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Francisco García Huidobro
27 years of commercial track record

Full track record

From AT&T Latin America to LATAM regional leadership at Anker Innovations: nearly three decades building, repositioning and growing brands across Chile and Latin America.

↓ Download CV (PDF) View presentation: The Soundcore Surge ↗
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Summary

Bilingual executive with over 15 years of experience in B2B and B2C markets at multinational consumer goods companies across Chile and Latin America. Extensive background building, managing and leading multidisciplinary teams in Chile and the Southern Cone, and in developing and launching new products, brands and business lines. Proactive, with strong planning skills and a strategic focus on long-term business development.

01

Anker Innovations Ltd

July 2022 — Present

LATAM Country Manager

Santiago, Chile

Anker Innovations is a USD 2.5B company present in 145 countries, home to the Anker, Soundcore, Nebula, Eufy and Ankermake brands. It is the #1 brand in mobile charging, investing more than 54% of revenue in R&D.

  • Lead the company's expansion strategy, directing and overseeing Latam offices.
  • Define roadmaps and GTM strategies for each country in the region.
Key achievements
  • Grew Soundcore +110% YoY in the Headphones category, climbing from #11 to #4 in market share (source: GfK) in under 12 months, while doubling business EBITDA through distribution expansion, GTM strategy and portfolio optimization.
  • Entered all major Chilean retailers within 12 months, consolidating presence in the modern trade channel.
  • Expanded the client and distributor base across Latam markets.
  • Developed new product categories and introduced new brands in the region.
02

Casa de Moneda de Chile

July 2019 — July 2022

Chief Commercial Officer & Innovation Lead

Santiago, Chile

The oldest company in the country, with over 276 years of history and annual revenues above USD 35M. It operates 7 business lines, serving the Central Banks of Chile and South America as well as major private and state-owned enterprises.

  • Led the Commercial and Innovation strategy to reposition the company in local and international markets.
  • Managed a team of 18 people across the Sales division.
  • Led the company's innovation project to generate new business lines.
Key achievements
  • Drove the company's turnaround, achieving profitability for 2 consecutive years — the first time since 2015.
  • Launched the company's first digital security products.
03

Spectrum Brands, Inc.

August 2017 — July 2019

Commercial Manager

Santiago, Chile

American group of leading consumer goods brands with annual revenues exceeding USD 5B, present in 160 countries. In Chile: Rayovac/Varta, Black+Decker, Remington and Stanley, with annual revenues of USD 20M.

  • Responsible for the Commercial and Marketing strategy to reposition Black+Decker, Remington and Rayovac.
  • Led a team of 10 people in Sales and Marketing, plus 150 promoters across Chile.
  • Responsible for developing and implementing the company's e-commerce division.
  • Coordinated and led planning and purchasing processes with headquarters.
Key achievements
  • Repositioned Black+Decker and Remington through portfolio redefinition.
  • Recovered key accounts in small appliances: Falabella (+20%), ABCDIN (+113%), Ripley (+119%).
  • Grew e-commerce revenue by 20%, from 8% to 18% of total company sales.
04

Netnow / Acer Group Chile

Netnow is a Chilean company holding the exclusive sales and manufacturing license for Acer Group's brands: Acer, Gateway, Packard Bell and E-Machines. Acer's annual revenue exceeds USD 67B; in Chile, Netnow employs over 200 people with annual revenues above USD 100M.

Oct. 2001 — Aug. 2017 · 16 years

Country Manager Chile

Santiago, Chile
  • Reported directly to the Board, leading Sales, Marketing, Operations and Purchasing — a team of 30 people plus 180 promoters.
  • Commercial strategy to reposition the brand in the Southern Cone, and opened and managed offices in Colombia, Argentina, Peru and Central America.
  • Designed and defined the product mix — notebooks, tablets, projectors, monitors — for the entire region.
  • Managed planning and coordination with HQ for purchasing and sales forecasting across the Southern Cone.
Key achievements
  • Grew market share: Colombia from 9% to 20%, Peru from 4% to 10%, and +45% revenue growth in Central America.
  • Grew market share in Chile from 2% to 21% — the highest ever achieved by the brand worldwide.
Oct. 2011 — Mar. 2016

Commercial Manager, Chile

Santiago, Chile
  • Led the brand's repositioning through major marketing campaigns and events: Festival de Viña, Lollapalooza, La Parva.
  • Managed a team of 15 people across Sales, Marketing and Operations.
  • Developed and launched the e-commerce division and official online store.
  • Key contact with HQ for portfolio, purchase planning and marketing campaigns.
  • Developed new business areas: Smartphones, Monitors, Projectors.
Key achievements
  • Re-entered all key accounts: Falabella, Paris, Ripley and Walmart.
  • Grew market share from 2% to 21% in 3 years, with peaks of 28%.
  • Sustained 12% YoY growth over 7 years.
Oct. 2008 — Oct. 2011

Commercial Manager Southern Cone, Packard Bell

Santiago, Chile
  • Opened and managed offices in Argentina, Colombia and Peru.
  • Led purchasing planning and negotiation for the entire Southern Cone.
  • Directed a team of 15 people across Production, Sales, Trade and Operations.
  • Key contact with HQ (NEC Group, Paris) for portfolio, purchasing and marketing campaigns.
Key achievements
  • Achieved 18% market share, establishing the brand as the second player in the market.
  • Grew EBITDA by 30% through process optimization and cost reductions.
Jan. 2003 — Oct. 2008

Commercial Manager

Santiago, Chile
Oct. 2001 — Jan. 2003

Retail Manager

Santiago, Chile
05

AT&T Latin America

Sep. 1998 — Oct. 2001

Product Manager

Santiago, Chile

Global telecommunications multinational, world leader in fiber optic connectivity, internet and long-distance services.

  • Defined, developed and priced the company's data services (leased lines and internet).
  • Negotiated with international providers for connectivity project quotes for Southern Cone enterprises.
Key achievements
  • Exceeded plan targets by 12% for 3 consecutive years.
  • Developed Chile's first virtual ISP: Directo.cl.
06

Education

1992 — 1997

Universidad Gabriela Mistral

Santiago, Chile

Bachelor of Business Administration (Commercial Engineering), Major in Management — graduated with highest distinction.

1977 — 1989

Colegio Apoquindo

Santiago, Chile
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Contact

francisco@garciahuidobro.cl LinkedIn ↗ ← Back to home