Rafael Wetzker
Director of Marketing & Business at Axia Agro- Claim this Profile
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English Native or bilingual proficiency
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Portuguese Native or bilingual proficiency
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Spanish Full professional proficiency
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Bio
LARAICHI Mehdi
I would recommend Rafael to any job that requires brains. He is smart, adaptive, focused and objective. He is a good leader, having his team always motivated and following his path. I am having the opportunity to work with him as a direct report, in my executive board. He is the one responsible for the area of business strategy and strategic projects. Always identifying opportunities to enhance the company’s performance, bringing new ideas all the time and implementing complex and structured projects. He has an end-to-end mind, starting a project from the initial idea until the field implementation, with a remarkable commitment. Rafael is an easy person to deal with, but he is always challenging the status quo, looking for new possibilities, showing the gaps and opportunities in the company and in the market. I trust him as a professional and as a friend, he is authentic, honest and etic. He has a bright future as an executive, I will always be in touch with him to share experiences, ideas and feedback
Ary Rodrigues Junior
I hired Rafael to be my right arm in developing the company’s strategy and execution. At the time I was the CEO of Virbac Brazil and he was responsible to create and implement projects to make to company even more professional, efficient and profitable. He has a strong background, both in academic and business. His knowledge in finance, operations, project management, commercial and marketing added to his eager profile to learn, makes him a strong professional. Besides that, he was always in touch with our HR team sharing ideas and best practices from his former companies. Since his first day he has determined to make Virbac a company with a strong culture, with high deliverables and a high-performance team. I need to say it, he is always motivated by a new challenge, but he is not the best person to have a routine. He is able to discuss any topic, I brought him to the meetings to discuss from pricing, to cash-flow, to days of stock to engagement and recognition programs. He showed that if he has a gap in a specific issue, he goes and start studying about it, and in a couple of days he was ready to bring the subject to the table. He has a lot to improve, but he knows it, and he is always looking for improvements. With his team he was always a reference. He knows the time to demand results and be strong, as well he knows how to make them motivated, through autonomy, leadership, feedback and partnership.
LARAICHI Mehdi
I would recommend Rafael to any job that requires brains. He is smart, adaptive, focused and objective. He is a good leader, having his team always motivated and following his path. I am having the opportunity to work with him as a direct report, in my executive board. He is the one responsible for the area of business strategy and strategic projects. Always identifying opportunities to enhance the company’s performance, bringing new ideas all the time and implementing complex and structured projects. He has an end-to-end mind, starting a project from the initial idea until the field implementation, with a remarkable commitment. Rafael is an easy person to deal with, but he is always challenging the status quo, looking for new possibilities, showing the gaps and opportunities in the company and in the market. I trust him as a professional and as a friend, he is authentic, honest and etic. He has a bright future as an executive, I will always be in touch with him to share experiences, ideas and feedback
Ary Rodrigues Junior
I hired Rafael to be my right arm in developing the company’s strategy and execution. At the time I was the CEO of Virbac Brazil and he was responsible to create and implement projects to make to company even more professional, efficient and profitable. He has a strong background, both in academic and business. His knowledge in finance, operations, project management, commercial and marketing added to his eager profile to learn, makes him a strong professional. Besides that, he was always in touch with our HR team sharing ideas and best practices from his former companies. Since his first day he has determined to make Virbac a company with a strong culture, with high deliverables and a high-performance team. I need to say it, he is always motivated by a new challenge, but he is not the best person to have a routine. He is able to discuss any topic, I brought him to the meetings to discuss from pricing, to cash-flow, to days of stock to engagement and recognition programs. He showed that if he has a gap in a specific issue, he goes and start studying about it, and in a couple of days he was ready to bring the subject to the table. He has a lot to improve, but he knows it, and he is always looking for improvements. With his team he was always a reference. He knows the time to demand results and be strong, as well he knows how to make them motivated, through autonomy, leadership, feedback and partnership.
LARAICHI Mehdi
I would recommend Rafael to any job that requires brains. He is smart, adaptive, focused and objective. He is a good leader, having his team always motivated and following his path. I am having the opportunity to work with him as a direct report, in my executive board. He is the one responsible for the area of business strategy and strategic projects. Always identifying opportunities to enhance the company’s performance, bringing new ideas all the time and implementing complex and structured projects. He has an end-to-end mind, starting a project from the initial idea until the field implementation, with a remarkable commitment. Rafael is an easy person to deal with, but he is always challenging the status quo, looking for new possibilities, showing the gaps and opportunities in the company and in the market. I trust him as a professional and as a friend, he is authentic, honest and etic. He has a bright future as an executive, I will always be in touch with him to share experiences, ideas and feedback
Ary Rodrigues Junior
I hired Rafael to be my right arm in developing the company’s strategy and execution. At the time I was the CEO of Virbac Brazil and he was responsible to create and implement projects to make to company even more professional, efficient and profitable. He has a strong background, both in academic and business. His knowledge in finance, operations, project management, commercial and marketing added to his eager profile to learn, makes him a strong professional. Besides that, he was always in touch with our HR team sharing ideas and best practices from his former companies. Since his first day he has determined to make Virbac a company with a strong culture, with high deliverables and a high-performance team. I need to say it, he is always motivated by a new challenge, but he is not the best person to have a routine. He is able to discuss any topic, I brought him to the meetings to discuss from pricing, to cash-flow, to days of stock to engagement and recognition programs. He showed that if he has a gap in a specific issue, he goes and start studying about it, and in a couple of days he was ready to bring the subject to the table. He has a lot to improve, but he knows it, and he is always looking for improvements. With his team he was always a reference. He knows the time to demand results and be strong, as well he knows how to make them motivated, through autonomy, leadership, feedback and partnership.
LARAICHI Mehdi
I would recommend Rafael to any job that requires brains. He is smart, adaptive, focused and objective. He is a good leader, having his team always motivated and following his path. I am having the opportunity to work with him as a direct report, in my executive board. He is the one responsible for the area of business strategy and strategic projects. Always identifying opportunities to enhance the company’s performance, bringing new ideas all the time and implementing complex and structured projects. He has an end-to-end mind, starting a project from the initial idea until the field implementation, with a remarkable commitment. Rafael is an easy person to deal with, but he is always challenging the status quo, looking for new possibilities, showing the gaps and opportunities in the company and in the market. I trust him as a professional and as a friend, he is authentic, honest and etic. He has a bright future as an executive, I will always be in touch with him to share experiences, ideas and feedback
Ary Rodrigues Junior
I hired Rafael to be my right arm in developing the company’s strategy and execution. At the time I was the CEO of Virbac Brazil and he was responsible to create and implement projects to make to company even more professional, efficient and profitable. He has a strong background, both in academic and business. His knowledge in finance, operations, project management, commercial and marketing added to his eager profile to learn, makes him a strong professional. Besides that, he was always in touch with our HR team sharing ideas and best practices from his former companies. Since his first day he has determined to make Virbac a company with a strong culture, with high deliverables and a high-performance team. I need to say it, he is always motivated by a new challenge, but he is not the best person to have a routine. He is able to discuss any topic, I brought him to the meetings to discuss from pricing, to cash-flow, to days of stock to engagement and recognition programs. He showed that if he has a gap in a specific issue, he goes and start studying about it, and in a couple of days he was ready to bring the subject to the table. He has a lot to improve, but he knows it, and he is always looking for improvements. With his team he was always a reference. He knows the time to demand results and be strong, as well he knows how to make them motivated, through autonomy, leadership, feedback and partnership.
Experience
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Axia Agro
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Retail
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1 - 100 Employee
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Director of Marketing & Business
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2022 - Present
Part of the executive team at Axia Agro, a Patria Investments portfolio company, responsible for the Marketing and Business areas. Leading the definition of strategies and implementation of action plans focusing in growth and profitability. Providing guidance, feedback and professional and personal development opportunities to the team. The Business area acts as a leader among Marketing, Sales and Procurement, collaboratively defining sales and procurement strategies, while monitoring revenue, pricing, inventory, turnover and margins/costs. Building long-term partnerships and relationships with suppliers, clients and stakeholders. Responsible for planning, executing and measuring marketing campaigns. Developed the areas/processes of marketing plan, communication, branding, trade, events, social media. Now developing PR and CRM initiatives. Developing and managing the Marketing budget, ensuring appropriate allocation of resources and ROI, as well as designing and implementing KPIs. Co-leading digital transformation projects, creating and implementing a digital ecosystem. Utilizing Artificial Intelligence technologies and tools to understand consumer behavior and needs, predicting and creating customized offerings. Identifying opportunities, directing and coaching the new businesses team, bringing new levers with short-term projects and medium/long-term structural projects. Creating the Market Intelligence and Pricing areas, monitoring market and competition trends, using data to identify strategic pricing opportunities regionally. Developed Business Intelligence and Analytics area, capable of identifying valuable insights and predictive models to support decision-making. Show less
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Virbac
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France
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Pharmaceutical Manufacturing
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700 & Above Employee
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Head of Strategy, New business & Digital
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2018 - 2021
Member of the Executive Board in Brazil, responsible for: - Demand and Commercial planning; - Revenues and Margin management; - Segmentation B2B - customers and products; - Sales operations and reports - sell-in & sell-out; - Strategic marketing - pricing, mix, communications, GTM; - Category management - up selling, cross selling, bundles; - Training - digital tools, commercial skills, revenues and margins; - Redesign of commercial and remuneration policies; - Business Intelligence, CRM and Analytics; - New businesses / Business development; - Digital transformation; - Corporate Projects; - Support to CEO; Show less
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Natulab
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Brazil
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Pharmaceutical Manufacturing
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300 - 400 Employee
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Sr. Manager Business Development
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2017 - 2018
Part of the executive team of the Patria portfolio company Natulab: - Head of the Supplements Business Unit - Head of Business Development & Strategic Planning Part of the executive team of the Patria portfolio company Natulab: - Head of the Supplements Business Unit - Head of Business Development & Strategic Planning
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adidas
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Germany
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Sporting Goods
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700 & Above Employee
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Manager eCommerce adidas & Reebok
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2016 - 2017
- Responsible for the P&L of both brands: sales, marketing and finance of all categories;- Strategy, Merchandising, Campaigns, Analytics, Inventory, Personalization & Purchasing.
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Manager Business Development
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2013 - 2016
- Led the strategic initiative "Key cities”: Brought insights about consumer & marketplace, Created commercial strategies & action plans to attack SP/RJ through campaigns & products;- Coordinated strategic projects: Sellout, Retail expansion, Excellence in Processes, Commercial turnaround;- Created/Led the Productivity Committee: +BRL 20M of impact (Honor mention of CEO in general meeting);- Led the Change Management processes (Joint Venture adidas & Reebok);- Co-responsible for elaborating the strategy (Ambition to quarterly KPIs) for Brazil and LAM;- Created the Market Intelligence and BSC areas in Brazil, followed by LAM (benchmark);- Responsible for the All employee meetings (structure, presentation, storytelling & content);- Participated in RH / People development / Engagement committees Show less
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HSBC
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United Kingdom
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Financial Services
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700 & Above Employee
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Manager Strategic Planning
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2013 - 2013
- Market Intelligence and M&A for Brazil / Latin America - Market Intelligence and M&A for Brazil / Latin America
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Vivo (Telefônica Brasil)
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Brazil
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Telecommunications
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700 & Above Employee
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Sr. Analyst Strategic Planning
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2011 - 2013
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Trainee Business Development
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2010 - 2011
Selected among more than 12 thousand candidates.
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Louis Dreyfus Company
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Netherlands
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Food and Beverage Manufacturing
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700 & Above Employee
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Finance Intern
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2009 - 2009
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Education
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2006 - 2009
Universidade de São Paulo
Graduation, Business Administration -
2017 - 2019
Insper Instituto de Ensino e Pesquisa
Executive MBA -
2010 - 2011
Escola Superior de Propaganda e Marketing
Specialization, Strategic Management of Services -
2017 - 2017
Insper Instituto de Ensino e Pesquisa
Executive Education - Venture Capital & Private Equity
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