Leandro Guissoni, Ph.D. Email and Phone Number
Associate Professor of Marketing at São Paulo School of Business Administration, Fundação Getulio Vargas (FGV-EAESP). Former Adjunct Professor in the Full-Time MBA and Fellow at the University of Virginia, Darden School of Business Center for Global Initiatives. Visiting Professor at Harvard Business School in 2018. Business advisor, entrepreneur with new ventures that had achieved more than 15 million in revenues, and business commentator on InvestNews, one of Brazil's largest media channels focused on investments.He holds a Ph.D. in Business from the University of Sao Paulo, and while he completed his Ph.D. research (2010-2012), he went to Charlottesville (Virginia) to study at Darden. He returned to Darden as an Adjunct Faculty and Visiting Fellow for the Batten Institute in 2015-2016, co-teaching Darden’s second year elective class, Marketing Metrics, with professor Paul Farris. Leandro has co-authored 10 books, 9 case studies featured by Harvard Business Publishing and research articles in academic journals such as Journal of Retailing. He has developed projects and case studies in collaboration with leading companies and executives in Brazil such as Natura, Nielsen, Johnson&Johnson, Magazine Luiza, B3, GM, Hering, Coca-Cola, Bayer, OLX. Prior to his current role at FGV, he was a partner at Markestrat (one of Brazil's largest management consulting firm in Agribusiness), and worked in the Marketing Department at Coca-Cola in Brazil. Leandro was also a partner at ToolboxTM, a local consultancy in Brazil that serves large global and local consumer packaged goods companies. In 2020, he co-founded Decoupling.co Brazil jointly with Thales Teixeira, a former Associate Professor of Marketing at Harvard Business School. In the same year, he co-founded the startup BomeMelhor.com.br among some new ventures. Guissoni received awards for his teaching every year between 2013-2019. He has served as one the chairs of the Latin American Retail Annual Conference hosted in Brazil (CLAV). In 2018 he served as visiting professor at Harvard Business School following a formal and institutional invitation from Harvard to work on new projects related to Digital Transformation in collaboration with companies. Area of interest: Customer-Centric Innovation, Decoupling, Retailing, Agribusiness, Digital Transformation and eCommerce, Marketing Metrics and Analytics, Omnichannel.
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Associate Professor Of MarketingFundação Getulio VargasSão Paulo, Brazil
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Associate Professor Of MarketingFundação Getulio Vargas Jun 2013 - PresentSão 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 (Brazil)Decoupling.Co Jun 2020 - PresentCo-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. -
Business CommentatorInvestnews Br Aug 2020 - PresentSão Paulo, BrasilBusiness commentator, responsible for the media program Por Dentro do Negócio in which he analyzes business models, strategies, innovation and results from publicly traded companies. -
Board MemberMarkestrat Group Jan 2019 - Jul 2023Markestrat is consulting firm focused on Agribusiness and Strategy -
Adjunct Faculty And FellowUniversity Of Virginia Darden School Of Business Dec 2015 - Jun 2021CharlottesvillleCourses 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. -
Board MemberGrupo Toolbox Jan 2016 - Dec 2020São Paulo E Região, BrasilToolbox 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. -
Board MemberSharp Selling Aug 2018 - Nov 2020Sharp 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)
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Visiting Scholar - Professor VisitanteHarvard Business School Feb 2018 - 2018Grande Boston E Região, Estados UnidosVisiting scholar at HBS to work on eCommerce research and teaching projects. -
ProfessorEspm Sep 2012 - Mar 2017São PauloLeandro taught in MBA and extension programs at ESPM-SP. His courses are entitled:- Marketing Metrics- Marketing performance assessment -
Marketing And Strategy ProfessorFundace/Usp; Pecege/Esalq/Usp Oct 2008 - Mar 2017Marketing 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
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Partner, Consulting ManagementMarkestrat Jan 2012 - Jan 2016Ribeirão Preto E Região, Brasil
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Associate ConsultantMarkestrat Apr 2008 - Dec 2011He 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
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Marketing ProfessorFaap Mar 2010 - Dec 2014Leandro taught MBA courses at FAAP. His courses were entitled:- Marketing Channels and Retailing- Marketing Metrics - Marketing and Agribusiness -
Visiting Scholar - Phd CandidateUniversity Of Virginia Darden School Of Business 2011 - 2012Charlottesville, VirginiaVisiting 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.
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MarketingThe Coca-Cola Company Aug 2004 - Mar 2008Ribeirão Preto E Região, BrasilHe 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)
Leandro Guissoni, Ph.D. Education Details
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E-Commerce And Digital Disruption
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Marketing Communication And Marketing Metrics
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Business Administration (Marketing) -
Business Management -
Business Administration (Marketing)
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Accounting Science
Frequently Asked Questions about Leandro Guissoni, Ph.D.
What company does Leandro Guissoni, Ph.D. work for?
Leandro Guissoni, Ph.D. works for Fundação Getulio Vargas
What is Leandro Guissoni, Ph.D.'s role at the current company?
Leandro Guissoni, Ph.D.'s current role is Associate Professor of Marketing.
What schools did Leandro Guissoni, Ph.D. attend?
Leandro Guissoni, Ph.D. attended Harvard Business School, University Of Virginia - Darden Graduate School Of Business Administration, Universidade De São Paulo, University Of California, San Diego, Universidade De São Paulo, Usp - Universidade De São Paulo.
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