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International experience in a Global position at Nokia, working on multi-function team and 11 years of professional life in fast moving consumer goods companies (Nokia, Souza Cruz, Danone, Kraft Foods) in Sales, Marketing and Trade Marketing areas.


Sales and Trade Marketing



Work experience

Jan 2009Present

Global Selection Partner Manager


ðDevelopment of Nokia Solution Partners Global Strategy to China, Russia, India, Saudi and Indonesia, including: Total Customer Offer (TCO), trading terms, business model, implementation processes, data report, KPI’s measurement, store and partner selection criteria.

Jan 2008Dec 2008

Global Retail Marketing Initiatives Manager


ðDevelopment of Global Retail Campaigns (including Flagship) for Style, Premium and Entry products, managing global agencies and global Nokia’s multi-function team;

ðDevelopment of Global Strategic Retail Plan and deliverables for Entry products focused on emergent markets (India, China, Africa and LTA);

ðAlignment with all main clusters for campaign deployment, focusing on local consumers preferences.

Jun 2007Jan 2008

Regional Retail And Trade Marketing Manager


Indirect Field Force: 1 Coordinator / 14 Supervisors / 190 Sales Rep / 17 Trade Reps

ðResponsible for development and implementation of sell out activities as: POP merchandising material, retail data collection and analysis, training activities, promotion campaigns;

ðResponsible for developing process, capabilities and tools that supported Retail Program Vendor (Plano Trio) to achieve 73% on evaluation process in Oct’07;

ðBudget development and control knowledge, related to Retail Program structure (field force allocation, uniforms, campaign, tools and devices);

ðCarriers, Dealers and Retail sell out activities responsibilities, as Trade Marketing promotion campaigns, field force allocation, training sessions (Trade Marketing Activities);

ðNokia Premium Partners (NPP) stores implementation and control in São Paulo State (around 60 stores: Carrier Stores, Retailers and Dealers);

ðResponsible for implementing innovative Shop-in-Shop (SIS) sites, as Congonhas Airport in São Paulo (partnership between Nokia and local Distributor in order to sell open products to final consumer).

Jun 2006Jun 2007

National Retail Country Manager


Indirect Field Force: 4 Retail Regional Managers / 33 Supervisors / 280 Sales Rep / 50 Trade Reps

ðResponsible for Retail Program Vendor Evaluation Process (based on KPI’s and Project Management);

ðResponsible for Field Connector implementation in Brazil (Retail Data Collection Tool);

ðBudget development and control responsibilities, related to Retail Program structure (field force, uniforms, campaign, tools and devices);

ðResponsible for development and implementation of sell out activities as: POP merchandising material, retail data collection and analysis, training activities, promotion campaigns;

ðRetail Data consolidation, analysis and presentation, in order to influence sell-in process (Sales Team);

ðNational Christmas Trade Marketing Campaign development and implementation (“co-branding” campaign associated with Puma);

ðDirect involvement in new methods to evaluate Field Force ROI (Partner: Nielsen / Sponsor: LTA Retail Team)

Mar 2006Jun 2006

Regional Retail Manager


 Indirect Field Force: 12 Supervisors / 180 Sales Rep / 15 Trade Reps

ðResponsible for development and implementation of sell out activities as: POP merchandising material, retail data collection and analysis, training activities, promotion campaigns.

Oct 2003Mar 2006

Area Manager

Souza Cruz

Direct Field Force: 15 sales people

ð     Responsible for managing an area of roughly 4,000 POS/retail, including sales volume, merchandising coverage rates, sales staff training, recruiting, etc.;

ðSignificant leverage in 10 million units/month in sales volume and merchandising coverage rate from 68% retail base to 75%;

ðDirect participation on contract development of 2 domestic key accounts – ECON Supermarkets and Grupo GR (Accor);

ðDevelopment of a project that implemented 13 new sales route in São Paulo city (positive ROI in 3 months);

ðExpertise on routing process, involving: POS service level, costs, volume and logistic efficiency;

ðLocal Key Account Management (Parada Rápida/Via Brasil)

Jan 2003Oct 2003

Food Service Manager


Direct Field Force: 3 sales supervisors and 2 telemarketing operators

ðResponsible for Key Account Management as: Atacadão and Assai (Cash & Carry),Rede Econ (Hard Discount);

ðResponsible for development and implementation of Food Service Channel Strategy, including accounts as: MC Donald’s/Habib’s (restaurant), Grupo Accor/Sodexho (hotel and catering), CBA (dealer), Shell/Petrobrás/Texaco/Esso/Ipiranga (convenience stores);

ðDevelopment of a strategic partnership with the MBB Food Service dealer (Martin-Brower and Bunge joint venture company), raising sales volume of the Food Service segment in 15% per month;

ðCreation and implementation of a sales incentive program for the CCL dealer, with a 10% growth in the monthly volume;

ðDirect participation on in the creation and implementation of the Door-to-Door Channel, with 14 Dealers in the Greater São Paulo region (resulting in an additional monthly volume of 300 tons).


Marketing and Sales Manager

Caiado Pneus

Direct Field Force: 2 sales supervisors, 2 sales assistants and 45 store managers

ðResponsible for managing Sales and the whole Marketing area of the company, including annual planning of objectives, strategies and commercial policies, management of sales staff, introduction of new products, negotiation with suppliers, annual Marketing plan, area budget, investments in media, sales promotions, merchandising and telemarketing;

ðDevelopment and execution of the Strategic Planning of the company (supported by external consultant);

ðDevelopment and implementation of Marketing and Business Plan, in addition to sales incentive program, leading to a 35% increase in sales, in 6 consecutive months;

ðDevelopment and implementation of a Telemarketing System, making after-sales and phone prospecting feasible, therefore increasing base store revenues in more than 25%.


Marketing Trainee

Kraft Foods

ðResponsible, along with the Product Manager, for all projects of the Sonho de Valsa, Ouro Branco and Caixa de Variedades Lacta product lines;

ðWorked on the development of market surveys, Nielsen information analysis, annual’s brand activity planning and product launchings;

ðDevelopment of product packaging, ATL and BTL assets (TV commercial, sales tools for field force, Promotion Campaign).




Mackenzie University

Executive MBA


Post Graduation

Fundacao Getulio Vargas


Escola Superior de Propaganda e Marketing