Experience

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  i2GO Brasil

  • São Paulo Area, Brazil

  • CEO & Co-Founder

    • Sep 2012 - Present
    • São Paulo Area, Brazil

    Created the i2GO brand to expand to over 30.000 Points of Sales in LATAM and EUROPE. Nº1 sales of premium accessories for smartphone and connected homes.

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  Samauma Brands

  • Latin America (based in São Paulo, Brazil)

  • Founder & Sales / Marketing Director

    • Sep 2012 - Sep 2014
    • Latin America (based in São Paulo, Brazil)

    Responsible for identifying global brands and introduce them in LATAM. Launched brands via distributors (Mexico, Chile, Panama) and created own distribution companies (Brazil, Peru, Costa Rica). Grew the company to reach 2012 sales of U$500k with 3 main strategies: Sale to retailers, online direct sales, and brand shops. Executed solid marketing strategy to capitalize on premium brand positioning. ➢ Responsible for the P&L, Sales, and Marketing of Samaúma Brands in LATAM to represent mainly 2 global brands: o ELECOM – Since 1986, Japanese company selling U$800M. Focus in Accessories / Peripherals o OKAMOTO – Since 1934, Japanese company selling U$900M. Focus in pharma products➢ Executed LATAM marketing plan - ATL (online branding, social media), BTL (shop display, retailers catalog, promoters, sampling) ➢ Started company (distributor) in Brazil – Office set up, company registration, import license, hire 5 employees➢ Developed ELECOM brand in Latin America w/ 3 main strategies: 1) Sale to retailers. 2) E-commerce to consumers. 3) Brand shops in high traffic malls (kiosks) ➢ Solidified ELECOM brand presence in Brazil (FNAC, FastShop, 1116, B2W, C&A), Mexico (Liverpool, Hudson), Chile (MOW, Gizmobies), Peru (Liverpool) to reach 2012 sales of U$500K (starting from zero)➢ Developed OKAMOTO brand in Chile by partnering with local distributor to sell at 2 pharma chains.

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  Samsung Electronics

  • Marketing Product Manager, Latin America

    • Feb 2010 - Sep 2012

    Responsible for the growth of the home appliances business in Latin America. Samsung has small presence in Latin America and no presence in Brazil. Drive the growth to a profitable business=> Focus on Washers and Refrigerator=> Study the market potential and the market share by competitors=> Support the 6 subsidiaries to meet or exceed sales targets=> Share key learning among regions and optimize investments=> Approve ATL and BTL marketing campaigns per country=> Drive the strategy of the region (short and long term) and obtain alignment / support with HQ

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  Whirlpool Corporation

  • United States
  • Manufacturing
  • 700 & Above Employee

  • Marketing Product Manager

    • Aug 2009 - Feb 2010

    Marketing Product Manager, Front Load Laundry, => Drive the product plan from today to 10 years out and appropriate resources accordingly=> Create marketing messages for individual features and product=> Understand competitors and deliver models / feature that provides further consumer benefits=> Responsible for a portion of the category's P&L => Align product delivery plan with other groups, such as supply chain, sales, merchandising, and others

  • Product Development Lead - Kenmore Brand Dishwashers

    • Sep 2006 - Sep 2009

    Responsible for the development and maintenance of Kenmore brand dishwashers. Aligned strategy and specifications with Whirlpool’s largest distributor, Sears Corporation, and drove the forecasted product’s performance, quality, cost, and schedule.  Developed a new product line of high efficiency dishwashers to drive incremental net income of $10M Launched the innovative Smart Display technology to address an unmet consumer need  Led cross-functional teams of over 30 individuals from concept through production Conducted in home market research to better understand true customer needs and translated into innovations  Directed extensive product and market competitive analysis to understand market trends  Developed claims to support brand’s marketing messages that clearly articulated the products’ performance

  • Project Engineer, Laundry Category

    • Feb 2004 - Sep 2006

    Selected to identify consumer dissatisfaction with recently delivered products. Led a team to increase the robustness of the products’ packaging and improve the supply chain process. Used Six Sigma tools to understand consumer dissatisfaction related to delivery process Implemented improvements to products’ packaging and Distribution Centers for cost reductions of $6M / year  Assembled a team to measure damage levels and report to upper managementTeam leader for cost and quality improvements on washers. Accountable for modifications on shipping, suspension, sound, and vibration with a team of 3 individuals. Performed studies to understand consumer needs and potential improvements. Redesigned and improved performance of several parts/systems to obtain cost/quality benefits of over $1M Studied, identified, and implemented a way to improve the energy’s consumption for washers Identified sound levels that were driving customer annoyance and implemented solutions

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  Whirlpool Corporation

  • Engineering Intern

    • May 2001 - Aug 2003

    Total of 3 summer internships at Whirlpool Corporation:Apr 2003 - Aug 2003 => Cost and Quality, Washer Platform Integrity: Designed a solution for water leakage, deciphered causes relevant to quality concerns and proposed improvements, and actively supported co-worker projects.Apr 2002 - Apr 2003 => Product Development, Fabric Care Technology: Improved performance and optimized cycles of the Fabric Refresher through testing and component redesign. Assisted the Mexico Assembly Team surrounding chief prototype concerns. Also worked while going to school.Apr 2001 - Aug 2001 => Research, Center of Technology Organization: Evaluated drying technology, critically analyzed data and attained mathematical equations, compared prototype results, and devised parameters for optimum results.