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Com mais de 30 anos de experiência profissional em empresas multinacionais de bens de consumo e tecnologia, sou um executivo sênior que lidera equipes de marketing, empreendimentos corporativos e tecnologia digital. Possuo um histórico comprovado de criação e execução de estratégias de marketing omni canal, desenvolvimento de novas oportunidades de negócios e impulsionamento de crescimento e inovação em mercados e setores diversos.Como CMO na Loft, sou responsável pelo P&L e pela visão da área de marketing, supervisionando todos os aspectos de branding, comunicação, experiência do cliente e análise de dados. Também sou um investidor-anjo ativo e mentor na BR Angels e na Poli Angels, dois grupos que apoiam startups brasileiras com forte potencial tecnológico. Utilizo minha experiência internacional, rede e paixão por engenharia e inovação para ajudar os empreendedores a escalar seus negócios e alcançar seus objetivos.
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CmoLoft Jan 2023 - PresentSão Paulo, Br -
Associate MemberBr Angels Apr 2021 - PresentSão Paulo, Sao Paulo, BrBR Angels brings together executives and investors, with experience in different markets and sectors, which, in addition to financial capital, deliver intellectual capital. Associates are committed to providing mentoring to leverage the businesses in which they invest. -
Angel Investor & MentorPoli Angels Mar 2021 - PresentSão Paulo, Sp, BrPoli Angels is a group of angel investors formed mainly by alumni from the “Escola Politécnica da Universidade de São Paulo”. The focus is on supporting early-stage Brazilian startups with a strong technological bias. Group members know about business and technology, have a strong network, and a passion for innovation and engineering. -
Executive Director, OmnichannelBrf May 2021 - Aug 2022São Paulo, Sp, BrResponsible for the digital transformation in the On & Off Trade channels and of the BU DTC BU of brick-and-mortar and digital stores.• Structuring and leading the digital team for Off Trade (e-retail) with the strategy and operation of the presence on digital platforms in traditional retail customers (GPA, Carrefour etc), large digital aggregators (iFood, Rappi etc) and creation of a dedicated sales team for digital pure-players (Shopper, Rappi Turbo etc);• Creation of the New Ventures team, with the objective of organically creating new sales business models for BRF;• Structuring and accelerating the growth of Mercato Sadia's own operations, BRF's own brick-and-mortar stores;• Entry into digital marketplaces (Magalu and B2W) with DTC service through Mercato em Casa and acceleration of our B2B sales portal (Central BRF);• Negotiation and implementation of BRF's entry into BEES (Ambev's B2B platform), with the challenge of transforming and digitalizing our relationship with small retailers through a change on the go-to-market strategy. -
Global Vp, Brand ExperienceZx Ventures Feb 2016 - Apr 2020New York, Ny, UsGlobal VP based in New York, responsible for On-Trade D2C and Branded Merchandising businesses operating in 14 countries, four continents, from its conception with just four people to my departure in a 5,000 employees’ organization. • Creation and implementation of more than 500 profitable pubs and brewpubs as brand experience centers, with owned and franchised operations. • Development of an organizational culture focused on results, data analysis, and security from frontline employees to global directors. • Implementation of a consumer review monitoring system to evaluate the experience at all retail operations, with an average rating of 4.5 stars out of 5. • Conception of an owned branded merchandise and licensing program, creating a new business that doubled sales for four consecutive years. • Mentoring of more than ten startups, graduating from seed level to grow level, from identifying the consumer needs to the business scale. -
Digital And Connections DirectorAmbev Aug 2014 - Jan 2016São Paulo, Sp, BrMarketing Director responsible for digital and media strategy, brand planning, marketing training, and talent attraction.• Leadership of media planning and strategy and consumer connection for Ambev brands.• Negotiation of large media purchase packages and management of these areas of Ambev's eight partner agencies.• Identification and implementation of McKinsey's RCQ (Reach-Cost-Quality) methodology for media optimization and monitoring, generating an increase in reach and efficiency, with savings of R$50 million.• Adaptation and establishment of Gartner's L2 methodology to increase tenfold the digital organic reach.• Structuring of the Marketing Academy and the Marketing Challenge program to retain and attract Marketing talents.• Promotion of the culture of using media tools as a critical force in building brands. -
Marketing Director, Premium BrandsAmbev Jan 2012 - Jul 2014São Paulo, Sp, BrManagement and coordination of the development and growth of Ambev's premium beer portfolio in Brazil, which include brands such as Budweiser, Stella Artois, Corona, Original, and Bohemia.• Accelerated brand image growth, profitability, market share for existing brands, and brand architecture definition for new label launches.• Conception and implementation of the Budweiser execution plan for the 2014 World Cup, significantly increasing the market share during the period and changing the brand volume level in the following months.• Repositioning Cervejaria Bohemia brand and strategy with brand identity, selecting a new agency, and executing digital and traditional campaigns.• Briefing and launching the most important campaign by Stella Artois so far, with significant growth in brand perception's key attributes.• Management of premium P&L, ensuring growth in volume and profitability.
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Marketing Director, Soft DrinksAmbev Jan 2008 - Dec 2011São Paulo, Sp, BrLeadership of marketing activities of Ambev's non-alcoholic brands (Guaraná Antarctica, Sukita, and Fusion Energy Drink, among others).• Creation of a new brand strategy and unique positioning for Guaraná Antarctica, resulting in more than 30% in volume growth throughout Brazil.• Establish a strategy to rejuvenate the Guaraná Antarctica brand with actions in different media types, resulting in leadership in all digital indicators of our brand versus its largest competitor in the category.• Reform and implementation of packaging strategy to meet all the needs of soft drink consumers on different occasions.
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Marketing Intelligence Manager, Soft DrinksAmbev Jan 2007 - Dec 2007São Paulo, Sp, BrDevelopment of continuous and ad hoc studies to identify spaces in the market for Ambev's non-alcoholic portfolio, coordinating a team of agencies and internal collaborators to develop new research methodologies.
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Consumer Promotions Manager, Soft DrinksAmbev Jan 2005 - Dec 2006São Paulo, Sp, BrRestructuring of the consumer promotion discipline with the development of strategies that identified the most valuable promotion mechanisms in terms of ROI, leading to the creation of the largest consumer promotion in the history of Ambev.
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Innovation And Trade Marketing Manager, SkolAmbev Jan 2004 - Dec 2004São Paulo, Sp, BrLaunch in a record time of packaging innovation for the Skol brand (Skol Big Neck) and managing Skol's regional marketing teams throughout Brazil.
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Director Of TechnologyAmbev Feb 2001 - Dec 2003São Paulo, Sp, BrImplementation of Ambev's intranet portal with SharePoint technology, management of Ambev's first e-commerce initiative through Skol WebStore in 2001, in addition to the international management and implementation of SAP systems between 2002 and 2003.
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Director Of Product And TechnologyUol Nov 1995 - Jan 2001São Paulo, Sp, BrIn November 1995, I was one of the people chosen to support the UOL's creation initiative as a Programming Analyst and leaving the company as Technology and Products Director. I was responsible for launching iconic UOL products such as Bate-papo UOL, Amigos Virtuais, and the first supermarket e-commerce in Brazil - Pão de Açúcar Delivery. -
Programmer AnalystFolha De S.Paulo Aug 1992 - Oct 1995Sao Paulo, Sp, BrI started my career at Folha de S.Paulo as a programmer analyst in the administrative area, leading a team of 6 people. After that, I worked in the IT area that served Grupo Folha's newspapers' editorial staff. During this period, I also started my experience with the Internet at the beginning of its implementation in Brazil.
Sergio Esteves Skills
Sergio Esteves Education Details
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Northwestern University - Kellogg School Of ManagementAdvanced Marketing Program -
Stanford University Graduate School Of BusinessAdvanced Marketing Consumer Connections
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IbmecBusiness Administration
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Centro Universitário Fundação Santo AndréBusiness Administration
Frequently Asked Questions about Sergio Esteves
What company does Sergio Esteves work for?
Sergio Esteves works for Loft
What is Sergio Esteves's role at the current company?
Sergio Esteves's current role is CMO at Loft.
What is Sergio Esteves's email address?
Sergio Esteves's email address is ac****@****.com.br
What schools did Sergio Esteves attend?
Sergio Esteves attended Northwestern University - Kellogg School Of Management, Stanford University Graduate School Of Business, Ibmec, Centro Universitário Fundação Santo André.
What are some of Sergio Esteves's interests?
Sergio Esteves has interest in New Technologies, Marketing Intelligence, Music, Brands History.
What skills is Sergio Esteves known for?
Sergio Esteves has skills like Competitive Analysis, Marketing, Trade Marketing, Team Leadership, Market Planning, Marketing Strategy, Business Strategy, Media Planning, Marketing Management, Product Development, Product Launch, Strategy.
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