Tiago Oliveira
São Paulo,SP
Resumo do currículo
20+ years of experience in commercial strategy, retail management and market insights. Brings a perspective from both the industry and retail sides. Experience across Brazil and Latin America. Strong ability to turn ideas into strategies and strategies into winning executions
Visão geral
24
24
years of professional experience
Histórico profissional
Head Modern Trade Channel
Coca-Cola
11.2024 - 09.2025
- Define the commercial strategy to Brazil off trade channels as cash&carry, super& hyper and convenience.
- Co-create iniciatives with partners areas at Cia and with bottlers.
- Define picture of success and execution basics.
- Cooordinate growth iniciatives at Bussiness annual plan.
- Responsible to a 20M budget to invest and responsible of 40 indirect people at structure.
Commercial Director ARTD category
Coca-Cola
09.2022 - 10.2024
- Lead the strategy definition and implementation of Off-Trade channel strategies across the system in Brasil, Chile and Argentina.
- Work closely with our bottling partners to activate in-market initiatives, segmentation of target stores.
- Create brand activations for top stores and massive market.
- “Time to Drink’ project since a socialization idea to 50 stores with 2x more transactions to ARTD & CSD Mixers. ROI in 6 months and now are expanding to 150 stores that are targets to category.
- 360º commercial Plan with KA’s reachs annually +R$15MM.
- Focus on sellout become top #1 customer in ARTD within 20% SOS in top regions.
- Its a case to engage in our portfolio.
- Execution guide and trade store helps us qualify our distribution that today reachs 95% stores.
- It make our market share 2x bigger than year before.
Catman Manager Brazil
Coca-Cola
03.2018 - 08.2022
- Responsible for CatMan process and category development projects on KA clients(Walmart, GPA, Carrefour, Dia, Assai and Atacadão), conduct the strategic thinking of categories exhibition in modern trade channel, lead a team composed by 4 people.
- Lead KAs to annual category Developtment Plan, assortment and Exhibition Guide, Hot stops definition by category and Launch Strategies in PDV.
- Create Coca-Cola Brazil Gcat Community that after become Latam.
- 15% uplift in CSD Aisle Revamp with GPA that now arrive in 500 stores in Brazil.
- Cash & Carry end cap with occasion with a meals material fo CSD and Hidratation to Stills. Its on 20% stores with uplift of 35% sellin with Assai & Atacadão in Brazil.
Shopper Solutions Manager
Kantar Worldpanel
01.2016 - 02.2018
- Product Management (Decision-Tree, Assortment & Price), Client Proposal, Advanced shopper analysis and clients trusted adviser (Channel/Retailer issues), Presentation in Events (APAS, ABAD) and Retail KA Account.
- Latam Shopper Insight Prize 2016 (Assortment reduction P&G), Brazil Kantar Talks Annual Speaker 2017 and many specialized media articles.
Senior Category Management Manager
WalMart
06.2014 - 12.2015
- Team management of 13 analysts, Strategic Planning Categories, Groceries Category Management, Lead Advisors team in Industry, Retail assortment Manager and Vice-Presidency of Support for weekly sales planning.
- Expansion project drinks in stores with additional return of R$24 million/year in revenues, Strategic Plan of chocolates with 15% growth in 2014, Private Label Plan which has 30% growth in sales in 2015 and optimized brands (6 to 2).
Commercial Manager
Heineken
02.2010 - 05.2014
- Conducting a sales team of 120 people (2 Sales Manager, 14 Supervisors, 4 analysts, 78 vendors and 22 promoters) of a Brazil state (SC).
- Defining targets, definition of service structure, staff selection, career planning team, commercial and strategic training, clients visits and prospects.
- Production planning / inventory deposit and presentations for Board of Cia.
- Exceeded 2013 goals in Brazil Kirin, the largest unit of the Southern Region of the Company with sales of $ 132milhões / year;
- Sales doubling of the main self-service client (Koch) based on relationship and service delivery;
- Conquest and contract with strategic customers in Santa Catarina;
- Development of new channels.
Senior Executive; Client Service Area.
The Nielsen Company
01.2002 - 01.2010
- Team consists of 3 Business Juniors and an analyst for serving clients in São Paulo and Rio de Janeiro.
- Substitute direct the Service Manager for internal meetings with the Board and with customer.
- Responsible CCIL care in RJ and SP, supporting trade and marketing managers in the product accompaniments.
- Insights for product launches and entry of new product categories.
- Insight to Coca-Cola Juice plan with worldwibe best cases.
- Leadership of a project at Nestlé to enlarge the small retail distribution, marketing study of more than R$2 million / year to generate goals and follow up with sales team.
- In Brazil Kirin, I give support in a new beer package plan ( returnable liter bottle), a definitive profit movement what generating market share gains to be 3º manufacture in Brazil.
Formação acadêmica
Persuasive Impact - Marketing
Stanford University
London 07.2025 - 09.2025
Disruptive Strategy - Marketing
Harvard Business School
Online 09.2023 - 10.2023
MBA - Business Management and Consumer Market
FIA-USP
Bachelor of Business Administration - Marketing
ESPM
Habilidades e competências
- Analytical capacity
- Shopper and Retail Insights
- Modern Trade expert
- Strategic planning
- 360ª trade marketing activities
- End-to-end project management
- Execution of projects
Idiomas
Inglês
Língua materna
Inglês
Proficiente
C2
Espanhol
Intermediário
B2
Linha do tempo
Persuasive Impact - Marketing
Stanford University
07.2025 - 09.2025
Head Modern Trade Channel
Coca-Cola
11.2024 - 09.2025
Disruptive Strategy - Marketing
Harvard Business School
09.2023 - 10.2023
Commercial Director ARTD category
Coca-Cola
09.2022 - 10.2024
Catman Manager Brazil
Coca-Cola
03.2018 - 08.2022
Shopper Solutions Manager
Kantar Worldpanel
01.2016 - 02.2018
Senior Category Management Manager
WalMart
06.2014 - 12.2015
Commercial Manager
Heineken
02.2010 - 05.2014
Senior Executive; Client Service Area.
The Nielsen Company
01.2002 - 01.2010
MBA - Business Management and Consumer Market
FIA-USP
Bachelor of Business Administration - Marketing
ESPM
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