Rogerio Machado (Roger) Email & Phone Number

United Kingdom

United Kingdom

Leading 5 full Royal Mail offices plus 18 remote offices in all aspects, including but not limited to planning, business, quality, management, finance, legal, health & safety and general operations disciplines.  Implemented an astonishing results turnaround, leveraging the Area’s performance across the board in fast pace; Full engagement with staff in place in all levels as well as with the other company’s divisions and union bodies making all and everybody an active participant of the success achieved;  Constant search for quick wins actions in parallel to best practices experiences shared between offices and continuous improvements initiatives, while working on middle and long-term plans – implementation – evaluation – learning – re-deploy methodologies.

Usa / Brazil

Responsible for defining and developing the products portfolio providing strategic advice and guidance to the Company’s founder and owner with the ability to recommend solutions based on industry marketing and digital trends and best practices. Led marketing operations team in campaign strategy including social networks, digital, content and messaging and direct mail as well assisted marketing team in preparing market plans and strategies to promote the company's new products and services; Led several development teams (Agile - Scrum) setting up the product development life- cycle processes. Ensured project delivering on-time, within the scope and within budget, achieving time, cost and performance objectives by identifying possible deviations from the project baseline, and proposing preventative and corrective actions; Built and optimised the marketing funnel to generates leads, improve on conversions, shortens engagement cycles, and maximises conversions.

Latin America

Responsible for implementing all marketing and business development processes in Latin America. Launched the business from zero in 12 Latin America countries in less than 18 months defining the digital strategy to generate revenue and client acquisition projecting targets on daily, monthly and quarterly basis. Managed the key stakeholders and suppliers, acting as a point of contact, building strong client relationships, monitoring service levels through regular internal and external tools as well led customer service and customer retention. Hired, trained and managed the content-focused marketing and digital team. Managed the website content and on-page activities. Led all brand, digital, communications, advertisement, media, social network, PR agencies and initiatives in the Latin America region; Liaised with Company's headquarter in the US and with European headquarter to build and lead a best practices Marketing and Business Development corporate environment; Supported the establishment of marketing strategies based on data analysis and country/regional expectations; Conceptualised and developed marketing programs to be executed by regional teams; Led the regional customer basis growth from 0 to 250K paid Subscribers on 1st operational year. Generated the paid Subscribers growth to 500K on 2nd operational and up to APR’2016 increased the paid subscribers base to 600K by the constant focus on customer needs-demands and acting closely with strategic marketing and business partners; Drove Latin America operations to become a positive margin business in just 12 months after the service launch.

Usa & Brazil

Responsible for the company's strategic planning (generating and executing), fully implementing the start-up in Brazil and United States establishing a multidisciplinary and international team of 15 professionals in two offices (Sao Paulo – Brazil, and California – United States). Start-up, development, and execution of the business plan and strategic functions including production, service, marketing, sales, and distribution. Led negotiations, coordinated complex decision-making processes, and overcame objections to capture new business opportunities; Led the business to break even in just 4 months and payback in just 6 months after launch, delivering over U$ 1 million revenue with 40% margin on the first operational year; Over-achieved all KPIs and business metrics year over year from 2010 to 2015: general quality service, employee satisfaction, margin and revenue.

Brazil

Responsible for developing the new brand identity. Rescued and leveraged the brand positioning of one of the most important Brazilian newspaper and media group, launching a new concept based on the number one category's attribute. Results: Top of Mind Brand and Most Admired Media Vehicle Awards in the country just 6 months after campaign launching. Implemented a series of new commercial actions leading several areas of the company with a focus on sales and revenue increase. Results: 100% increase in sales in all channels, with a specific increase of 10 x for online sales and growth of customer base (after 2 consecutive years of losses). Managed product development, marketing and digital campaigns, and media planning budgets; Managed the relation with advertising and press agencies, designing all communications and media campaigns as well all PR plans and establishing important focus points; Led an engagement action via the internet - "Free of speak" – to protest against the censorship imposed by the Brazilian courts, forbidding the company from reporting about the scandal involving the Country's President of the Senate. Results: the biggest engagement action via Twitter in Brazil generated by a newspaper; Launched product bundles (Print + Online + Digital) prioritising the use of digital formats and aiming for customer's margin contribution increase. Results: +U$ 40-million-year revenue.

Latin America

Analysed market segments and created effective marketing and business plans. Developed marketing and sales communication strategies as well as led the marketing team in developing and executing new channels and partners. Unified and preserved the company's brands positioning throughout Latin America (11 countries – all medias) based on the first ever market researches executed in the region. Results: significant increase of brand recall influencing company's global brand positioning, communication strategy, and campaigns and delivering over achievement of Latin America regional sales and revenue goals, conquering 3p.p. on overall market share. Implemented marketing control processes and marketing investments analysis / metrics across the Latin America region for evaluation of the campaigns and business actions results, looking for efficiency and performance gain (ROI). Results: better resources allocation (headcount and budget) and determination of the strategy and budget breakdown per market and media channel; Integrated the marketing and commercial actions by breaking paradigms and using cross channel best practices, implementing a customer-centric philosophy with an emphasis on the use of the Offline media to generate traffic and sales to the Digital, Online and Social Media channels. Results: Increase of more than 50% sales per channel, with better margins per action; Co-led the Global Digital Channel Strategy Best Practices & Foundations including implementation recommendation; Managed the relation with advertising and press agencies, designing all communications and media campaigns as well all PR plans and establishing important focus points; Over achievement of monthly and quarterly sales targets by close monitoring of key numbers.

Brazil

Responsible for developing and implementing marketing strategies and for developing and executing marketing plans and quarterly campaigns, leading branding and marketing activities internally and externally, building a customer database, finding new marketing opportunities managing annual marketing budget. Launched company's Pay TV brand and service and led the first commercial tests of VoD and IPTV services, based on micro-payments. Results: the achievement of customer basis and delivery of U$ 45 million revenue (6 months ahead of planned). Led the multi-disciplinary teamwork to launch an integrated offer of broadband internet access + pay-TV service. Results: +5 percentage points of market share assuming leadership in several areas of competition; Defined and optimised products package portfolio and launched a monthly fixed rate for local calls service. Results: +10% increase sales to broadband internet access, +45% increase of sales to internet broadband access packaged with other services (better margin per customer), +$25 million/year additional revenue, churn reduction in 2p.p., achievement of broadband internet access customer basis 2 months ahead of plan.

Brazil

Co-defined the brand strategy, positioning, launch, and maintenance of the company's long-distance service. Results: International calls market leadership achieved in 7 months (expectation was 18) and National calls market leadership achieved in 12 months (expectation was 24), delivering U$ 900 million revenue on first operational year (ahead of all predictions). Co-develop and launched the brand positioning and strategic communication plan of the company's voice minute product. Results: generation of 1 million customer basis (130% of target) and U$ 950 million revenue on the first operational year. Repositioned company's broadband service brand, rescuing relevant attributes for the category, dictating new uses for the product and launching customer relationship website, focused on customer loyalty. Results: +33% growth on monthly sales and achievement of 1.6 million customer basis in 2006. Developed and implemented media strategies that resulted in consistent brand awareness increases. Created the digital strategy. Translated data insights into actions to drive decision-making Co-implanted anticipated Digital, Online and Offline media acquisition policies (annual quotas) and media sponsorship packages for the company. Results: +20% marketing budget saving per year, better Share of Voice vs Share of Spending in the category, best company's brand recall vs competitor's brands; Managed the relation with advertising and press agencies, designing all communications and media campaigns as well all PR plans and establishing important focus points.

Brazil

Led the Internet Products Business Unit from 3rd to 1st in company revenue among 5 other BUs, with 100% growth and representing 40% of total company's revenue mix. Responsible for the product research, market pricing analysis, competitor analysis, price implementation and product growth analysis, and provided initial volume planning and on-going sales forecasts to maintain product availability. Provided accurate reports and analysis to clients and company management to demonstrate effective return on investment (ROI).

Brazil

Built the strongest corporate client basis to the company, generating 50% growth in 1 year and delivering revenue of U$ 6 million. Established the first ever commercial case of pre-paid mobile massive sales through business partnership with the biggest newspaper in the country, reaching 50 thousand units sold in just 40 days - an unimaginable result at the time. Developed the first corporate client retention strategy with 90% success rate.

São Paulo Area, Brazil

Co-led the North of Sao Paulo city branch to #1 position of corporate sales and revenue among 6 other branches by the effective usage of market research, followed by consistent commercial approach and tailored client offers and negotiations (B2B).

São Paulo And Porto Alegre Area, Brazil

Postgrad, Pgdip, Business Management

Master Of Business Administration - Mba, Business Administration And Management, General

Postgrad, Pgdip, Marketing

Bachelor Of Comms, B. Comms. (Hons), Advertising