Experience

Distell

• South Africa
• Beverage Manufacturing
• 700 & Above Employee

• Head of Americas/ VP Americas/ Managing Director Americas

  • Jul 2019 - Present

• Managing Director Latin America & Caribbean

  • Aug 2015 - Present



Brown-Forman

• United States
• Beverage Manufacturing
• 700 & Above Employee

• India General Manager

  • Jan 2015 - Aug 2015

• Commercial Director (Sales & Marketing)

  • Mar 2012 - Jan 2015

• Marketing Director PUB ( Paraguay, Uruguay and Brazil)

  • Feb 2011 - Mar 2012



Chivas Brothers

• United Kingdom
• Beverage Manufacturing
• 700 & Above Employee

• Regional Manager Latin America

  • Jul 2006 - Sep 2009

  Commercial Manager with a responsibility of maximising the profitable development of Chivas Brothers’ portfolio of brands within a defined geographical zone via a distribution network of Group companies • Managing a combination of brand/market P&Ls delivering a net sales above US$300M • Driving brand volume growth, controlling US$50M investment budgets and implementing strategic pricing policies • Developing long and short term brand activity plans for all markets and brand/market combinations • Communicating and implementing global marketing strategy for key brands as well as facilitating the sharing of ‘best practice’ examples across markets • Motivating, training and capturing ‘share of mind’ of international sales forces • Organising distributor meetings/marketing workshops and co-ordinating incentive visits to Scotland and London Show less



Pernod Ricard Brasil

• Marketing Manager

  • Jan 2004 - Jun 2006

  Marketing Manager in charge of the local and imported brands portfolio such as Chivas Regal, Ballantines, Montilla Rum, Orloff Vodca, Natu Nobilis, Teachers, etc which represented 90% of company’s sales volume and 83% of company’s profitability.• Team management of 10 people including 3 Brand Managers• Managed a total budget of US$ 20M• Chivas Regal and Ballantines new advertising concept intital implementation in Brazil• Full Montilla brand repositioning (packaging, advertising, new products) in order to expand the brand to other regions in Brazil due to high dependence on the Northeast, growing market share from 68.6% to 73.7% (highest ever) driven by 30% volume growth totaling sales of over 2.6 million cases• Orloff brand repositioning by repacking and new advertising concept, growing market share from 12.9% to 14% by increasing sales in 20%• Leader of the New Products Development business for PR Brazil, lauching Montilla Cola, the first RTD with Rum in Brazil. Orloff mix lemon and also in charge of delevoping Orloff Gas (sparkling vodka), one of the most innovative project in the global spirits industry later launched in Brazil. • Defining new cost structure in order to improve brands profitability Show less

• Category Manager

  • Jul 2001 - Dec 2003

  Category Manager in charge of the Local Whiskies (Natu Nobilis, Passport, Blenders Pride) and Wines (Almaden, Forrestier, Jacob’s Creek, Etchart) categories which were responsible for 43% of Pernod Ricard’s profitability and 44% of company’s sales volume• Natu Nobilis brand reposition through a 360 strategy approach: new price positioning, new communication concept, new packaging including a new bottle after 33 years with the same bottle, new cost structure • Passport brand rejuvenation via a new communication campaign targeted to young consumers• Volume oriented strategy fow low priced whiskies• Launch of a super premium dry wine Almaden Palomas being the first bi-varietal wine in Brazil• Development and implementation of a complete research study covering brand image, product test, packaging evaluation, U&A and consumers behaviour in the wine category in order to reposition copmpany’s wine portfolio in the following year• Strong endomarketing activites in oder to motivate company’s employees about the wine business• Incentive program for Sales Force, Distributors and consumers• Local adaptation for the global wines brands strategies – Jacob’s Creek and Etchart• Team management of 4 people Main Achievments:• 20% Natu Nobilis volume growth and 30% in profitability • Natu Nobilis brand leadership consolidation achienving the highest ever 33%• 13% Passport volume growth• Approval of the new strategy for the wines portfolio Show less



Seagram do Brasil

• Brand Manager

  • 1999 - 2001

  Brand Manager in charge of local whiskies (Natu Nobilis, Blenders Pride, Black Jack and Passport) which Natu Nobilis was second biggest brand in the company representing 22% of company’s profitability and 20% of the volume• Overseeing the development and implementation of research studies in order to prepare Natu Nobilis re-launch in Brazil, Passport rejuvenation and Something Special whisky market test • Directing the development and implementation of portfolio strategies and trade marketing activities for key accounts, distributors and wholesalers• Marketing leader in the company’s Category Management project in charge of developing the brands strategies for key accounts• Development and implementation of PR events such as the first Chivas Jazz Festival and Natu Blues Festival in Brazil Show less

• Marketing Assistant

  • 1997 - 1999