Ruben Morales

Areas of Expertise
Logistics & Supply Chain Operations
Financial/Operations Management
Free Trade Agreements Utilization
International Business Development ♦ Strategic Planning & Execution
Process Automation & Improvement
Import & Export Operations 
Cost Control & Reduction ♦ Customs Compliance 
Supplier Management
SLA Management
Relationship Building
 

Geodis México S.A. DE C.V.                                                   2019 – 2023

Querétaro, Qro.

Regional Operations Manager

Administered and managed end-to-end operations for customers located in Region Bajío, Aguascalientes, Guanajuato, and Querétaro. Reviewed productivity trends to maintain performance levels above company-established KPIs, including monitoring profitability of each FTE to mitigate losses and achieve annual targets. Developed dashboards in Power BI to oversee operational outcomes related to finance, productivity, profitability, and Customs Control Tower activities such as duties & taxes analysis, FTA savings, logistics times and expenses, etc. Evaluated QBRs (Quarterly Business Reviews) with ocean carriers, road freight service providers, and customs agent brokers for Customs Control Tower service. Performed various HR activities, including personnel administration, talent acquisition, and office management.

Key Accomplishments:

• Acquired new business opportunities focused on Air, Ocean, Road Freight, & Customs services in cooperation with sales team.
• Developed and executed Customs Control Tower for Geodis' Global Client #1.
• Coordinated synergistic efforts with sales and product team, ensuring profitability of client operations in Region Bajío
• Conducted P&L analysis, tracked GP/productivity, and evaluated internal indicators to meet financial and quality objectives.
• Collaborated with cross-functional teams to formalize automation initiatives and continuous improvement efforts in line with company objectives.
• Successfully turned around financial outcomes of Leon Branch, achieving significant growth of over 550% in 2022 compared to 2020 and 2021.
• Established stability and profitability for Customs Control Tower service, particularly through Air & Road Freight Services, accomplishing targets set for 2019, 2020, & 2021.

Geodis México S.A. DE C.V.                                                   2015 – 2019

México, D. F.

National Customs Manager

Spearheaded and implemented standardized customs processes across all branches, ensuring adherence to established SOPs and compliance with customs regulations in foreign trade transactions. Aligned and standardized SLAs with customs agents for Geodis' client operations. Negotiated best prices and rates for buying and selling. Strategically planned budgets for net sales, GP, and volume in line with company objectives for Customs Products. Actively promoted and engaged in QBRs with Geodis Customers and Customs Agent Brokers. Created and expanded Customs Products, achieving increased operations volume and profitability. Conducted in-depth analysis of operational and financial reports to identify trends, mitigate risk, improve productivity, meet KPIs, and enhance profitability per FTE.

Key Accomplishments:

• Maintained strong relationships with existing customs clients, including Geodis' Global Client #1.
• Streamlined customs agent broker selection, reducing number of brokers from 13 to 4.
• Orchestrated RFQ process for selecting customs agent brokers, resulting in 50% reduction in negotiated rates.
• Drove increased operational volume and profitability by capturing new business in key regions such as Monterrey, Guadalajara, Manzanillo, Nuevo Laredo, and Mexico City.
• Generated significant employment opportunities in customs area, doubling workforce due to operational growth.
• Received prestigious "Service Provider of the Year" award in 2018 from a leading high-tech client specializing in infrastructure and mobile phone solutions.

Best Buy Enterprises S. DE R.L. DE C.V.                               2011 – 2015

Imports & Compliance Supervisor

Oversaw daily operations at main entry points including Colombia, Nuevo Laredo, Mexico City Airport, Lazaro Cardenas, and Manzanillo. Directed customs and road freight RFQs, focusing on services and rates. Managed suppliers, created SOPs, and ensured compliance with regulations for import and trade of Best Buy products in stores. Reviewed various operations reports such as duties and taxes, logistics, customs lead times, expenses, drawbacks, and forecast of open Pos. Prepared executive reports for weekly conference calls with logistics partners and Best Buy team in Minneapolis, USA.

Key Accomplishments:

• Deployed a new customs agent broker following RFQ launch.
• Executed RFQ for customs agent service to streamline customs processes and improve financial procedures.
• Achieved a 10% annual cost reduction in NOM standard spending by implementing safety standards and obtaining equivalent certificates (NOM, TUV, UL).
• Attained a 90% on-time delivery rate for demand planning to ensure availability of products across all stores.

Reduced drawbacks by 1M MXN by effectively utilizing free trade agreements (FTAs).

Education

Bachelor Degree – International Business | ESCA, Sto Tomas. Instituto Politécnico Nacional

Diplomado – Supply Chain & Logistics | Tecmilenio

Professional Training

KAISEN – Los Angeles, CA

Order Management – Dallas, TX

Order Management – Valencia, Spain, Florence

Dangerous Goods for Ocean – Houston, TX

The Manager’s Awareness Course – México City

Scripts Design – México City

Data Analysis Oriented on Business Intelligence – México City