Pai Lu Soares

Head of On Premise Trade Marketing at Heineken Brasil

Location
São Paulo Area, Brazil
Industry
Consumer Goods

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Pai Lu Soares's Overview

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500+ connections

Pai Lu Soares' Summary

EXPERIENCED IN:
NATIONAL ON TRADE MANAGER FOR BARS, RESTAURANTS AND CLUBS
KEY ACCOUNT MANAGER – MANAGEMENT AND NEGOCIATION WITH GREAT ACCOUNTS AND WHOLESALE DISTRIBUTORS
STRATEGIC PLANNING
ESTABLISHMENT OF PARTNERSHIPS
DEVELOPMENT AND IMPLEMENTATION OF INNOVATIVE PRACTICES
TRAINNING AND LEADERSHIP TEAMS
BUILDING OF KEY SELECTED BRANDS

MAIN GOALS:
As National On Trade Manager, is responsible in the main Brazilian Capitals, for the structuring, planning, management and development team of Brand Promoters in the On Trade channel (bars, restaurants, hotels and clubs), aimed at “building premium beer brands” on the correct channel, with the correct clients, correct positioning, visibility,staff training, “tasting” and promotional activities for recruitment, retention and loyalty of consumers and the consequent increase in market share gain and sales volume. Since august 2005, the channel has been growing on average 40% per month, and 20% on Off Trade channel (On Trade work Reflection)
In 2007 we reached the historic milestone of 3 million liters of Heineken beer.
In 2008 we doubled the volume last year reaching 4,2 million liters of the Heineken brand.
In 2009 growing well above the market average, we reached 5,1 million liters of Heineken (+21%)
In 2010 we still growing above 35% to reach 6,9 million liters In 2011 we reached 11,6 million liters.

Pai Lu Soares' Experience

Head of On Premise Trade Marketing

Heineken Brasil

Public Company; 10,001+ employees; FMX; Consumer Goods industry

November 2009Present (4 years 11 months)

Public Company; 10,001+ employees; FMX; Consumer Goods industry

2005November 2009 (4 years)

On Trade Manager

Diageo

Public Company; 10,001+ employees; deo; Wine and Spirits industry

19922003 (11 years)

Pai Lu Soares' Skills & Expertise

  1. Trade Marketing
  2. Beverage Industry
  3. Marketing Strategy
  4. Customer Insight
  5. Key Account Development
  6. Market Planning
  7. Negotiation
  8. Sales Management
  9. Marketing Management
  10. Consumer Products
  11. New Business Development
  12. Sales Plan
  13. Leadership
  14. Management
  15. Strategic Planning
  16. Strategy
  17. Business Planning

Pai Lu Soares' Education

FAAP

Master of Business Administration (MBA) Gestão do Luxo

20122014

Fundação Getulio Vargas

MBA, Marketing

20062008

Pai Lu Soares' Additional Information

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