Managing Director, Ferrero Portugal
CurrentManaging Director, Branch of Portugal, Ferrero Iberica SA
Sep 2024 - Present
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Max De Simone is listed as Managing Director, Ferrero Portugal at Ferrero, based in Lisbon, Portugal. AeroLeads shows a matched LinkedIn profile for Max De Simone.
Max De Simone previously worked as Region Managing Director, South America at Ferrero and Executive Director, Ferrero do Brasil Commercial at Ferrero. Max De Simone holds Bachelor Of Science, Agricultural Economics from University Of Reading.
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About Max De Simone
With over 30 years of experience in the FMCG industry, I currently lead the commercial branch of Ferrero Iberica in Portugal. My focus is on solidifying our market leadership in Chocolate Confectionery while driving expansion in Biscuits and Ice Creams, leveraging the strength of iconic brands such as Nutella®, Kinder®, and Ferrero Rocher®.Previously, I served as Managing Director of Ferrero in South America, one of the fastest-growing regions for the company, the world’s third-largest chocolate and confectionery producer. In this role, I was responsible for P&L delivery, overseeing operations, and setting the multi-year strategic direction across more than 10 countries. I also managed 3 production facilities and led a team of 2,000 direct employees.As a member of Ferrero’s International Area Management Board, I strengthened the company’s competitive position and sustainability strategies in South America while enhancing Ferrero’s institutional presence in local communities. I successfully led cross-functional, multicultural teams with a focus on talent retention and diversity. My expertise spans financial turnarounds, S&OP processes, retail category development, cost optimization, pricing, and Route to Market initiatives. These capabilities ensured the flawless execution of our renowned brands—Nutella®, Kinder®, Ferrero Rocher®, and Tic Tac®—across the region, and will now support our strategic growth in the Ice Cream and Biscuit categories in Portugal.
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15 roles
Max De Simone work experience
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Region Managing Director, South America
President and Managing Director, South America, responsible for consolidating Ferrero´s position in the Confectionery Category and propelling its brands into the wider Sweet Packaged Food Market (€36 billion in the Region).Business Results 2021-to-date:- Increased South America Sweet Packaged Food market share from 1.4% to 2.1%, Ferrero´s ranking from # 11 to #7- Consolidated Ferrero's #3 position in the reference market with over 10% value share - Achieved 3-year CAGR of 8.1% in volume and 21.5% in net sales- Improved EBITDA margin from 13.6% to 17.6%Commercial Transformation Program:Developed a Long-Term Strategy focused on locally produced products aiming to saturate local plants and reduce costsFine-tuned marketing strategies for successful locally produced product development and rollouts. Also Introduced new productsOptimized Media Mix & Investments using laser consumer targeting and new communication territoriesLaunched Regional Trade Marketing function to cover end-to-end shopper journeyImplemented Group's S&OP model for improved forecast accuracy (70%+)Introduced new Commercial Policy and Distributor contracts in Colombia, Chile, and ready-to-go in Argentina, Ecuador, Peru, Paraguay, and UruguayHarmonized Promo Price rules and My Perfect Store reporting standards across the RegionFuture Growth: Preparing for expansion into new categories of Sweet Packaged Food (biscuits and ice creams)Industrial & Operations Improvements Programs:Improved transformation costs driving saturation to 85/90% of maximum capacity of selected production linesImplemented a MAU program for maximum capacity utilizationConsolidated spending categories in one procurement function boosting value and DPOManaging €70 million CAPEX for capacity expansion and food safety enhancementsElectrification of plants boilers and implemented Photovoltaic Systems for energy efficiencyUndertook plastic reduction projects to improve packaging sustainability and reduce costs
May 2021 - Sep 2024
Executive Director, Ferrero Do Brasil Commercial
Heading Ferrero do Brasil Commercial Operations. Member of Ferrero S. America Management Board.Business Results 2016-2021:- Market Share in Chocolate Confectionery from 6.9% to 7.9%.- Market Share in Reference Market grew to 10.8% +0.5pp vs 2020.- Volume grew by a 4-year CAGR of 17.5%, with Net Sales growing by a 4-year CAGR of 16%.- EBITDA Margin from -14% to +6% through a Commercial Transformation program:a) Implemented a new transparent and equitable commercial policy across all customers, driving Gross-to-Net optimization and enhancing in-store execution (My Perfect Store Model).b) Revised and equalized payment terms, resulting in the recovery of over 40 million BRL of overdue payments, reduced Days Sales Outstanding (DSO) to historical lows, and maintained outstanding payments at less than 1% of receivables, generating positive cash flow for the first time since incorporation in Brazil.c) Achieved a 300-basis point reduction in Cost to Serve, safeguarding Customer Service levels and volumes.d) Increased advertising support to drive top-line momentum (Top 10 Advertiser in Food).e) Implemented SAP TPM and Win the Market platform for Order taking and Sales Reporting.f) Launched the Ferrero Master Training Program for Commercial Teams and a University Scholarship Program for high-potential Merchandisers.Introduced Innovations:Successfully launched Kinder Joy and Nutella B-Ready, achieving a No. 3 ranking in Snacking and doubling our market share in the segment. Nutella accelerated volume growth.Strengthened Trade & Shopper Marketing for a pivotal role in the organization.Launched and developed the Food Service Department, making it the top Nutella operation globally.Initiated E-Commerce to capture Omnichannel and Pure Player opportunities and developed Vitrine Site.Enhanced Sales & Distributors incentive plans.Implemented Permanent In-Store Displays Program in Modern Trade.Upgraded the S&OP process, achieving over 70% Sales Forecast Accuracy.
Dec 2016 - May 2021
Director / Member Of The Board Ferrero Iberica Sa
Headed the commercial branch of Portugal for Ferrero Iberica SA / Member of the Board2015-16 business performance results : - Value Market Share in Chocolate Confectionery grown from 23.3% to 24.3%- Value Market Share in Chocolate Spreads grown from 45.7% to 50.1%- Volume grown by +10.1%, Net Sales by +11.5%, Net Sales Realisation per Kg by +1.3%- Returns decreased from 5.9% of Gross Volume to 4.8%- EBITDA increased from € 6.6 Million to € 7.8 Million- EBITDA Margin increased from 14.7% to 16.0%- Strengthened Portuguese Team through job rotations, new hires and external help- Successfully implemented SAP TM, BPC, SFA- Innovations further fine-tuned or introduced to the business in 2015-16 such as : a Wholesaler incentive plan, a Wholesaler Convention, Nutella B-ready launch, the Kinder Chocolate power brand concept introduced
Jul 2013 - Dec 2016
Head Of Sales Development - Europe
Formulated and deployed the Group's Modern Trade strategy across all operating markets and coordinated the Sales function in 22 European countries
May 2009 - Jun 2013
Head Of Sales Development - Anglo Nafta
Coordinated the Sales function in the Anglo NAFTA markets
Sep 2007 - Apr 2009
Sales Director - Uk Grocery Division
P&L responsibility for €100m UK Grocery division leading a team of 130 staff
Sep 2005 - Aug 2007
May 2002 - Aug 2005
Merchandising Controller Uk
Engineered and implemented the field coverage in 2,200 Modern Trade Stores and 20,000 Impulse Channel Independent stores
Sep 2000 - Apr 2002
National Account Manager Uk
Sep 1999 - Aug 2000
Assistant To The Branch Manager, Portugal
Mar 1999 - Aug 1999
National Field Sales Manager, Brazil
Restructured and Managed the Field Sales Team in Brazil
Mar 1998 - Mar 1999
Merchandising Coordinator / Regional Key Accounts Uk
Sep 1996 - Mar 1998
Territory Manager, Central South Uk
Sep 1995 - Aug 1996
Sep 1993 - Aug 1995
2 education records
Max De Simone education
Bachelor Of Science, Agricultural Economics
University Of Reading
Gcse, High School/Secondary Diplomas And Certificates
Belmont Abbey School, Hereford
FAQ
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Quick answers generated from the profile data available on this page.
What company does Max De Simone work for?
Max De Simone works for Ferrero.
What is Max De Simone's role at Ferrero?
Max De Simone is listed as Managing Director, Ferrero Portugal at Ferrero.
Where is Max De Simone based?
Max De Simone is based in Lisbon, Portugal while working with Ferrero.
What companies has Max De Simone worked for?
Max De Simone has worked for Ferrero.
How can I contact Max De Simone?
You can use AeroLeads to view verified contact signals for Max De Simone at Ferrero, including work email, phone, and LinkedIn data when available.
What schools did Max De Simone attend?
Max De Simone holds Bachelor Of Science, Agricultural Economics from University Of Reading.
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