervision for the purchases in China.
- Reporting to Roca Tiles Technical Director.
Area Manager Junior, customer Service
CERÁMICAS BELCAIRE, ROCA GROUP Tiles Division
Spain
01.2003 - 07.2005
- Company Overview: Ceramic Tiles Manufacturer for Roca Group.
- Account director for far East and Australia clients.
- Sales and market prospecting in Far east Markets.
- Reporting to Roca Tiles Export Sales Director.
Junior Consultant
A-TECH CONSULTING&PROJECTS
Nanjing, P.R. China
01.2002 - 09.2002
- Company Overview: Consulting Company focus on Spanish company approaching China market and Joint Ventures.
- Prepared, coordinated and supervised market research in China.
- Searched for products and potential distributors for Spanish companies in local market.
- Support work in “Joint Ventures” (AGBAR, INDRA, ASM…).
- Reporting to Managing Director (owner)
Key Account Manager
BDTEX INTERNATIONAL
Nanjing, PR China
01.2001 - 01.2002
- Company Overview: Textile Outsourcing and Quality Control company.
- Develop Garment collections from customer sketches and fashion requirements.
- Account Management: sales, supply chain and payments control and follow up.
- Allocate orders to manufacturers. Overlook production and Quality.
- Ensure payment and timely delivery.
- Accounting and Office Management.
- Reporting to Managing Director (owner)
Quality Consultant
UNIVERSA University of Zaragoza
Spain
07.2000 - 12.2000
- Company Overview: Student Internship Department for Zaragoza University.
- Audit and record all the process inside Universa to manage the internship programs for university students in Zaragoza.
- Prepare Universa ISO 9001 Quality Manual.
- Support Universa during ISO 9001 homologation process.
- Design and conduct an evaluation research for Universa internship program.
- Reporting to Universa Managing Director.
Education
EMBA -
China Europe International Business School
01.2012
Quality Management ISO 9001 - undefined
Zaragoza University
07.2000
Bachelor's degree - Economics, International Commerce
Zaragoza University
06.1999
Skills
- Strategic planning and negotiation
- Sales and pricing expertise
- Brand positioning and development
- Market analysis
- Lead generation and market consolidation and expansion
- Fluent in Spanish (mother tongue) English Proficient business level Conversation level for Chinese (HSK 4)
Hobbies and Interests
Personality: Responsible, result oriented, flexible with good people skills. Used to work under pressure. Positive and with strong working discipline., Traveling availability up to 75-80% of the time., Found of reading, mountaineer, basketball and biking.
Timeline
Sales and Marketing Director Asia
GERFLOR ASIA
02.2023 - 02.2026
Export Sales Director
CFL CREATIVE FLOORING SOLUTIONS
05.2016 - 02.2023
Interim General Manager
LISU INDUSTRIAL ELECTRICAL EQUIPMENT TRADING
09.2015 - 04.2016
Self employed
TRADING AND CONSULTING PROJECTS
10.2013 - 09.2015
Asia Far East Manager
CERAMICAS DEL FOIX
09.2009 - 10.2013
Managing Director, Asia Pacific
ROCA PROCUREMENT LTD.
01.2006 - 09.2009
Outsourcing Manager
CERÁMICAS BELCAIRE, ROCA GROUP
07.2005 - 01.2006
Area Manager Junior, customer Service
CERÁMICAS BELCAIRE, ROCA GROUP Tiles Division
01.2003 - 07.2005
Junior Consultant
A-TECH CONSULTING&PROJECTS
01.2002 - 09.2002
Key Account Manager
BDTEX INTERNATIONAL
01.2001 - 01.2002
Quality Consultant
UNIVERSA University of Zaragoza
07.2000 - 12.2000
Quality Management ISO 9001 - undefined
Zaragoza University
Bachelor's degree - Economics, International Commerce
Zaragoza University
EMBA -
China Europe International Business School