Luis Madureira

CONFIDENTIAL

Cutting-edge Brand Building leading the revolution in the Route to Mind, Route to Market and Strategic & Tactical Execution of its partners.
? Delivered a commercial consultancy project for the biggest Soft Drink producer in Angola consisting on a new Sales Force structure, Incentive Plan, Time Study, Training, Execution Standards and New Products Launch Plan.
? Advised, set-up and manage the partnership between Pernod Ricard Portugal and Fierce Angel (lifestyle music label and event concept) to reposition Ballantine?s whisky promoting brand call and Fierce Angel Label and Events through 25 events in premium night trade venues in Portugal.
? Invited by the board of EGEO group, biggest player in the Portuguese environment industry, to head the development and execution of the group?s companies Communications.
? Invited by Excelformação, the best commercial training company in Portugal, to develop and conduct the training of the Trade Marketing department of Lactogal, the biggest Dairy Company in Iberia, resulting in the invitation to develop Excelformação Marketing Academy.
? Pioneered Smoothies into the Portuguese juice market, innovating strategically and tactically by devising the launch strategy and listing The Big J?s ?Smoothie Smile? in bp retail convenience stores.
? Counselled on the coffee sustainability system to use (Fairtrade), developed the concept and managed the project to develop the product for bp International to successfully test, within tight deadlines, in pilot market.

Member of the Advisory Board, representing Sociedade Central de Cervejas | Heineken in this cutting edge and innovative Trends Lab which mentor is the distinguished Professor Luiz Moutinho.

Lead the Commercial department in UK and Ireland to profitable development within group strategy guidelines. Unravel and develop brand value across Gala's brands (Lyons, Darvilles of Windsor, Templo Café, Melitta and Mill House), Private Label business and manage the Co-Manufacturing customers (Cafédirect and Costa Coffee).
• Defined the brand & portfolio management guidelines leading to the Lyons brand re-launch (including concept, positioning, creative strategy, packaging re-design and PR) and Darvilles of Windsor packaging re-design.
• Streamlined the marketing department and New Product Development processes increasing efficiency and reducing the average product time to market by at least 1 month.
• Development of a cutting edge Category Management programme based on dedicated consumer research and a tailor made multimedia platform that enabled Gala to win the Tesco international tender (equivalent to 20% of UK coffee market share alone) and continue on the forefront of the private label coffee business.
• Managed both co-manufacturing partners effectively guaranteeing an 18 month Cafédirect contract extension and Costa Coffee retail packs re-launch in tandem with Interbrand generating incremental business in both cases.
• Set up the business intelligence system to support the development and management of truly effective business and brand plans that enabled reaching the profit objective for 2005.

Directing the sales & marketing development strategy for verticals guaranteeing World Class Execution and abiding by planned P&L
• The constant innovation on sales force processes, produce of ground breaking business intelligence, innovative channel strategies and outstanding results led to the invitation and participation in the ’03 Miami International Summit (only 7 people worldwide) to define the Red Bull Benchmarks in Strategic Channel Development.
• Conceived and implemented the strategy behind two consecutive years of record sales volume
• Designed and implemented the strategy that blocked The Coca-Cola Company Energy Drink On- & Off-Trade development as part of the Top Management team.
• Budgeted and abide by the planned departmental P&L (420m£ / 600m€ and 50% of company).

2002 - 2003 National Organized Trade & Van Sales Manager - PT
Launch Red Bull in Retail, Impulse, Wholesale and Van Sales optimizing ROI through sales development

• Established Red Bull as the Soft Drinks category preferred business partner guaranteeing full planned distribution
• Negotiated and controlled the net selling price eradicating Channel and Account transhipping and maximizing ROI
• Conceived and fine tuned the management guidelines and processes that enabled the setting up of the Department and manage effectively 50 Key Accounts in Retail, Impulse, Wholesale and Distributors

Vertical sales development via Channel Marketing, Category Management and Consumer Marketing promotions
• Devised and coordinated the implementation of a consumer promotion with innovative mechanic within 15 days
• Produced the new standards of merchandising, including display Plan-o-grams using JDA Intactix® software, company consumer development strategy and consumer intelligence which resulted in O.O.S. dropping to half and flavours consumption increasing significantly
• Set the benchmark for Impulse sales promotions with the ground breaking integrated Loyalty Card bp promotion with a massive 1280% increase (Vs PY) in the promoted SKU
• Conceived benchmarked Channel Development Policies and guaranteed execution to a +50% in Year 1

Directing the sales & marketing development strategy for verticals guaranteeing World Class Execution and abide by the planned P&L
• Thoroughly designed and directed execution of the Channel Development Plans in tandem with The Coca-Cola Company and bottler’s senior management team to a 2 digit growth by optimizing already available resources
• Introduced proactive change culture by restructuring the sales force, set new performance standards, new remuneration scheme and management processes and training which increased motivation, performance and team building of around 25 people.

1998 – 1999 Off-Trade National Key Accounts Manager – Diageo - PT
1995 – 1998 Management Trainee > Business Dev. Assist. > Customer Mkt Exec - PT

Invited professor in Master of Marketing Intelligence - Strategy
Invited Professor in Master of Marketing Science - seminar

Invited professor in Master of Competitive Intelligence for Competitive Intelligence

Best teacher of the Master in 2009/2010 (1st year)