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Brazil
Work Background
Adium BrasilCommercial and Trade Marketing Director Pharma & OTC Division & Business Unit Head for OTC Products
Apr. 2021São Paulo, BrasilAdium Pharma is an Uruguay based # 7 Pharmaceutical Company in LatAm. Led business transformation from strategy to execution implementing a new commercial and trade mkt. department for the R$500M prescription business on Pain, Uro and Moblity categories for retail and non-retail channels. Led strategy and P/L management for OTC products BU. Reported to General Manager, dotted line with LatAm Commercial VP and member of executive committee. Structure included 9 direct reports on commercial, trade marketing, OTC BU and their teams including 300 sales medical reps for POS detailing and 40 promo reps dedicated for In-Store Execution. Key Achievements: • Implemented a new commercial and trade marketing department driving innovation and strategic initiatives such as new commercial go-to-market and commercial policy, stock in trade strategy, joint business planning, S&OP cycle, customer centric multi-functional team, non-retail commercial organization. Delivered along the first 3 years a +25% sales CAGR and EBITDA +5pp´s vs target. • Led the OTC products BU implementation with full P/L responsibility executing category, commercial and patient innovations driving +20pp´s market share for this portfolio including Pyridium brand re-invention and 2022 /2023 Lupa de Ouro award on OTC category. • Designed and implemented a new distribution strategy supported by GTM model, commercial policy, promotional plans and customer POS segmentation generating + 20% on numerical distribution by +15K POS´s and +15% store coverage. • Led implementation of a B2B detailing platform tool for more than 300 reps driving +40% growth on demand representing in less than 1 year incremental 15% of sales. • Created concept of 1 Adium POS detailing team for different BU´s with +20% market coverage and same sales force, supported by new segmentation approach, training journey in soft, hard skills and instore execution model with brands sales fundamentals, in-store routines reaching 18K stores.
NovartisBusiness Inteligence, Commercial Excellence, Revenue Management & Digital Director Sandoz Division
Feb. 2019 - Nov. 2020São Paulo Area, BrazilHead of Commercial Excellence, Business Intelligence, Digital and Revenue Management Responsible for implementing a new transversal function for the US$400M business including generics, mature products and specialty care business units reporting to the general manager, member of Sandoz executive committee and worked with international region team management. Organization included 25 headcounts and 6 direct reporting managers. Key Achievements:
• Developed and implemented new function strategic roadmap, structure, roles & responsibilities, and governance delivering 9 significant initiatives in less than 2 years to impact share, top and bottom line.
• Led a new go-to-market pilot for generics in independent stores in collaboration with distributors in order to automate & integrate order management improving distribution, share on non-visited stores with upside of US$5M.
• Designed new go-to-market & commercial policy for specialty care BU for both private, public markets considering new distributors implementation, pay for performance incentives, margin visibility, sell-out focus and order automation with upside of US$2M.
• Implemented revenue management function to support opportunities assessment and delivery: pricing architecture for mature products, value chain margin analysis for specialty care and distribution programs for generics with upside of US$1.5M.
• Implemented digital function including new multi-channel engagement roadmap & tools (HCP portal, remote detailing tools, events, channels), adherence innovation projects with start-ups, education & cultural transformation through agile methods.
• Implemented several tools to enhance business automation & productivity including new POS segmentation, sell-out dashboards, numerical distribution tool (Generics BU); Roambi prescription & POS performance, sales territory planner (Mature BU); institutional & hospital sales dashboards (Specialty BU), cross-BU´s sell-in dash to integrate into a top mgt. tool.
SanofiLatAm Commercial & Revenue Management Director (Pharma, OTC, Gx)
Oct. 2016 - Feb. 2019São Paulo Area, BrazilResponsible for implementing a new customer centric commercial and revenue management function for Sanofi across 8 different geographies for the €$ 2B consumer health care, generics and pharma business. Organization included 8 country commercial heads, 8 revenue managers, 4 commercial excellence managers. Reported to global trade management head, member of LatAm leadership team and global trade management board. - Key Results Includes: - Developed and implemented together with the country commercial directors a regional commercial strategy leading country assessments and roadmaps execution of initiatives related to go-to-market, business intelligence, execution and organization that drove Sanofi double digit growth and exceeding budget for 3 years in a row for both retail & institutional channels.
- Identified with regional and local revenue managers gross-to-net improvements of €$17M in 2016 and €$20M in 2017 and led development / implementation of a customer P/L system driving cultural change from product to customer finance view.
- Co-led a generics (Medley/Genfar brands) turn-around program leading business gross margin increase of 5pp´s. - Led a numerical distribution LatAm cross BU´s project identifying more than € 30M in incremental sales.
- Led with multi-functional team the design / implementation of a LatAm digital B2B customer portal driving € 100M in sales.
- Led several go-to-market initiatives that impacted resources allocation, incremental sales, opex productivity including LatAm commercial team unification across the different BU´s, Brazil multi-functional team dedicated for top chains & wholesalers, Colombia POS segmentation, Mexico JBP, Peru independent store GTM, Ecuador exclusive distributor. - Played key roles on new process: trade satisfaction survey and commercial planning.
- Led sales team development programs through competencies model and KAM program design / delivery for 150+ KAM´s on retail / institutional channels.
SanofiLatAm Commercial Excellence Director(Pharma, OTC, Gx)
Nov. 2015 - Oct. 2016
SanofiLatAm Commercial Director (Gx)
Nov. 2014 - Nov. 2015
Colgate PalmoliveCustomer Development Associate Director
Oct. 2012 - Nov. 2014São Paulo, BrasilResponsible for cash & carry / clubs sales channel, including major commercial negotiations, customer P/L, share, distribution, developing mid and short term commercial strategies as well leading multi-functional team and processes for the US$250M oral, personal and home care business. Organization included 30 people from sales, trade marketing, marketing, finance, customer services. Reported to the customer development vice-president. - Key Results Includes:
- Reverted the #1 Colgate customer sales decline from -17% to +5% based on a new customer strategic plan including new items developments, new channels plans, shopper insights projects, shopper activation and joint business planning.
- Reduced channel gross-to-net in 6pp´s developing a new investment strategy migrating from commercial discounts to pay-for-performance activities and promo packs reducing price issues in the channel. Co-led the development of a new channel specific SKU´s generating +R$5M in incremental sales.
- Drove Cash & Carry Channel toothpaste market share increase of +2pp´s capturing R$10M year and toothbrushes market share +5pp´s capturing more than R$1M year.
- Developed his team on new customer planning approach organizing multi-functional workshops, leading S&OP related governance and driving high-potential short term assignments & job-rotation. - Led and developed new process to manage strategic elements for the customer development department: price management, product portfolio, forecasting & inventory management.
- Led Top 2 Top meetings with multi-national customers as Carrefour, Casino and Wal-Mart working also with global teams in Colgate headquarters. Responsible for Makro Latam customer strategy, regional initiatives, results and relationship with top management from customer and Colgate.
Procter & GambleBusiness Unit Head / Country Manager
Jun. 2010 - Sep. 2012São Paulo Area, Brazil- Responsible for delivering short, mid and long-term, top and bottom line results, as well market share and distribution. Led the business integration with P&G Brazil for the US$50M Pet Care business through the implementation of a start-up organization inside P&G to reach the US$150M sales vision in 5 years by designing and executing go-to-market, brand plans, manufacturing and supply chain. Organization included 70+ people in sales, trade marketing, marketing, finance, logistics, technical field and merchandisers. Reported to the Latin America Pet Care business director. - Key results includes: - Led the set-up and implementation of entire new organization of 70+ multi-functional team.
- Co-led the business integration project with P&G considering manufacturing, regulatory, importation and logistics process.
- Developed with global headquarters the business long term plan including key strategies, tactics, organization design and market / financials metrics for Eukanuba and Iams business driving sales growth from US$20M to US$50M, distribution growth from 250 to 8K POS, market share estimated growth of +4 pp. - Re-launched Eukanuba brand and communication / trial programs in Brazil increasing SKU´s by 5 times, coordinating with marketing, regulatory and manufacturing the program deployment strategy. - - Drove negotiation and implementation of 10+ distributors following P&G process guidelines & best-practices.
Procter & GambleSales Team Leader - North / Mid West
Jul. 2008 - May. 2010Brasília Area, Brazil- Responsible for executing channel strategies, market share, distribution, volume and sales negotiations for the US$150MM P&G business across 10 categories (laundry, diapers, feminine care, disposables blades, systems blades, personal care, oral care, hair care, hair color, batteries) in the Mid West and North regions in Brazil. Managed a team of 15 people and was co-responsible for multi-functional resources in marketing, shopper knowledge, finance and logistics. Reported to the sales director. - Key results includes: - Total region sales growth of 4pp´s ahead of balance of the regions. - Delivered the highest level of % business growing share and distribution (80+ percent).
- Led the development / deployment of the national joint business plan process for the indirect channel, responsible for largest P&G distributor in Brazil as well transforming one of Top 5 wholesaler into a distributor reaching in less than 1 year sales of US$10MM /year.
-Led the development of alternative go-to-market models in his region as micro-distributor in Amazon River with 1000+ new stores in distribution for P&G portfolio.
Procter & GambleCategory Development Manager - Wal-Mart Global Customer Team
Jul. 2007 - Jun. 2008United States- Expatriate in the largest worldwide customer team for P&G with sales of more than US$10BI was responsible for home care development and the design / implementation of category strategies for the core sales functions (assortment, shelving, pricing and promotion) for the $850MM home care business at Wal-Mart stores. Worked with customer leadership, within the multi-functional home care team and with the headquarters in Cincinnati at all levels up to and including the general manager. Team included 3 category managers and 2 assistants. Reported to the sales director. - Key results includes: - As a key deliverable generated incremental sales of US$100MM and led P&G to become category advisor for the air care category in Wal-Mart US stores in 2008 through the development of a 12 month project on category reinvention with a multi-functional team considering shopper insights research, strategy development, selling to customer with sales and marketing teams designing planograms and finally led pilot stores implementation with proper performance tracking. Project also generated incremental distribution of 7pp´s and share of shelf by 18pp´s.
- Created the concept and sold to Wal-Mart US two exclusive initiatives: Surface care promopack and an air care device re-launch that delivered US$ 200M in sales through the first year.
- Created an innovative scorecard that was monthly shared and discussed with customer to better understand category trends, strategy execution and action plans.
Procter & GambleGlobal Sales Development Manager
Jul. 2006 - Jul. 2007United States- Expatriate in a multi-cultural team was responsible for driving sales and market share growth for the P&G fabric, home and family care categories at global Wal-Mart, influencing customer and P&G headquarters as well local teams in 4 key markets (China, UK, Mexico and Canada) to create and execute strategic sales initiatives. Responsible for a US$350MM business. Led 2 assistants directly and 4 Key account managers indirectly. Reported to the P&G Wal-Mart international sales director. - Key results includes: - Responsible to present a quarterly business review to SVP´s in headquarters / propose action plans and influenced senior management to approve a budget of US$150M for JBP related activities. - Lead and negotiated with Global Wal-Mart a fabric care sustainability campaign implemented in 4 countries that generated growth of 4pp´s in fabric & home care vs. budget.
- Developed a Fabric & Home Care scale program implemented in Mexico based on share and reapply program from UK to generate scale driving 10pp´s growth of customer vs. balance of country.
- Co-Developed a large sizes gondola project implemented in UK to drive ticket and margin increase.
- Developed a business review template used across categories to quarterly present for Headquarter VP´s key results and action plans for China, UK, Mexico and Canada. - Developed on-line training for 20 international managers in 8 different countries to deploy: 1- sales fundamentals; 2- category management process including country diagnosis and action plans; 3- new products launching.
- Established a tracker for new products working with local teams.
Procter & GambleSales Team Leader - Multinational Accounts
Mar. 2004 - Jun. 2006São Paulo Area, Brazil- Responsible for managing the Wal-Mart Business in Brazil, worth US$50MM in sales for Gillette. portfolio included the Gillette, Oral-B and Duracell brands across 3 main geographical regions and 4 retail formats. Accountable for negotiations, total sales, brand share growth, financial results and customer service performance, as well as leading integration and innovation projects. Led a team of 15 people including sales managers, sales reps, category managers, and logistics. Reported to the Key account national sales manager. - Key results includes: - Gillette nominated Total Wal-Mart National Supplier of the Year 2004 and Sams Club National Supplier of the Year 2005.
- Received from Gillette International Team the best scores from supplier development. - Delivered from 2004 to 2006 a 38% growth for the Wal-Mart total business vs 15% Total Gillette.
- Increased business profitability by + 3pp during 2005.
- Reduced Bompreco and Sonae Inventory in 20 days.
- Leaded important negotiations throughout Wal-Mart business: annual agreements, Duracell re-listing, check-out agreements and Bompreço / Sonae harmonization.
- Created and deployed new devices for check-Out exhibition in Bompreco and Supercenters considered best in class in Brasil.
Procter & GambleSenior Trade Marketing Manager
Nov. 2000 - Mar. 2004São Paulo Area, Brazil- Responsible for the creation and implementation of the trade marketing department for the US$500MM business initially focused on International global key accounts. Over time, expanded focus to different channels from drug to wholesalers. - Responsible also for the World Cup Project leading a team of 65 people from marketing and sales areas to deliver WC Official Campaign 2002. Led a team of 2 assistants and 1 intern and reported to the national trade marketing manager. - Key results includes: - Drove Trade Mkt. design and implementation as well culture change with sales / marketing. - Implementation of key trade marketing processes including Budget allocation, promotional calendar design, Nielsen diagnosis and action plans by area and channel, demand planning, category and channel trainings, P/L development and implementation with finance organization, new products introduction plans, sales force incentives.
- Led and implemented more than 10 trade promotions in different sales channels and regions in Brazil.
- Reverted negative margins of Global Accounts from –11% to +9% (2003 Vs. 2002), generating R$3MM in profits for 2003.
- Drove Indirect Sales Channel (wholesalers and distributors) growth by 5% (2003 Vs. 2002) and sell-out in the Indirect Sales Channel increase by 4% (2003 Vs. 2002).
- Supported Casino / Pao de Acucar group net sales increase by 3% (2002 vs. 2001).
- Led 65 people through a R$6.5MM budget World Cup Campaign to implement the Marketing / Trade Marketing / Incentive program that generated volumes increase for Gillette +15% vs. Objective and that drove increased gains in market-shares for Mach-3: +3.8pp, Oral-B Toothbrushes: +0.7pp, Duracell Batteries: +0.9pp. Campaign was awarded with a golden medal by ABA.
UnileverTrade Marketing Manager
Jan. 1999 - Nov. 2000São Paulo Area, Brazil- Responsible for the new national retailers trade marketing department, designing customer segmentation and channel plans for the 11 brands in the food segment, training sales managers and deploying several promotional activities. Led a team of 1 assistant and 1 intern and reported to the national trade marketing manager. - Key results includes: - Developed and influenced top management to implement the first retail channel plan including volume, revenues, investment as well market targets that drove sales increase of 18% in his channel vs. 3% total business. - Supported the development and negotiations of sales incentive contracts with key regional retailers partnering with national sales manager and finance organization.
- Led and implemented a Nielsen booklet shared across management that was also used to train more than 10 sales regional managers with regions and brands key diagnosis and action plans.
- Designed and implemented more than 5 trade promotions including the awarded “Doriana Dá Paezinhos” and “Cica esquenta o seu inverno” that drove 5pp sales increase in commoditized categories.
AccentureSenior Consultant - Retail & Consumer Goods Industry
Jan. 1995 - Jan. 1999São Paulo Area, Brazil- Participated in multi-functional projects related to Sales, Marketing and Logistics in top consumer goods and retail companies working under strong time pressure, with constant new team partners as well under different customer relationship environments. Joined the Brazilian ECR project with APAS. Had the opportunity to participate for 3 times in US on business simulation projects. - Examples of projects:
- Developed a study for a main food company in Brazil in order to improve the distributors performance. Project helped to grow numerical distribution by 5pp´s. - Developed a new process for the commercial area of an international food retailer based on a study to reduce expenses in problems related to merchandise receiving/invoicing matching. Project delivered a reduction in invoice mismatch from 10% to 5% with savings of US$100M a year. - Developed a project to study the sales force structure of a top Brazilian Food Company, in order to optimize the efficiency/effectiveness of the sales and merchandising processes.
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