Paulo Guerchfeld

Founder and CEO @Lucerna Business Development

🔥 Startup Founder💸 MarketingBusiness Owner💼 C-level Executive🐦 Design🧨 Consulting🏦 Finance🧮 Education✨ Business OwnerBrand Marketing ManagerCommunications ManagerPR ManagerContent ManagerCreative ProducerCopywriterGraphic DesignerBrand DesignerMotion Designer🎓 StudentPartnerMarketing DirectorUndergraduate StudentProfessorCMO

Professional with 30 years of experience in the Marketing and Communication sector, co-founder of Dez Propaganda, an agency that has become a reference in southern Brazil, with branches in Porto Alegre, Florianópolis, Curitiba and São Paulo. Highlight for his partnership with the Fischer América agency, as General Director of the headquarters in São Paulo and Director of the Latin American Region, overseeing the offices in Argentina, Venezuela, Colombia, Miami and Mexico, where he lived for a year. Partner of the WPP Group through the global agency Y&R - Dez Brasil and Energy/Y&R. Founder of Lucerne, a marketing and communication consulting and business development company. Experience with several customers such as Massey Ferguson, Toyota, LG, Samsung, Electrolux, Monsanto, Telefónica Móviles, Portugal Telecom, Vivo, Fiat, Ponto Frio, Banco Safra, CEF, HBO, DirecTV, NET, Bacardi, Martini, Wella, Accenture, Ibope, Asics, Mabe, Red Bull, Roche, TAM, Repsol, ESPN, Batavo, Perdigão, Nextel, Allianz, Grupo Três Corações. Marketing director/CMO at 3coraçőes, a leading company in the Roasted Coffee, 24 brands and 300+ SKU’s - 2 usd billions and 10.000+ employees. Professor of marketing and communication planning at Miami Ad School. Advanced English and Spanish MBA Marketing & Communication USP - in progress

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Work Background

LUCERNA BUSINESS DEVELOPMENT CONSULTINGMarketing Consultant

Oct. 2010São Paulo Area, BrazilMarketing and communications consulting with a focus on the creation or repositioning of brands, products and services, as well as analysis and architecture of interactions with B2B and B2C audiences, employees, suppliers, opinion makers and shareholders. The company has provided consulting services in Brazil, Uruguay and Switzerland. Winner of a Top de Marketing award for "Moving Estacionamentos." Some major clients include Allianz Seguros, Japanese Tobacco International (Camel and Winston brands, on location in Switzerland), Granjas 4 Irmãos, Rogatis Family, Vinci Park, XP Investimentos, Grupo Três Corações and Indigo Park. LUCERNA's PURPOSE: aims at helping companies rethink their products and services, as well as their relationships with their field of interaction, the public, employees, suppliers and shareholders. We also help them reach the conclusion that a company will be less vulnerable and its life cycle will have a longer span and be more filled with opportunities in the same measure as these interactions are more modern, transparent, direct, objective and intelligent.

GLGCouncil Member

May. 2017 - Mar. 2021São Paulo e Região, BrasilGLG is driven by the curiosity of approximately 1,400 employees around the world who are transforming the way the top professionals share expertise and learn. Soon after its founding in 1998 GLG began connecting top professionals across fields and around the country. Over time, we became a membership of leading experts providing business decision-makers with insights to create better, more informed outcomes. Today, we are the world’s largest membership network for one-on-one professional learning, comprising more than 500,000 thought leaders and practitioners, including business leaders, scientists, academics, former public sector leaders, and the foremost subject matter specialists. We serve users at more than 1,400 client companies in 40 countries. These clients include Fortune 500 companies in nearly every sector and the leading professional services firms and financial institutions. GLG’s industry-leading compliance framework allows clients to learn in a structured, auditable, and transparent way, consistent with their own internal compliance obligations and the highest professional ethical standards. Our compliance standards are a major competitive differentiator and key component of the company’s culture. GLG is headquartered in New York with 22 offices globally and 1,400 employees.

Orfeu Cafés EspeciaisDiretor Geral

Oct. 2019 - May. 2020São Paulo, São Paulo

Miami Ad School/ESPMProfessor

Oct. 2014 - Jun. 2017Discipline: Planning for creative professionals

ENERGY Powered by Young & RubicamPresident

Jan. 2008 - Jan. 2009Sao PauloAdvertising agency with US$ 18 million in revenue and 34 employees Main responsibilities: Reported directly to the CEO, Roberto Justus - Developed and implemented business plans - Oversaw HR, IT, administrative and legal (Sarbanes Oxland) departments - Cost management - Company spokesperson - Set the bonus policy - Structured departments like client services, media and planning - Market positioning planning - Institutional liaison with Brazil's major media companies - Developed guidelines and proposals for private pitching processes - Negotiated fees with clients - Direct contact with clients.

Fischer America LATAM (Mexico, DF)General Director for Latin America

Jan. 2002 - Jan. 2003Mexico City Area, MexicoAdvertising agency (undisclosed earnings due to contractual obligations) and 180 employees. Main responsibilities: Restructured and unified the operations of offices in Argentina, Venezuela and Colombia - Managed telecom accounts in Brazil and Latin America (Portugal Telecom and Telefónica Móviles) – General Director of the Mexican office. Main results: Reduced the workforce at the Mexican office by 40% - Increased the network's earnings by prospecting new clients - Restructured the creative team - Replaced the administrative and financial teams and removed a local partner at the Mexican office - Coordinated an anti-corruption task force involving external auditors - Shut down operations at the Mexican office and entered into an operating agreement with a local agency to take over client accounts while retaining the DBA name of Fischer América México.

Fischer AméricaGeneral Director

Jan. 1999 - Jan. 2002São Paulo Area, BrazilAdvertising Agency with USD 70,000,000 in revenue and 79 employees; Main responsibilities: Reported directly to shareholders - Developed and managed the business plan - Main spokesperson for the company - Set the executive bonus policy - Recover a significant market share loss - Institutional liaison with Brazil's major media companies - Developed guidelines for private pitching processes - Negotiated fees with clients - Spoke directly with clients' C-level executives - Served the largest retailer of the time, Ponto Frio (the agency's largest client), from the Rio de Janeiro office, as well as managed all mobile telecom operations for the chain's various offices in Brazil and abroad.

co: collectiveFounding Partner of the Brazilian branch

Aug. 2015 - Aug. 2016São Paulo Area, BrazilUS consulting agency founded by renowned advertising executive Ty Montagüe with its own original methodology for innovation strategy and communications, known as Story-DoingTM, serving clients like YouTube, MOMA NY, Macy's, the Schwab Foundation, Timberland, and others.

Grupo 3coraçõesMarketing Director

Nov. 2013 - May. 2016São Paulo Area, BrazilFood company with 50% of its capital from Brazil and the other 50% from the Strauss Group of Israel, FMCG. 3corações leads the ground roasted coffee market in Brazil with over 16 brands, 300+ SKUs, US$ 1.5 billion in revenue and over 4,500 employees. Main responsibilities: - Reported directly to the Board of Directors, CEO and CCO - Managed and planned the annual marketing budget using the Zero-based budgeting/SAP methodology - Responsible for brand architecture for 16 brands of coffee, juices and corn products. Managed three business units - Managed innovation and R&D projects - Managed all brand websites, social networks and online e- commerce platforms - Managed all online and offline communications - Ad hoc research studies - Managed the selection and bidding process for services in design, advertising agencies, studios, press agencies, and others - Responsible for the stakeholder communications policy - Spokesperson for the company - PR strategies - Nielsen and GFK data analysis - Trade marketing strategies - Activations at events throughout Brazil.

Dez Brasil (WPP Group)President and Partner

Jan. 2004 - Jan. 2008São Paulo Area, BrazilAdvertising agency with US$ 14 million in revenue and 54 employees. Main results: Won over accounts such as Nextel, Banco Safra, Asics, Vedacit and TAM - Increased revenue from US$ 3 million to US$ 14 million between 2003 and 2007 - Posted positive financial results every fiscal year - Integrated the company with the main offices of Y&R LATAM.