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Laboratório CristáliaBusiness Unit Director | Retail Pharma RX, OTC & Supps – Dermatology & Endocrinology
Jan. 2022 - Oct. 2023Campinas, São Paulo, BrasilManaged Marketing and Demand functions for RX, OTC, and supplement brands, including Kollagenase and Tacitá. Expanded and reorganized the Demand team, redesigning the structure with a focus on specialty/CRM segmentation, brand prioritization, optimized resource allocation, and implementation of management routines with clear KPIs. Oversaw the business unit's P&L, Strategic Planning, and Budget processes. Led the launch strategy for the growth hormone brand Criscy 30Ui Refill Pen (Somatropin), focusing on three key pillars: 1) Pediatric endocrinologists, 2) Customers, and 3) Patients. Developed a patient support program to ensure treatment adherence and achieve desired outcomes. Key Achievements: - Achieved market share growth in 9 out of 11 promoted brands, outpacing the market in sales and demand.
- Created a product pipeline projected to increase sales by 372% over five years with 26 potential launches.
- Within six months of the Growth Hormone launch, secured 5% prescription market share and became the third-largest brand in the Business Unit.
GSK Consumer HealthcareRevenue Growth Management Manager - Iberia & France
May. 2020 - Dec. 2021Lisbon, PortugalDirected the RGM function across France, Spain and Portugal, driving regional growth by identifying opportunities to enhance sales profitability through data analysis, implementation of global tools and adoption of best practices from EMEA Defined the RGM strategy across the region, tailoring it to each country and channel while leveraging its five pillars, accelerating revenue and gross margin growth sustainably. Spearheaded the GtN investment strategy and significantly improved Budgeting and Sales Planning processes, supporting CommEx/Sales teams to drive growth and profitability with key customers.
PfizerBusiness Unit Head - Consumer Healthcare Portugal
Jul. 2017 - Apr. 2020Lisbon Area, PortugalManaged the dietary supplements and OTC brands business unit, overseeing Marketing, Trade Marketing, and Sales, while facilitating collaboration with Regulatory Affairs and Finance functions. Restructured the commercial organization by implementing a new Go-to-Market model, enhancing salesforce effectiveness, improving sales and marketing processes, optimizing customer segmentation, and redesigning commercial and return policies to improve Gross-to-Net performance. Led operational expense management and drove a mindset shift within the sales team by focusing on sell-out and point-of-sale (POS) execution, supported by a redesigned incentive policy. Developed a Trade Marketing strategy, JBPs, and a tailored commercial policy for para-pharmacies channel, enabling the company to secure its first-ever sales agreements with the country’s three largest para-pharmacy chains. Key Achievements: - Delivered 19% sales growth and a 40% profitability increase in the business unit.
- Increased Centrum brand market share by 12pp in para-pharmacies, solidifying its leadership in VMS market.
PfizerNational Sales Manager - Consumer Healthcare Brazil
Oct. 2015 - Jun. 2017São Paulo Area, BrazilImplemented a new Go-to-Market strategy and redefined the commercial policy and Trade Marketing investment framework to enhance the company’s Gross-to-Net performance. Developed and institutionalized commercial management routines, including monthly and weekly meetings, as well as quarterly planning sessions between Sales, Trade Marketing, and Marketing teams, which improved sales forecasting, ensured alignment of brand plans, enabled course corrections, and elevated the POS execution. Key Achievements: - Achieved 111% of the budget target, delivering 13.6% growth while reducing GtN by 6 pp compared to 2015.
- Successfully decreased inventory levels by 17 days by the end of 2016.
Merck GroupNational Sales Manager - Consumer Healthcare
Feb. 2014 - Sep. 2015São Paulo Area, BrazilEngaged with Abrafarma, Abafarma, Febrafar, pharmacy cooperatives, retail chains, and independent pharmacies, to strengthen market presence and partnerships. Co-led the development and implementation of the entire commercial structure for the new OTC business unit in Brazil, establishing Sales, Trade Marketing, and Commercial Excellence functions. Designed and implemented new commercial, incentive, and return policies, along with customer segmentation and targeting strategies. Developed management routines and commercial processes integrated with Marketing and other areas. Led the Sales Force Effectiveness project for Key Account Managers (KAMs) and the Transfer Order team, driving increased productivity and enhanced sales performance. Key Achievements: - Successfully implemented the new business unit, driving 18% revenue growth in 2014, outperforming the market growth of 11.7%, and achieving 103% of the budget target.
- In 2015, the division grew by 14.9% versus the market's 9% growth, becoming Merck's 3rd largest global operation.
- Restructured the Transfer Order team (responsible for small networks and independent pharmacies), resulting in a 123% sales increase (Q1 vs. Q4 2014) and exceeding sales targets by 115%.
Johnson & JohnsonRegional Sales Manager – Pharmacy Chains and Distributors | J&J MedTech
Aug. 2012 - Jan. 2014São Paulo, BrazilImplemented Joint Business Plans with key customers, fostering stronger collaboration and driving mutual growth. Developed and executed a formal Sales and Trade Marketing planning process for the OneTouch glucose meter brand, contributing to a 60% revenue increase in 2011 compared to 2010. Led a commercial reorganization project that resulted in a 23% sales growth for the business unit, earning an invitation to become a key member of the "Sales Council Latin America."
Johnson & JohnsonKey Account Manager - Pharmacy Chains | J&J MedTech
Jan. 2011 - Jul. 2012São Paulo Area, Brazil- Implemented marketing plans and training for customer sales clerks and pharmacists. - Redefined the sales strategy of Johnson & Johnson's OneTouch blood glucose meter brand, closing the year with a revenue increase of 60% over last year.
Johnson & Johnson Consumer ProductsKey Account Manager - Pharmacy Chains and Distributors | J&J Consumer Products
May. 2007 - Dec. 2010São Paulo Area, Brazil
Johnson & JohnsonTrade Marketing Analyst - Personal Care | J&J Consumer Products
Jan. 2004 - Apr. 2007São Paulo Area, Brazil
Johnson & JohnsonMarketing Internship | J&J Consumer Products
Feb. 2002 - Dec. 2003São Paulo Area, Brazil
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