Jon Lopes

As Head of Marketing and for Musical Instruments, I'm responsible for the overall strategy, direction, and execution of all marketing activities for all musical instruments in Brazil. MAIN ACTIVITIES: * Strategic Leadership: Develop the company’s overall marketing strategy, aligning it with business and long-term growth objectives. Lead the development of high-level marketing strategies for product, brand, demand generation, and customer retention. * Team Leadership & Development: Ensure that the team (11 professionals in different career stages) is motivated, equipped with necessary skills, and aligned with the company’s vision. * Cross-Functional Collaboration: Work closely with sales leadership, business planning team, and customer success to ensure marketing strategies align with broader company objectives. * Brand Management & Positioning: Ensure the development and maintenance of a strong and consistent brand identity across all marketing channels and touch-points. * Pricing Management: Oversee the product pricing and positioning strategies to create a continuous demand in partnership with Dealers in a two-step distribution model. * Marketing Innovation: Drive continuous innovation in marketing strategies, channels, and tactics, including the adoption of new technologies and methodologies that enhance customer engagement. * Budget & Resource Allocation: Develop the marketing budget, ensuring efficient allocation of resources to high-priority programs and initiatives. Monitor spending to ensure alignment with ROI expectations. * Performance Analytics: Establish KPIs to measure the success of marketing programs, analyze results, and adjust strategies as needed. Provide regular reporting on performance to the executive team. * Market Intelligence & Competitive Analysis: Lead market research and competitive analysis efforts to inform marketing strategies and ensure that the company stays ahead of industry trends and competitor activities.

Create and coordinate global launch strategies for new product lines and deploy them to regional teams over the world. MAIN ACTIVITIES: * Develop launch strategies for new product lines such as headphones, earphones, wired and wireless microphones and others involving strategic discussions with Product Management, Regional Sales and Marketing teams contributing for increase in forecast. * Create campaign launch and branding materials: product videos and photography, specific vídeos (3D, exploded view, etc.) and campaign assets for social media and digital marketing in partnership with global, external media agencies such as Media Monks. * Craft support material to support and prepare internal teams and consumers, such as Data Sheet, Spec Sheet, User Guide, Comparison Chart and similar documents with active participation in trade shows and global launch events. * Prepare regional teams for product launch with a complete launch guide detailing every action and regional activities, including workshops and trainings to key stakeholders all over the world. Coordinate and manage every product launch project using agile methodology to manage a multifunctional team: Web Team (website, landing pages), Marketing Performance Team (email journeys, campaign deployment and SEM/SEO activities), Translation Team (8 languages) and regional Product, Marketing and Market Development Teams. * Frequent market and competitor analysis with regular portfolio evaluation in partnership with Sales and Data teams to reposition products for growth and planned KPIs. * “Best in Show” prize at NAMM 2023 for a new wireless microphone product line. The launch strategy success in this product line led to an increase of over 20% in forecast.

* Manage go-to-market strategies in Latam, taking new products to market and bringing market insights to Product teams. Activities included product positioning, competitor analysis, forecasting, pricing and demand generation. * Work closely with Latam Sales and Marketing teams, Emerging Markets Product Marketing team, Global Product Management and Operations to help drive product-related activities from initial concept (research) through launch (external communications, channel activities, etc.) are also part of my day-to-day activities * Conduct market research and analysis to determine product positioning and pricing. * Train Sales and Marketing teams on new product and introduction strategy. * Prepare regional distributor and channel partners for new launches in Mexico, Brazil, Colombia, Chile, Argentina and other key markets in Latam. * Attend trade shows and support key local activities in Latam markets – workshops, trainings, distributor management, channel partner management. * Manage relationship and product introduction with key accounts such as Amazon and Best Buy.

For this role, I was relocated to Miami – USA and started supporting LATAM business from the start. Around a year later, I returned to Brazil to support the establishment of the new LATAM office in Sao Paulo - Brazil. * Generate demand by visiting potential and existing customers to demo products. * Support customers in key projects with technical and product expertise to maximize lead generation. * Work closely with local distributors, dealers and channel partners to support product launches and defend existing business. * Manage compliance affairs for the territory with regional government and regulation bodies. * Conduct seminars, workshops, certifications, trainings, lectures, and webinars on a regular basis. * Manage Service processes and partners in the region. * Act as the Radio Frequency specialist in large events: Summer Olympics, World Cup, Confederations Cup, DVD recording of local major artists.

Yamaha hired me to start and develop the Integrated Systems direct market in Brazil. By the time, they were only in retail 2-step Market and wanted to introduce a new product line focused in the install market. * Craft and execute a plan to start direct business with System Integrators in Brazil. * Develop the Installed Sound market supporting Integrators with project solutions based on our product portfolio. * Manage all System Integrators and Designer accounts supporting them in projects and government auctions. * Manage costs and strategic analysis of market and competitors. * Plan trade shows, workshops, tours, seminars, social media, and other marketing activities to support the development of the business.

* Frontman in all audio/projects for Shure, Neutrik, QSC, Genelec and Db Technologies brands in Brazil. * Solid relationship with trendsetters and Audio Designers in the market. * Technical and commercial support to B2B and B2C customers in Brazil, including Radiofrequency, Electronics, Acoustics and Audio projects. * Trainings, seminars, workshops, certifications, lectures, webinars all over Brazil for Broadcast, Rental, Install, MI and Toursound customers. * Trade shows: AES Brazil, Broadcast & Cable Brazil, Expomusic Brazil, InfoComm USA. * Lead Radiofrequency Coordination in demanding environments such as music festivals, sports activities, Libertadores 2013 Final match, FIFA Confederations Cup, DVD Recording performances, Broadcasting, etc. * FIFA Confederations Cup 2013 (Brazil): RF Project and Coordination for wireless systems in live transmission, including opening and closing music performances. * Management of Shure, Neutrik and Genelec Social Media including a presentation at Shure Cumbre 2012 in Panama to show growth strategy.

- Actively create written and visual marketing communication, promotional actions, advertisements, promotional videos, releases for internet news channel and other social media and POP promotional activities of brands such as Shure, Fender, Korg, Marshall, Zildjian, Mackie, Drum Workshop, Neutrik, Genelec, Gallien-Krueger, Remo, QSC and others – a total of around 30 international brands. - Generate all product information, description and technical data for advertisement, catalogs, data sheets, websites, social media actions and others. - Generate press releases and distribute all communication to target media (magazines, internet, POP, etc.) and revise written and graphic content. - Elaborate, record and edit videos to promote products on the internet and at the POP.

My role as a certified Electronic Technician was to service electronic-mechanic equipment, mostly audio audio gear such as powered speakers, keyboards, amplifiers, mixers and consoles, processors, wired and wireless microphones, lightning equipment and similar. Tectronica was the Service Center of Pride Music Distributor, and this position helped me gain extensive product knowledge, offering me the opportunity to participate in trade shows and events supporting Pride Music customers.