Veronica Herrera
Sr National Sales Manager @Colombina
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WORK HISTORY
Sr National Sales Manager @Colombina
Condado de Miami-Dade, FL, US
Lead U.S. national commercial strategy, aligning sales, marketing, operations, and demand planning to deliver profitable growth.• Own national sales budget, margin structure, pricing strategy, and P&L performance.• Direct national account strategy and negotiations across Grocery, Mass, Value, Club, E-commerce, Foodservice, and C-Store channels.• Define national negotiation frameworks, commercial guardrails, and execution priorities.• Drive portfolio expansion and innovation, partnering with cross-functional teams on new product development and launches.• Develop and mentor senior commercial leaders and account team
EDUCATION
Universidad Nacional de Colombia
Bachelors Degree, Industrial Engineering; Logistics
Florida International University
Master of Business Administration (MBA), Marketing
SKILLS
ABOUT VERONICA HERRERA
Senior commercial and sales leader with 18+ years of experience driving profitable growth in food and CPG businesses across the U.S. and international markets. Expertise in national sales strategy, multi-channel account leadership, pricing and trade strategy, and portfolio expansion across omni channels. A people-focused, intentional leader who builds high-performing teams through clear direction, accountability, and cross-functional collaboration—translating strategy into scalable, sustainable results.
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