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Work Background
Agile & Digital Selling Lead North America
Unilever Food Solutions SAAgile & Digital Selling Lead North America
Apr. 2024Florida, United StatesAgile Coach & Scrum Master in the Digital Selling Squad, with main OKRs focused to drive the business growth through digital conversion. Reporting directly to the VP, as main roles to drive the business to an Agile organization acting as an Expert Coach and responsible for the creation of an end-to-end Digital Selling strategy for UFS North America, integrating all the areas from the top to bottom of the funnel, totally focused on sales conversion.
Customer Marketing Director Brazil & Business Transformation LATAM
Unilever Food Solutions SACustomer Marketing Director Brazil & Business Transformation LATAM
Jan. 2023 - Apr. 2024São Paulo, São Paulo, BrazilAchieved in 2023 the best P&L results of the history in the division. Responsible for the Agile & Business Transformation agenda of UFS LATAM, leading directly more than 40 people and indirectly more than 100 people. Main leader of the Digital Selling Squads, being responsible to generate the capabilities, training, mentoring of the teams in Brazil, Mexico and Argentina. In Brazil, responsible for the Digital Area (Compra Food Service marketplace that achieved a GMV record in the full year), Customer Development Operations, Trade Marketing, Business Intelligence, Demand Generation and Chefmanship for Brazilian Market, responsible for the strategy delivery of the business objectives (market & financials) as well as people objectives (career & development).
Head of Digital Transformation & Demand Generation
Unilever Food Solutions SAHead of Digital Transformation & Demand Generation
Jun. 2021 - Dec. 2022São Paulo, BrazilResponsible for the Digital Area, Business Intelligence, Trade Marketing, Demand Generation and Chefmanship (nationwide), with a team including managers, coordinators, executive chefs & sales consultants, responsible for the strategy delivery of the business objectives (market & financials), also delivering the volume recovery post COVID with high single digit for the business in bottom line as well as people objectives (career & development). Achieved 2X GMV previous year of Compra Food Service marketplace (main important marketplace for the Brazilian Food Service market) www.comprafoodservice.com.br. Besides that, delivered the new R2M Strategy for the business with maximum efficiency of the assets and the new Hybrid Demand Generation Strategy (online & offline) for the market.
Head of Key Accounts
Unilever Food Solutions SAHead of Key Accounts
Jun. 2020 - Jun. 2021São Paulo, BrazilResponsible for all Key Accounts, Cash & Carry & Wholesalers (nationwide - 50% of total revenue), with a team including senior coordinators & executive sales consultants, responsible for the delivery of the business objectives (market & financials) as well as people objectives (career & development). Responsible for the maintenance / sustainability of the main clients during the pandemic period, delivering the Volume, Grab, Mix of Global Brands & Strategic Segments Performance as well as the P&L, Turnover and UOP targets of the area.
Regional Sales & Marketing Manager
Souza CruzRegional Sales & Marketing Manager
Jul. 2018 - Jan. 2020São Paulo Area, BrazilResponsible for the SP1 Area in Souza Cruz (SP strategic area), with a team of 7 managers and more than 150 professionals, including sales reps, trade marketing reps and market analysts, and main responsible for the delivery of the business objectives (market & financials) as well as people objectives (career & development). As main deliverables, growth of +3.0 pp in the Market Share of the Region, maintaining the leadership of the market. Also responsible for some Brand Transitions from Local Jewels to Global Drive Brands. Best Result of the country in the ranking of the Market Regions (Score 87%) as well as the best results in the employee climate research (Your Voice) with an average score of 90%. We also advanced with the digitization of the R2M Sales Routes and guaranteed the full implementation of Salesforce to Field Force Team.
Regional Sales & Marketing Manager
Souza CruzRegional Sales & Marketing Manager
Feb. 2017 - Jul. 2018Porto Alegre Area, BrazilResponsible for the South Region Area of Souza Cruz (RS & SC states), with a team of 13 managers and more than 200 professionals, including sales reps, trade marketing reps, sales agents, channel coordinators and market analysts, and main responsible for the delivery of the business objectives (market & financials) as well as people objectives (career & development). As main deliverables, recovery of +4.5 pp in the Total Market Share in the Region, maintaining the leadership of the market. Also responsible for some Brand Transitions from Local Jewels to Global Drive Brands. We started the pilot of the Digital Marketplace of the company (Conecta SC) and the 2nd best result of the country in the employee climate research (Your Voice) with an average score of 88%.
Head of Business Development
British American TobaccoHead of Business Development
Nov. 2014 - Jan. 2017ColombiaMember of Senior Leadership and responsible for a team of 3 managers and 9 executives of the following areas within the Marketing division: - B2C: Management of Brand Campaign Plans & Trade Marketing Activities retail basis & ROI, Management of the National Cycle Plan for Colombia, as well as responsible for Promotional Items - development, purchasing, performance monitoring and financial control. - B2B: Responsible for the revamp of the strategy of the UNIDOS program, development of the new supplier and implementation of new Trade Engagement approach in more than 10,000 POS across the entire country and supporting the recovery of the Market share to become the company leader in the tobacco category for Colombia in 2016. - Marketing Skills: Responsible for Training, Capabilities and Development of all Marketing & Sales teams, as well as responsible for Incentives area organization of the Company Plan & Line of Sight. - Key Accounts: Responsible for the management and contract negotiations of the main Grocery and Convenience accounts (20% of the total GSV of the business) and responsible for the 1st digital media approach through a partnership with Rappi.
Consumer Engagement Manager
Souza CruzConsumer Engagement Manager
Jul. 2013 - Oct. 2014Rio de Janeiro Area, BrazilResponsible for a team of 4 managers and 9 analysts of the following areas within the Marketing division. - B2C: Activation, Consumer Promotions, Digital Media and Management of Promotional Items - development, purchasing, performance monitoring and financial control as well as the Brand Plans & Trade Marketing Activities in a coverage retail basis monitoring & ROI. - B2S: Responsible for the Business to Staff program in a relationship program – LIGA Souza Cruz, with more than 4,000 POS and 12,000 attendants engaged to reinforce switch to BAT portfolio in weighted stores. - Trade Engagement, Incentives & Marketing Skills - responsible for Marketing Training & Incentives team and the implementation of all Trade Market Plans - focused on Selling In and Out activities for TM&D structure, managing a budget superior to $ 60 Million dollars annually.
Key Account Convenience Manager
Souza CruzKey Account Convenience Manager
Nov. 2010 - Jun. 2013Rio de Janeiro Area, BrazilResponsible for a team of 2 analysts and for all the management and contract negotiations of the Convenience Stores main accounts for a Brazilian market (Ipiranga, Raizen – JV Shell and Esso, BR, ALE) and also trade unions (Sindicom), with the implementation and monitoring of more than 30 promotional brand activities in the Cycle Plan as well as the development of Channel strategy (merchandising, activations) and engagement of attendants and franchisees (trade promotions and trainings), managing a budget of $ 80 Million dollars annually.
TM&D Planning Manager
Souza CruzTM&D Planning Manager
Jun. 2009 - Nov. 2010Rio de Janeiro Area, BrazilResponsible for 1 manager and 10 analysts and for the whole implementation, registering and monitoring of all Souza Cruz’s sales & distribution Field Force Team activities in Brazilian market, such as market & merchandising retail census, commercial projects and trade marketing plans, sales campaigns, price movement operations, SOM plans, with direct managerial support to the Head of Trade. During this period, achieved the record of market share in Brazil in 2009 - Formal Market Nielsen
Competitor Intelligence Manager
Souza CruzCompetitor Intelligence Manager
May. 2007 - Jun. 2009Rio de Janeiro Area, BrazilResponsible for a team of 1 manager and 2 analysts and the consolidation of data from the Brazilian market cigarette and monitoring of Consumer Marketing, B2B and distribution Competitor activities, quantitative and qualitative research management regarding the main Competitor’s portfolio products, reporting to the Head of Intelligence and supporting the Strategic Corporate Planning area.
Marketing Services Manager
Souza CruzMarketing Services Manager
Apr. 2005 - May. 2007Belo Horizonte Area, BrazilResponsible for the implementation of Consumer Marketing activities in the Center Region of Brazil (7 states), with the leadership of the implementation of the Marketing Mix activities (consumer promotions / trade promotions / events / retail as ambassador / trade engagement), as well as direct responsible for the implementation of merchandising portfolio and micromarketing activities development and also responsible for market analysis (Nielsen), tactical / operational plans to gain market share and leader of the Regional Business Plan
Trade Marketing & Distribution Manager
Souza CruzTrade Marketing & Distribution Manager
Apr. 2004 - Mar. 2005Belo Horizonte Area, BrazilSales & distribution management of Belo Horizonte city metropolitan region (MG state), responsible for a team of 25 direct people, responsible for the bad debts control and financial management, KPI’s control, evolution of the distribution coverage, direct negotiation and networking with retailers and segments partners, contract negotiations, training and immediate accomplishment of development by human resources activities and delivering the best result of market share in the cluster (95% of share for Formal Market in 2005 - Nielsen)
Trainee on Procurement Area
ValeTrainee on Procurement Area
Apr. 2003 - Mar. 2004Rio de Janeiro Area, BrazilDevelopment of procurement area projects, control of best practices, supply chain management, action plans with consultancy company (Solving International) to improve the management of the area. Team participant in the group responsible for the kickoff of Electronic Catalogs project in the company, managing a budget of US$100 MM.
Intern
Souza Cruz S/AIntern
Jan. 2002 - Mar. 2003Belo Horizonte, Minas Gerais, BrazilDevelopment of Market Analysis, regional of sales projects, action plans against counterfeit, retail media, and retail census
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