Leandro Guissoni, Ph.D. Email & Phone Number

São Paulo, Brazil

São Paulo E Região, Brasil

- Program manager of the Chief Marketing Officer designed for C-suite executive as part of the C-level program (since 2018)- Head of the Executive MBA in Marketing- Courses taught (always above 4.2/5 according to students' evaluation, winning several teaching awards): Digital disruption and transformation - executive programs and C-levelMarketing Trends - Doctor of Business Administration (DBA) degreeOnline Businesses and Ecommerce - Professorional master (MPA, MPGC) degreeE-commerce and new technologies - undergraduate programMarketing analytics - undergraduate program, Master's Degree in International Management (MPGI)- Advisor of the EdexLab-FGV (conveniada Ribeirao Preto)- Course head and creator of the Marketing Analytics and E-commerce classes Guissoni has won awards for his teaching every year between 2013-2019. He served as the head of the Johnson & Johnson Brand Challenge from 2013-2016, a course winner of the 2014 Best Teaching Practices Award promoted by FGV.

Co-founder of the digital disruption consultancy Decoupling.co Brazil created by Thales Teixeira, former associate professor of marketing at Harvard Business School. Decoupling is the breaking of the links between customer activities, by a digital player, that have traditionally been provided together. Today’s most dangerous disruptors are not just stealing customers, but rather stealing customer activities from established companies.

São Paulo, Brasil

Business commentator, responsible for the media program Por Dentro do Negócio in which he analyzes business models, strategies, innovation and results from publicly traded companies.

Markestrat is consulting firm focused on Agribusiness and Strategy

Charlottesvillle

Courses Taught• Marketing Metrics (Full Time MBA, elective). Average student evaluation rating: 4.58/5 • Darden Worldwide Course, Global Immersion Brazil. Theme: Technology and Sustainability in Business (Full Time MBA, elective). Average student evaluation rating as instructor: 4.68/5Research 2015-2017: Batten Institute Research Project on New Product Launch Decisions in Emerging Markets. Case Studies: • Guissoni, Leandro A., Luiz Migliora Neto, Marcelo Marinho Aidar, (2022). “Looking for a Sustainable Model at Brazilian Edtech Start-up Resilia,” Darden Business Publishing Case. Featured by Harvard Business Publishing, UV8546. • Guissoni, Leandro A., Tricia Karla Lacerda Moraes, Adrian Kemmer Cernev, (2021). “The Multichannel Challenge at Natura in Beauty and Personal Care (C): Digital Transformation and Toward a Fintech Business,” Darden Business Publishing Case. Featured by Harvard Business Publishing, UV8413. • Guissoni, Leandro A., Paul W. Farris, Carlos Eduardo Lourenco, Murillo Boccia, (2021). “The Multichannel Challenge at Natura in Beauty and Personal Care (B): Building a Successful Digital and Omnichannel Transformation,” Darden Business Publishing Case. Featured by Harvard Business Publishing, UV8412. • Veludo-de-Oliveira, Tania Modesto, Edgard Barki, Felipe Zambaldi e Leandro A. Guissoni, (2020). “Arredondar Movement: Expanding Micro-Donations in Brazil,” Darden Business Publishing Case. Featured by Harvard Business Publishing, UV7980.• Guissoni, Leandro A., Paul W. Farris, Kusum Ailawadi, and Murillo Boccia. (2017). “The Multichannel Challenge at Natura in Beauty and Personal Care,” Darden Business Publishing. Featured by Harvard Business Publishing, UV7303. Harvard publishing bestselling case.• Guissoni, Leandro A., Paul W. Farris, and Olegário Araújo (2016), “Choosing the Right Metrics for Listerine in Brazil,” Darden Business Publishing. Featured by Harvard Business Publishing, UV7205. Harvard publishing bestselling case.

São Paulo E Região, Brasil

Toolbox Group serves relevant consumer packaged goods and retailers in Brazil. Leandro is a partner and board member providing advice and recommendations to the Toolbox Group on its business model, methodologies, frameworks, and lead generation. He has focused on generating insights to Toolbox's clients through his research, publications and a scientific approach to solve business challenges related to marketing analytics, metrics, e-commerce, retailing, and business-to-consumer marketing.

Sharp Selling is a tech startup focused on offering digital solutions (apps, videos, etc) to help companies with the development of their sales force team (training, gamification, micro-learning, sales capabilities)

Grande Boston E Região, Estados Unidos

Visiting scholar at HBS to work on eCommerce research and teaching projects.

São Paulo

Leandro taught in MBA and extension programs at ESPM-SP. His courses are entitled:- Marketing Metrics- Marketing performance assessment

Marketing professor for the MBA Marketing program at Fundace/USP, Pecege/Esalq/USP, Unimep and Unirp. Courses: - Marketing Investments Analysis and Sales Forecast (along with Dr. Matheus Cônsoli) and Marketing Metrics at Fundace/USP; - Strategic Planning at Pecege/Esalq/USP- International Marketing at Unimep;- Trade Marketing and Category Management; Marketing Communications; International Marketing at Unirp

Ribeirão Preto E Região, Brasil

He has worked on consulting projects for more than 15 companies since 2008, bringing solutions in the marketing and strategy area, developing projects for companies such as Coca-Cola, Companhia de Bebidas Ipiranga, Bayer, Santa Helena Alimentos, Kraft Foods, Café Utam, Laticínios Scala, CRV Lagoa, Homy Química, among others in different sectors. Focus on:- Marketing- Trade Marketing- Shopper Marketing- Marketing Metrics- Distribution Channels and Sales- FMCG Marketing

Leandro taught MBA courses at FAAP. His courses were entitled:- Marketing Channels and Retailing- Marketing Metrics - Marketing and Agribusiness

Charlottesville, Virginia

Visiting Scholar/Researcher (Phd Student) at the Darden School of Business with Marketing Professors Paul Farris and Rajkumar Venkatesan to work on research with the aim of understanding how consumer packaged goods (CPG) companies could achieve positive results by managing their brands through different retail formats in an emerging market such as Brazil. We analyzed sales of all brands of soft drinks, plus related advertising, promotions, and in-store merchandising, over more than four years in a largely urban region in southeastern Brazil. The area included both large chain retailers and small independent stores. We found that the effectiveness of marketing mix elements varies with the channel format. For instance, where full-service, mom-and-pop stores predominate, mass advertising is less effective but package size variety and market coverage (i.e., distribution) is particularly important to the marketing mix. Our study highlighted that marketing mix strategies popular in the self-service dominant channels of the developed economies are not as effective in the smaller full-service formats that remain important in emerging economies. Raj and I presented this research at the 2011 Theory and Practice in Marketing hosted by the Harvard Business School and then it got published in the Journal of Retailing.

Ribeirão Preto E Região, Brasil

He was responsible for the development of several projects and activities in the marketing department for a Coca-Cola Bottler in Brazil (Ribeirão Preto city, Companhia de Bebidas Ipiranga), such as:- Marketing Communication Planning (sales and trade promotions, sampling among others) and Marketing Research;- Developing plans for launching new products in the marketplace (Ribeirão Preto and region) for products such as: Zero Coke, Kuat, Fanta World, Minute Maid, Aquarius, Kapo and others.- Responsible for Marketing Research (involving The Nielsen Company - attended several courses at Nielsen - Market Execution Research - the so-called RED - and Customer´s Satisfaction);- Sales force development and capabilities. He was the instructor for the training programs in Marketing for the company's sales force;- He developed some indicators for the company´s Balanced Scorecard. As a highlight, was responsible for the designing and implementation of the Communication Leverage Grade (CLG), which is a marketing performance indicator;- Manager of the Coke´s Relationship Program so-called Aliados Vips, under which were involved The Coca-Cola Company and its partners (Beer brands)

Visiting Scholar, E-Commerce And Digital Disruption

Activities and Societies: In 2018, Leandro Guissoni was a visiting professor at Harvard, when he co-authored case studies in collaboration.

Visiting International Phd Student/Scholar, Marketing Communication And Marketing Metrics

Phd, Business Administration (Marketing)

In his Phd program, he investigated marketing communication and channels effects on company's sales in an emerging market environment

Extension Program In Intensive Business, Business Management

Master'S Degree, Business Administration (Marketing)

In his research, he has proposed and applied the ComValor method for planning and contoling the Integrated Marketing Communication program.

Bachelor, Accounting Science

Graduated in Accounting Science at FEA-RP/USP, exploring, as a project, a proposal of integration between marketing and finance.