Andre Povoleri Caiaffa Email & Phone Number

São Paulo, Brazil

São Paulo, Brazil

• Marketing & Strategy Sr Advisor

São Paulo Area, Brazil

• Responsible +R$2Bi GMV and +100k clients
• Manager of managers; leading directly 9 people
• Cross-relationing with marketing, products, fraud prevention, customer experience and legal teams to deliver best PSP for SMB clients

São Paulo Area, Brazil

• Leaded planning team to support MercadoPago deliver strong, scalable and sustainable growth.
• We were 14 people commited to design top-notch PSP strategies, enable its execution and enhance its performance.
• In 6 months we've increased 68% monthly TPV, meaning an 81% efficiency gain when analyzing monthly TPV per capita.
• Team activities comprehend: growth marketing initiatives, commercial planning, business intelligence, competitive analysis, KPIs management, pricing strategies, partners management, inbound sales, clients onboarding.

São Paulo Area, Brazil

• Leaded New Businesses team with 15 reports (4 direct / 11 indirect): 2 associate managers, 11 sales executives and reps, 2 analysts.
• Implemented new sales (hunting) structure, yielding sales increase 188% YoY 2016/17 and 233% YoY 2017/18.
• Developed new commercial strategies, such as vertical/industry strategy, KPIs & metrics. New strategies enabled acquisition of clients 177% bigger (measured in clients' average revenue).
• Implemented Predictable Revenue* model, increasing team productivity at 35% when measured in time and 143% in number of clients.
• Reformulated remuneration & incentives policies, training & coaching sessions and team development plans.*Inbound & outbound marketing, SDR's, closers, defining personas, lead generation, etc...

São Paulo Area, Brazil

• Founded and leaded start-up to revenue R$200K and provide eye care to +800 people in first year.
• Developed 360º marketing strategy, organically engaging brand ambassadors, partners and relevant media channels, such as Rede Globo, PEGN, Exame, Isto É, Band/UOL, RG Vogue and Vida Simples.
• Led negotiation and development of products with suppliers, enabling two lines of products so far.
• Locked a licensing deal with biggest Brazilian soccer club, C.R. Flamengo, for branded sunglasses under the label Óculos do Bem (www.oculosdobem.com).

São Paulo Area, Brazil

• Budweiser Brand Manager, Brazil
• Responsible for cascading down global Budweiser strategy to Brazilian market.
• Led 14’ FIFA World Cup brand campaign, administering USD$20MM budget and leading online marketing, innovation, trade, sports, and supply teams to deliver best execution possible.
• Digital strategy reached unprecedented results; social media followers increased tenfold, user engagement ranked best among Budweiser global operations, brand content were massive/spontaneously shared by national.
• Brand consideration increased 3pp and sales volume 60% 2013/14YTD under management.
• Conducted new visual brand identity research, as well as new proprietary bottle design and implementation.

Raleigh-Durham, North Carolina Area

• Concentrations: Strategy, Decision Sciences.
• Marketing Teaching Assistant
• The Scrap Exchange NGO Board Member.
• Active member of CASE (Center for the Advancement of Social Entrepreneurship) and Consulting Club.

São Paulo Area, Brazil

• Conducted the consultancy diagnostic of marketing and commercial areas of a USD$600MM annual revenue consumer goods company.
• Investigating processes, resources utilization and performance of both areas.
• Final diagnostic outcome indicated hypothesis to be tested in order to achieve more businesses efficiencies.

São Paulo Area, Brazil

• Developed marketing strategy for products to be sold within stadia in 2014 FIFA World Cup.
• Strategy included benchmark with ABI global operations, independent research, interactions with key external stakeholders and comprehensive internal validation.
• After spotting and examining ten possible action proposals, five were advised for implementation, 4 of which were introduced in 2014 FIFA Word Cup operations.

São Paulo Area, Brazil

• Managed BAT’s most important trade-marketing channel for brand building, administering USD$2.5MM annual budget, leading 11-person team and increasing annual sales in 30%.
• Redesigned channel’s organization structure after new anti-smoking law was passed, resulting in avoidance of a recommended 40% headcount reduction, an 18% increase in productivity and an annual budget savings of 10%.
• Developed 6 unprecedented brand strategies targeted to high-end consumers, gaining 2% market share in 9 months.
• Modeled quantitative system to merchandising deals, generating USD$1.5MM on savings, 12% of BU annual budget.

São José Do Rio Preto Area, Brazil

• Led 15-salesperson team with $70 million revenue in annual sales.
• Implemented team dynamic based on individual empowerment and accountability, which increased sales performance in 10%, lowered delinquency rate by 15% and improved quality of merchandising executed in the point of sales.

Rio De Janeiro Area, Brazil

• Developed KPI scorecard model, enhancing BU planning and tracking of strategies, objectives and market execution.
• Deep sales training covering sales reps functions in loco.

Rio De Janeiro Area, Brazil

Rio De Janeiro Area, Brazil

Master Of Business Administration (M.B.A.), Strategy, Decision Sciences

Master Of Business Administration (M.B.A.), Business Administration And Management, General

Study Abroad Program

Specialization Course, Luxury Brand & Services Marketing Course

B.E., Production Engineering

Activities and Societies: Study Abroad Scholarship. Project Leader at UFF Consulting Junior Enterprise. Enactus (SIFE) UFF Team. President.

Non-Degree Seeking, Business & Marketing Classes

Activities and Societies: MTSU Soccer Club2 semesters attended during a study abroad exchange program.

Senior, High School