Leandro Murta De Laborde Affonso Email & Phone Number

State Of São Paulo, Brazil

Brazil

• Established and led a new Sales Intelligence area reporting to Ambev’s Off-trade Sales VP, centralizing intelligence delivery. This initiative resulted in improved Sales enablement and Data-driven decision-making. • Built a Commercial Agreement Management Model from scratch, resulting in substantial Trade Spend optimization and consistent savings that exceeded budget expectations by over 5% for two consecutive years.• Transformed Commercial Operations by implementing a new data-driven promotional model, which brought advanced mechanics via Retail Tech solutions and enhanced promotional adherence to 70% on a store-level metric. • Led a comprehensive review of the Commercial Agreements process, establishing new, stringent standards. Executed a detailed audit of existing agreements, ensuring 100% compliance with the updated guidelines. • Developed and implemented a Global Best-practice Customer Collaboration Process, working closely with Global Headquarters, and improving Ambev’s Advantage Institute CPG ranking position from 10th to 5th overall, and achieving the top position among Alcoholic Beverage industries in 2023. • Designed and implemented scalable processes for the new Off-Trade structure, including routine playbooks with Roles and Responsibilities, ensuring operational efficiency for a team of over 3,000 FTEs. • Led a comprehensive Data Governance plan, reviewing all data contracts and improving Data Quality to 98% accuracy, enabling more informed decision-making and reducing data-related errors. • Implemented a BI strategy that incorporated high levels of Commercial team feedback and fast delivery of feature implementation, resulting in a remarkable improvement in MAU (Monthly Active Users) of over 200% during the last 2 years, fostering a Data-driven Culture within the organization.

Brazil

• Successfully led the new price architecture implementation, achieving record contribution margins per hectoliter for Beer (+23% vs. LY) and Non-alcoholic Beverages (+20% vs. LY). • Led the first C&C joint-business plans, transitioning major customers, such as Assaí and Atacadão, to a pay-for-performance model, including trade-marketing levers and unprecedented data-sharing agreements.

Greater São Paulo Area

• Generated 10-figure annual revenues and drove a +11% sales volume uplift to over 4 million hectoliters, exceeding targets by 9%. Achieved a record-breaking 54.4% Beer market share for the state C&C channel, a +0.8 p.p growth vs. LY. • Led a Commercial team of 12 direct and 200+ indirect reports to achieve record-high scores in the Sales Process Optimization certification, exceeding the national average.

São Paulo, Brazil

• Pioneered Brazil's first Off-Trade Planning & Performance Management role, establishing the nationwide standard for the role. • Led the strategic planning, revenue management (pricing and profitability) and provided critical business intelligence with in-depth market analysis. • Enabled the commercial team through an optimized operational process to achieve the best sales excellence program results to date.

Brazil

• Coordinated Regional Pricing Teams to achieve revenue management excellence. • Conducted the price increase process and managed pricing results adherence to plan. • Streamlined processes, ensured adherence, and implemented cutting-edge pricing technology. • Set KPIs, empowered teams with data-driven insights, and spearheaded national pricing training programs. • Successfully conceptualized and implemented key features in the internal pricing system, effectively collaborating with technical teams to optimize solutions.

Minas Gerais, Brazil

• Drove revenue growth and optimized pricing strategies for Minas Gerais state. • Developed innovative pricing initiatives and fostered a culture of efficiency through technological solutions. • Improved On-Trade MSRP pricing adherence to record levels by collaborating closely with sales teams. • My efforts culminated in achieving the 1st prize in the national revenue management ranking (Fera Preços 2016).

Belo Horizonte, Minas Gerais, Brazil

• Led a team of 35 sales representatives, covering the largest customer base and geographical area in the region, encompassing over 4,000 customers. • Successfully guided the team's efforts to achieve a historic milestone: the region's first direct distribution center to earn qualification badge for the sales excellence program.

Minas Gerais, Brazil

• Spearheaded regional initiatives, managing 25 Trade Marketing Supervisors across our third-party operations. • Drove market program adherence and growth, implemented impactful micro-events to generate demand, and negotiated successful POS makeovers to build brand awareness. • Tracked assets (coolers, hardware) and managed performance, ensuring optimal CAPEX return on investment.• Coordinated fan-fest events in 6 major Minas Gerais cities during the 2014 FIFA World Cup.

Minas Gerais, Brazil

• Supported the Regional leadership in strategic planning and in-depth market analysis, while also providing valuable insights and business intelligence to all commercial teams across various operations. • Designed and managed key sales performance indicators, facilitated target setting and cascading, and ensured critical business intelligence was readily available to drive informed decision-making.

Belo Horizonte, Minas Gerais, Brazil

• Led a team of 7 sales representatives, covering a critical geographical area in Belo Horizonte's central region with over 500 customers. • Prioritized safety and team engagement while driving improvements in operational performance, distribution levels, portfolio penetration, and premium brand growth. • Focused on enhancing customer satisfaction, ensuring pricing execution, and implementing market programs and trade marketing initiatives, including brand-building POS makeovers.

Belo Horizonte, Minas Gerais, Brazil

• Supported the Commercial leadership on revenue management of the business unit and analyzed market performance for valuable insight and informed decision making.• Played a key role in enabling the sales team's success by providing actionable business intelligence, essential for commercial routine.

Belo Horizonte, Minas Gerais, Brazil

Data Science: Análise Exploratória De Dados

Master Of Business Administration - Mba, Business

Bachelor Of Business Administration (B.B.A.), Business Administration And Management, General