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Work Background
T&SS - Turnaround & Special SituationsExpert Advisor
Apr. 2024 - Sep. 2024São Paulo, BrazilSupports Turnaround, Restructuring, Special Situations, Distress Investing, Crises Management
CMR SurgicalVice President & General Manager
Sep. 2019 - Apr. 2024Cambridge, England, United KingdomResponsible for establishing, developing and managing the CMR operations in Latin America Created and executed the market entry/expansion strategy and leveraged the strong relationships with KOLs and C-Suite executives across the largest hospital systems in Latin America. Developed CMR’s regional long-term strategic planning and created the design of innovative management and operational processes to improve cost effectiveness, customer satisfaction and overall company performance.
FGC - Ferradosa Global Consulting Principal
Jun. 2018FGC helps Med Tech, Healthcare and Biotechnology companies on their Business Strategy to effectively position their products, reach target customers, and drive growth in competitive markets.
Johnson & Johnson MedTechSenior Vice President Commercial Excellence & Strategic Affairs Latin America
Apr. 2012 - Mar. 2018Miami/Fort Lauderdale AreaResponsible for Sales Planning & Operations, Value Creation, Corporate Business Strategy, Medical Affairs, Sales & Marketing Education, Business Insights, Strategic Planning, Regulatory Affairs, Health Economics and Market Quality & Compliance Led the creation of strategic capabilities and centers of excellence, establishing a shared services organization to support Latin America
Johnson & Johnson MedTechPresident Cordis Franchise Latin America
Apr. 2008 - Apr. 2012Miami, Florida, United StatesRegional Board Member responsibilities include the general management of the Cordis Franchise and its Business Units: Biosense Webster, Endovascular and Interventional Cardiology. This U$100 Million business became one of the most profitable and fastest growing double digit regions in 2010 despite challenges in the stent market. Led Biosense Webster , the most strategic business, to grow 71.8% vs. 2009 where Brazil virtually doubled its business through the successful deployment of an aggressive growth plan partially funded by the OC Active Member of the MD&D Global VP Marketing Council
Johnson & Johnson MedTechRegional VP Process Excellence & Strategic Planning Latin America
Jun. 2006 - Apr. 2008Miami, Florida, United StatesMember of the Regional Management Board and responsible for deploying and directing the Strategic Planning Process including the establishment of the vision, strategic imperatives and long term goals for the Regional organization. The focus on the strategic must wins led to the achievement of U$1 Billion in revenues in 2011. Led the Process Excellence Group responsible for core business processes improvement & organizational effectiveness. Personally directed the deployment of strategic initiatives such as Sales Force Effectiveness and Business Intelligence.
Johnson & Johnson MedTechVP Global Marketing Ethicon Products
Apr. 2004 - Jun. 2006Somerville, New Jersey, United StatesMember of the Ethicon Products Board responsible for creating a Global Marketing Organization for the U$ 2 Billion Ethicon Products Business Unit that could leverage partnerships with internal and external stakeholders to maximize strategic areas of focus. Executive responsibilities included the Strategic Marketing Department including the Umbrella Development Group (Europe, Middle East and Africa, Latin America & Asia Pacific), Brand Marketing (Sutures, Biosurgicals and Meshes), Specialty Marketing for Surgical Products and Devices (Plastic, General and Cardiovascular Surgery). Developed and initiated execution of the Chinese Market Expansion Plan covering penetration of current product portfolio, creation and deployment of new customized products and overall sales and marketing resource management and optimization.
Johnson & Johnson MedTechRegional VP Ethicon Latin America and GM for Caribbean and Central America Region
Jan. 2002 - Mar. 2004San Juan, Puerto RicoRegional Board Member responsibilities included leading the Ethicon Sales and Marketing Organization (Latin America) and General Manager for J&J Medical Caribbean, a division of J&J International Inc with total revenues of U$ 400 Million and over 200 associates. Achieved double digit growth for the Ethicon franchise in LA (2003/04) delivering record MNI despite price pressures and macro-economic crisis in key countries Created the first Regional Marketing Organization that is now the model for other Business Units in Latin America under the banner of “One Company Vision”. Re-designed the organizational structure, aligning all functional areas and business units of the Caribbean and Central America region.
Johnson & Johnson MedTechVice President Ethicon and Ethicon Endo-Surgery Latin America
Dec. 1999 - Dec. 2001Miami/Fort Lauderdale AreaProvided executive direction for the two largest MD&D business units in Latin America, which represented more than 50% of the regional revenue and 80% of the net income. Led the Ethicon Business Unit (Latin America) in becoming in 2002 the fastest growing region in the world. Responsible for the reorganization of the Ethicon Endo-Surgery Business Unit awarded Franchise of the Year after reaching an operational growth of 30% the first year.
Johnson & Johnson MedTechVarious Sales and Marketing Management Positions
Aug. 1983 - Dec. 1999Sao Paulo, BrazilSalient experiences were on directing several Business Units at country level in different stages of development, such as a start-up and a large complex matured organization. • Managed the start-up of the Cordis Business Unit in Brasil; achieving 30% SOM in the second year of operation.
• Directed the strategies resulting in turnaround and recovery of the Ethicon Business Unit after a severe market share loss in 1998; all leading to a double-digit operational growth after one year as principal of the organization. • Commercial Consultant in at French CGR company responsible for the introduction of the first portable ultrasound for gynecology.
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