Anderson Fernandes Email & Phone Number

São Paulo, Sp, Br

- Managing a diverse and high-level team.- Acting at financial RGM area, focusing in Trade Terms Management.- Governance and audit controls for the area of commercial contracts to ensure business security.- Responsible for budgeting annual investments, creating the forecast and closing contractual investments, with due explanations of fluctuation versus plan.- Responsible for managing adherence to the commercial contract for the retail (direct and indirect channels) and pharma channels in the Danone and Nutrition categories.- Together with the trade team, I develop product and channel mix analyses, seeking to improve shopping baskets focusing on profitability for the business, aligned with portfolio strategies.- Working closely and collaboratively with the marketing, trade, finance and pricing teams, to ensure that price positioning is in line with the brands' strategy as well as the budget forecast for the period.

São Paulo, Brazil

- Responsible for developing the trade marketing promotional calendar for the Bassi and Montana Steakhouse brands.- Development of JBP's 360º plan for trade marketing actions and channel negotiations with customers (Wholesale and Super/Hyper).- Responsible for data collection, customer analysis, monitoring and designing proposals to leverage customer volumes, increase our SOVI and brand growth at the point of sale.Main results:- Volume growth (+5% YTD) and market share (+8pp YTD) in the RS, SC, PR and RJ regions.

São Paulo, Brazil

- Responsible for the commercial conduct of RTM projects for the Pharma and Digital Channels.- Brand Management (Coca-Cola, Heineken, Monster Energy, Diageo, Campari, P&G, JDE, Unilever, Kellogg’s, Cargill, Arcor, Dori, Mondeléz, Fini and Perfetti).- Hands-on with HR as BP Commercial for recruitment and selection processes, performance evaluation, climate research, career management program and corporate university.- Capabilities Specialist, helping with the incorporation of new ways of working, improving skills and managing executive information for the Brazil and Mexico Board.- Responsible for the training area in São Paulo, carrying out onboarding of the sales force: promoters, salespeople, coordinators, and sales managers.- Development of the sales team: morning sales, routine at the point of sale, marketing and sales management, promotional actions, sell in and sell out, acting as strategic trade marketing and channel specialist (Retail, Cash & Carry and Key account).- Responsible for Training and Development (D&T) of the sales force in person and hybrid through integration, route coaching, management of training programs, technical and skills training, mapping, and identification of training and commercial leadership needs.Main results:- Trained +500 classes in 4 years in São Paulo and the region, in sales, leadership and negotiation.- Growth of commercial results, through the effective use of new sales technologies (WhatsApp, Juntos App and KDP / CRM).- Growth of the customer base by +115k buyers on digital platforms, penetration of new categories in new retail channels and expansion of the digital business model.- Carried out the Digital Transformation of the L&D area, integrating the hybrid model with face-to-face models, using new technologies to deliver training and expand development programs.

São Paulo, Brazil

- Team Leadership (2 assistants and 1 intern).- Reported directly to the Traditional Brazil Sales Director.- Development of commercial management tools and KPIs (Reports and Balanced Scorecard) and executive presentations (Sales Indicators, Nielsen, Scanntech and Kantar).- I participated in the implementation of sales strategies and new sales systems (SAP BW) and in the management of commercial processes for new Femsa Brazil acquisitions.- Responsible for commercial alignment with other corporate departments (Marketing, Finance, Supply Chain and Strategic Planning) to advance topics related to sales processes.- Responsible for Trade Marketing Actions, Development of Sales Channels, JBP, Promotional Calendar, Sell-In and Sell-Out Management, Support to the Sales Team, Retail, Incentive Campaigns, Budget Control and Production of Point of Sales Materials (MPDV).- Responsible for the Development of the Traditional Market (small and medium retail) through the preparation of Business Opportunity Proposals, Commercial Intelligence, Marketing Plans, Customer Portfolio Management, Prospecting for New Customers, New Business Development, support to management levels sales force and product management, sales, and commercial indicators.Main results:- The Brazil division received the title of best national execution for the first time, in addition to reaching +1Bi in boxes sold.- We expanded management and control over commercial indicators (KPIs) by sales figure through Analytics, SQL and CRM tools.- We integrate new acquisitions with excellence, maintaining sustainable growth in commercial indicators, even with new processes implemented.

São Paulo, Brazil

- Development and implementation of tools to support sales improvement, monitoring global process control and customer satisfaction.- Responsible for Marketing Campaigns, Marketing Actions, email marketing, CRM, campaign analysis and commercial performance for sales incentives.- Responsible for P&L, Budget and Resource Management, Management of brand and category positioning within the incentive platform and construction of communication and social media plans.- Founder of the largest sales incentive platform in the Coca-Cola Brazil system - the Fábrica de Prêmios (Rewards), developed to increase commercial performance in relation to sales indicators (Share, Volume and Coverage).- Responsible for Marketing Planning, Management of Innovation Projects, Construction of the Tactical Marketing Calendar for Incentives (Physical and Omnichannel), Internal Communication, Creation of Campaigns with Advertising Agency, and use of Digital Marketing.Main results:- Impact and high value perceived by the sales team converted into sustainable results (Sales Growth +18% and Coverage +6p.p).- The Platform became the main sales incentive tool in Brazil, awarded twice by the market as the best incentive campaign in Brazil, by the Ampro Globes Awards.- Platform now integrates additional monthly remuneration benefits for the sales team and Femsa partners started to insert their actions within the Fábrica de Prêmios platform.

Fortaleza, Ceará, Brazil

- Management of pilots focused on reducing costs for the Traditional, Modern and Distributor channels, Logistics Operators and improving the segmentation of points of sale, coverage, and route premise.- Partnership with The Coca-Cola Company EMEA to implement new RTM models with a focus on digital, responsible for Implementing New Service Models (Physical and Digital) for the Commercial Area with the new RTM 3.0.- Responsible for studying the best RTM model to be implemented in sales regions, aligning processes with the commercial and logistics team, management the Commercial Planning, Service and Distribution Strategy through commercial logistics models in the North of the Northeast regions.- Mapping opportunities to expand market coverage and develop channels, digitizing the PDV and expanding Omnichannel strategies for customers, developing the agenda of RTM skills and processes in the local business unit, periodically reviewing the customer base, keeping RTM intact during the current year.Main results:- With the new RTM 3.0 we generated ~R$2MM in savings for the business, increasing productivity and commercial efficiency with new itineraries.- Expanding the customer base and implementing new commercial technologies, aimed at the digitalization of sales processes and B2B maturity.- Gain of commercial and logistical expertise with the new processes implemented and expanding the new channels not previously used with the new hybrid service model.

Fortaleza, Ceará, Brazil

- Product Management from annual marketing BP to launch/deliverables.- Financial and legal management (with the audit team) to comply with compliance policies.- Technical visit to exclusive customers (PDV) to analyze contract requirements in marketing and sales.- Management of regional exclusive commercial contracts and Key Account’s networks (Ex: Food Service, McDonald’s, Carrefour, Latam, and Pague Menos).- Trade Marketing actions, responsible for the Soft Drinks Category, development of materials, control of merchandising materials and maintenance of refrigerators.- Management of the annual payment calendar and promotional calendar, JBP, pay for customer performance, budget control, sell-in and sell-out, WOS and promotional actions.Main results:- Reformulation of the financial system responsible for contractual development.- Update and control of exclusivity contracts, avoiding compliance inconsistencies.- Creation of a single channel (focal point) for national customers to have an exclusive service model.- The company's first project to create a gastronomic hub in the city of Salvador, becoming a model for other franchisors of The Coca-Cola Company.- Launch of the first returnable packaging in the city of Salvador (BA), consolidating REFPET in the local market as the best sustainable and accessible strategy for consumers and customers.

Fortaleza, Ceará, Brazil

- Responsible for developing sales reports.- Management of Commercial Indicators for Marketing x Commercial Staff.- Delivery of daily commercial results to sales leaders for their morning meetings.Main results:- Automation of all sales reports during the period I was in this position.- Delivery of online and personalized reports by commercial figure.- Implementation together with IT of new digital models for accessing sales information.

Fortaleza, Ceará, Brazil

- Procurement Management.- Tactical Marketing Calendar.- Merchandising stock management.- Negotiation with local and centralized marketing agencies with The Coca-Cola Company.Main results:- Compliance with annual deliveries according to the marketing department calendar.- Revitalization of the North and Northeast stock areas to more efficient models.- Increased productivity in collecting and delivering materials within sales deadlines.

Fortaleza, Ceará, Brazil

- Responsible for supporting sales force with commercial reports for the sales team in Fortaleza (CE).- Management of Commercial KPI's (CRM, Order Return/Tracking and Commercial Execution).- Development of sales volume reports, product coverage and revenue.

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