Rafael Coelho Email & Phone Number

Argentina

Guatemala

Casa del Arco and Casa Naranjo are 2 boutique hotels located in the historical town center of Antigua, the touristic center of Guatemala. Business model and concept development, Initial investment, start up and General Manager, sales and marketing. 12 rooms total and 10 full time or part time employees. With a score of 9.3 in booking.com and 4.8 in Expedia, both are between the top alternatives of the hotels in Antigua.

Central America & Caribe - Argentina

In 2006, I decided to establish Central BTS (centralbts.com) a boutique marketing agency that merged Wipernet (wipernet.com) and Sure Branding (surebrandesign.com) Specialist in Brand Strategy, Communication, and in Digital Marketing. The clients are multinational and regional brands mainly in Central America. The total group has 60 employees.

Antigua Guatemala

Antigua International School (AIS) is a school that delivers the best posible education to kids regardless of their economic or social background.Started with 60 students in 2010, the school will teach to 230 students in 2016-17, half of which receive financial aid.

Argentina

Laso SA is producer of ready to eat cereals that is owned by Co-Invest (co-invest.com.ar) a private equity fund. Reporting to CEO my role was to develop the branded business (3arroyos.com). Together with the CEO we rethought the strategic business model of the company. Those were good days. Three years in a row with double digit growth (+15%, +23%, +21%) achieving all time high sales records, taking the Ebitda from 9% to 13%, and the market share from 17% to 27% against players like Kellogg’s, Nestlé and Quaker. 4 employees in the marketing team.

Argentina, Chile, Uruguay & Paraguay

Reporting to the Regional Marketing Manager (Brasil) In 1999, my career gained a Latin American perspective in Mars Inc. as marketing manager of the Pet food category for Argentina, Chile, Uruguay and Paraguay. The experience I acquired in Arcor on developing local markets was complemented with the development of ability on strategic brand management of a multinational portfolio in different markets realities. With a super professional team, we achieved an increase on sales (1%) and market share (4%) during one of the most critical moments of the economy of the southern cone (2001). 3 employees.

Argentina

I started my professional career during 1995 in Arcor (arcor.com), the largest candy producer worldwide and the second main food company of Argentina with revenues of $3.1 billion. During these years I became Senior Brand Manager of the chocolate division, managing Bon o Bon, that is the most important brand of the company, together with other brands. Through a dynamic process of new products lunches and by implementing successful route to market strategies throughout the country, we were able to re-boost value sales of the brand and category by 7% and 8% respectively. 1 employee.

Mba, Business Administration Specilalized In General Manager

MBA specialized in General Management

Bachelor, Busines Administration

Licenciado en Administración de Empresas (Business Administration)

Secondary Education

Bachellor