São Paulo, Brazil
• Senior executive with more than 20 years of experience driving growth, profitability, and business transformation across multinational organizations. Currently serving as Head of America South Cluster at SIG, working alongside the executive leadership team to define strategic priorities, support investment decisions, strengthen organizational performance, and create long-term value for customers, shareholders, and employees. • Extensive experience leading business, strategic, and innovation functions, driving growth, profitability, and value creation across the beverage, food, chemical, and home & personal care industries. Leadership scope has included Sales, Marketing, Strategy, Market Intelligence, Business Development, Commercial Excellence, Sustainability, R&D, Technical Services, and Customer Operations, spanning both packaging and ingredients businesses. • Advanced in the global marketing and insights domain by collaborating with sustainability, marketing, innovation, and sales teams of the world's leading beverage producers on key projects. • Drove the business and commercial strategies in the Latin American region, engaging with various organizational stakeholders, by identifying investment needs based on thorough market analyses that encompass customers, competitors, current assets, and Revenue Growth Management principles to optimize pricing, profitability, and market positioning. • Years of experience analyzing trends in food, beverage, home, and personal care markets, consumer behavior, studying strategies of key customers and competitors to define the competitive landscape and building the 5-year strategic plan. • Led Sales, Marketing, and Technical Application teams in Latin America, responsible for devising commercial strategies and strategic plans to drive future growth, which included boosting sales volume, improving profit margins, and launching new products in diverse markets. • Managed key accounts with a deep understanding of client needs to develop and implement customized business plans that fostered mutual growth. Engaged in the formulation and execution of sales strategies, including the identification of new business opportunities, contract negotiation, and monitoring of account performance. CORE SKILLS: Strategic Leadership; Talent and Team Development; Drive for Results; Business Oriented; Customer Focus; Conceptual Thinking and Innovation; Stakeholder Management; Data Analysis & Insight and Creative Ideation.
Honored to join the Board of Directors of the Brazilian Marketing & Business Association as one of its Vice Presidents. Looking forward to contributing to the advancement of marketing, business leadership, and meaningful industry collaboration.
• Leads the South America Cluster for SIG Group, reporting to the President Americas and shaping the region’s strategic direction, growth agenda, and market expansion across key packaging platforms. • Builds and leads a senior leadership team across Sales (Carton Brazil, Carton PACCE, and Bag-in-Box & Spouted Pouch LATAM), Marketing & Strategy, Innovation, R&D & Technical Service, and Commercial Operations / Order Center. • Defines and drives the South America growth strategy, focusing on sustainable top-line expansion, margin improvement, and the development of new markets, customers, and revenue streams. • Leads strategic partnerships and long-term commercial agreements with leading regional and global customers, enabling filling capacity expansion and strengthening SIG’s competitive position in South America. • Collaborates with regional executive peers across Finance, Legal & Compliance, Industrial Operations, and People & Culture to ensure disciplined execution, operational excellence, and long-term value creation across the cluster.
• Leads a senior, multidisciplinary, and diverse team responsible for five critical areas interconnected within the Marketing & Strategy structure: Strategy, Marketing Category, Insights & Analytics, Commercial Operations, and Sustainability. These areas work in synergy to develop and implement initiatives aligned with the company's strategic vision, consistently and sustainably driving revenue growth. • Fosters insightful analyses and recommendations, providing a unified view of where and how to allocate resources and capital to maximize market and financial impact. • Leads the development and implementation of strategy tools, which will guide the company’s 360° growth strategy, from suppliers to customers. • Conducts detailed market analyses across various segments and categories, maintain up-to-date profiles of global competitors, and develop robust business cases to support strategic investment initiatives for new operations in the region.
• Defined the strategic vision for marketing & insights area for the three key business regions: North & Central America; EMEA and South America, developing a long-term roadmap, establishing priorities, setting deliverables, and outlining Key Performance Indicators (KPIs). • Conducted primary and secondary consumer research to gain insights into consumer behaviors and preferences, informing product development and sales strategies for global key accounts. A key outcome was the groundbreaking "Quantifying the Value Proposition for Aluminum" study with American consumers, offering insights to enhance strategic discussions on substrate shifts. • Collaborated closely in the innovation process by analyzing market dynamics and enhancing customer engagement, focusing on insights to address critical challenges and create innovative solutions such as Braille Ends Innovation.
• Assembled and led a diverse, high-performing team to define the company's strategic direction, influencing market behavior and delivering substantial value. • Managed the market intelligence area to capture emerging trends, consumer behavior, competitor activities, and brand share, converting data into actionable insights to guide strategic decisions for the company. • Consolidated the commercial strategy in the region, in addition to optimizing processes and implementing best practices to enhance the efficiency and effectiveness of activities involved in the sales process. • Defined and executed marketing strategies with strategic clients that elevated the prominence of aluminum cans in various campaigns and increased innovation revenue. This approach also fostered closer collaboration between marketing teams and enabled influence over portfolio launch decisions. • Led strategic partnership and business development initiatives that attracted new clients and introduced new beverage categories such as wine and water to cans across various South American countries, reinforcing the company's leadership position.
• Developed and executed targeted sales and marketing strategies for key global accounts in South America, driving growth and market expansion. • Established and nurtured strong relationships with key decision-makers and stakeholders within assigned accounts, ensuring long-term partnerships. • Conducted regular business reviews with customers to uncover opportunities for growth and areas for optimization, fostering a collaborative approach to business development. • Collaborated with cross-functional teams to design and introduce new products and services tailored to customer needs and preferences, enhancing customer satisfaction. • Vigilantly monitored market trends and competitor activities, leveraging insights to maintain a competitive edge and uncover new business opportunities. • Served as the category leader for assigned product categories in South America, implementing effective category management strategies to boost category growth and profitability. • Gained a deep understanding of customer financials and KPIs, engaging in strategic discussions with customers to explore ways to enhance financial performance. • Crafted and implemented a customer engagement strategy based on the total cost of ownership (TCO) model, aiming to outperform competition and strengthen customer loyalty.
• Strategically developed and implemented comprehensive marketing, business development, and sales plans for growth and expansion in the Latin America region for the Foods Business Unit, aligning with corporate objectives. Managed objectives and controlled the budget to maximize profitability, reporting directly to the Global VP of the business unit, based in Europe. • Assembled and led a top-tier senior commercial team, significantly enhancing business value and expanding market share. This included leading and developing the Sales and New Business team and fostering a culture of innovation for new solutions. • Conducted detailed market research and trend analysis, identifying lucrative business opportunities and securing a competitive edge. Developed new business through opportunities for organic growth and strategic partnerships. • Forged and deepened relationships with key customers and industry leaders, gaining valuable insights to tailor product offerings to customer preferences, ensuring operational efficiency, and expanding the portfolio. • Led cross-functional team collaborations, successfully developing and launching innovative products and services, promoting a culture of innovation within the team. • Expertly managed and optimized the budget, maximizing resource efficiency and surpassing business objectives, while planning for growth and ensuring alignment with the company's strategic direction. • Elevated and sustained the brand's market presence and image through strategic marketing channels and high-impact events, as part of a broader strategy to develop new business and expand the portfolio. • Diligently monitored and analyzed key performance indicators, dynamically adjusting strategies to optimize progress and results, ensuring operational efficiency and alignment with the strategic direction and objectives.
• Developed the annual marketing and business strategy plans for the Latin America region, ensuring a comprehensive approach to market penetration and revenue growth. • Led and empowered the commercial team by assessing their needs and providing them with essential resources to meet and exceed the budgetary goals. • Established and monitored annual targets and objectives to drive performance and strategic direction. • Crafted and executed innovative strategies for launching new products in untapped markets or expanding in existing ones, assessing market feasibility and growth potential. • Identified new business opportunities by analyzing the needs of key accounts and safeguarding existing relationships to ensure continued business success. • Fostered and sustained robust relationships with key clients and industry influencers, establishing a strong market presence and network. • Engaged actively in industry events and conferences to remain informed on emerging trends and advancements, integrating these insights into strategic planning.
• Crafted commercial strategies for the LATAM region, aligning them with the overarching global commercial directives. • Collaborated intensively with regional accounts to execute commercial strategies and unearth new opportunities within various categories. • Fostered and sustained robust relationships with key accounts, adopting a customer-focused strategy in account management. • Assessed account needs meticulously and devised tailored solutions to meet their distinct requirements. • Safeguarded and augmented existing business through managing contract renewals, addressing customer concerns, and preemptively recognizing and neutralizing potential risks. • Negotiated contracts and deals with regional accounts to achieve targeted volume, revenue, and contribution margins in line with the budget.