São Paulo, São Paulo, Brazil
Nos últimos 25 anos, construí carreira em três universos do varejo de moda que raramente se conversam: magazines tradicionais (Riachuelo, Marisa), e-commerce pioneiro (Dafiti, 9 anos) e gigantes chineses (AliExpress, SHEIN, onde liderei a produção local com centenas de fábricas no Brasil). Esse repertório virou a FM Strategy. Hoje trabalho com CEOs e founders de empresas de moda que faturam acima de R$250 milhões por ano e estão num ponto em que crescer mais não resolve. Porque o modelo de negócio não acompanhou. Crescimento sem lucro, operação que não escala, decisão estratégica que vira apagar incêndio. Então o que eu faço é entrar nas decisões críticas com a clareza de quem já viveu cada um desses problemas. De reestruturação de modelo comercial a construção de cadeia de suprimentos com velocidade real, de integração entre loja física e digital que de fato funciona no caixa a estratégia de marketplace e cross-border para escalar sem queimar margem. Repertório que fala de offline, que fala de online, que fala como linkar uma coisa com a outra. Isso é o que a FM Strategy entrega. Se o modelo que te trouxe até aqui não vai te levar ao próximo nível, me manda mensagem.
Founder of FM Strategy, an advisory firm focused on helping companies navigate growth, transformation and business model evolution across retail, e-commerce and marketplaces. I work with founders, CEOs and leadership teams on strategic integration between physical and digital commerce, combining deep expertise in marketplace, private label, brand positioning and commercial strategy.
As the leader of SHEIN's local production and business development, I am dedicated to building strong partnerships within the fashion industry. Our team has effectively established a sustainable and adaptable presence in the market, leading to the company's significant growth in a fiercely competitive sector. Strategic thinking and problem-solving form the foundation of my approach, ensuring a solid alignment with SHEIN's mission and goals.
Responsible for implementing 3P business and running the localization strategy, focused on fashion sellers.
I support key economic groups by engaging in negotiations, building relationships, and analyzing KPIs to drive business growth As a people manager, I focus on team building and driving growth results. I manage a team of 23I am responsible for supporting key economic groups by engaging in negotiations, building relationships, and analyzing KPIs to drive business growth. As a people manager, I focus on team building and driving growth results. I currently manage a team of 23 direct and indirect reports. direct and indirect reports.
I am entrusted with the responsibility of driving the 360 strategy, focusing on the four pillars of business: wholesale, marketplace, private label, and international brands. By negotiating with major fashion economic groups, I aim to improve commercial relationships to secure the best deals, ensuring the successful growth of Gross Merchandise Volume (GMV). I consistently employ innovative and unconventional approaches to enhance the business, generate impact, and foster growth.Responsilbe to run the 360 stategy focused on 4 pilars of business (wholesale, marketplace, private lable and international brands) in order to get the best portfolio and customer experience to Dafiti´s buyers. Negotiation with the biggest fashion ecomomic groups, improving commercial relationship in order to get best deals to suceed and to improve GMV, always thinkng out side of the box to improve business, generate impact and grow.
I am the leader of Women's Apparel Brands, overseeing clothing, underwear, and beachwear. I manage a diverse team comprising 2 managers, 1 analyst, 3 assistants, 1 assistant, and 1 apprentice. My role involves driving 70% of the company’s revenue and ensuring robust planning by brand, subcategory, and price range. I am responsible for comprehensive performance management, including analyzing sales, margin, turnover, inventory, and sell-through. Additionally, I continuously monitor both online and offline market trends to optimize results.
In my role, I am responsible for the entire process of selecting, developing, and purchasing the product mix and pricing, as well as coordinating collections. This includes annual budget planning, sales performance analysis, margin and turnover management, and inventory control. I also conduct in-depth market analysis, focusing on both stores and competitors, and actively source and develop new suppliers, both domestically and internationally, including key partnerships in China and Uruguay. My responsibilities also include conducting research trips to major fashion hubs such as the USA (Los Angeles and New York), Europe (Barcelona, London, Paris), and Tokyo to stay ahead of trends and bring innovative ideas to the business. Key Achievements: - Youth Fashion Growth: Achieved a remarkable 40% growth in the youth fashion line within the first year of operation. - *Fashion Evolution*: Played a pivotal role in influencing the fashion coordination department to evolve color palettes, establish fashion trends, and create mini collections, consistently aligning with the “fashion pyramid.” - *Best Seller Culture*: Successfully established a culture of replicating best sellers, driving consistent revenue growth. - *Jeans Project*: Led the implementation of the "Jeans Project," collaborating with the architecture department to develop store layouts, working closely with the Visual Merchandising (VM) team on equipment, and partnering with the planning department on pricing strategies. Additionally, I spearheaded product development with key suppliers and oversaw the creation of trimmings, packaging, and visual imagery in collaboration with the fashion coordination team. This project, initially launched in 10 stores, resulted in a rapid 30% year-over-year sales increase, prompting expansion to 50% of stores