Rosa María Hernando Bartolomé

My Career Objective is to work as Expansion & Real State Director. For this, I offer 22 years of experience in the Expansion Retail Sector, my experience coordinating International Expansion Projects (openings, closings / Enalargements), including the Legal and Financial view; my Bachelor Degree in Business Administration & Economics, an International MBA and my training as Product Owner.

Work as Expansion & Real State Director. For this, I offer more than 20 years of experience in the Expansion Retail Sector, my experience coordinating International Expansion Projects (openings, closings / Enalargements), including the Legal and Financial view; my Bachelor Degree in Business Administration, an International MBA and my training as Product Owner.

SENIOR INTERNATIONAL EXPANSION MANAGER (2009 - October 2021)

• Leading the creation of 'Store variables" & developing tools based on analytics, Big Data and Machine Learning to improve the decision making process:
  • Sales Estimation Model
  • Succes Factors Model
  • Mirror Stores and Zone Models
  • Sales Recovery Models.
  • Attractiveness Variable of the Sales Point...
• Leading the Digitalization of the Approval Flow of the Expansion Operations in DIA Countries.
• Stablishing Expansion policies, rules, standards and methodology at International level.
• Leading the Expansion Master Plan 2019 in Spain and MasterFranchise Countries (Arabia Saudí - Project)
• Involved in the Acquisition of supermarket chains (M&A):
  • Eroski Supermarkets – 2015 (265 stores).
  • El Árbol – 2014 (100% of the Company).
  • Schleckler – 2013(100% of the Company in Iberia).
• Leading & Arguing before the CNMC the approval of the adquisition of supermarket chains.
• Analyzing Stores Refurbishment Projects:
  • Diagnosis of MaxiDIA Stores
  • Transforming MaxiDIA into La Plaza de DIA.
  • Success Factors of DIA&Go.
  • Success Factors of La Plaza de DIA.
• Identifying, diagnosing and prescribing actions for affected Stores, those with Sales Potential (Stores Hospital 2.019).
• Part of the DIA/AFI work team (AFI: Analistas Financieros Internacionales), to decide the IFRS16 methodology:
  • Fitting the life of leasing contracts of DIA Stores.
  • Finding a Model that minimize the Impact of including leasing contracts in the Balance of the Company.
• In charge of developing Geographic Information Systems integrating the Loyalty Card Data, in DIA countries.
• Setting Up criteria to measure the quality of the Expansion Operations and Controlling Deviations (2009-2019).
• Giving Support about the Expansion P&L to DIA Countries.
• Leading the Development of a CRM Application to Manage the Expansion Portfolio in Spain and China.
• Leading the Stores Closing Decision in Spain in 2019
• Defining the Workflows in DIA Group Systems to register the Stores openings-transformations-closings.

INTERNATIONAL EXPANSION DEVELOPMENT MANAGER (2003 - 2009)

• Developing tools for the Expansion Decision Making.
• Consolidating the Expansion Master Plan in DIA Countries.
• Controlling the Expansion Operations deviations in all DIA Countries.
• Ensuring compliance of profitability criteria at International Level.
• Developing Geographic Information Systems (GIS) integrating the loyalty card data in DIA Countries.
• Developing Sales Estimation Models in DIA Countries.
• Colaborating in the Expansion P&L Account creation.
• Evolving the Control Systems for Existing Stores evolution at sales and profitability level.
• Participating in the Acquisition of Supermarket chains:
  • PLUS (Tengelmann Group) – 2007 (100% of the spanish stores).
  • El Árbol – 2003 (31 stores).

EXPANSION ANALYST (1999 - 2003)

• Analizing the Expansion Operations feasibility in Dia Countries.
• Participating in the calculation of the Expansion Budgets.
• Creating an application to manage the leasing contracts of the stores in Spain.
• Developing an application to manage the Expansion Portfolio in DIA Countries
• Analizing the DIA Stores in Spain with 'Dominant Competition Situation' in the Merge of Carrefour-Promodes (1999-2000)
   

• Bachelor Degree in Business Administration & Economics (1991-1996). UAM (Universidad Autónoma de Madrid)
• International MBA (Madrid/Oxford) (1996-1997). ESCP Europe Business School 1996-.1997
• Executive Development Program. Ilundain Consultores. DIA. 2003 - 2004.