Celia Pérez Ledesma

Chemastur is a chemical manufacturing and distribution company based in Northern Spain, specializing in superphosphate production for industrial and agricultural applications. It operates as a subsidiary of Groupe Roullier, Fertinagro, and Mirat.

Senior executive with extensive experience in the chemical and fertilizer industry, specialized in general management, operational excellence, and sustainable value creation. Proven track record leading organizational transformations, improving profitability, and managing multidisciplinary teams in complex industrial environments. Strong focus on strategic decision-making, corporate governance, and long-term growth.

Core Competencies:
• General Management & Corporate Strategy.

• P&L Management.
• Operational Transformation.
• Corporate Governance.

• Business Development.

• Risk & Crisis Management.

• Executive Leadership.

• ESG & Industrial Sustainability.

• Stakeholder Management.

• Industrial Operations Optimization.

The Roullier Group, a French multinational company, operates in agricultural inputs
(fertilizers, amendments), raw materials (phosphate, magnesium), and the agri-food sector.

In my first position within the Roullier Group China subsidiary, I took on the management and responsibility for the commercial development of the "South China" region.
• Implementation of our strategy in local market, which include organization of the sales channel, price structure and sales reward.
• Renewal of the business plan in accordance with local market specifics and Roullier Group's guidelines (KPIs, financial projections, range of imported products, pricing policy, definition of sales objectives, marketing plan, and budget).

• In charge with the support of the Sales & HHRR manager, of building the new sales and marketing team. Recruited over 50 individuals within the first year.

Achievements:
- Increased sales and brand recognition.
- Define procedures/tools/reporting according to group guidelines
- Promotion to the position of South China Director.

This position follows a promotion. I took over the management of the agricultural inputs subsidiary (Vitas China + 80 employees).

• Responsable for monitoring and ensuring good governance of commercial and financial activities in accordance with the internal standards of procedures, as applicable laws in China.

• In charge of overseeing the restructuring of the subsidiary in South China. This involved in decentralizing the previously unified financial and logistics teams into the southern office.

• In charge, with the support of the finance and logistics teams in France and BJ, of the final validation of imports, sales contracts, and payment terms of agricultural inputs.

• Oversaw and managed agreements with local universities as a result of the strategic expansion plan. Partnerships with High research institute (PHD exchange, high value products testing) and lobbying with local authorities and French institutions.

• Development of Digital strategy and E-commerce business (JD.com)

International Sales Manager at AAB co (Stainless Steel & Silver Jewelry Manufacturer, Guangzhou, China).

Leading manufacturer in silver, Stainless steel and body jewelry, OEM & ODM in South China. AAB offers excellence in designs, innovation and quality, selling in more than 60 countries in the world and cooperating with brands such as Michael Kors, Fossil, Skagen, Marc Jacobs, Diesel, DKNY or Calvin Klein among others.

Main duties:

• Manage a sales team of 40 sales professionals (mostly Chinese). Manage and direct the sales & CRM force to achieve a global sales and profit goals. Train, guide and support the sales team - members. Reporting to top management (CEO).
• Design and recommend sales and marketing programs and set short - and long - term sales strategies. Aware of the international variances in cultural trends and legal issues pertaining to sales.
• Chief responsible to achieve team sales goals, developing new markets and new customers. Ensure team members to develop/complete the account plan, territory plan and country plan as appropriate, guiding and training on how to achieve the goals.
• Implement the company strategy of marketing, sales and collections. Submit sales forecast and sales plan to support the business line strategy. Preparation of yearly sales work plan: budget, sales target, collections, exhibitions (Bangkok,Hong Kong, Vicenza, Germany, JCK “Las Vegas”).

• Led the implementation of customer OEM designs from design validation through factory execution.”
• Direct selling, exhibitions, events and 1-1 meetings with customers.
• Participate actively in the different commercial activities to promote the company’s visibility and subsequently increase its business potential among companies in different business segments worldwide.

International Consultant and Office Coordinator at South China Branch office in Gold Millennium Group, Consulting Company.

External consultancy business integration in China, advising on the process implementation, development and settlement in the country.

• Legal, financial, laboring, commercial and tax advisory for the domestic and foreign investors to manage their first steps in the implementation and formation of Hong Kong and Chinese companies( WFOE, Joint Venture, RO)Offshore companies.
• Management and coordination of the team (13 people including Chinese and foreigners) through a way to stimulate, boost and promote team working skills that lead to the best results and office environment.
• Project manager of GMG, HF. HF, is a department created by GMG focused in the fashion industry. Experience on business plan design, execution and implementation. Factories sourcing, Quality control and
Logistic coordination.