Ricardo de Oliveira Machado

With the mission of maintaining and expanding the solid position pd Head and Mares operations and brands in Brazil.

Design and implement competitive strategy for growth, profitability and turnaround.

First market CEO of this iconic Italian food company founded in 1896, with the mission to restructure operations, restore profitability, and prepare the company for the future. In three years, we remodeled operations, returning to a positive EBITDA . We redesigned organizational structure, teams and leadership. Renegotiated tax liabilities and defined a new vision and mission. The revenue goals set for 2022, 2023, and 2024 were achieved, with significant income growth and stable costs. We redesigned the brand image, products, prices and packs architecture. In three years, we almost tripled revenue. In 2022, Tax and financial liabilities represented three years of revenue. We renegotiated tax debts, paid the financial .Currently liabilities represent a few months of revenue. As agreed in our initial contract I returned management to the controlling family

Advisory CEO (non-statutory), with the mission of restructuring , seeking the turnaround of the business group. 2019- We spun-off the company, separating the tissue manufacturing industry and creating a distributor of finished products, improving operational efficiency and a substantial reduction in the effective tax burden. We relocated the tissue factory to new, modern facilities, adding a new Korber tissue line, doubling the production capacity of Mirafiori toilet paper, a higher value-added product. We reviewed products, brands and packaging mix that allowed matching prices to the market leader and increase market share . 2020- We closed an inefficient ltissue products factory and transferred the production lines to the newly built factory with a strong reduction in overall costs. We remanufactured an old flatbed paper line, transforming it into a modern “crescent former” with significant results in terms of cost reduction and increased paper quality. We introduced the Primavera double-ply paper line, using recycled fibers aimed at the low-income population with excellent results. We redesigned the product and packaging of the Yuri Fit line, which resulted in market leadership in low-cost kitchen towels. We prepared a proposal to renegotiate the federal tax liability, addressing the solution of the company's biggest liability. Having completed my project, I left management in May 2021 to start a sabbatical.I

In charge of planning, manufacturing , sales . Distribution and marketing. Leading teams in reshaping this complex organization

Liderando a equipe de operações com expressivos resultados de produtividade e mercado, atingindo EBITDA superior a 20% em 2014 e 2015. Através de melhorias contínuas em processos, equipes e tecnologia, organizamos uma operação com padrão mundial de produtividade e qualidade. Neste período, Feel-Good ocupava a liderança em chás em São Paulo e Sufresh ocupava alternadamente a 2ª ou 3ª posição. Neste período fizemos co packing de produtos para terceiros, com destaque para Sucos do Bem, então da Ambev.

Board Member after the founder family bought back the company ten years after selling . Two dynamic years resulting in a complete recovery of the company , recovering profitability and cash generation.

Marketing Business Development and Strategy International Markets Development Exports

Reporting to the CEO of BIG China and leading following areas: .Planning and Information .Activation and Marketing services .Revenue Growth Management, including pack and price strategy .Channel marketing and channel development One of the leaders of the Coke Sponsorship Project at Beijing Olympics

Transition team on kerry Beverages acquisition

A short asssignment started in october 2005 spending one month in the India market. Working during the first half of 2006 based in New Delhi, reporting to CEO and supporting the local team in designing a new market strategy, including:Segmentation model,Picture of Success, RED-execution tracking system and Revenue Growth Management

On positions as Marketing Director, Sales Director, Business Unit General Manager,Key Account Manager, Fountain and draft beer unit manager , marketing manager.

Liderei na parte de mercado o turnaround da engarrafadora Remil Coca-Cola, com reconhecida influência na virada da operação brasileira da Coca-Cola no final dos anos 90.

Refining and consolidating my professional experience in Strategy with the University of Oxford recognized Strategy vision and tools.

Updating and improving knowledge in Strategic Innovation , a subject that is becoming more and more relevant to executives and organizations. Definitely a great life learning experience. University of Oxford is clearly on the vanguard of innovation.

Graduation in Economics Post Graduation at Cedeplar