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Work Background
DanoneNational Sales Director - Food Channel (full portolio)
Jan. 2020 - Dec. 2023São Paulo, BrasilResponsible for implementing the commercial and category strategy across Key Account, Cash & Carry, Modern Trade, Distributors, and Food Service channels, representing 50% of the Company's revenue. Leading 70 commercial managers and 1000 merchandising promoters, with 4 direct reports, overseeing sales, P&L management, category development, and customer relationships. Reporting to the Sales Vice President. • Redesigned the strategy, structure, governance, and processes of the channel, implementing a sustainable growth mindset with a "P&L driven" decision-making model, resulting in a 9% annual growth and +6 p.p. of profitability. • Established the Joint Business Plan (JBP) process and culture as a customer relationship model (implemented in 70% of the business), leading Danone to grow by 6 positions in the Advantage ranking in 2023.
DanoneHead of e-Commerce & Trade Marketing (Baby & Specialized Nutrition)
Jan. 2019 - Jan. 2020São Paulo, BrasilCommercial leader of the e-Commerce channel, responsible for defining and implementing the online sales strategy, managing the company's own website (D2C), and prospecting and selling to pure-play customers. Trade marketing area leader, responsible for trade and shopper marketing besides category management for Danone's Nutrition BU. Leading 15 people and reporting to the Sales Vice President.
• Created and led the implementation of the business model for new online channels: Delivery Networks, Bricks & Clicks, and pure players, leading Danone to be the first industry in the category to sell to Amazon and develop JBPs with Rappi and IFood.
• Established all guidelines for e-Commerce channel growth: commercial policies, pricing, promotional strategy (including Black Friday), RTM, structure, and processes, leading the channel to grow 4 times its share in total sell-out.
DanoneSales Executive Manager – Pharma Channel (Baby Nutrition)
Nov. 2016 - Dec. 2018São Paulo, São PauloChannel head for Distributors Brazil and Commercial Leader of São Paulo and Rio de Janeiro Regions, focusing on the pharmaceutical retail sector. Team leader of 50 people, reporting to the Commercial Director.
• Redefined the channel strategy, ensuring results delivery for the Infant Nutrition portfolio, which grew an average of 20% annually during the period.
• Identified the opportunity and implemented a new RTM model, resulting in price cross-channel controle and a 4.8 p.p. increase in the channel gross margin.
BacardiMarketing Director
Mar. 2016 - Nov. 2016São PauloLeader of Marketing, Trade Marketing, and Sales Operations areas and member of the company's Board, reporting to the General Director Brazil and to the Vice President of Marketing LATAM.
• Implemented category strategies in the local market, building and integrating marketing and trade plans for the categories (innovation, events and sponsorships, influencers, online and offline media), ensuring brands P&L in Brazil.
BacardiHead of Trade Marketing South LATAM + Sales Head On-Premisse Brazil
May. 2014 - Mar. 2016São Paulo Area, BrazilResponsible for the Trade Marketing area and Commercial Leader of On-Premise channel, leading 35 people, including teams from Argentina, Chile, and Uruguay. Reporting to the Commercial Director Brazil and to the Trade Marketing Director LATAM.
• Defined and implemented a new Integrated Cycle Planning process to ensure execution efficiency and alignment with customer agendas, resulting in a 20 p.p. increase in plan execution adherence.
• Leading the On-Premise sales channel, identified and created new sub-channels, such as event distributors and Key Accounts (restaurant chains), increasing the channel's share of total sales from 10% to 14%.
• Designed the commercial project for the Northeast BU (structure, RTM, trade & shopper plans, bartender advocacy strategy) to ensure the performance of a new Joint Venture.
DanoneShopper & Trade Marketing Manager
Jan. 2013 - May. 2014São Paulo Area, BrazilTrade Category Leader for all Danone brands activation in all channels: brand planning, promotional calendar, MPOS, incentives, performance analysis, sales KPI’s.
Responsible for channels execution strategy: Assortment, Planogram, MPOS. Category management and development with key retailers.
Multi-functional team leadership for category development: Shopper Insights & Understanding and Category Management, influencing the transformation of Marketing and Trade Marketing strategies based on insights, improving distribution indicators, assortment, and innovation success. Reporting to the Trade & Sales Operations Director.
DanoneDistributors Development & RTM Manager
Feb. 2010 - Jan. 2013São Paulo Area, BrazilResponsible for implementing Danone's indirect channel strategy, leading a team of 12 people and a multi-functional team. Reporting to the National Distributors Director.
Design, Implementation and Control of development tools: sales KPI’s, management processes, finance, logistics, safety and quality, through Distributors Excellence Programm
Trade Marketing Plan and Incentives for Traditional, 1- 9 check outs and Food Service Channels
Channel projects multi-funcional leadership: Sell Out Information EDI, Suggested Order, POS Audit
FerreroNational Trade Marketing Manager
Aug. 2008 - Jan. 2010Curitiba Area, BrazilImplementation of the Trade Marketing department: team recruiting and establishment of structure and processes.
Management of Trade Marketing activities: POS material, promotions, sales campaigns, events, category management, CRM, sales team trainning.
Development of the annual calendar of POS activities for chocolates, candies and nutcream
UnileverCustomer Marketing & Sales Intelligence Coordinator
Aug. 2004 - Jul. 2008São Paulo Area, BrazilTrade Marketing strategy and activation for Ice Cream and Oral Care categories: Promo and POS development, Monitoring of category KPI’s (volume, market share and execution); category P&L management
Market Intelligence area set up for Ice Cream category: Information EDI implementation, Sales KPIs control, Sales reports production, Development of Excelence Program for distributors
BATSales | Trainee Intern
Mar. 2003 - Aug. 2004São Paulo Area, BrazilMulti-functional experience in Commercial Area: information analysis, field sales and strategic projects.
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