Professional Background

1. ROGÉRIO TORRES DE LIMA
Brazilian – Born: Sept, 16, 1972 – Divorced – 2 children
Pereira Leite St, 70 – apartment 103 - ZIP Code: 05442-000 São Paulo – SP
Mobile: +55 11 99937 7587 and +55 11 8224 1673
E-mail address: rtlima_08@hotmail.com
LinkedIn: http://br.linkedin.com/in/rogeriolima1
OBJECTIVE: Sales / Marketing Senior Position
PROFESSIONAL PROFILE
Consistent professional career and solid experience in Sales and Marketing areas, acquired in multinational
companies such as NBC-Universal Pictures, Warner Bros South Inc, Nestlé, DPA (joint venture between Nestlé
and Fonterra) and Natura Cosmetics, taking 10-years-experience in Senior Management roles.
Wide experience in entertainment, consumer goods and personal care markets, having spent the entire career
cycle of B2B and B2C through direct and indirect sales on retail, door-to-door, online and wholesale channels.
Responsible for financial & strategic business planning.
Experience in negotiation and business development, based on ROI, being in charge of P&L results in the last 3
years. Ombudsman during last 4 years tasked with implementing compliance policies in the Brazilian operation.
LANGUAGES
English – fluent / Spanish – Elementary
PROFESSIONAL BACKGROUND
Universal Pictures Brazil Oct/ 2007 to date
American multinational company, ranked amid the five largest entertainment companies in the world. Main businesses are:
Universal Pictures Studios & Home Video, NBC Television, and Universal Parks.
Sales Director
Reporting directly to Regional MD in Brazil and Sales VP International Home Entertainment in London.
Head up the national Sales dept as well as overseeing 53 people , including 3 Retail Sales Managers, 1 B2B
Manager & 1 Trade Marketing Manager, 1 Sales Supervisor and 4 Sales assistants.
Leadership and management of retail and rental BU’s with operations throughout Brazil, being responsible for
achieving P&L above US$ 28 million/year.
Main Achievements:
• Delivery of a contribution margin amounting to US$ 28 million, developing sales & marketing strategies for
different channels such as e-commerce, hypermarkets, bookstores, wholesalers, rental and B2B. The main
business partners being Carrefour, Lojas Americanas, B2W, Blockbuster, Saraiva, FNAC & Wal-Mart Group.
• Development of sales processes and standard KPI’s, such as Sales Dashboard, quarterly account planning,
fill-rate reports and annual business objectives. As a result, revenues increased 36% in TOP KA’s (YOY).
• Development of a new B2B structure, focused on managing sales deals w/ goods and non-goods companies.
As a result, there was a revenue increase of U$ 1.5 million/year earned with important companies such as:
Habbib’s, Renner, Samsung, LG, ESSO, BR-Petrobras, Abril & Globo Publishers and Sara Lee.
• Development of a strategic sub-license deal w/ Abril Publisher focusing on magazines bundles. As a result, 2
exclusive deals made (Battlefield collection and Cinemateca Veja) and over 100.000 units sold.
• Development of long term agreements, commercial policies by distribution channels, product line and
suggestion retail price. Results: 12% contribution margin growth and 15% sell-out growth.
• Created sales and marketing programmes to champion the DVD format within the BRA retail trade, with
special focus on developing the online and bookstore’s sector.
• Built a team of 10 employees, capable of planning and managing growth within new and existing retail
channels.
• Innovation – development of business planning for Blu-Ray launching in Brazil. Results: 10% of SOM, 3rd
market position and more than 150.000 units sold in 2010-2011.

2. • Responsible for developing distribution & marketing plans of important franchises, such as: Barbie (Mattel),
Zhu-zhu pets (DTC), Bionicles (LEGO), Tropa de Elite (Zazen).
Warner Bros (south) Inc. Apr/ 2004 – Set/2007
North American multinational company ranked as the largest company in the Entertainment Market. Main businesses include
Warner Home Video, WB Pictures, WB Consumer Products, WB Television, Warner Games. .
National Sales Manager June/2006 – September/2007
Report to Sales Director.Responsible for the Retail BU’s management at national level, focusing on implementing
Sales and Marketing strategies of TOP Key Accounts, with a total revenue of US$ 40 million/year P&L on Retail
business. Direct management of 4 KAM’s and 3 sales reps.
Main Achievements:
• Delivery of Retail revenues amounting to U$ 30 million/year as a result of the development of sell-thru
strategies with the most important key accounts (Carrefour, LASA, Blockbuster, Americanas.com,
Submarino.com, Saraiva, FNAC, Wal-Mart Group) and traditional retail stores.
• Development of the VMI (Vendor Management Inventory) project with the Wal-Mart Group for 300 catalog
items, with displays of pre-defined planograms, weekly automatic replacement and exclusive communication.
• Design of a commercial policy by sales channel focused on enhancing contribution margin and market
competitiveness. As a result, 3% of growth in contribution margin in 2006.
• Negotiation of annual commercial agreements with TOP key accounts, which resulted in more space in stores,
increase of “in-store” promotional activities and 12% increase in sell-in.
• Developed Quarterly performance incentive program for the most important key accounts, focusing on growth
by product line. As a result, 8% of revenue increase & 15% increase of shelf-space on TOP 5 KA’s.
National Key Account Manager April/2004 – June/2006
Report to Sales Director. Responsible for the development & sales management of the TOP 6 retail KA’s.
Main Achievements:
• Delivery of Retail revenues amounting to U$11 million/year, through activities with clients such as Carrefour,
SONAE, Zaffari, Blockbuster, Submarino and Som Livre.
• Development of a joint business plan and communication activities such as online media actions, self-
liquidation, promotional campaigns, tabloids and cross promotions. As a result, 15% of growth (YOY).
• Management of POS activities, monitoring and guiding the merchandising teams across the country.
DPA – Dairy Partners America April/2002 – March/2004
A Joint venture between Fonterra (largest world supplier of milk derivatives) and Nestlé. Global revenues: US$ 250
million/year.
Key Account Manager
Responsible for P&L of the Carrefour Brazil‘s account in dairy, chocolate milk and ice creams products.
Management of 120 employees including sales managers, sales agents & sales merchandisers at national level.
Main Achievements:
• Achievement of 3% growth in revenue, reaching US$ 30 million/year, and for the improvement of 3 p.p in
EBITA and 2 p.p in market share.
• Negotiation of annual commercial agreements focusing on taking best cost/investment relation and
increase of shelf-share and trade activities. As a result, 8% of sales growth in FY and 2p.p on SOM.
Nestlé Brazil May/2000 – April/2002
World leader in Food Services w/ a strong position in the Milk and Chocolates segment. Global revenues: CHF$ 90 billion/
year.

3. Trade Marketing Manager Jun/2001 – Apr/2002
Responsible for direct strategies of POP’s of the Non-traditional channels (convenience, wholesale and door-to-
door) and for the TOP 3 accounts (Carrefour, Wal-Mart and GPA), with a budget of R$ 4.5 million/year.
Main Achievements:
• Development of an incentive program for 500 merchandisers focused on increasing sales and avoiding
overstocks. As a result, there was a 15% revenue increase in the Carrefour, Wal-Mart and Grupo Pão de
Açúcar’s key accounts.
• Development of loyalty programs for main retail customers. Main projects: Trade Incentive Program –
World Cup 2002 (1800 participants/180 winners). A trip to Madrid with important retailers in 2001 (1800
participants/30 winners).
• Development of POP materials and incentive campaigns for sales promoters / merchandisers.
• Management of a merchandising team w/ 90 exclusive push-girls at national level.
Regional Sales Manager May/2000 – May/2001
Responsible for the development and management of sales, retail, wholesale and independent sales agents in the
Vale do Paraiba region (SP); Responsible for restructuring the customer service, retaking inactive customers, and
for the elaboration of a visit routing system between RJ and SP.
Main Achievements:
• Achievement of a 35% sales growth, 3rd best national position on desert sales, reactivation of 350
customers in the area and for adding 5 new cities and 150 new customers for the company.
Natura Cosméticos 1987 - 2000
National company and leader in the Personal and Beauty Care segment. Global revenues of US$ 3 billion/ year.
Marketing Planning Coordinator 1999/ 2000
Marketing Analyst 1998/ 1999
Commercial Trainee 1997/ 1998
Training Analyst 1996/ 1997
Database Marketing Analyst 1994/ 1996
Sales Regional Assistant 1992/ 1994
Administrative & Financial Assistant 1987/ 1992
EDUCATION
• Bachelor’s degree in Advertising & Marketing – Universidade Paulista (UNIP) – 1997
• MBA – Strategic & Economic Business Management – FGV SP - 2012
INTERNATIONAL EXPERIENCES
• London and Brighton – Sales & Marketing Conference – 2009, 2010, 2011.
• Berlin – Sales & Marketing Conference – 2008.
• Mexico City – Sales Seminary / Training & Store Check – 2007.
• Paris / Switzerland / Genève and Vevey –Sales & Benchmarking Seminar – 2002
• Madrid – Trade Relationship Program – 2001
• Chile – Sales KPIs implementation – 1998
SEMINARS
• Philip Kotler / Thriving with Marketing, 2010 – HSM Institute
• Business Development, 2009 – CECOR GE
• Mario Lago, 2009– Negotiation Skills
• Worldwide Negotiation Seminar, 2008 – HSM Institute

4. • Teamwork & Leadership, 2006 – Eagles Flight
• Marketing International Seminary, 2000 - HSM Institute
• Reinaldo Polito Institute – Communication Skills
• Synergy International – Leadership, Management and Coaching
• Paulo Maia Institute – Sales Negotiation & Leadership
• Leila Navarro – Interpersonal Relationship building
VOLUNTEER WORKS:
• Junior Achievement of Brazil – Introduction of business world