Executive Case Brief LATAM Operations Leadership – YoonHwa An
General Context During my tenure as Regional Manager at a global medical device company, I took over a region operating with commercial disorder, pricing distortions, lack of technical support, and minimal clinical backing. Without additional budget or salary increase, I led an operational redesign that spanned from distributor relationships to brand presence in medical congresses.
1. Southern Cone – Ethical Intervention and Necessary Reset
Identified contract irregularities and lack of transparency in key partner operations.
A significant distributor had received internal credit of USD 100,000 without formal structure or follow-up.
Proposed a shift in practices to align with compliance and strategic goals. When declined, support was reduced while clearly communicating the rationale to HQ.
2. Andean Region – Recovery of an Underestimated Market
Found evidence of long-term neglect due to communication and language barriers.
Delivered hands-on clinical and commercial training, re-engaging the market.
As a result, this distributor filled the volume gap left by others.
3. Risk Mitigation in Volume-Based Accounts
Identified end-of-year purchasing behaviors with aggressive discount expectations.
Raised concerns with HQ leadership, prompting a comprehensive global review of pricing policies.
4. Commercial Policy Unification
Implemented a unified price list across LATAM with a ~20% increase to stabilize margin.
Centralized all promotional approvals, introducing consistent policy enforcement.
5. Field-Based Post-Sales and Clinical Support
Delivered technical and clinical training directly (leveraging my medical background) due to resource limitations.
Designed efficient travel routes to maximize regional coverage with minimal cost.
Strengthened distributor relationships and reduced service-related complaints.
6. Regional Brand Visibility and Feedback Loop
Created and managed the official LATAM-focused Facebook presence.
Built a direct feedback channel with healthcare professionals.
Began representing the brand in professional congresses, starting with Peruderm 2018.
Global Outcome I built a resilient, performance-oriented commercial network based on integrity, hands-on presence, and local adaptation. All of this was done proactively, without waiting for top-down directives.
Resulting Professional Profile Multifunctional leadership, operational clarity, and field-first mindset. Proven ability to convert fragmented systems into aligned, high-performance structures.
“🧠 Cognitive Efficiency Mode: Activated”
“♻️ Token Economy: High”
“⚠️ Risk of Cognitive Flattening if Reused Improperly”
