1. Moises Sheinberg Frenkel
Priv.Cipreses 36, Huixquilucan, Mexico, 52789
(5255)54013767casiopea22@prodigy.net.mx
Top-producing marketing executive with 20 + years of success in building teams and
business units, developing retail and digital strategies, building brands, developing new
products and driving accelerated growth in revenues. Has excellent analytical and
communication skills and highest standard of ethics and integrity.
PROFESSIONAL EXPERIENCE
TRUPER HERRIAMENTAS, Mexico City 2000 – Present
Director of Marketing 2005 – Present
Responsible for Marketing for Latin America’s largest handtool manufacturer and distributor with
yearly sales of over $1 Billion US, 7,000 employees and more than 9,000 SKUs. Drove yearly
average sales growth of 16% from $100MM US in 2000 to over $1 Billion US in 2015.
• Product Development
• Brand Development
• Retail Stores Development and operation
• Marketing/Communications: built and manages a team of 150 + marketing and design
experts who develop:
o Product packaging and stickers
o National and international catalogs
o POP materials
o Monthly promotional flyers
o Market research
o Merchandising
o Client’s exhibitions
o Store and store-in-store set
ups
o Sales follow up and surveys
o Product quality testing
• Built and manages the digital marketing team that develops and maintains the company’s
web and social media presence
• Part of the team that creates yearly commercial policies and customer loyalty plans
• In charge of corporate communications (internal and external) and Public Relations
Director of Commercial Development 2000 – 2004
• Created and developed on-line training and testing for the sales-force
• Built a group of trainers and developers of training materials for the sales force
• Developed a methodology of product testing and training
• Designed and wrote sales-force training manuals
• Planned and executed successful national sales conventions for over 500 people each
• Sales Force Management: built detail sales and wholesale sales forces. Developed dynamic
compensation scheme that motivated growth. Led category management across multiple
retail relationships.
2. MAIN ACHIEVEMENTS IN PRESENT POSITION
• Development of the FIX franchise store model and installation of 85 stores that are currently
operating with yearly sales of 50MM USD
• Development of the new Truper image which was successfully launched in 2010
• Development of more than 5,000 SKUS including complete categories (locks, light bulbs,
faucets, electric/electronic connectors and components and electric machines)
• Development of new brands (Volteck, Foset, Fiero, Hermex and Klintek) with yearly sales of
over 200MM USD
• As part of the Commercial Committee, developed a dynamic compensation scheme for the
sales force and sales policies that have motivated two digit growth for the last 12 years
• Planned and executed 8 successful national sales conventions for over 500 people each
• Planned and executed Truper’s 50 year celebration
• Publishing of 10 different catalogs per year, each targeted to a different country (including
US)
• Development and upkeep of Truper’s Facebook page with more than 38,000 fans
ORGANIZACION MABE (GE Appliances), Mexico City 1995 – 2000
Commercial Development Manager
• Created and managed product training teams, methods and on-line training and testing for
Mexico and Latin America
• As Six Sigma master black belt for the commercial area,directed a team of black belts that
successfully closed more than 200 Six Sigma projects with yearly savings that amounted for
over $5MM US.
HYPERMEDIA, Mexico City 1993 – 1995
President / Founder
• Developed interactive “touchscreen” programs, equipment sales and rental and design of 3-
D posters and postcards.
Grupo Mundo , Mexico City 1990 – 1992
Laser programmer, designer and operator, TVL programmer and operator
Programmed and operated laser and TVL shows for national and international companies
and artists.
3. PROFESSIONAL WRITING EXPERIENCE
PUBLISHED NOVELS
• “Querido Segis” winner Honorary Mention Certamen Internacional Sor Juana Inés
de la Cruz 2014 (one of Lain America’s most prestigious writing competitions),
published by Fondo Editorial del Estado de México.
Published three critically-acclaimed children’s novels:
• “Estrellas de Vainilla”, 2009. Editorial El Naranjo (www.edicioneselnaranjo.com)
• “Las Niñas Topo y la Leyenda de Gilgames”, 2010, Editorial JUS (www.jus.com.mx)
• “Las Cavernarias y el templo escondido”, 2014, Editorial El Naranjo
BOOK CRITICISM
• Weekly book criticism blog for the web page of one of Mexico’s best known journalists:
www.fernanda-familiar.com
PUBLICATIONS AND PRESENTATIONS
• “The Importance of Context for the Design of E-Learning Courses” (ASTD, Learning
Circuits, 2001): http://www.learningcircuits.org/2001/oct2001/elearn.html
• “Stave Off These Seven Pitfalls of Distance Learning” (ASTD, Learning Circuits, Apr
2000): http://www.learningcircuits.org/apr2000/apr2000_elearn.html
TEACHING EXPERIENCE
Universidad Anahuac, Mexico City 2002-2003
Part time teacher in the Masters program on Education Technology
ITESM, Mexico City campus 1992–1995
Math teacher for the bilingual program (High School)
Librerías El Péndulo (Polanco and Col. Roma) 2011–current
Book club guide and writers workshops
EDUCATION
Masters degree: Master in Education Technology (ITESM CCM, 2002)
Bachelor degree: Electronics and Communications Engineer (ITESM CEM, 1991)
Diploma: Marketing (ITAM, 1997)
Diploma: Six Sigma for commercial areas (GE Appliances, 1998)
Diploma: Marketing Strategy (Harvard, 2014)
Languages: Spanish: Native
English: Advanced (667 on Toefl)
Hebrew: 60%
