Fernando L.

Questioner
DISC Type : c

Director General Adjunto LATAM, El Globo y Consumer Centricity at Grupo Bimbo

Mexico City Metropolitan Area

Overview

Fernando Lerdo de Tejada Servitje is the Executive Vice President for LATAM at Grupo Bimbo, leveraging a multi-decade career within the company across various international leadership roles. An alumnus of Harvard Business School, he spearheads major strategic expansions, including new production hubs in South America.

He is a vocal advocate for employee wellbeing, championing it as a core business pillar. He believes in putting people at the center of the organization and fostering a culture that promotes work-life balance, health, and personal development, viewing the global team as a large family.

Unique fact: Fernando is the grandson of Lorenzo Servitje, the founder of Grupo Bimbo, continuing his familys legacy within the company.

Personality Overview

Value Seeker

Systematic

Not Easily Convinced

They prefer to fully evaluate every situation.  They generally do not appreciate an overfriendly approach and prefer to stay to-the-point. It is quite likely of them to ask for pricing or other concessions.

Topics They Care About

Employee Wellbeing
He publicly champions wellbeing as a fundamental pillar of the business strategy, emphasizing that "the person is always at the center" for Grupo Bimbo.
LATAM Expansion
He leads strategic investments in the region, such as developing a new plant in Paraguay to serve as an export hub for South America.
Company Legacy
As the grandson of the founder, he is a key steward of the company's core philosophy of being a sustainable, productive, and "fully human" organization.

Media Appearances

A Message on #WellbeingAtWork from Fernando Lerdo de Tejada – Executive VP LATAM, Grupo Bimbo. Featured in The Consumer Goods Forum

See Now

Work History

11-2022
Director General Adjunto LATAM, El Globo y Consumer Centricity at Grupo Bimbo
7-2019 - 11-2022
Director General Ricolino at Grupo Bimbo
6-2017 - 6-2019
Director General Iberia at Grupo Bimbo
11-2015 - 6-2017
Vice President Sales Mexico Region at Grupo Bimbo
8-2013 - 11-2015
General Manager Uruguay at Grupo Bimbo

Education

2008 - 2010
Master of Business Administration (M.B.A.) from Harvard Business School
2001 - 2005
Bachelor's degree from Universidad Iberoamericana, Ciudad de México

More Information

Social Presence :

Prographics :

Exp : 21 Location : Mexico City Metropolitan Area Job Level : Mid-senior Designation : Director General Adjunto LATAM, El Globo y Consumer Centricity at Grupo Bimbo
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Insights For Selling To Fernando

During A Call Or A Meeting

DO's

  • Back up any claims with data and numbers
  • Tell them that you will come back if you don’t have a good answer for a question
  • Emphasise more on facts and measurable benefits

DONT's

  • Don’t depend too much on anecdotal evidence, it reduces their confidence
  • Avoid rushing them, be polite and patient
  • Avoid phrases like ‘do not worry about’, ‘no one compares to’ etc.

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Fernando is

  • Ensuring that the product delivers ROI, cost-effective pricing and process compliance are very important for them.
  • Will you ever get a clear answer from Fernando

  • It doesn’t come naturally to them but they can say no if they are not convinced.

Insights For Deal Planning

    How fast (or slow) will Fernando move?

  • If they have the information that they need, they can move fast at making their decisions.
  • Can Fernando take some risk or not?

  • If they believe that they have analyzed the situation well, they can take a little risk.

You And Fernando

Personality Compatibility


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