Henrique Veloso Romero Email & Phone Number

São Paulo Area, Brazil

Brazil

Campinas Area, Brazil

São Paulo Area, Brazil

Responsible for operation involving manufacturing and engineering, R&D, finance, human resources, supply chain, marketing and sales to Brazil and South America.Development of business plans based on the development of operation setting main investments aiming at market share gains, critical mass, innovation, brand building, operational efficiency, processes and technology, business plan and human resources management.Implementation of new operational structure generating efficiency gains and savings through new processes and operational models.Creation of commercial policies for distribution channels improving both numeric and weighted distributions, aligned with the potential mix of products, costs, prices and brand positioning.Implementation of One Page Strategy into the operating management setting strategic priorities, KPI, processes and technologies, execution and investments.Creation of new products with a new positioning and strategy to strengthen the core business.Improvement of Business Intelligence with new decisions and analytical tools.Definition of supply chain and industrial roadmap as well as their implementation phases in logistics, manufacturing, R&D, planning and procurement that generated operational gains and cost reduction.Planning and implementation of development plan for key positions and high potential people.Increase of operational performance (P&L) generating investment capacity and longevity.

Campinas Area, Brazil

Responsible for commercial operations involving trade marketing, business intelligence and sales to Brazil and South America.Development of business plans aiming management and development of distribution channels (key accounts, distributors and wholesales)Implementation of new structure for national and South American distributors and wholesalesCreation of commercial policies for distribution channels.Implementation of operational structure adequate to country's regions and to distribution channels optimizing human resources and investments (higher efficiency)Implementation of balanced scorecard on management of operations.Development of new produces creating positioning and release strategies as well as a new core business positioning (along with the Marketing department).Evolution to business intelligence with new management tools.Application of training plan on sales force.

São Paulo Area, Brazil

Responsible for commercial operations involving trade marketing and sales management.Development of trade marketing actions per channel with target definition and contribution margin.Distribution project expanding the reach in channels direct and indirect.Commercial policy aligned with each produce's potential and awareness.Increment of contribution margin and repositioning price and trade activities.Responsable for P&L. Development of new product plans.Implementation of sales force development program

São Paulo Area, Brazil

Responsible for commercial operation in "bakery" division (cookies, pastries, chocolates and Glória products).Implementation of new sales operational structure defining teams by distribution channels and management by subcategory.Presentation and introduction of new product lines adding value and identity to each category with activity planning and trade communication.Development of strategic management tools involving every operational chain.Expansion of numerical and weighted distribution and restructuring of distributor chain.Development of new variable remuneration methodology increasing the team's competence and productivity.Successful integration of the brand Glória to product portfolio reaching every distribution channel evolving the average price in 10% repositioning and integrating the brand to the management style.Development and renovation of sales force creating a business-oriented team.Implementation of key accounts for grocery stores ( beverages, tomato products, pastries, dairy products).

São Paulo Area, Brazil

Responsible for all commercial structure in the Cookie segment, including sales, logistics, promotion and merchandising management reporting directly to the CEO.Implementation of business plan with policies and structure for each distribution channel, increasing the register of clients to over 28,000 sales points achieving a 25%-increment of market share.New result for the key account channel increasing gross profit by 36% and expanding the contribution margin to 2.5% through revision of commercial agreements and trade marketing activities.Restructuring of sales operation updating management tools and generating significant productivity gains.Improvement of distributor chain defining commercial policies for the channel training and making the distributor teams capable of identifying opportunities.

São Paulo Area, Brazil

Responsible for Southeastern, Midwestern, and Southern region involving a structure of 110 employees.Achievement of 10.5% in sales volume and a market share increment of 35%.Implementation of active telemarketing and automation of sales force.Development of motivation plan, implementation of supply chain operation integration program and sales force training resulting productivity gains and market opportunities absorption.Release and introduction of a new identity concept in "Domus" cognac category resulting in a reaction from competitors repositioning the top market company and players.

São Paulo Area, Brazil

Management of direct and indirect sales operation in the city of São Paulo.Focus on the potential of the market and a sales point activity plan made the brand tops-in-the-industry in the cookie segment.Implementation of sales supervision systematics generating higher productivity, analyses and managerial decision making.Improvement of gross profit of 36% through enhancement of product diversity and management by distribution channel.Raise of numerical distribution by 21% and weighted distribution by 30% amplifying direct sales force and distributor chain.Design of activities and trade market schedule aligned with distribution channels

São Paulo Area, Brazil

Responsible for a 20-salesman structure plus 10 promoters and sales administration.Development of a successful project of market recovery achieving a growth of 30% of sales volume and a market share boost from 65% to 74%.Design of promotion activities at major sales points positioning the brand "Free" as the market leader.Implementation of a new distribution system resulting in R$1,230,00.00 saved, agility and effectiveness at commercializing.

Education record

Leadership For Senior Executives

Post Graduation, Business Management

Marketing Administration

Graduation, Economy