Consultancy specialized in Pricing and Trade Marketing focusing on Intelligence and Processes for value capture. Works directly with business CEOs in cultural and results transformation of companies.Transformed the commercial milk procurement policy by developing an innovative model that clustered producers by performance and quality, resulting in a new culture of excellence and a significant quality improvement, optimizing operational performance and ensuring higher added value to final products (Project Betânia and Embaré)Created the Pricing department for companies like Itambé and Betânia, achieving historical marginal contribution and Ebitda records in these companies, working with teams at various organizational levels.Developed leaders to manage departments and multifunctional teams within organizations, all recognized and promoted for their success and results in projects led by me.

Reporting to the CEO/Business DirectorRedesign the entire Pricing area of the company, building a robust team and training future Pricing and Revenue Management managers for the Group.Built and worked on the Pricing architecture of the entire value chain, resulting in repositioning of Delícia and Primor brands by more than 100% in their market value, in addition changed the perception of value for the trade, shopper and consumer, and also provided a capture of more than 60% of direct margin in net profit. Leveraging Delícia's marketing and innovation investment of “Creme de leche”, plus trade marketing and sales efforts in winning customers and POS spaces, we placed he brand close to the market leader, earning value and historical market share in the Category.New design of Commercial Policy and Commercial/Trade Investments, targeting all investment efforts in the market to boost the sell-out and win/recover new retail and food service customers, we tripled the positivity with +3,000 economic groups, +10pp of Dist. Pond., consolidating our brand equity building in the direct and indirect market, with more than 20pp of Price Positioning.Added to redesign of the business and portfolio's GTM, capturing more than 5pp mkt share value from the market leader and establishing a new retail brand benchmark, achieving % (+10pp) and absolute (+20M LB) margin records.Establishment of new managements and decision making with a focus on profits and price positioning (+20pp index) using the Pricing Waterfall and Revenue and Profit Management system which added another 6M monthly to EBITDA.

Reporting to the CEO.Responsible for sell-out in the different sales channels, brand building at the POS, with a team of 198 staff, 07 direct regional managers and 21 branch managers.Contributed pioneeringly to the construction of the special beer market through Trade Marketing and Pricing efforts, creating space on shelves, breaking paradigms, creating new consumption habits with beer lists in renowned restaurants and opinion leaders, boosting brands like Baden Baden, Eisenbahn, and Devassa.Monetized all trade investments to convert results into ROI, optimizing by 40% the 320M invested annually. Acted as the main change agent in the Group's Service Culture, aligning all investment platforms with commercial and sell-out drivers, maximizing resources and profitability, achieving a record EBITDA of 900M in the first year.Rebuilt the Trade Marketing Directorate, strengthening synergy between Commercial, Marketing, and Finance departments, making it the main performance lever through better management of investments from human resources to financial resources, transitioning from a tactical investment approval area to a strategic participant in sales development with a focus on shoppers and consumers inside and outside POS.Simplified investment management and visibility on time through the construction of a Service and Investment Provision Platform for service culture vs. investments and ROI as a competitive advantage for leveraging profitability results (e.g., Loyalty Plan, Advanced CRM, Incentives, Conventions, Fairs, etc.).Structured a project/event team model to present expected and achieved benefits, project ROI, and trade actions developed.Responsible for investments in major Group events such as Rio and SP Carnival, Formula 1 Grand Prix, Ivete Sangalo and Beyoncé concerts, Conventions, among others. Responsible from organization to brand activations inside and outside events, primarily capturing surrounding business, maximizing investments.

Responsible for commercial strategy and policy, positioning of retail and consumer prices, with a team of 06 Managers.Created the Pricing strategy in the Group, increasing brand positioning gains by over 10pp in the North and Northeast markets, maximizing value capture throughout the value/cost chain via price management from production to the final consumer.Acted as the main change agent in tne Volume/Price to Profit/Value culture, building product and brand positions in each region/channel and clusters, unfolding the Commercial Policy for direct and indirect sales in the AS and Cold markets, creating a new company relationship with retail and distributor markets.Recognized for the Pricing Project, awarded as the best Project of the year for its execution, management and team commitment, resulting in doubling the EBITDA in categories and increasing the margin by over 8pp.Contributed through pricing strategy to achieving strategic brand development drives for the SE and South region and building the special beer category, a pillars of the Group's strategic planning.Implemented a new consumer-oriented price management methodology, developing prices for each SKU by region, channel, and cluster, as well as a management platform and actions with visibility of potential deviation causes, allowing quick action from commercial and trade teams, resulting in over 75% adherence to defined price targets.

Reporting to the Commercial Internal Market VP (MKT and Sales)Developed the Pricing project that became a relevant area for the business, to define in a scientific way the price positioning for more than 4 thousand products for all active markets in order to maximize profit (R$ 300 million in 1.0 year and R$ 500 million in 5 years).