Sales Management

Diego de Castro

Phone – 813-***-****

***************@*****.***

Sales and Marketing / Product Manager Professional Fluent in English, Portuguese and Spanish

Broad understanding and management of Business Unit P&L's, Strategic Business Planning, and Financial Budget.

Experienced product manager with strong business and sales orientation - maximizing sales, gaining market share and improving total profitability.

Key Skills/Strengths:

• Global Marketing

• Product Innovation

• Product Management – marketing, strategy, pricing, positioning, launching, portfolio

• Strategic and Business Development

• Project Management and execution (Process Control and reporting)

• Developed technical and marketing presentation skills

• Key Account Relationship

• Sales

• International Sales

• Market Planning

• P&L Management

• Market development

Professional Experience

Product Marketing Manager, Essilor of America 2014 Present Drive and create demand for sales of sun prescription lenses category in the Latin America and Canada. Being responsible for market development, price policy, product positioning, building relationships with potential customers, seeking out new business opportunities and selling products and services for all the region countries for ingroup and out of group companies. Product launch - interface with R&D, project management, marketing material and launch strategy, technical training presentations

Brand management within the region, marketing approach strategy and point of sales and tools management.

Strong interaction with global marketing strategies collaborating to increase regional growth efforts for sun products. Responsibilities include helping the product innovation pipeline and developing branding and product portfolio strategies.

Management of the Key Account relations aiming to keep volume growth and profitability. Ensure that the company’s presence in the region area is meeting the company’s standards and expectations. Keep the company’s headquarters updated on their assigned area through reports and P&L management.

Key Account Manager, Essilor Brasil 2013 2014

Responsible for communications, interactions and day to day activities with assigned accounts, emphasizing on driving business growth of retail chains in Brazil. Relationship management with executive decisions makers while managing through all levels of the account. Search for and execution of creative solutions coordinating customer needs with corporate strategy. Negotiate prices, discounts, commercial terms, year contract/commercial agreement determining annual goals for increasing the share of the company within customers targeting profitable contract strategies. Establish sell out plans in partnership with Essilor reps, field visits, information gathering and monitoring of competitors, development of marketing and incentive campaigns, training, prospect sales and growth opportunities. Execution of key initiatives cross channel to achieve stated sales objectives. Product Manager, Essilor Brasil 2010 2013

Responsible for brand management and product management for sun wear. Defined product line, positioning, pricing/margin, sales forecasting (business case) and results follow up, promotional and demonstration material and marketing B2B campaigns. Launched the Xperio brand in the Brazilian market and was nominated champion for Latin America region. Participated directly in defining the strategy for the launch and the continuous marketing of the product line. Encouraged growth of the category.

Established direct relationship with the sales force and ECP clients aiming to generate demand, define sales campaigns, encourage the market. Conducted technical presentations as the main spokesperson offering training to customers to audiences from 200-500 attendees. First year results: Market growth of 450% exceeding the sales budget by 108%. Second year results: sales YTD + forecast 80% growth. Defined a business partnership with Mormaii Eyewear (frame manufacturer) to promote polarized category. Participated in pricing negotiation and designated sales support material. Monitored product and market performance. Managed budget for promotional investments Interfaced with international subsidiaries to exchange best practices. Product Management Coordinator – Unimed 2006 - 2010

(Health Insurance Company)

Participated directly in product line definition, marketing strategy, pricing, point of sale, promotions, development of project loyalty/retention of customers, and sales literature. Product Launch Responsibilities: training, communication, commercial material and literature, and product registration according to the local regulatory agency.

Defined and monitored promotional plans. Controlled and evaluated the returns on sales promotions, business goals by product. Developed new methodology for market intelligence and research analysis, generated inputs for strategy definition through management information reports. Monitored and developed specific custom projects and new products based on market demands. Prepared comparative market control system parameters and adaptation of products according to the requirements of the regulatory agency. Participated in branding committee and adapted products to the corporate brand strategy. Interfaced with the advertising agency. Followed up the projects and goals of the area and team development.

Product Analyst – Petroflex 2002 2006

(Petrochemical Company)

Defined and implemented the product portfolio evaluation. Managed Key Performance Indicators by product family. Developed actions to grow market share, margin analysis, productivity and SKU management. Responsible for monitoring the performance of the products, ensuring compliance with established goals and sales budget revision and adjusting projections for subsequent months. Management reports for market monitoring. Member of the Committee of New Business Project Development (winner of Top Marketing Award of 2006), interfacing R & D and Commercial. Executed project implementation schedules, reports of product development and estimation of production costs. Managed marketing plans development, launch strategy, pricing analysis, cash flow projection and calculation of rates of return/present value of the investments. Responsible for branding through the website and establishment of alternative medias. Printed materials and promotional activities working with advertisement agencies. Defined, controlled and measured of Balance Scorecard Indicators. Education

Bachelor of Marketing Rio de Janeiro

MBA in Management Rio de Janeiro

MBA in Executive Health Management Rio de Janeiro

Essilor Technical Marketing Meeting Paris

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