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To whom it may concern:

I am looking for Senior Marketing and/or Consulting Sales positions.

I am an experienced marketing and hands-on business man, and well versed in technology. I have honed leadership and management skills through leading a technology company. At this company, I led commercial activities and marketing strategies for new business development and customer retention, while having full responsibility for P&L. At this role, I was also in charge of leading presentations for large audiences and evangelizing customer about new concepts and products.

As a former Senior Product Marketing Manager for Bematech S/A, a public company with US$ 200M (R$ 320M) revenues, I was in charge of the Retail Solutions Business Unit (which has a turnover of US$ 18M) with full P&L responsibility under a 2 Tier Distribution Model. During my tenure, through portfolio restructuring and new products launching, I was able to increase the Business Unit Gross Margin from 19% to 35%

Additionally, as the company’s Product Marketing Global Leader, I led market surveys and promotional campaigns, implemented actions for demand generation, set business strategies, defined go-to-market strategies, including channel marketing readiness strategies and investments, and managed all activities from concept through development and commercial launching of new products and services. I also supported presales and post sales as well product life cycle activities. I was responsible for elaborating business cases and for leading new product proposals throughout market demand analysis, cost estimative, sales price definition and financial analysis by net present value. Furthermore, I also supported procurement team on developing new product suppliers in Brazil and Asia.

Finally, I led new processes implementation and definition, as well a new product marketing structure based on best of breed concepts of Product Marketing through benchmark of American Technology companies (Pragmatic Marketing Framework). I also have Project Manager skills with formal training and practical experience.

Best regards,

Annibal Hoeschl Abreu, MBA & MSc.

Work experience

Jul 2009Feb 2011

Senior Product Marketing Manager

Bematech S/A

Bematech S/A

Senior Marketing Product Manager March 2010 to February 2011

Lead Brazil’s Retail Solutions Business Unit and Hardware Global Product Marketing worldwide (US$18 M in revenues). Held full P&L management authority

·Responsible for the Business Unit roadmap: 17 product lines within or 7 categories

·Conceived, led development and launched an innovative Point of Sales solution (created a new retail computer concept)

·Launched a new All-in-One CPU (SB8200) achieving during the first 3 months 450 units

·Launched new barcode scanner product line that outperformed previous products by 36%

·Leveraged business unit portfolio rationalization increasing Gross Margin from 19% to 35%

·Drove company’s first branding license project, starting a new business opportunity capitalizing on company’s brand power in Retail Solutions Brazilian Market

·Managed 4 member business unit marketing team

Senior Marketing Product Manager July 2009 to February 2010

Managed Global Product Marketing for hardware and service (89% of company’s total revenue)

·Defined company’s core retail Point of Sales product road map in 2010-2012

·Headed product line rationalization decreasing SKUs in 64% while managing a 3% decrease in revenues

·Reorganized and aligned Product Marketing structure based on Product Managers and Product Marketing Managers structure increasing productivity and speeding launch process up

Developed and launched a new self-powered and mobile solution using industry’s best of breed standards that offered retail stores a simple check-out process for big retail chains in Brazil such as Lojas Renner and Lojas Marisa

Sep 2008Nov 2008


Verify, Inc Irvine, USA

Consultant September to November – 2008

Developed a comprehensive company assessment for Verify’s Aerospace Outsourcing resulting in 21 recommendations to speed up processing time and avoid new hires

·Analyzed company’s Quality System, recommending changes such as software tool to adopt,document organization, and strategies to improve employee ISO9000 requirement awareness.

·Recommended new business processes for international assignments decreasing execution time

·Recommended a Performance Metric system (PM) based on Balanced Scorecard (BSC)

Sep 1993Jul 2007

Director (founder)


Hacon Automação e Tecnologia Ltda Florianópolis, Brazil

General Manager, FounderSeptember 1993 – July 2007

Managed and led 30 person technology company (US$ 2 M revenue) that launched an innovative product that reduced the industry credit check verification times by 90% and increased customer’s profit margins by over 150%.

·Developed 15+ electronic products (hardware and software) from concept to launch, and engaged all levels of management and staff across the company to execute sales and business strategies resulting in sales of more than 50,000 units (overall)

·Managed day to day business including marketing, sales, finance controls, product development, human resources (30 employees), achieving profit margin of over 15%

·Established a key strategic alliance with Banco Cidade to track retail stores sources of payments

·Conducted presentations to audiences of over 50 people, resulting contracts in excess of 100

·Developed business plans resulting official grants and annual tax reductions of 80%

·Headed the ISO9000 implementation achieving certification holding it between 2000and 2002

·Defined company’s training policy increasing the number of skilled works by 20%.

·Motivated and empowered employees, keeping employee turnover close to zero and achieving employee satisfaction over 96%

·Led the design and development of an optical device that reduced a barcode cost by 50%, and the design and development of three plastic injection molds, reducing time-to-market and costs by 80%.

·Sold successfully all company’s projects and inventory in 2007

·Represented company and established executive role in ACATE, a key business industry association (Associação Catarinense de Empresas de Tecnologia – ACATE) as its Finance Directorfrom April, 2000 to October, 2006

Co-managed association expansion strategy to increase membership from 50 to more than 175 companies with total revenue of R$250M for ACATE, a private non-profit organization that promotes entrepreneurship in areas such as biotechnology, electronics, mechanics, and software

·Controlled official financing projects between ACATE’s associated companies and governmental institutions in excess of R$10M.

·Managed association's budget of R$2M.

·Elected two times finance director of ACATE


Bachelor of Science

Instituto Tecnológico de Aeronautica

Bachelor of Science, Electronic Engineering

·Developed a electronic component for RADAR applications using electro-optics technology

·Leadership role in the Student Travel Association that took around 90 students to a sponsored two months travel around Europe

Aug 2007Aug 2008


Marshall School of Business at University of Southern California

Master of Business Administration, International Business

·Beta Gamma Sigma Society member, class top 20% (3.72 GPA)

·Leadership role as class Vice-President

·Led and developed a consulting team project for a major European Bank in order to define a market entry strategy into the United States.

-Analyzed US banking regulations to identify potential barriers for a foreigner bank operation, recommending the best bank structure and locations.

-Developed a comprehensive research of potential customers for credit, syndication loans, and derivatives that matched Bank requirements, resulting in a comprehensive list of 88 companies.

-Estimated potential market size and resulting profit from operations.

Jan 1989Aug 1992

Master of Science

Universidade Federal de Santa Catarina

Master of Science, Electrical Engineering - Control Systems

·Devised a unique algorithm that transformed an academic theoretical model into a real commercial product, successfully translating academic knowledge into a viable, commercial product.


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