Promote Category Development in the market, connecting retailers, industries, distributors and solution providers to reach best practices and creating Value and network!

Rogerio develops consultancy projects applied to industries and retailers, with an emphasis on Shopper and Category Insights, which promote sustainable growth and commercial collaboration between industries and retailers in the pharmaceutical and FMCG sectors.

Rogerio is responsible for developing and sharing insights focused on Pharmaceutical Retail, through studies and various events applied to Trade Marketing, Sales and Category Management, Purchasing and Operations professionals.

Rogerio will be responsible for developing consultancy and training projects for pharmaceutical and CPG industries, for the sustainable growth of commercial practices that aim for category leadership and development in Brazil and LATAM.

Responsible for projects within LATAM based on: • Shopper Marketing / Shopper Insights based Category Management • Go-to-Market Strategies • Organizational Performance, in order to help Brazilian companies to improve their Sales and Trade Marketing capabilities • Retail InsightsAs part of the Kantar Retail I believe in offering value to customers throughout Insight and close to Client Consulting. As Kantar works with Retailers and Manufacturers globally, I would bring to regional clients best practices to deliver a competitive advantage and enhanced revenue and profitability. Kantar Retail’s expertise is designed to transform leading suppliers, brand manufacturers, retailers, financial services and strategic marketing and change their dynamics and grow. I bring my trademarking specialization and professional experience to support whole organization to develop their business.

Responsible for the LATAM Commercial Directory start up in the laboratory worldwide leader in Pain.In LATAM, I was the responsible for the commercial management of the local license holders laboratories that commercialize the Mundipharma products portfolio. I structured GTM in Brazil for both Pharmacy and Hospital channels (public and private), creating business processes and KPI’s, among generating guideline for the channels managers (National Sales Managers) and Customer Service, resulting 65%Sales growth in Brazil (YTD).  In LATAM, I planned strategies and activities that brought up 18% Sales growth (YTD), thru capacitating local commercial team, besides relationship activities with the medical area with local strong opinion (KOL’s).  As the Expand project leader, I brought up a business case of a new local operating model increasing margin and future sales.

Responsible for re-structuring the Trade Marketing Team of 7 professionals (02 managers, 04 analysts, 01 trainee) Changed the cultural commercial of the organization from Sell In to Sell Out, through leadership and strong organizational influence, redefining the focus from Trade Marketing to Channels and KAM’s;  Optimized the promotional resources from Buscopan, Anador, Pharmaton ajmong others, enabling proper tools by category and product. Defined flowchart and internal and external processes, increasing synergy and productivity.  Reorganized the whole merchandising chain, through strong planning end to end, from creation to POS activation analysis increasing visibility.  Annual planning leadership monitoring the execution, bringing results (ROI) by client.  Benchmarking at RDC 44 (2010) – ANVISA, bring up a winning Relationship strategy, highlighting the e-learning PEC CFF Project, ending up with more than 40 thousand students in 2013.

Responsible for the Sales team management for the ABRAFARMA retail chain from São Paulo Region, including 3 Key account managers, 1 merchandising supervisor and 13 promoters.Responsible for the launching of the analgesic Advil Extra Relief, ending up with market share 95% above national average.  Leader of Commercial Planning for the main clients, implementing a promotional calendar by client and analyzing each execution indicator.  Development of the Taylor Made Project with key clients through strategic merchandising.

Responsible for the beginning of the activities of the Trade Marketing department - Consumer Healthcare division (OTC), with a team of 3 people (1 coordinator, 1 analyst and 1 trainee).  Developed a launch strategy for Advil Extra Relief, with an activation strategy of 360° by cluster distributing the tools for all areas PDV.  In CATMAN, I developed the Decision Tree research for Multivitamins in Brazil, , Pioneer in OTC by that time.  Developed a proficiency program for the Sales Force, reorganizing the multivitamin shelf, aimed at Shopper category and its main extra points at the POS. Implemented different campaigns of for Centrum, Stresstabs, Magnesia Bisurada and Caltrate, Developed a strong structure to review the promotional calendar together with the Sales force for the Farma Retail Chain with IMS data driven.  Responsible for the management of indirect promoters team.

Team leader of 5 person, planning and executing the channel calendar, by promotional actions supporting the sell out strategy from the Organized Trade.  At CATMAN, war responsible for the commercial area structuring , aligned with strategies of the GC with strategic direction of the channel, working o shared projects with clients as Carrefour, Wal-Mart, Blockbuster, COOP and Drogaria Araújo.  I used the knowledge of the area related to Shopper Auto Service directing the content to the sales team in an objective and simple way, fully linked to the sales incentive program

Responsible for the wholesale Channel trade developing actions 360° directed to the channel. Besides that I was responsible for the new steps of New Channels development, leaded by a supervisor.  Revolutionized the sell out model for wholesale channel clusters, generating important tools with sell out shows programs, besides competitions and sales training. Developed strategic projects for merchandising, highlighting the wholesale merchandising project (customized backlights) and the Front End Solution, solving the theft of Trident within the wholesale distributors, both projects roll out in LATAM.  In New channels , have been responsible for the Brazil Pharmacy Channel consolidation and for others segments development. as Food Service..  Developed the Telemarketing department, channel focused in wholesale commercial channel and new channel clients, with year revenue of 9,4 million per year. Developed specific gain of distribution of some brands, through taylor made actions along external sales of wholesale.

Responsible for the developing of Retail Pharmacy trough out Brazil, approaching a Taylor made “Convenience Solution for Check Outs” in the Pharma channel  Brought forth annual incremental Net Sales of R$7,8M in the past year.  Won the international award “Vamos Awards” for the solution of the front end (check out) customizing each retail chain of ABRAFARMA.  Had 22 projects in Brazil, integrating customized merchandising development, contract negotiation and discount table.  Pharmacy Channel represented 25% of the total profit of SM Channel at the end of the second year.

Reporting to the National Trade Marketing Manager, I was responsible for the development of two projects: Generalist wholesale external Sales and Pharmacy Channel start up.  Wholesale External Sales: I developed a new modus operandis to each cluster from the wholesale channel, addressing the client's internal chain (360) as a new approach to Key Account Management. Project followed up with a new commercial structure for Brazil wholesale channel.  Pharmacy Channel: I was responsible for investigating the commercial dynamic of Pharmacy Channel and created a developing plan throughout the two customized check out cases. This project was the beginning of Pharmacy Channel in the Company.

Reporting to the Regional Manager, I was part of the sales team reporting to the Regional manager, one of the Sales team in Wholesale channel to the position of special Account Coordinator, developing a KAM model for Cash&Carry, witn promotional planning and execution follow up.  Makro Wholesale (362%) / Sam´s Club (74%) / Atacadão (115%) / Marsil (84%):

Integrated Marketing team, reporting to Vita C / Halls Product Manager

Integrated the Trading Desk at Banco Real