Rodrigo Franco Villela Borges Email & Phone Number

State Of São Paulo, Brazil

São Paulo, Brazil

Brazil

• Responsible for the Hand Tools division managing STANLEY,PROTO and FACOM brands.
• Direct report to the VP – General Country Manager – Brazil.
• Ahead of a team with 25 people including one Trade Marketing Manager and two Coordinators, one of them managing the end user specialist team.
• Lead marketing strategies for Hand Tools: product road, distribution channels, pricing, promotional and communication initiatives.
• Owner of the business unit P&L: ROI, GM, COGS and new product launch performance.
• Plan, communication and execution of marketing strategies, goals and budget.

Latin America

Develop, launch and manage the right product range for LA with focus on end user needs for all tool brands (Stanley, Stanley Expert, Facom, Proto, Vidmar). Working in the Industrial and Automotive team, responsible for reintroduction project of Stanley brand in three key markets of Latin America: Brazil, Mexico and Argentina, in order to regain leadership.

Lead the merchandising team and the entire roll of initiatives to reach the sell in and sell out objectives.Plan, develop and implementation of promocional actions and communication material in PDV.Responsible for the relationship with the suppliers in all subjects related to the point of sales: promotions, merchandising, product offers and campaigns.

Managed the Latin America region.Accountable for the P&L - Profit and Loss management, margins, price strategies and discount conditions, inventory levels and product portfolio. Introduced new product lines, excluded the ones in the end of the life cycle enhancing the profitability of the business unit. In partnership with product engineering made possible.

Marketing Manager - ConsumerPersonal System Group - PSG (Notebooks, Desktops, Handhelds)Was responsible for mass communication campaigns, trade marketing strategies, public relations and internal marketing. Led a variety of projects, introducing innovative actions that reflected the new features added to the product lines as in the new line of HP low cost.

At Bandeirante Energia (EDP Bandeirnte), I executed marketing studies, customer segmentation analysis, service positioning and launches. Proposed the opening of new customer points of attendance, elaborated the new corporate site and formatted a friendly layout for the energy bill.

Consolidated the ability in product marketing at Vivo - Telesp Celular, defined plans for acquisition and user retention, coordinated seasonal campaigns (Mother’s day, Christmas) and offers such as the Baby Agarradinho which contributed to a 20% increase in prepaid sales during this period, was in charge of maintaining and updating the portfolio offers.

Mba, Marketing, Administration

Ceag, Marketing, Administration

Graduation, Electronic Engineering

Education record