Experience

Cumbre Agro

• Brazil
• Farming
• 1 - 100 Employee

• Professor associado

  • Mar 2023 - Present



Open Mind Brazil

• Brazil
• Public Relations and Communications Services
• 1 - 100 Employee

• Membro

  • Feb 2023 - Present



Makers

• Brazil
• Marketing Services
• 1 - 100 Employee

• Member

  • Jan 2019 - Present

  Makers is a connection platform for marketing leaders who want to positively impact the world. The group was created because we believe that bringing together marketing executives, thoughts and ideas can transform the status quo. The members leverage the knowledge, influence, and confidence of their peers to inspire business and the community. www.themakers.com.br Makers is a connection platform for marketing leaders who want to positively impact the world. The group was created because we believe that bringing together marketing executives, thoughts and ideas can transform the status quo. The members leverage the knowledge, influence, and confidence of their peers to inspire business and the community. www.themakers.com.br



Syngenta

• Switzerland
• Farming
• 700 & Above Employee

• Seeds Marketing Director - Brazil and Paraguay

  • May 2021 - Jun 2023

  Responsible for all marketing structure in Brazil and Paraguay for the brands: NK, Nidera and Golden Harvest seeds (soy and corn), leading a team of 8 direct reports and 70 indirect reports. Planned and executed a House of Brands strategy focusing on brands individuality with distinct value proposition, teams, go to market, communication and portfolio. Launch of a new soy brand in Brazil for the branded-licensing business model - Golden Harvest. Design of the digital strategy focused on agronomic tools incrementing each brand value proposition (cropwise platform). Leader of the ongoing culture transformation from a product oriented company to a farmer oriented one. Heavy investment in CRM processes and system (data), as well as NPS survey , farmers KPI´s and customer governance. Responsible for the strategic agenda for BR and PY - definition of topics, consultancy approval and envolved areas to guarantee that Syngenta Seeds will be recognized as the best seeds company through our brands. P&L and ROI of the area. Show less



Votorantim Cimentos

• Brazil
• Wholesale Building Materials
• 700 & Above Employee

• Head of Marketing, Communication, Customer Experience (NPS) and Market Technical Development

  • Sep 2015 - Apr 2021

  Leading the following marketing areas: Retail (B2C), Real Estate, Industry and Infrastructure (B2B), Communication, Market Technical Development and Customer Experience (NPS).Responsible for:Design, definition and implementation of short and long term marketing strategy, always focusing on delivering maximum added value to our customers trough our brands, products and services.Strategic decision regarding plant expantion trough M&A, Tolling or Own plant.5 - year sales plan.Design the region go to market, driving customer marketing programs to increase customer engagement, retention and upsell through a mix of account-based marketing and scalable campaigns (on and off line)Key marketing KPIs include: budget management, product P&L, revenue impacted, NPS scores, marketing tools, marketing contribution and ROI.Leading a multifunctional team with 70 people and 09 direct reports. Show less

• Retail Senior Marketing Manager

  • May 2014 - Sep 2015

  Responsible for:Support the Marketing Director to create the Marketing Structure in the organization = Customer Focus.Design and implementation of the retail marketing strategy (building material stores - B2C)Focus on segmentation, value proposition, training, design of sales suport tools, sales campaigns, communication and advertising material, as well as KPI´s.Loyalty program implementation (Juntos Somos +) in building material stores.Positioning and launch of the biggest bag cement portfolio in the civil contruction industry, introducing to the market the concept of one cement for each kind of construction (decommoditization)Leading a multifunctional team with 20 people and 6 direct reports. Show less



BASF

• Germany
• Chemical Manufacturing
• 700 & Above Employee

• Specialty Crops Senior Marketing Manager (Sugar Cane, Citrus, Peanuts, V&F and Coffee)

  • Oct 2013 - May 2014

  Responsible for:Defining and implementing the specialty crops marketing strategy (Sugar cane, Citrus, Peanuts, Vegetables &Fruits and Coffee) - different strategies for each crop.Portfolio management (agrochemicals) respecting the company´s strategic plan, trough: pricing, sales volume, campaigns and sales tools, marketing programs, interaction with sales administration area and commodities (barter) in order to guarantee the main KPI´s: MS% and business profitability.New products and services introduction to: customers, influencers, technical developers and internal team.Development of comprehensive and relevant communication campaigns to the farmersDefinition and follow-up of KPI´sAlignment with headquarters in Germany.Leading a multifunctional team with 8 people and 3 direct reports. Show less

• Crop Marketing Manager (Sugarcane, Citrus & Peanuts)

  • Oct 2012 - Sep 2013

  Active member in the group responsible to design 2025 strategy for a cross market key account clients, acting as Project owner .Defining and implementing the specialty crops marketing strategy (Sugar cane, Citrus and Peanuts) - different strategies for each crop.New business and services model: Ag Musa (Agricultura de Mudas Sadias em Cana de Açúcar) and Harpia (scan the land/crops).Responsible for remodeling one of the biggest sugar cane events in Brazil, Usina de Soluções, changing the approach to one of open dialogue with the farmers and influencers.Alignment with headquarters in Germany.Leading a team with 3 people and 1 direct report. Show less

• Strategic Marketing Manager (Specialty Crops)

  • May 2011 - Sep 2012

  Responsible to develop the long term strategy for citrus crop, assessing tendencies and impacts, studying segmentation, potential markets and key market influencers.Product pipeline management (LCM).Patent management and development new products in order to protect the company if the patent expired.Plan sales, prices, expenses and actions for the next 10 years.



Cheminova A/S

• Chemical Manufacturing
• 200 - 300 Employee

• Marketing Manager

  • Jan 2009 - May 2011

  Responsible for: Fungicides marketing for all crops. Design and implementation of product strategy for each crop. Competitors screening Desing markert cenarios, through collection and analysis of information Market Share and Profitability analysis New projects and products Responsible for: Fungicides marketing for all crops. Design and implementation of product strategy for each crop. Competitors screening Desing markert cenarios, through collection and analysis of information Market Share and Profitability analysis New projects and products



Bayer

• Chemical Manufacturing
• 700 & Above Employee

• Brazil Seeds Rice Manager - BioScience

  • Jan 2007 - Dec 2008

  Responsible for:Developing hybrid rice business in Brazil (ARIZE), following the global business strategy.Direct report to Bioscience head in Asia and seeds head in BrazilFollowing áreas: Commercial, Marketing, Technical and Market Development, Seeds production, Genetic research and improvements.Development and implementation of Hybrid rice (ARIZE) communication strategy, advertising as well as pricing, payment due dates, revenue and go to market strategy.Financial resources and business tools: Budget, Forecast, Opex, Capex, Strategic Planning, Maping of procecess and performance indicators.Participation in the import and export rice seeds between Latin America, USA and Asia Countries, as well as close relationship with Agriculture Cabinet (MAPA).Leading a multifunctional team with 15 people and 6 direct reports. Show less

• North Business Direction Coordinator

  • Feb 2005 - Jan 2007

  Sales support to North Businees Director, as well as the 5 business units pertaining to this director. Commercial support to the regional managers following sales quota, campaigns, products estimate, sales forecast, orders and delivers.Interface with product and crops marketing, credit and collection, controlling, supply chain, aiding regional marketing plan and expenses.Market Share analysis, size of the Market, sales potential, barter and active participation in the design and implementation of the Brazil Distribution Project. Show less

• Sales Representative

  • May 2001 - Feb 2005

  Responsible forAgrochemicals sales in Rio Grande do Sul State (Northwest region) for all crops.Focused on visits to: Farmers, Distributors, Co-ops, Influencers and Consultants.Implementation of company strategies, farmers training, lectures and field days (results comparisons, product performance, dosage and time for application).Product launchMarket analysis, sales forecast, stock management and post sales.