1. Sidney Gomes Medeiros
sidney_gomes3@hotmail.com Married, 43 years old
https://br.linkedin.com/in/sidney-medeiros-a587072 +55 11 98426-2160
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DIRECTOR OF SALES & MARKETING / BUSINESS DEVELOPMENT
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Summary of Qualifications
- Senior Sales, Marketing, Trade Marketing and Communication executive with solid career
developed in large corporations such as Coca-Cola, Yakult, Whirlpool, LG, Sony Mobile, 20
th
Century
Fox, Sony Pictures, and Alliage S/A .
- 20 years of experience in leading world-class sales and marketing teams in different
segments: Medical Devices (Dental), Telecom, Home Electronics, Home Appliances and Beverage
with large experience in Global Accounts.
- Member of board of directors, director and legal representative, solid knowledge about
corporate governance.
- Leadership skills and development of high-performance teams improved trough leading of
multicultural and decentralized teams with a huge commitment with diversity.
- Experience in achieving outstanding results not only in sales but also in profitability,
developing and implementing turnaround process, restructuring, reducing and optimizing costs and
expenses.
- Experience in managing highly complex business, strategic planning, account management,
ability of managing crises, knowledge to lead complex negotiations with large companies and skills to
develop long term relationship.
- Full P&L and Strategic Business Planning responsibility focused on increasing revenue and
profitability. Deep knowledge of finance and budget management.
- Strong knowledge of sales tools, such as Sales Force, and CRM tools (CRM/SAP)
- Great understanding about product launch activities, ensuring promotional events, sales
campaign, sales training and press release.
- Solid experience in managing marketing activities such as: Digital Marketing, Branding,
Inbound Marketing, Market Intelligence and Communication.
- Excellent knowledge and relationship with the most important Brazilian sales channel (retail,
distributors, and telecom operators).

2. - Prepared for acting in new roles, environments and markets, as well as in reestablishing
commercial relationship.
Professional Background
Alliage S/A – Dental Devices Nov/12 –
Nov 16
Joint Venture between Dabi Atlante and Gnatus. Leader in Brazilian Dental Market
Position: Director of Sales & Marketing
- Member of board of directors responsible for defining the targets, managing the most
relevant KPIs and developing and implementing the strategic plan focus on sustainable growth and
expansion;
- Leader of the restructuring for all commercial areas: Sales / Marketing / Customer Services /
Exports / Product and Sales Planning;
- Conquered growth in sales of 16% (2013 x 2012) and 11% (2014 x 2013) and a
huge performance of EBITDA with more than 10pp in two years;
- Increased the relevance of Exports through the growing of sales around 50%, in the
latest 3 years, focusing on Latin America, besides hiring, preparing and inspiring a new sales team and
creating a new order handling, invoice and logistics process;
- Restructured marketing department through the creation of new areas such as: Digital
Marketing, Market Intelligence, Communication and Events seeking more agile decision making as
well as support for the "value selling" strategy.
- Led all activities regarding the new products development (Intra Oral Sensor/3D
Tomo/Premium Dental Set), as well as, the creation of new institutional brand (Alliage) and product
brand (SAEVO);
- Improved the sales tool (Dabi Network) and developed and implemented the CRM/SAP.
- Rebuilt the strategy of Customer Service creating new KPIs and changed the focus from
repair service to Customer Care;
- Developed new KPIs to improve sales and marketing control, a new Sales Program and a
new Corporate Governance;
- Created 5 Business Units ( Equipment / Digital Image / Implants / Customer Services /
Exports ) to better control of P&L and agility to take decisions based on profitability;
- Restructured the activities of Telesales and Biddings area focus on new approach based on
Design Thinking (Service Design);
20
th
Century FOX-Sony Pictures Home Entertainment Out/10 - Nov/12
Position: Commercial Director
- Director and legal representative responsible for Retail channel, Trade Marketing and Rental
Channel;
- Leader of Joint Venture project between 20
th
Century Fox and Sony Pictures;

3. - Leadership in Brazilian market: 15% Volume Share and 17% Value Share (source:
GFK);
- Growth in Sales of 28% in volume and 7% in value (2010 x 2011);
- Team leader of the biggest release in the Brazilian Home Entertainment Market ever with
Rio the movie (350k unt/R$ 8.2MM);
- Developed a new sales channel strategy based on customer segmentation (cluster) and
reinforced the direct sales for main retailers;
- Responsible for implementation of Sales Force in 2012 to leverage our Sales Process;
- Close relationship with the major retailers in Brazil such as: GPA, Walmart, Carrefour, Lojas
Americanas, B2W, FNAC, Livraria Saraiva, etc.
SONY ERICSSON Mobile Communications of Brazil Oct/05
- Oct/10
Position: Sales Director
- Responsible for commercial operation to VIVO throughout Brazil and member of Global Team
to Telefonica/O2 managing business around USD150 million per year;
- Responsible for commercial operation to TIM, Oi and Brasil Telecom throughout Brazil,
managing a business around USD200 million per year;
- Growth in sales of 45% over the same period of last year in TIM and 174% in Oi and
Brasil Telecom;
- The best market share (19.4%) among all clients in Sony Ericsson with TIM and leader in
value share. Source: GFK- Nov/08.
- Responsible to lead a team including Sales Manager, Product Manager, Trade Mkt Manager,
Order Handling and Sales Assistant;
- Leader of the project to rebuild the business relationship between TIM and Sony Ericsson;
- First Brazilian employee to win the Best Sellers annual sales award.
LG Electronics Ltda Dec/04 - Oct/05
Position: Sales Manager
- Responsible for commercial operation to retail FAST SHOP, leading the follow activities:
Business/Trade Marketing/Logistics/Customer Service;
- Consolidation of leadership in sales value of Fast Shop since April/05, the first time for LG;
- Growth in sales of 83% over the same period of last year (Jan/05 – Ago/05);
- Responsible for the implementation of the EDI process and demand planning;
- Led a team composed of 16 merchandisers, 1 field supervisor, 1 sales assistant and 1 trade
Marketing assistant.

4. Whirlpool S /A – Home Appliances
Feb/02 - Dec/04
Position: Key Account Manager
- Responsible for commercial operation (Sales, Marketing, Trade Marketing, Logistics) to FAST
SHOP retail with $600 million annual sales and operations in some states such as Sao Paulo, Rio de
Janeiro, Parana and Minas Gerais;
- Since Jan/04 responsible for commercial operation (Sales, Marketing, Trade Marketing,
Logistics) of retail PANASHOP/BEST MIX with $150 million annual sales, achieving 34% growth in
sales volume during the same period in 2003.
- Increase sales by 18% in 2003 over the same period of last year, against a fall of 12% of
the total market for Home Appliances;
- Growth of market share in retail FAST SHOP with the brands Brastemp and Consul of 46%
to 49.5% in aggregate of Jan. – Dec. 2003.
- Good relationship with several "retailers" such as Walmart / CBD / Insinuante / Lojas Cem /
Pernambucanas , among others;
- Implementation of the logistic process JUST IN TIME with FAST SHOP getting to reduce of 3%
of the total cost in the supply chain;
- Member of the committee's to development tool for training "Learning Map" which will be
implemented by the Whirlpool group worldwide.
- Responsible for structuring the portfolio of New Channels/Corporate in 2002, which covers
companies with activities of Public Bidding, Incentive Companies, Business Partners, Enterprise
(Sadia. Nestle, Avon, Bank ABN AMRO Bank, Credicard, among others).
YAKULT S/A - Industry e Commercial Aug/01 -
Feb/02
Position: Commercial Manager
- Leader of restructuring project in Brazilian Cosmetics Division, including activities of Direct
Sales and Distributors in 2002 ;
- Responsible for leading a team to rebuild the direct sales channel including Sales Incentive
Campaigns, Supply Chain, Pricing and Training;
- Management of 6 sales offices, door-to-door system, in Sao Paulo city. Led a team with 182
direct employees such as Sub-Managers, Supervisors, Monitors, Sales Assistances and Salesmen,
and was also responsible for the training area;
- Surpassed the budget reaching a result 38% higher in the second half of 2001.
Coca-Cola Beverage Industry
Jun/97 - Aug/01
Position: Sales Supervisor
- Responsible for negotiating with the National Key Accounts such as Walmart, Makro, Se
Supermarkets, among others;
- Increase in sales of soft drinks (Coca Cola) and beer (Kaiser) at 6% in 2000 compared to the
same period of 1999;

5. - Growth of Mkt Share in beer market with Kaiser products from 11% to 19% in 2000 and
also in Market Share of soft drinks market with Coca Cola products from 46% to 49%, with a peak of
51% in October 2000, in the Self-Service segment, (Source: ACNielsen);
- Awarded twice in the national merchandising program of Coca Cola (Olympics 2000 and
Christmas 2000);
- Member of the team responsible for developing the activities of the ECR (Efficient Consumer
Response) program ;
- Responsible for the area of training for the team, and in 2000 taught several courses making an
hourly load of more than 200 hours to train approximately 300 employees;
- Leader of the team that implemented the project of marketing "Economic Point" Top prize winner
of Marketing in the state of Parana in 1998 and 1999.
EDUCATION
- Post Executive MBA - Kellogg School of Management - 2008
- Executive MBA – Fundação Dom Cabral - 2008
- MBA in Marketing - FGV (Fundação Getúlio Vargas) - 2000;
- Graduated in Social Communication - UNESP (Universidade Estadual Paulista) - 1996
LANGUAGES
Fluent in English and good knowledge of Spanish.

6. - Growth of Mkt Share in beer market with Kaiser products from 11% to 19% in 2000 and
also in Market Share of soft drinks market with Coca Cola products from 46% to 49%, with a peak of
51% in October 2000, in the Self-Service segment, (Source: ACNielsen);
- Awarded twice in the national merchandising program of Coca Cola (Olympics 2000 and
Christmas 2000);
- Member of the team responsible for developing the activities of the ECR (Efficient Consumer
Response) program ;
- Responsible for the area of training for the team, and in 2000 taught several courses making an
hourly load of more than 200 hours to train approximately 300 employees;
- Leader of the team that implemented the project of marketing "Economic Point" Top prize winner
of Marketing in the state of Parana in 1998 and 1999.
EDUCATION
- Post Executive MBA - Kellogg School of Management - 2008
- Executive MBA – Fundação Dom Cabral - 2008
- MBA in Marketing - FGV (Fundação Getúlio Vargas) - 2000;
- Graduated in Social Communication - UNESP (Universidade Estadual Paulista) - 1996
LANGUAGES
Fluent in English and good knowledge of Spanish.