Paula Filippini

Management of National and Regional Retail Channels, as well as distributors in EMEA, APAC, the USA, and Canada, with a direct team of 3 employees and an annual revenue of R$ 35 million

• Responsible for major national and regional retail chains such as Carrefour, Grupo Pão de Açúcar, Assaí, Sonda, Zaffari, Zona Sul, Cencosud, among others.
• Expanding market reach and creating new business opportunities.
• Renegotiating contracts to improve company profitability.
• Commercial Management: Budget, investments, volumes, incentives, and personnel.
• Analyzing and renegotiating commercial contracts to enhance profitability.
• Improving channel contribution margins from negative to positive.
• Overseeing the sales team's performance, analyzing KPIs, and refining strategies to optimize results.
• Reviewing sales financial reports, analyzing profit margins, and identifying areas for improvement.
• Increased sales revenue by developing and implementing effective sales strategies.

Responsible for the distributor channel with a direct team of 7 employees and 2 sales representatives, an annual revenue of R$ 30 million, and reporting to the Sales and Marketing Director.

• Increased channel profitability by 27 percentage points, making it the most profitable channel in the company;
• Restructured negotiations with the indirect channel through a differentiated commercial strategy focused on sell-out.
• Consolidated partnerships by training over 700 partner salespeople in Brazil and actively participating in trade shows, events, and regional campaigns.
• Redefined the distributor structure by reducing the number of partners while enhancing their quality.
• Implemented the Mtrix tool for sell-out management.
• Developed an annual sales incentive program for partners, rewarding top performers based on sales growth, coverage, volume, and other metrics.
• Analyzed performance metrics, identified improvement opportunities, and made necessary adjustments to achieve established goals.
• Key responsibilities included: strategic planning for the area; setting consumer pricing policies; defining product assortments by client; managing promotional dynamics; overseeing P&L by client; developing national sales strategies; and training and developing both direct and indirect teams.

Responsible for the Walmart, Carrefour, and Dia accounts with a direct team of 4 employees, an annual revenue of R$ 140 million, and reporting to the Director.

• Responsible for developing and implementing the business plan, sales strategies, action alignment, pricing policies, contribution margins, and volume management. Also handled negotiations and profitability analysis for the Carrefour, Dia, and Walmart groups at the national level.
• Managed commercial operations including budgeting, investments, volume management, incentives, and personnel.
• Led the development of the EDLP (Every Day Low Price) project for the Walmart Group in collaboration with Vigor.
• Developed a liability control system with the Dia network, achieving over 40% in cost savings for the company.

Responsible for the opening and development of the Northeast branch headquartered in Pernambuco.

• Oversaw the creation of the Northeast branch, including selecting the physical location and introducing the branch to the Pernambuco market.
• Coordinated with the Port of Suape to manage imports and defined an appropriate product mix for the region.
• Secured a partner for the effective storage of our products.
• Hired and trained a sales team to deliver exceptional commercial service and promote the branch.