André C.

Responsible for the growth strategy of the Salsaretti brand, with a focus on business expansion, mix optimization, and profitability enhancement, positioning Salsaretti as a strategic unit of business. Leads the development of the brand’s Route to Market (RTM), defining channel priorities, dedicated and hybrid sales structures, and cascading clear goals by category and sales team. Drives portfolio evolution, prioritizing higher value‑added categories, improving mix quality, reducing dependency on core SKUs, and expanding the share of premium products. Develops commercial and incentive plans aligned with the brand strategy, ensuring sustainable growth, commercial efficiency, and stronger margin generation.

Responsible for marketing strategy, innovation and new category development, while leading the liquid eggs business unit with full ownership of P&L, portfolio and market expansion. Led the creation and launch of Happy Eggs, transforming it into a multimillion-dollar business and earning the Effie Awards 2025 (Launch Campaign of the Year – Omnichannel) through an integrated branding, communication and go-to-market strategy. Also leads digital marketing strategy and the direct-to-consumer channel, including Mantiqueira em Casa, a subscription-based e-commerce platform with a strong base of recurring customers. Led the turnaround of the operation by restructuring the sales mix, strengthening profitability and operational efficiency. Drives the development of new categories, including Drinkable Eggs (N.OVO), reinforcing the company’s positioning in innovation. Leads corporate marketing, communication and brand positioning, as well as long-term strategic planning in alignment with executive leadership.

Appointed by Lever Venture Capital to lead The New’s operations in Brazil during a critical stage of development, acting as a key liaison between founders, investors and the investment group. Responsible for managing relationships with founders, investors and board members, while leading business operations — including sales, production and cash flow — in a challenging growth environment. Played a key role in stabilizing the business, optimizing resources and guiding the team through a period of uncertainty, with a focus on efficiency and continuity. Also supported Lever VC with market intelligence on the plant-based sector and execution challenges in Brazil.

Responsible for P&L and leadership of Commercial, Marketing, Trade Marketing, Sales Administration, Digital, Procurement and Imports across Brazil, leading a strategic transformation focused on profitability, efficiency and brand value creation. Delivered record EBITDA performance through commercial restructuring, channel segmentation and pricing optimization. Led the development of the company’s main B2B e-commerce platform, integrating physical and digital channels and expanding revenue generation capabilities. Drove improvements in productivity and risk management across commercial operations, including S&OP, pricing models and incentive structures. Restructured the organization and repositioned the imported products portfolio, significantly improving margins. Strengthened brand positioning in a highly competitive and commoditized market, focusing on long-term value creation.

Responsible for commercial leadership and business unit development in Brazil, managing P&L, growth strategy, sales channels and a portfolio of global brands, with additional involvement in strategic projects across Latin America. Led a multichannel commercial operation (B2B and B2C), managing distributors, wholesalers, key accounts and foodservice, overseeing a broad customer and partner base. Drove consistent revenue and profitability growth, with significant margin expansion in key accounts over the period. Structured the S&OP function, reducing product obsolescence and improving service levels across the operation. Led go-to-market and channel restructuring initiatives in partnership with Falconi Consulting, increasing commercial efficiency. Implemented a structured trade investment management model, improving control and return on commercial spending.

Responsible for business unit management and marketing strategy in Brazil, leading P&L, category development and initiatives focused on growth, profitability and operational transformation. Managed key business units across relevant categories, driving strategic plans that delivered consistent growth and improved profitability. Led the turnaround of the rice category through dynamic pricing strategies, reversing historical losses and restoring business sustainability. Managed marketing investments and implemented structured cost and contract management models, improving efficiency and return on investment. Actively participated in M&A processes, including the acquisition of the Etti/Salsaretti brand, strengthening exposure to inorganic growth strategies. Oversaw significant marketing budgets, leading branding, innovation and in-store execution strategies.

Responsible for strategic execution across Key Accounts and indirect channels, integrating category management, innovation, brand activation and consumer promotions. Co-developed business plans focused on engaging lower-income consumers, driving profitability growth within the channel. Led trade marketing initiatives and the development of promotional solutions tailored to price-sensitive consumers. Managed end-to-end development of point-of-sale materials, from concept to execution, ensuring brand consistency and effectiveness. Also contributed to regional expansion strategies, including the “Northeast as a Country” initiative, supporting growth in a key market.