Raquel Trindade

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Responsible for the P&L Brazil, representing 50% of Latin America with 2.600 employees. Re structured commercial and Customer Care area to improve new sales creating also a Marketing Area with focus on Leads Generation and Digital Transformation, getting a result of 40% more in pipeline comparing year x previous year, pushing also new products and new partnerships (Machine Learning Platform - Google).

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Responsible for launching the brand in Brazil of the third major benefit player in the world, analyzing product portfolio (to keep and improve product capabilities according platform worldwide and also product profitability). Centralize system of 3 acquisitions. Create a value proposition and a new market positioning, developing new services and products to offer for merchants and users.

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Responsible for the expansion of this start up business, leading the partnership with Rede / Itaú and Vivo, over the last 06 months the number of merchants increase by 50% and client?s base over 15%, achieving more than 100k clients. Validated all the processes flows and structures of the virtual coin through the APP with IT team and Marketing Campaigns.

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Managing 72 thousand clients and annual revenues exceeding R$13 billion, originated from public and private businesses. Accountable for B2B sales and business development functions, including P&L and budged responsibilities, long-range planning and short-term objectives, product and pricing management, effective sales pipeline, created retention area, KPI and strategies for keeping clients for life, with keen focus on maximizing revenue and profitability. Negotiated and set relevant partnerships to open new sales channel, including Santander Bank. They will include Sodexo?s service in their portfolio offering along its 4.000 agencies, with approximately 1 million clients. The full potential of this new channel might represent almost 1/3 of Sodexo?s new sales, about 240MM/year Restructured Establishment area to ensure efficient processes and a strong relationship with major players and a qualified pos sales to SMEs. Developed a platform with different financial products in order to add value, increase profitability, providing better and flexible offerings, directly or via call center, making sales more productive, achieving monthly revenues of R$2M. Implemented leads generation through an effective CRM in all segments: corporate, middle and small. Moved away from a ?commodity? product sale by celebrating partnerships in order to bring more solutions to customers and add value in our proposals. Implemented company?s new brand positioning (Quality of Life) all over Brazil, developing with the advertising agency all marketing and communication materials. At Establishment area, built a solid client base with 295 thousand clients and increased annual revenue from R$ 2,2M to a robust R$ 62M in 3 years.

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Responsible for acquiring and grow profitability in Brazil having the relationship with major retails in Brazil. Leveraged the number of sales channels, including a new call center to support activities, linking partners and sales force, grating quality data and metrics for decision making. Redesigned market segmentation, improved partners performance analyses against the forecast, providing adequate time for reaction. Create and implement a loyalty program among partners, giving than more than the basics, aligning with AMEX?s global B2B web platform strategy. As a result, company?s market share increased 50%, reaching R$ 130M in new sales/year.

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My challenge was to perform a ?turn around?. Evaluated all process, market & trends and all aspects of organizational structure and finance, retail store?s performance, franchisee needs and customer behavior. Developed a plan with a consulting company, approved by founders/board. Put in place a new company structure, closing down low performing stores, changed the logistic partner to improve distribution, reduce portfolio?s complexity reaching the highest possible scale and productivity, created and launched new products with better margins, opened alternatives sales channels (ex. Casino /GPA). After one year, the business was generating a positive cash flow and an adequate EBITDA.

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Accountable for 48% of company?s annual, managing 18 cobranded partners and new products launches. Developed several business plans and economical feasibility studies ex. GOL Airlines Card. Member of the team to create, develop and launch the first virtual card in the market, named ?eCard?. Responsible for eCard?s positioning and roll-out within partners and sales channels like UOL and LocalWeb, as well of all related media planning and execution for brand awareness.

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Responsible for Key Accounts (acquirer and retention) in supermarket, retail and tourism segment, which represents 40% of company?s business volume. Negotiated commercial conditions and the acceptation directly with CFOs. Designed and implemented promotions to gain market share, implementing campaigns like ?Spend & Get?, leveraging partner?s business results and engagement with a brand.

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Worked in direct marketing area. Improved the database and ?call to action? in a few target segments, pre and post campaign analytics, introducing measurement of results, using customized approach to clients, achieving excellent rates of return. As a trainee, implemented a PC sales program, having HP, Acer, IBM as partners, offering their products through agencies, working with Marketing, Credit, Retail and IT Areas.