Marcello Berland Email & Phone Number

State Of São Paulo, Brazil

São Paulo, São Paulo, Br

Oversees the organization’s sales strategy, pricing, and commercial operations across diverse channels, including B2B Retail, B2C eCommerce and Marketplaces, while steering the growth and strategic development of prominent consumer electronics brands such as Multi, Pulse, DJI, Toshiba, Razer, and Targus.

Santiago, Cl

Led the multi-country marketplace business across Latam, overseeing domestic and crossborder sellers, with responsibilities spanning commercial farming and hunting, digital marketing, monetization, retail media, operations, fulfillment, digital payments and fraud prevention. Guided digital product development, mapping out and approving UX and Seller solutions for web, mobile, app, and seller platforms. Spearheaded cloud solutions collaborations with strategic tech partners like AWS and Mirakl, driving business transformation projects that enhanced conversion rates and NPS. Notable initiatives included search results optimization, checkout streamlining, introduction of new payment methods, enhanced user navigation, personalized user experiences, simplified Seller uploads, and product ad monetization.Spearheaded the conceptualization, design, and management of the Ripley APP, achieving the #1 ranking Shopping APP within just 30 days of release on both Android and IOS Stores.

Singapore, Singapore, Sg

Launched and managed Shopee Chile while simultaneously serving as Director for Shopee Brazil, overseeing the entire Chilean business encompassing Crossborder and Local operations.Led efforts in operation setup, HR hiring, logistics and payments strategic vendors negotiation, Customer UX, Sellers acquisition and farming, Sellers solutions, tailored digital product, APP launch, P&L and investment management, including marketing and logistics free shipping policy.

Singapore, Singapore, Sg

Driving Business Transformation by leading Shopee Brazil's evolution from a niche crossborder player to a prominent local marketplace.Throughout my tenure, Shopee achieved remarkable growth, notably reaching market positions:#2 GMV (below #1 Mercado Livre)#1 Transactions Orders (ahead of #2 Mercado Livre)#1 Traffic and MAU (monthly active users)#1 Shopping APP (both Android and IOS Stores)#1 Local Sellers (achieving +2 million local Sellers)Strategically oversaw FP&A and Investment Management, including Marketing and Logistics Free Shipping Policy as pivotal components of my role.Led Business Development related to Seller acquisition and management (hunting & farming), overseeing strategy, the commercial team, and negotiating key partnerships with technology solutions (ISVs and ERPs), as well as managing relationships with brands and sellers.Directed the development of the Market Intelligence area, mapping competitors, and defining strategic direction for Shopee's positioning.

Provided strategic advisory for complex problem-solving and critical business decisions, including clients whose businesses were significantly impacted by pandemic-related lockdowns.

London, Gb

Responsible for sales development, crafting technical proposals, implementing solutions, and managing customer relationships, with P&L accountability.Key Achievement: Secured a 2-year contract through a competitive tender process for the implementation of a Virtual Reality solution with a prominent global corporation.

General management of a wine importing and distribution company, with a hands-on role covering Finance, Legal, Supply Chain, Importation, Logistics, Distribution, Sales, Marketing, and Human Resources.

London, Gb

Startup Head responsible for launching operations in Brazil and Latin America. Key projects included Retail Merchandisers, Factory relocation, and International Expansion, with a focus on market entry into the USA.

Us

Concurrently overseeing projects across Brazil, Argentina, Chile, Colombia, Mexico, and Peru, spanning a diverse range of topics, primarily within the Consumer and Retail industries.Among the noteworthy projects are post-merger and acquisition integrations, enhancing operational efficiency, and optimizing market entry strategies.Key Achievement: Spearheaded a 12-month post-merger integration for a Brazilian multinational, unifying its international subsidiary with three acquired operations abroad.

Santa Barbara, Ca, Us

I crafted the financial and business strategic planning for Brazil and Mexico, and identified/selected distributors in Mexico.

Head of Schincariol's international business division, overseeing expansion strategy, distributor growth and international agreements, branding and marketing, manufacturing and export logistics, as well as business and financial outcomes.Key achievement: Successfully launched operations in 5 prominent U.S. markets (MA, FL, NY, NJ, CA) and 6 key South American markets (Argentina, Colombia, Paraguay, Uruguay, Bolivia, Surinam).Notably, Schincariol was acquired by Japanese Kirin in 2011 and subsequently by Heineken in 2017.

Oversaw the Distributors channel, yielding annual sales of USD 1.8 billion, while administering a budget of USD 28 million (CAPEX & OPEX) and supervising a team of 45 employees (2009 figures).Managed a network of 230 exclusive distributors, including both company-owned and third-party distributors, with a primary focus on preserving channel profitability (P&L). Assumed a pivotal role in making contract renewal decisions and executing area restructuring.Championed a comprehensive restructuring of the distributor network, culminating in the closure of 16 non-strategic in-house operations and successful negotiations with investors for their acquisition.

Led the operation in Argentina, overseeing projects in Spanish Latam. As a startup leader, I held responsibility for Sales, Finance, Legal, HR, and Marketing.Key achievement: Spearheaded the development of the Nokia Key Account, transforming it into Integration's largest worldwide client during 2005, 2006, and 2007.

Managed projects and led business development, with a primary focus on go-to-market, particularly within the FMCG industry.

São Paulo, Sp, Br

Coordinated Merchandising and Telemarketing teams, led events negotiation, managed routing optimization for delivery and sales field team, and oversaw the execution of distributor strategic planning and excellence plan.

Executive Education - General Management, Business Administration And Management, General

Master In Digital Product Management, Digital Product Management

Entrepreneurship Program, Entrepreneurship/Entrepreneurial Studies

Master Of Business Administration - Mba, Business Administration And Management, General

Specialization, Mapping Clusters In Brazil (Moc), According To Porter'S Metodology

Bachelor'S Degree, Economics

Bachelor'S Degree, Business Administration

Especialization, International Business Program: Business Games Simulations, Negotiation, International Marketing