Armando Cuellar

Background

About Armando Cuellar

Sales leader with strong expertise in commercial strategy and sales operations, driving structured and scalable growth across the EMEA region.Currently responsible for managing a network of 20 international distributors across multiple markets, in addition to directly managing a key retail account in the UAE. I lead go-to-market strategy, commercial negotiations, regional growth planning, and performance management across both indirect and direct channels within the baby toys & gear industry.My scope combines channel leadership with operational execution. I do not only define growth strategies, I build the commercial infrastructure behind them, ensuring predictability, accountability, and scalability.Core expertise includes- International distributor management (EMEA – 20 markets)- Direct retail account management (UAE)- B2B multichannel strategy (indirect + direct)- Commercial forecasting & demand planning- KPI framework design & performance tracking- Sales process optimization & automation- Data-driven decision-making & operational efficiencyPreviously led two commercial business units — a call center and a face-to-face sales channel — with full ownership of operational management, forecasting accuracy, team performance, and continuous improvement initiatives.I specialize in aligning sales strategy with operational structure to drive sustainable growth, improved visibility, and stronger commercial execution across regions.