Work History

Work History
Mar 2008 - Feb 2009


International Paper

Was responsible for developing the products portfolio and brands, packaging, marketing communications plans, managing all categories, third party brands such as HP, Xerox and Kodak, point of sale communications, and media organizations and advertising agencies.

∙Managed studies, contracts and projects, which resulted in savings in excess of US$2.0 million.

∙Introduced new forecast models and concepts, sales analyses and inventory and managed categories with a new approach.

∙Changed the marketing team’s focus to become more participative with the sales team.

May 1999 - Mar 2008



Was responsible for managing the marketing and trade marketing sales teams and 3rd party sales teams. Was responsible as well for identifying, developing and implementing new business, clients and product categories, including the preparation and coordination of strategic plans, budgets, forecast and P&L.

∙Increased revenues by 41% since 2006 amounting to US$ 200 million in IT hardware and supplies

∙Exceeded the sales objectives defined by the organization by up to 50%, for eight consecutive years (2001 - 2007).

∙Negotiated and developed business plans with the main retail chain directors in Brazil such as: Carrefour, Wal-Mart, Casas Bahia, Insinuante, Fnac,, Submarino, Pernambucanas, Saraiva, Ricardo Eletro, Magazine Luiza and CTIS, increasing the company’s market share in all categories by 62%.

∙Created and managed the 3rd party sales team (Commercial Representatives) Program, which developed 40 strategic partners in Brazil achieving the best geographical coverage and most balanced commercial relationship: industry and channel.

∙Increased the market share from 83% up to 92%, increasing revenues by more than 7%, by introducing new products and categories.

∙Directed important projects for Brazil such as introducing new product categories (Pavillion Notebook and Desktops, Digital Cameras, Accessories and Supplies), marketing campaigns and corporate strategies, increasing brand visibility and presence throughout Brazil.

∙Officially represented the Commercial Director at important internal strategic committees such as: Credit and Marketing, as well as represented the company at various external events.

Regional Sales Manager - Distribution (1998 - 2000)

∙Increased profits by 23% and revenues by more than 200% with distributors such as: Ingram, Tech Data and Officer by adopting measures, which changed the focus from push to pull, improving the mix, introducing new product categories and expanding geographically.


Nov 1997 - Apr 1999



∙Obtained savings of US$ 5 million during the period managing the Services Business Unit’s Logistics Department, using planned actions that reduced items with low turnover, shut down inefficient units, outsourcing services and simplifying processes.

Sep 1995 - Nov 1997



§Improved margins and revenues in the Electronics and Grocery departments by managing categories, reducing ruptures, developing new products and suppliers.

§Conducted category surveys, which resulted in savings in excess of US$ 15 million.

§Led a task force in distribution centers aimed at their organization and start-up.

§Trained more than 50 managers in the Electronics and Grocery departments, which resulted in the opening of three large stores.


Jan 1992 - Dec 1995

Business Administration

Universidade de Sao Paulo - FEA

Focus on Marketing and Retail

Jan 1982 - Dec 1985

Eletronic Techinical

CEFET - Centro de Ensino Federal Tecnico


Experience in: • Star-up new business and clients throughout Brazil • Implementation and management of commercial policies • Development of plans for distribution channels and direct accounts • Development and growth business with key strategic clients • Preparation and execution business and marketing plans: Strategic, tactical and operational (PET) • Category Management • Definition of sales objectives and quotas • Manage sales and trade marketing teams • Brand and Packaging management • Information systems implementation at channels and industry Fluent in English and Spanish





§Leading people for results - Stanford University, California, USA - 2005.

§Managing and training winning teams - Forum Co., Brazil 2004.

§Advanced Sales Negotiations - Forum Co., Brazil - 2003.