Robert Macody Lund

Experience

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  Booz & Company

  Oct 1986 - Mar 1994

  Senior Associate

  6 years as research associate, consultant, and senior associate. Focus on Media and Consumer Goods Practice in last years. Key projects included - designing and implementing Trade Marketing Function for leading consumer goods company in Brazil. Pricing, Marketing, and Sales strategy for major metropolitan newspaper. Digital Strategy for major education publisher in US. Redesign of distribution network and strategy for aluminum producer. Obtained MBA at Kellogg School of Management sponsored by Booz Allen and Hamilton. Show less

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  Kraft Foods Brazil

  Jul 1994 - Apr 2000

  Marketing Director

  6 exciting years during which Kraft purchased, sold, merged several food companies, and tested a joint distribution model with the the tobacco division (especially chocolate and snacks). Learned a lot and met some great people. Led the design, testing and first phase of roll out of joint distribution model. Worked to revamp marketing of all food categories, working way up to Marketing Director for entire food business. Established marketing best practices in consumer research, brand development and positioning, product and packaging development, and advertising. Grew market share and revenue across all key categories. Show less

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  Grupo Lund

  Apr 2000 - Jun 2007

  Successfully led turnaround of publishing company focussed on consumer goods and supermarkets. Revitalized team, hiring new talent with new profile, while motivating and training key veterans. Implemented best practices in sales, Built multimedia portfolio leveraging critical organizational strengths and brand position. Doubled sales over 5 years, recovering profitability, and reinvesting in business. Simultaneously managed 3 way partnership with Thomas Publishing and Hearst Publications, eventually recommending closing of business. Board Member for TL Publicações evaluating investment opportunities in Mexico and Directory business. Led broad process of organizational development to prepare for group succession, implementing new financial system and controls, and Hay system for HR management. Show less

  • President

    Jan 2007 - Jun 2007

  • President Informa Publicações and TLHearst; Group Vice President

    Apr 2000 - Dec 2006
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  Grupo Carvajal

  Jul 2007 - Sept 2015

  Assumed overall responisibility for B2B media operations of Carvajal in US and Latin America, including 16 titles, and 300 employees in São Paulo, Bogotá, and Miami. Defined long term strategy for B2B media business as part of new Information Division. Streamlined portfolio to focus on 8 titles in key geographies and economic sectors, resulting in turnaround of Spanish Language publications. Drove organizational change to develop multimedia portfolio without loosing focus on sales excellence and client relationship. Navigated delicate exit of Carvajal from B2B businesses in Brazil. Show less Managed transition of family owned company and JV to become part of large Colombian multinational conglomerate. Navigated natural conflicts originating from different cultures, while facilitating partner relations in 50/50 JV, and directing important changes in back office, shared services, and tax planning. Accelerated efforts to diversify portfolio of publishing operations, building multimedia offer, while leveraging brand and client relationships, and restructuring sales force of largest operation. Managed critical downsizing of operations after 2008 economic crisis negatively impacted advertising revenues in 2009. Consolidated turnaround of media franchise in consumer goods sector. Show less

  • Global Director B2B Business

    Jan 2010 - Sept 2015

  • President TL Publicações and Informa Publicações Especializadas

    Jul 2007 - Dec 2009
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  Christopher Participações

  Oct 2015 - Sept 2017

  Director

  Explore and Review Investment PossibilitiesConsult to Invested Companies

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  Steps Primeira Infância

  Sept 2017 - Dec 2022

  Owner Manager

  Identified oportunity in early childhood education based on study of local trends and international models. Acquired school with promising model in turnaround situation. Restructured operations to grow enrollment and ensure quality of delivered services. Navigated pandemic, ensuring survival, achieving 80% of retention of enrolled students and 100% reenrollment.