Fernando Lopes

Head of business units Dermatological Skincare and Therapeutic Dermatology, leading 250 people accounting for Marketing, Trade, Sales, Medical Sales Force, Digital and eCommerce. Responsible for full P&L and all strategy development and execution, besides innovation.

Reporting to Senior Vice-President Latam. Responsible for Marketing (P&L management, strategy, branding and communication) for Health categories (Gastro, Sore Throat, Cold&Flu, Analgesics, Condoms, Lubricants, Depilatories) and Nutrition. Also led the Medical Sales Force team, Sales Force Effectiveness and Training, and co-led the Market Intelligence, Consumer Insights, Media, Digital and Sustainability with a total team of around 100 people. • Team and culture development, restoring engagement and reducing turnover from 40% to 0% • Average annual growth of 15% and increased profitability in the 2 years ahead of Health and Nutrition. • Led the recovery in the condoms market, gaining market share after 5 years of decline and driving the category's growth in volume. • Recovery of 600bps of market share in Cold&Flu after a huge drop in the pandemic, through innovation, new go-to-market and communication. • Excellence in Sustagen Senior launch, being the first innovation in years exceeding internal projections. • Redesign of Medical Sales Force deployment and KPIs, leading development and upskilling of the team

Reporting to the Global Vice President of OTC. With double-hatting, I was responsible for innovation of all OTC categories for Latin America and the global expansion of the Gastro portfolio. • Developed the long-term vision with strategy and pipeline for OTC categories across LATAM • Mapped white spaces and key markets for expanding the Gastro category, negotiated novel technology and due diligence with a Startup and prepared the launch to enter in multiple European markets.

Responsible for P&L management, strategy, innovation, branding and communication for the Growing Up Milks, Complements, Children's Cereal and Adult Nutrition categories, in addition to the areas of Innovation, Market Intelligence, Consumer Insights and Digital acceleration for all Specialized Nutrition brands. • Led market disruption, developing a new segment of infant formula 1+ with the launch of Aptanutri 3, which became the market segment leader in just a few months • Redesigned the channel strategy and price&promotion architecture, increasing margin by 1000bps. • Launched Milnutri Profutura for the premium segment, reaching 2nd place in less than 1 year. • Led the infant nutrition’s brand architecture review, increasing portfolio sales by 30%. • Built the Open Innovation area to connect with the ecosystem of startups, suppliers and customers.

Led the merge of two divisions - Danone Early Life Nutrition e Advanced Medical Nutrition - into one single organization, integration around 1000 employees, sales force, system, processes, backoffice structure and culture, being recognized as benchmark to be rolled out across different countries.

Set up a new area to support the business accounting for sales force effectiveness, market intelligence, consumer insights, new business development, Digital, eCommerce and multi media marketing driving excellence and sustainable growth.

• Ramped up of new Consumer business unit, building the strategy, portfolio, communication, sales in Pharmacy and eCommerce channels, going from 5% of sales to more than 20% and twice as profitable. • Developed the eCommerce operation by defining partners, commercial policy, platform and strategy.

Based in the headquarter in Amsterdam, supported european markets on the vision and strategy development of consumer oriented approach with nutritional products more focused in the Healthy and Active aging.

Responsible for OTC/OTX nutritional products focused on community (out of hospitals), he leads the start up of a new business model based in consumer driven route to market, including the development and implementation of the pharmacy execution strategy.

• Led the turnaround of VMS business relaunching Centrum brand to become the 4th largest OTC brand, in addition to innovation and expansion of the portfolio and digitalization of the brand and communication

Created an exclusive positioning and brand campaign for Centrum Silver, re-launched Stresstabs and developed its new campaign, resulting in 60% demand growth. He covered the Sr. product manager for 6 months and also awarded in first place with Centrum on the “Lupa de Ouro” prize, an important marketing award in pharmaceutical industry.

Support to product’s manager in the definition and implementation of multivitamin strategy, with effective participation in the “Educational Plan”, an international awarded project, increasing product demand in 28%. Following, as a manager, was Awarded in first place on the “Lupa de Ouro” prize, an important marketing award in pharmaceutical industry. Also redesign the model of budget’s control and created the procedures of control and audit of media and investments.

Designed the plans for recovery of the products Apralan Premix and Tylan 40, defining the position and strategy for each brand working with the technical and sales areas. Attended the preparation of seasonal campaigns of the products Surmax and Coban. Implemented business management software in different partners and created the loyalty program for recognition and differentiation of major customers in the portfolio.

Support to call center team and customer service. Also responsable to design active campaigns for remote sales team.