Grupo ElloyPresident - Outdoor Lifestyle Brands
Apr. 2013 - Oct. 2020BrazilRevitalized an iconic U.S. brand that had lost market traction in Brazil, transforming it from a declining presence into a high-demand, aspirational product line. Leveraged brand equity, secured corporate investment, and executed a comprehensive market entry and manufacturing strategy to rebuild the business across Brazil and South America. * Strategic Brand Revival: Recognized the brand’s intrinsic value and negotiated investment from the U.S. parent company to re-establish its presence in Brazil. Collaborated with C-level executives to develop and execute a comprehensive business plan to restore market leadership. * Tax Incentive Negotiation & Manufacturing Strategy: Identified Brazil’s high VAT & import tax burden as a barrier to success. Negotiated Federal, State, and Municipal tax incentives to support local manufacturing, securing the long-term viability of the business. * End-to-End Business Development: Built the entire value chain, including: * Global Sourcing & Manufacturing: Built a local production facility to manufacture the full product line, integrating imported components from the U.S., Europe, and China. * Direct-to-Consumer & Multi-Channel Sales: Leveraged brand enthusiasts to drive direct-to-consumer sales while also developing a logistics network capable of delivering to 98% of Brazilian households. * Marketing & Brand Repositioning: Implemented an online and event marketing strategy, leveraging the brand’s deep enthusiast community to reignite demand and restore its dream-buy status. * Regional Expansion: Extended sales beyond Brazil into Argentina, Uruguay, and Paraguay, further expanding the brand’s reach and revenue potential in South America. Through this initiative, the U.S. brand was re-established as a category leader, regaining its status as a must-have product while building a scalable, locally sustainable business model.