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Work experience

May 2006May 2008



·Mission -Restructuring of the Unit, results optimization and review of the business in Brazil

·Working capital reduction by R$ 17M.

·Definition of the new strategic positioning, to improve profitability by redefining the molded bars portfolio and introduction of the flavored milk category into the market.

·Launched a line of chocolates containing more cocoa – Special Dark. A highly profitable line with prices 140% over the core portfolio, reaching sales of R$ 4M and 5% market share in the 100g bars segment within 8 months.

·Innovated through box packaging and in chocolate being a source of antioxidants, generating spontaneous media equivalent to R$ 2.2M in the launching.

·Introduced the Premium Nuts line – creamier chocolate bars and hazelnuts. Price 142% over the molded bars portfolio.

·Reduced portfolio complexity – 52% SKU’s eliminated.

·Renegotiated supply contracts to large retailers (over 50% cost reduction) and redirected sales to more profitable clients/channels. 33% sales growth in Lojas Americanas, 67% in Wal-Mart and 24% in direct sales to mid-size retailers.

·Negotiated and implemented the JV of Hershey with Bauducco, increasing the client base from 300 to 4.500 in 3 years, reaching the break-even point in the first year of the JV.

Sep 2001May 2006

Director of Sales SME Brazil and Marketing Latin America

Sodexho PASS

·Entered the small business market by creating a new and exclusive sales channel for meal voucher services, reaching in 3 years US$ 200M and becoming the most profitable sales channel of the company.

·In 2005, over 50% of the sales were developed through client referrals, demonstrating the high level of costumer satisfaction with services.

·Increased Sodexho brand awareness by 20% with a TV and Radio Program – Vida Profissional (Professional Life), a low investment strategy created to communicate the brand by developing relevant content for target audience.

Sep 1998May 2001

Marketing Director

Nokia do Brasil Ltda.

·Launched the brand in Brazil increasing brand awareness from 4% to 94% within the first year.

·Management of the Public Relations area, launching social, cultural and sports projects which helped to consolidate the brand’s positioning in Brazil.

·Structured Nokia’s GTM in Brazil, including technical commercial/marketing support to operators, retailers and consumers.

·Structured and hired teams and partnerships for Communication, Product, Trade Marketing, Merchandising, Call Center and Public Relations.

·Market leadership within 3 years from startup, with US$ 1.0 billion in Sales.

Apr 1998Aug 1998

General Manager

HIT Telecommunications

·Market diagnosis and strategy definition for activities in international niche telephone markets, before the privatization of the sector.

·Reorganized the commercial and technical areas, improving critical processes for the business (implementation of services, invoicing, collection and reception).

Mar 1997Jan 1998

Advertising and Market Research Manager

·Responsible for the development of positioning statements of new and current products, and development of their respective launch plans. Development, presentation, and management of the Marketing budget, as well as, the development and implementation of the communication plan for Chrysler, Dodge, and Jeep brands. Monitored the Advertising Agency guaranteeing the execution of the communication plan within the established parameters.

·Development and execution of the Market Research Plan for Customer Satisfaction, Quality, Brand Image, Dealership Service, and Advanced Product research studies.

Apr 1979Jan 1997

Senior Brand Manager – Ford Mondeo and Ford Taurus in Brazil


Senior Brand Manager – Ford Mondeo and Ford Taurus in Brazil

·Total brand/product management: product content, price, volume, market share, revenue, profit margins, image, advertising, sales promotion, press, salespeople training, distribution channel, customer service, customer satisfaction, and special sales.

·New Ford Taurus Project - Development, approval, and launching in Brazil.

·Mondeo - increased volume by 80% in 1997 over 1996, through realignment actions of product content, price, and distribution.

Market Research ManagerJul / 1995 – Dec / 1995

·Planning and implementation of market research projects for the Ford product line in Brazil (cars, pick-ups and trucks). Budget management of US$ 4.0 mils in 1996.

Project Manager of the V&M Division Reeecture        Jan/1993 – Jun / 1995

Marketing Planning Manager                                     Aug / 1989 – Dec/ 1992

Project ManagerMar / 1988 – Jul / 1989

Project CoordinatorOct / 1985 – Feb / 1988

Engineering Change Control AnalystJul / 1982 – Sep / 1985


Feb 1989Dec 1989


Fundação Getúlio Vargas
Feb 1978Dec 1981


Fundação Santo André




·Professional with a solid career and over 10 years in management positions in global companies, market leaders in their segments such as Ford, Chrysler, Nokia, Sodexho Pass e Hershey.

·Launched the Nokia brand in Brazil, opened the small business market for Sodexho Pass and for the last 2 years Hershey CEO, responsible for P&L, conducting the company through a great business restructuring in the country.

·Solid background in the Marketing and Sales areas, in addition to planning and Business Unit management. 4 years of marketing and sales planning experience, establishing targets, defining compensation and incentive policies for the sales force of 15 branch offices and over 80 professionals.

·Extensive experience in Project Management, Strategic Planning, Budgeting and Sales volume definition, Market Research and Product Planning, Brand Positioning, Advertising, Promotions, Merchandising, CRM, Sales Channels development, planning/measuring and improvement of performance indicators. Background in crisis management and qualified as Corporate Spokesperson for the media, government and trade associations.

·Development of market research projects for new products, identifying trends, monitoring the needs, expectations and customer satisfaction, product and service quality, product and brand positioning. Identifying potential markets for new products/categories. Development of market strategy including product, pricing, demand planning, distribution and communication.

·  Interrnational relationships developed in: USA (Dearborn/Auburn Hills-MI, Hershey-PA), England (London), Germany (Cologne), and Argentina (Buenos Aires) for training and project follow-ups. Frequent travels to Dallas/USA, Finland and France.

·Business vision, capacity to define and meet targets, negotiation ability, project and people management skills, are some of the competencies developed throughout the professional career.

·Economist with specialization in Financial Management and innumerous management refresher courses. Fluent English and Portuguese and communication in Spanish.