Jonathan M. Goncalves Email & Phone Number

Brazil

Brazil

Leading a team of 5 direct reports across different Eurasia & Middle East countries responsible for developing the region’s RGM (Pricing, OBPPC, Promo, Mix, Returnables) and Execution (CDE, RED, PicOS, RTM Digitalization) commercial capabilities and strategic plans.

Leading a diverse team of 4 managers across different Latin America countries to:1- Transform trade marketing across LATAM (from Brand-oriented to Occasion-oriented) by orchestrating Marketing, Commercial and Operations teams to deliver ‘Occasion-Based Activation’;2- Stablish omni-channel cross-activation partnerships with other Consumer Goods companies, aiming on delivering full solutions to shoppers for key consumption occasions;3- Develop new businesses & RTM models: Design, test and scale new B2B and B2C solutions focusing on fulfilling specific consumers needs for key consumption occasions.

Rio De Janeiro, Brazil

Leader of critical projects for On Premise channel recovery plan, aiming to enable channel turnaround post-covid and development of +2MM directly served customers in Latin America. Key achievements:1- Led development of 1st LATAM Business Plan for the channel - built and delivered within 34 days;2- Led cross-functional effort to develop & launch a proprietary digital solution integrated with WhatsApp that enabled bars/restaurants customers to provide last mile delivery without fees;3- Designed Omni-Combo strategy & led development of enabling tools to expand food&beverage combos online & offiline across Latam - thus generating additional revenue for customers and for the company.

Rio De Janeiro Area, Brazil

Commercial Leader of Sparkling Flavors turnaround in Brazil – a portfolio of +US$1Bi in revenue (20% of Brazil business) that had been dropping for 5 consecutive years. Worked in agile team with 15 members, leading cross-functional efforts - embracing mindset, culture and agile approach to achieve results;Key achievements:1- In 2019, Sparkling Flavors retook growth in revenue driven by global brands (Fanta and Sprite). In 2020, regained market share leadership in Flavors Segment, surpassing main competitor. Fanta TM became #2 brand in Soft Drinks for the 1st time in History in Brazil;2- Led development of ‘Dual Strategy’ and launch of 'Coca-Cola+Fanta Dual-packs' - built business case for investment in 10 new packaging systems across Brazil and grew coverage in key channels from 8% to 70% in 1 year – becoming flavors segment top-seller SKUs (#1 and #2) in KA Retail.

Rio De Janeiro Area, Brazil

Led Channel & Shopper Marketing Strategy for Modern Trade Channels (Hyper, Supermarkets, and Cash&Carry). Accountable for 2.6 Bi USD in annual revenue (35% of company revenue). Worked across functions and with 9 bottler partners to ensure business plan design and execution. Key achievements:1- Modern trade channels were drivers of 2018 Brazil Division results (65% of growth contribution);2- Led major strategy shift in Super&Hypermarket channel - from volume to value oriented, implementing integrated plans to stimulate smaller packages and multipacks, positively impacting profitability;3- Led step-change in Cash&Carry (“Atacarejo”) channel execution by leading a cross-functional work with internal teams and bottler partners - enabling double-digit revenue growth and value share gains. The company was recognized by Advantage Group as ‘Top Supplier’ for Cash&Carry channel;4- 75% of the direct reports were promoted (5 people during tenure), Diverse team (+50% Female talent)

São Paulo Area, Brazil

Responsible for accelerating KOF (Brazil’s #1 Coca-Cola bottler in volume) Commercial Execution agenda working closely to bottler and BU. Delivered cross-functional Execution Turnaround Project - a comprehensive review of KOF RTM encompassing people, processes, technology and sales models that ultimately strenghtened bottler capabilities for the long run. Key achievements:1- In 2 years, KOF went from last to top position in Brazil Execution index, winning Brazil Execution Cup for the first time.2- Drastic improvement in key indicators related to execution in the period: OOS (-1,9pp), SOVI (+4,2pp), IPS (+3,5pp), price compliance (+39pp), key packages coverage (+19pp) and Net New Outlets (+13K)3- KOF Turnaround Case won 2016 GCCL (Global Customer & Commercial Leadership) Award in RTM category as well as 2016 and 2017 Brazil Operations Awards in Best All-Around category.

São Paulo Area, Brazil

Responsible for KOF (Brazil’s #1 bottler in volume) Market development agenda by delivering segmented Affordability, IC and Modern Trade plans that supported bottler performance turnaround. Key achievements:1- IC Integrated Plan (R$ 1/2/3) revamped KOF’s Single Serve volume and brought 100 million new transactions to KO – winning 2014 KO’s Global Customer & Commercial Leadership Award in IC category;2- Affordability plans strengthened our competitive position, surpassing MS Returnables 2020 targets by 2014 in São Paulo and regaining volume and SOM growth in Minas Gerais by launching Refpet 2L – recognized as a product launch benchmark in Brazil;3- Implemented Modern Trade proactive promotional calendar with clear rules of engagement versus key competititors based on customer and shopper insights – reaching Share records in all KOF major cities (SP, BH, CUR) and enabling a promotional intelligence new capability.

Curitiba Area, Brazil

Responsible for Regional Marketing development at SPAIPA (Brazil’s #3 bottler in volume at the time), delivering large scale projects recognized as best in class and directly influencing national agenda, such as: Integrated Returnables Plan, Regional Returnables Promotion ‘Volte Sempre’, Coca-Cola Schools Festival, Schweppes Trial Platform.Key achievements:1- Substantial growth in Coca-Cola Brand Love among teens (+11pp), reaching 79% (biggest in Brazil and 2nd higher in the world at the time);2- Returnables packages Penetration grew 8pp and its purchase frequency tripled, contributing to a 7pp Share increase;3- Schweppes brand awareness went from 50% to 90%, brand’s trial grew 4 times in the period.

Porto Alegre Area, Brazil

Supported Franchise Unit South Regional Marketing and Still Operations routines such as DME management, KPI trackings, ad hoc market analysis and marketing initiatives implementation, directly interacting with 3 bottlers partners and Business Unit teams.

Porto Alegre Area, Brazil

Responsible for Brazil Software and Peripherals indirect sales model development in Brazil, reporting to LATAM Manager. Key achievements:1- Led process definition and implementation, providing alignment, communication and reporting among internal areas (sales, marketing) and external partners (Techdata, Microsoft, Symantech, Oracle);2- Managed development of suppliers and 3rd party distributors to support an exponential growing business (growth of over 5.000% on period), overseeing average backlog of 5 mi USD/month.

Certificate In Management

Bachelor’S Degree, Business Administration And Management, General