Results and achievements
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Negotiation with Redecard and Itaú Bank developing a new electricity fee payment model, using credit card with reduction of the no payment risk, cost reduction in more than R$ 15 million (bank tax) and increment in more than 5000% the number of imbursement receiving places (phase 2)
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Implementation of Business Intelligence Process with impact in cost reduction of more than R$45 million in commercial lost (robbery of energy) and segmentation of customers by payment, improving the fee receiving in more than 15% with a gain in about R$50 million per year
Mileage Program that raised revenues in R$ 35 million
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Implementation of a Holding Structure and Shared Services Area with impacts of R$100 million in cost reduction (downsizing and down level) and R$70 million in cost reduction by synergy gains.
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Prize of the best Manager of the year for managing of the Cellular System Implementation for DDI
Japan, getting the record implementation time and the best customer satisfaction level in the world with a team of 70 people from 7 different countries.
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Brand repositioning and implementation of new process with customer orientation. The Company used to the 27 th place (the last place) in Customer Satisfaction (Brazil) before the repositioning, and after the project got the 2 nd position
Qualifications
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Development and implementation of CRM Concepts and System
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Management of Market Orientation Projects (Strategies to rise market share, Customer Satisfaction X
Cost benefits, Knowledge of Customer – researches and segmentation)
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Marketing Management of several companies of Energias do Brasil, different segments and countries
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New Products and Services Development (one to one or client clusters)
Market research (B2C and Corporate Market) – prospection of new opportunities
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Trade Marketing Strategies for Account Managers to improve solution and product selling for B2C/B2C
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Mileage Program Concepts to build a Customer Culture, changing consumer habits and use of channels following strategies of the Group
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Brand Repositioning and Brand Value
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International Management Experience (USA, Japan, Portugal and Peru)
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Management of projects with investments above US$ 200 million (results in cost reduction of two times Company profit)
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Brand Manager / Strategic Marketing /Marketing Plan
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Strategic orientation and strong skills in negotiation
Development and Implementation of Business Intelligence Process – statistical models to segment
customers and to support decision taking
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New business and new product strategies
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Facility in problem solving and result oriented

Professional Experiences
Lazam MDS
Nov/2008 –
Positions: Strategy and Marketing Consultant (Executive Manager)
 Development of New Business Strategy o Analysis of segments and markets to achieve o Development of new services / products of high aggregate value o Development of politics for M&A
 Business Intelligence o Researches of customers o Benchmark of competitors processes o Analysis of customers and cross studies with others data basis o Customers Segmentation and positioning (Retail and Corporate Markets) o Matrix of customers segments attractiveness
 Trade Marketing - retail o Selling Strategies (retail) – based in segmentation analysis o Promotion and direct marketing o Development of material for the Commercial Area (Folders and presentation)
 Product Management o Positioning and Pricing strategies o Development of positioning for products and segments
 Improvements of customers channels o Implementation of the new retail channel structure based in segments (not product) o Matrix structure for Account Managers (based in Industry Segments) B2B
 Communication Plan / Publicity / Advertising / Press assessor) o Divulgation of important issues for the press o Change management communication / internal communication
 o Development of communication material (electronic and physical midia)
Marketing Programs - retail o Strategic partnership with Volkswagen and Visa Vale o Development of Benefits / Life quality products for Human Resources
 Strategic Project Leadership o Strategic and Marketing Planning o Implementation of the Balanced Score Card (BSC) Program o Development of the new Management Model (Holding and Shared Services Structure) o Leadership of cost reduction projects (Synergy, head count and process)
Energias do Brasil
Apr/2000 – Apr/2008
Positions: Marketing Executive Manager (Jul/2003-Apr/2008) / Corporate Strategies Manager
(Jun/2003-Apr/2008) / Strategic Planning Coordinator (Jul/2002-May/2003) / Process Consultant
(Apr/2000-Jun/2002)
 Corporate Strategies Projects Leader:
 Development of Brand Value Project - image and positioning (B2B and B2C)
 Brand Repositioning from Energy Distribution to
 o Strategic Plan / Marketing Plan for 9 companies of the Group o Budget Plan and Control o Development of new Services and Product for B2C and Corporate Customers o Development of KPIs for Customer Satisfaction, Quality (services and products) aggregating value for the company and clients
Development and Implementation of CRM
o Crossing data from database and statistic analysis
– raising revenues and

o Strategies based in analysis results o B2B Strategies based in “One 2 one” concepts o B2C Strategies based in clusters
 Business Partner Projects o B2B Workshops (Banco do Brasil / Itaú) o Development of new channels to access the customers (Mastercard)
 o Payment with Credit Card - First Brazilian Utility Project (Mastercard / Itaú)
Development and Implementation of Business Intelligence (SPSS) o Segmentation and strategies based on differences between clusters (B2B and B2C) o Cost reduction in commercial process (R$45 millions/year); improving customer satisfaction taxes o Data analysis (before and after projects – strategies results) o Reduction of not payment (15% / year)
 Customer Satisfaction Projects o Marketing Plan - Improvement in more than 10% Customer Satisfaction Index o Mileage/Fidelity Customer Program Development (Partner: WebPremios / TAM) o Customer Researches (Ibope / Vox Populi / RI)
 ROI Analysis (projects and investments – software, process, etc.)
 Implementation of BPM – Business Process Management
 Communication and Publicity Programs
SENAC
May/2000 – Dec/2007
Positions: Mentor/Instructor of Manager / Pos graduation Classes (May/2000 –Dec/2005)
 Tutor in management enhanced classes
 Instructor of pos-graduation classes (Market and Strategic Management, E-Business)
Motorola do Brasil
Jun/1996 - Apr/2000
Positions: Program Manager / Project Coordinator (Aug/1996-Sep/1998) / System Analyst (Jun/1996-
Jul/1996)
 Management of Global Telecom (Vivo) Account – South Region
 Trade marketing
 Selling Planning to get invoicing and profit forecast, budget and production forecast
 Strategies for Hardware and Software selling
 Development of new solution (high aggregate value) to attend customer demands
 International Project Management o USA: Implementation of the Wireless System– San Diego and Phoenix o Peru: Development of Local Team o Japan: DDI Account Management
NEC Brasil
Feb/1995 - Jun/1996
Positions: Implementation Manager / System Analyst (Feb/1995 – May/1995)
 Implementation and Operation Management for Cellular Phone System – Telebahia
Philips Brasil
Jan/1994 - Dec/1994
Position: Electricity Engineer Intern
Volkswagen Brasil
Feb/1988 - Dec/1988
Position: Electricity Technical Intern

International Experience
Global Project Development – Portugal (Lisbon)
International Project to implement Global Shared Services Area
International Customer Management – Japan (Tokyo)
Global Corporate Client – Motorola Brazil and Motorola Inc.
Team Development – Peru Cellular System – Peru (Lima)
Development of local team for Peru Digital Cellular System
Motorola Future Leaders Program - USA (Chicago / San Diego/ Los Angeles)
Training developed in two parts:
1.
Theory Training: Motorola MBA (three months). Contend based in Management Development
(Business Plan, Marketing Plan, Strategic Plan, Product Management, Negotiation, etc.)
2.
“On the job training”: Based in San Diego and Los Angeles (California). Leader of Team Program in
Cellular Systems implementation
Education
PMD – Professional Management Development
IESE Business School (2007-2008)
MBA
Universidade de São Paulo (2000)
Grade: A
Graduation
Electricity Engineer (1990-1994)
Escola Politécnica da Universidade de São Paulo
Grade: 6,78
Technical High School
Electricity Technician (1985-1988)
Escola Técnica Federal de São Paulo
Grade: 8,1
Idioms
Idiom
English
Spanish
Japanese
Level
Fluent
Basic
Basic