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Work Background
PENSAR EN GRANDEMentor and Coordinator of the SILVER ECONOMY Group Mentorship Program
May. 2023 - Dec. 2024UruguayDuring 2023 and 2024, I coordinated the group mentoring program PENSAR EN GRANDE, aimed at 208 entrepreneurs from Argentina, Uruguay, Chile, Peru, Bolivia, Paraguay, Ecuador, Colombia, Venezuela, Panama, Cuba, El Salvador, and Mexico. The group mentoring sessions focused on the CANVAS business model, defining the ideal client, project validation, marketing and sales, pricing, and costs. I also coordinated the participation of guest speakers (from Argentina, Brazil, Chile, Colombia, Uruguay, and the United States). Additionally, I personally mentored entrepreneurs from Colombia, Uruguay, Brazil, and Panama. I achieved an NPS of 85 (excellent) and attendance rates exceeding 87% across all events. In total, 149 entrepreneurs earned their signed diplomas. PENSAR EN GRANDE is an initiative by @BID-Lab, @ENDEAVOR, and @XENIORS, aimed at promoting the SILVER ECONOMY (+50) and supporting businesses and entrepreneurs offering products and services for this economic segment.
LUIS PABLO MATEOStrategic Mentor | Trusted Advisor | Business Coach
Dec. 2019América Latina
Hopi Hari SAPlan de marketing para recuperación del parque
Jan. 2017 - Aug. 2017Vinhedo, São Paulo, BRASILResponsible for the marketing plan of Hopi Hari's recovery project (2017), which paved the way for a new investor and later secured the approval of the judicial recovery plan by creditors. During the development of the plan, I designed and implemented a new communication style for the park, more humanized and transparent, including the creation of characters and a storytelling approach that helped restore public trust in the park and ensured a "full house" at its reopening in August 2017.
POLISHOPSenior Marketing Advisor
Apr. 2013 - Dec. 2020São Paulo Area, Brazil• Provided direct assistance to the president, João Appolinário, in all matters related to marketing, communication, selection of new products, and new projects.
• Collaborated with the marketing department on product positioning and repositioning, communication strategies, and the creation of advertising materials for online, TV, and print media.
• Responsible for the positioning of the POLISHOP brand and all institutional communication.
• Developed speeches and presentations, and prepared and accompanied the president at these events.
INC - INSTITUTO DA NOVA COMUNICAÇÃOFormerly Founder & Professor
Jan. 2003 - Dec. 2004São Paulo e Região, BrasilObserving new trends and recognizing the impact and potential of emerging technologies in communication and marketing (social media, e-commerce, omnichannel, SEO, Big Data), I partnered with Betinha Jote (formerly Johnson&Johnson, Ogilvy) to establish the Instituto da Nova Comunicação (INC). Our goal was to provide adequate and updated training for marketing and communication professionals. During these two years, I taught the following subjects: - CALCULATION and METRICS for direct marketing; - TESTING in communication (A/B tests, split-run, blind multivariate, etc.); - DIRECT RESPONSE IN TV (DRTV); - FULFILLMENT ("The last mile" or "the dark side of direct marketing"); - EFFECTIVE COMMUNICATION IN DIRECT RESPONSE
POLISHOPVice President Marketing
Aug. 2002 - Apr. 2013Sao Paulo, San Pablo, Brasil• Organized the company's marketing and communication department.
• Designed powerful offers that generated more sales with increased profits.
• Created unique selling propositions (USPs) such as: "More juice, faster, and with the whole fruit!" (Juicer Philips). "Delicious like fried, without using oil!" (Air Fryer). "The ionic steam bath that straightens and hydrates your hair" (iSteamer). "The fat goes away, the flavor stays" (George Foreman Grills). • Positioned and developed the communication for hundreds of top-selling products, including: AIR FRYER (pioneer and leader in the oil-free fryer category). JUICER PHILIPS (over 2 million units sold). iSTEAMER (revolutionary hair straightening iron). GEORGE FOREMAN GRILLS (complete line of electric grills). POLISHOP COOKWARE. • Contributed to building the POLISHOP brand and consolidating it as a high-profile brand.
• Personally trained and coached dozens of executives who later took on prominent roles in the company (and other organizations). POLISHOP was Brazil's largest TV sales company and one of the global leaders in omnichannel retail. It was founded in 1999 by João Appolinário, a renowned Brazilian entrepreneur known for his participation in 8 seasons of SHARK TANK BRASIL and his support for entrepreneurship. During my time there, the company built a network of 300 own stores, became one of the largest advertisers in Brazil (exceeding 120 hours of TV ads per day). Its catalogs reached a circulation of over 12 million copies annually. Its digital communication platform was (and remains) one of the most active in the country (social media, e-commerce, email marketing). “Pablo Mateo: a great human being and one of the greatest marketing professionals in the world, with whom I had the privilege to work and learn. Whether for a minute, half an hour, or a business meeting; stop and listen to what he has to say.” (Mauricio Ravelli - POLISHOP)
Galeria do ColecionadorC.E.O.
May. 1997 - Jun. 2001España y BrasilJoint venture (Grupo Imagem, Brazil, and Club Internacional del Libro, Spain). Specialized in selling books and luxury items thru direct mail, using sweepstakes as lead generator. Continuity programs.
ABEMDVice President (1997-2000), Ethics Committee (1994-1997), Professor (2002)
Jan. 1992 - Dec. 2003Brasil
1406 - GRUPO IMAGEMMarketing Director
Jan. 1991 - Jun. 2000São Paulo e Região, BrasilPioneering company in Brazil (1990) and Latin America in Direct Response TV (DRTV) sales. • At GRUPO IMAGEM, I created and developed launch campaigns for iconic products such as: • the legendary GINSU knives (800,000 kits sold) • VIVARINA run-free pantyhoses (over 1.5 million pairs sold) • CONTOUR PILLOW pillows (2 million units sold) • AMBERVISION glasses • FRIGIDIET, Swiss Grill, HyperVisão, SONIC 2000, and hundreds of other products. • Won the GOLD grand prize at the ABEMD awards (2nd ABEMD DIRECT MARKETING AWARD) for the CONTOUR PILLOW campaign. • Created the loyalty club “Entre Amigos” with over 600,000 members.
• Launched the “IMAGEM” catalog with a circulation of over 120,000 copies per edition. • Participated in the company's initial processes during a time when this type of operation didn’t exist in Brazil and lacked the back-office and logistics infrastructure required: • negotiation with the postal service for the use of call center 011-135 (telegram by phone) • negotiation with TV channels to purchase large volumes of media in secondary or alternative time slots • planning and organizing fulfillment and logistics (in partnership with Irmãos Reis) • creation of a Consumer Service Department (when no one was talking about it) • negotiation with the postal service for (almost) exclusive use of 011-1406 (in 1994) • negotiation with payment providers (pioneering the use of credit cards for phone purchases) • negotiation with banks and credit card companies to develop “bill-stuffers” (flyers included with monthly account statements)
Panamericana de Marketing DirectoPresident
Sep. 1988 - Dec. 1990Colombia
Organisation Générale Publicitaire (OGP)General Manager
Jan. 1981 - Dec. 1989Latin AmericaMain executive and responsible for the expansion of the company in Uruguay, Argentina, Chile, Peru, Ecuador, Mexico, Colombia.
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