Hugo Freire

Business Consultant

About

Senior executive with 20+ years leading full P&L operations, business performance, and regional growth across Brazil and Latin America within multinational Medical Devices and Life Sciences organizations.Proven ability to translate global strategy into disciplined commercial and operational execution, strengthen forecast predictability through Integrated Business Planning, and drive sustainable growth in complex healthcare markets.• Full P&L leadership across Brazil operations within multinational healthcare environments• Regional leadership supporting LATAM market development and strategic execution• Integrated Business Planning (IBP) improving forecast accuracy and operational governance• Commercial + Operational integration driving revenue growth and profitability• Cross-functional leadership across Sales, Marketing, Clinical, Finance, Operations & RegulatoryExtensive experience leading commercial and operational performance in highly regulated, innovation-driven healthcare environments, partnering with regional and global leadership teams to translate strategic priorities into scalable execution. Strong background in go-to-market strategy, portfolio optimization, market access alignment, and commercial governance to improve predictability and long-term business sustainability.Led national and regional business operations including organizational transformation, post-merger integration, and commercial acceleration initiatives across multinational healthcare organizations. Recognized for building high-performance teams, strengthening execution discipline, and driving consistent financial performance aligned with global business objectives.Core Leadership Expertise:• Country & General Management - Full P&L Ownership• Brazil & LATAM Commercial & Operational Leadership• Integrated Business Planning & Forecast Governance• Market Access & Healthcare Systems Engagement• Go-to-Market Strategy & Commercial Excellence• Portfolio Optimization & Strategic Planning• Cross-Functional Leadership in Matrix Organizations• Organizational Development & Talent LeadershipOpen to senior leadership opportunities as Country Manager, General Manager, or Regional Business Leader within global Medical Devices, Healthcare and Life Sciences organizations.

Country

City

Brazil

Industry

Medical Device

Skill

Change Management, Global Stakeholder Management, Regulatory Affairs, Compliance Management, Portfolio Optimization, Project Management, Data Analysis, Market Expansion LATAM, Integrated Business Planning (IBP), Contract Negotiation, Customer Experience, Leadership Development, Customer Service Management, Multi-Channel Marketing, Healthcare Management, Market Access, Turn Around Management, Team Leadership, Sales Effectiveness, Strategic Planning

Experience

Business Consultant

HUF Consultoria

2024-5 - Present · 2 yrs 5 mos

Miami, Florida, United States / Brazil

Scope: LATAM/Commercial Strategy/GTM/Distributor Development Advising global MedTech companies on market entry and commercialization strategy Designing go-to-market models and distributor frameworks Implementing CRM analytics and commercial dashboards Supporting revenue acceleration initiatives

General Manager

HNDESC

2022-9 - 2024-4 · 1 yr 8 mos

São Paulo, Brazil

Scope: Full P&L/Operations + Commercial/Business Turnaround Increased profitability by 25% Reduced portfolio from 200+ to 38 strategic SKUs Improved forecasting and sales governance Led cross-functional teams across operations & finance

General Manager

Artivion, Inc.

2018-9 - 2022-6 · 3 yrs 10 mos

São Paulo Area, Brazil

Scope: National Leadership/Cardiac & Endovascular/Growth Strategy Delivered 32% CAGR over 3 years Led national strategy and new product launches Implemented IBP and improved forecast accuracy to 98%

Country Manager

LivaNova

2014-10 - 2018-10 · 4 yrs 1 mo

São Paulo Area, Brazil

Scope: Cardiovascular & Neuromodulation / Commercial Operations / Tunaround Tripled market share (from <10% to 30%) in two years through distributor optimization and marketing transformation. Secured reimbursement for cardiovascular and neuromodulation technologies in both public and private systems.(ANS/SUS) Pioneered the introduction of the HLM(capital equipment) sales concept, driving adoption of innovative technology in the Brazilian market. Managed several Structural Heart Valves NPI´s such as: Perceval - sutureless rapid deployment valve Crown Memo 3D/Memo 3D rechord - new annuloplasty ring concept (mitral and tricuspid repair) Ascending Aortic Prostheses (AAP - Carbomedics Carbo-Seal Valsalva) Led post-merger integration of Sorin & Cyberonics, standardizing operations and processes. Recognized with 2× President’s Club for outstanding performance.

Sales and Marketing Director

Edwards Lifesciences

2013-1 - 2014-10 · 1 yr 10 mos

São Paulo Area, Brazil

Led Brazil's Critical Care, Structural heart valve, and Vascular divisions, aligning commercial strategy with LATAM region. Restructured commercial teams, enhancing clinical engagement and sales effectiveness. Directed strategic accounts across LATAM, expanding adoption of innovative solutions. Directed TAVR transitions and introduced SAPIEN3 technology. Spearhead Intuity´s rapid deployment structural valve launch. Launched advanced monitoring solutions, boosting clinical adoption and revenue.

National Sales Manager - Orthopedic Implants

Stryker

2005-12 - 2012-12 · 7 yrs 1 mo

São Paulo, Brazil

Full P&L responsibility for a national sales force of 100+. Developed scalable distribution and partnership models that drove sustained growth. Achieved President’s Club recognition for market share expansion. Responsible for all aspects of Marketing and Sales Strategy for Stryker’s Orthopedic Implants Division, driving product marketing strategies and programs consistent with overall business objectives, utilizing traditional and innovative marketing approaches, tools and methodologies Development of business plans and feasibility studies to implement market strategies and launch new products(joint replacement, arthroscopy, CMF, Spine) and a full product line(trauma)