Rafael Blanco Lira Email & Phone Number

São Paulo, Brazil

São Paulo, Brazil

São Paulo, Brazil

Leading Finance, Administration and Business Intelligence reporting to company’s founder.• Restructured finance and implemented P&L and Cash Flow models, capital allocation by NPV analysis, Price Strategy and Breakeven analysis.• Reorganized sales structure and team to capture new clients, better serve fast growing channels and improve service among top clients.• Separated operations into business units and executing office workflow automatization for optimization• Created business strategy and objectives, long term vision and planning, implementing reward system based on business targets among collaborators.

Panamá, Panama

Develop and execute product innovation master plan and rand marketing campaigns for Mexico business unit worth US$160 million revenue.• Achieved record-breaking growth, leading business unit to a 20% annual growth rate and elevating it to the 4th position globally, from 10th.• Oversaw a highly successful product innovation that gained a 5-point increase in national market share, resulting in a +20% incremental sales growth and industry recognition through Effie Awards and P&G LA Brand Building Awards.• Pioneered category growth, delivering double-digit increases across sales channels: 17% in Clubs, 13% Hyper & Supermarkets, and reversing a multi-year downtrend in Indirect Channels.

Panamá, Panama

Led a team of market researchers and analysts to generate valuable consumer insights and market analyses, revitalizing the business profitability after a decade of stagnation.• Championed innovative approaches to price and promotional strategies, fundamentally disciplined tracking, and streamlined innovations, significantly contributing to a +US$100 million profit swing and endorsement from senior leadership.• Revamped in-store strategies through a planogram and off-shelf visibility overhaul, yielding an impressive 5% to 8.5% category growth across key retailers, such as Wal-Mart, Cencosud, and GPA and achieved a groundbreaking milestone as the first CPG company to conduct a shopper study in WM Supercenter and Bodega Aurrerá Mexico.• Established a Data Scientists organization that developed cutting-edge capabilities such as neighborhood analytics, resulting in a +43% growth vs. target.

Panamá, Panama

Orchestrated comprehensive marketing mix optimization studies (Media, Trade, Pricing and Promotions) that assessed the ROI and effectiveness of marketing and sales activities, contributing to a +US$100 million profit swing while maintaining growth.• Established a more efficient Trade and Promotion investment priorities while recovering market share across LA countries and collaborated with local trade marketing teams to redefine the Promotional Calendar. Recognized by Marketing Directors and Regional Trade Marketing Leaders that championed reapplication across LA business units.

Panamá, Panama

• Recommended strategic interventions that added +7 percentage points to profits, working closely with Finance on a Revenue Management program and conducting in-depth analyses of Pricing, Promotions, and Marketing spending effectiveness.• Acknowledged as a best-in-class contributor, leading to the application of these strategies across other LA countries.

Panamá, Panama

Panamá, Panama

Design all commercial and product innovations for Gillette sub-brands

Santiago Metropolitan Region, Chile

São Paulo Y Alrededores, Brasil