Hector Fernando Rodriguez Ceniceros is Commercial and Logistics Director at CROWN México, where he oversees integrated strategy across sales and supply chain. He focuses on aligning operations with business performance, navigating volatility, and building cross-functional teams that drive efficiency and customer satisfaction.
Leadership Shaped by Cross-Functional and Multicultural Experience
Generally speaking, I believe I've had the opportunity to work in different areas, such as operations, sales, marketing, procurement, and of course, logistics. I think having experience in different areas helps you make more sound business decisions with a better level of consensus. I've also had the privilege of leading teams from different cultures, for example, Mexico, Colombia, Brazil, and the United States, definitely the experience to learn from different cultures brings you a stronger management and leadership skills.
Alignment of Commercial Strategy and Logistics Operations
The most important thing is understanding the financial impact of both areas and also understanding the current state of the business. It's not the same to be operating at full capacity as it is to have a lot of available capacity. Having a clear understanding of the situation facilitates alignment between the areas. Furthermore, both areas being aware of the impact they have on each other facilitates discussion during tense moments. It's always important to act as a facilitator of dialogue and not as a referee in arguments. Another piece, I would say is to develop a management model that keeps you grounded, attending to and taking care of the operation. Finally to surround yourself with talented people, without this final ingredient, the rest is worthless.
“Having experience across different areas helps you make more sound business decisions with a better level of consensus.”
Trends Shaping Supply Chain and Distribution
I believe one important factor is the volatile and ever-changing environment of supply chains. It's my perception that events happening in regions seemingly far removed from your place of origin impact supplies in one way or another. Similarly, changing consumer habits affect our customers' demand, so we must be very attentive and have robust information and management systems to meet this fluctuating demand.
Balancing Efficiency and Customer Satisfaction
The first step is to have a solid set of relevant KPIs that provide an accurate diagnosis and the ability to react, both for the sales and logistics functions. It's crucial to understand that these KPIs must be balanced. I also believe it's very important to define our value proposition to our customers from the outset, ensuring it's clear and formal to avoid surprises, dissatisfaction, and unexpected costs.
Advice for Aspiring Leaders in Commercial and Logistics Roles
First, the apetite to learn. It's crucial to be able to learn quickly and grasp what's critical and vital in any role within the company. Second, gain critical experience in both areas, supporting special projects, helping solve complex problems, and not being afraid of exposure. And third, always have coaches or mentors throughout your development. It's amazing how most people are always willing to help new generations grow.
