Fernando Lucas Dos Santos

Experience

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  Nextel Telecommunications Inc

  Mar 2004 - Jun 2011

  Regional Sales Executive - Indirect Channels

  Managed four exclusive distributors with a team of 100 professionals, covering corporate sales, retail, telemarketing, back-office, and administrative support.Executive of Major Accounts (2008-2010): Managed 50 large corporate accounts, focusing on retention, profitability, and data/telemetry solutions.B2B Sales Executive (2004-2008): Developed new business opportunities, earning a 15th place in the President’s Council (2008) out of 600 sales executives in Brazil.

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  F-Secure Corporation Cloud and Security Software

  Jan 2012 - Jan 2014

  Head of Sales Brazil

  Managed sales of cybersecurity solutions in VAS and SaaS models, including antivirus, backup, and cloud computing services, for corporate and SME clients.Led cross-functional projects integrating PMO and Marketing teams in Brazil, the headquarters in Finland, and the end customer.Conducted upsell and cross-sell campaigns with mobile, fixed-line, and broadband telecommunications operators.Introduced the Salesforce CRM system across LATAM, achieving recognition as the “Best LATAM Sales Case” in 2013.Increased sales by 150% through successful implementation of upselling and cross-selling strategies. Show less

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  Greatek Brazil CCTV - Electronic Security

  Jan 2015 - Jan 2016

  Business Consulting – National Sales and Marketing Manager (Ad hoc)

  Headed commercial operations, including Marketing, Telemarketing, BackOffice, Sales Representatives, and Distribution Channels, for a Brazilian mid-sized electronic security manufacturer.Managed a team of 55 professionals and restructured the distribution strategies and product pricing.Developed the marketing department’s digital channel, establishing a social media presence to increase brand visibility.Defined and implemented mid-to-long term commercial incentives for strategic partners and supported distributors in creating sales campaigns.Collaborated with engineering and product teams to launch new products and solutions based on market research and customer feedback.Delivered a 15% sales growth during tenure by optimizing distribution channels and refining pricing models. Show less

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  IBF Indústria Brasileira de Filmes

  Jan 2016 - Jan 2018

  Key Account Manager Latin America (Mexico & Colombia)

  Managed LATAM operations for a major chemical manufacturing company, leading a hybrid sales team (direct and distribution channels) and optimizing international logistics.Led a team of 4 sales representatives, 2 technicians, 1 back-office staff, and 6 distributors in Mexico and Colombia.Defined clear performance expectations, provided regular feedback and coaching, and managed team KPIs, sales forecasts, pipelines, and ROI.Collaborated with key stakeholders across all business units to achieve shared goals.Reduced lead times for final customer deliveries by managing local stock in bonded warehouses.Consistently identified and participated in industry events to increase market visibility and build relationships with mid-to-large clients, resulting in a 16% increase in business margins. Show less

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  Ultrapel Impressão Digital

  Jan 2018 - Jan 2019

  Business Consulting – Sales and Marketing Planning (Ad hoc)

  Led the strategic planning and restructuring of the sales department and developed the marketing plan for a national IT company.Managed a sales team of 9 members, including 1 coordinator and 2 back-office analysts.Balanced B2B sales across private and public sectors (50% each).Redesigned the company website, enhanced social media presence, and implemented digital marketing strategies.Managed sales metrics, budgets, and investment allocations based on performance, challenges, and opportunities.Achieved a 24% sales increase in the first half of 2019 through effective digital marketing and sales process improvements. Show less

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  Salina Diamante Branco

  Jan 2019 - Jan 2020

  National Sales Manager & Key Account Manager

  Oversaw key account relationships, which accounted for 65% of company revenue, while identifying and capitalizing on new business opportunities.Managed a sales team of 10 professionals, optimizing team performance through a new variable compensation structure based on sales profitability.Developed and implemented sales strategies to achieve revenue targets and increase market share.Conducted customer base analysis and pricing adjustments based on Pareto/ABC curve analysis (80/20 rule).Ensured high levels of client satisfaction and retention, collaborating with logistics teams to optimize nationwide operations.Proposed solutions to reduce tax impacts on sales operations (ICMS vs. CIF vs. FOB). Show less

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  Central System

  Jan 2020 - Jan 2021

  Business Consulting – Sales and Marketing Planning (Ad hoc)

  Implemented scalable and robust commercial processes to execute strategic business objectives for a fast-growing software startup.Directed the Go-to-Market planning, analyzing market trends and competitor activities to refine sales strategies and positioning.Recruited, trained, and led a high-performance sales team of 10 members, focusing on Sales, Marketing, Governmental Procurement, and Sales Planning/BackOffice.Developed back-office processes in alignment with PMO, product development, and the company's roadmap.Managed the hiring and implementation of the Marketing and BI teams, as well as the integration of sales systems.Identified client needs and provided tailored solutions to address their business challenges. Show less

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  InDrive

  Jan 2021 - Jan 2024

  Business Development Manager Latam + Brazil

  Strategic planning focused on the growth of the App's Delivery vertical in 15 countries in Latin America, covering approximately 400 cities.Selection, development, and leadership of the Latin America business development team with 6 people, based on 4 pillars: Business Intelligence and Analytics, Marketing, Project Management, and Product Management.Definition and monitoring of OKRs to grow the B2B (SMB) and C2C (Demand) user/customer base.Daily data analysis of the main KPIs by city, including Orders, Completed Orders, Funnel/Customer Journey Conversion Rates, Pricing, CAC, DAC, Churn, Product Discoveries within the APP (CX - UX), PDCA (SQL, Agile methodologies + Tableau).Loyalty/Retention and Reactivation Campaigns / Delivery Partners and Drivers (Supply).Development and execution of marketing strategies (GTM), digital campaigns, social media content, creative layouts, offline media, influencers, and monthly marketing research.Budget allocation planning and calculation of return on investment (ROI), P&L, GMV, Revenue and with an eye on achieving OKRs.Launch of new cities, collaborating with leaders in Marketing, Operations, Legal, Finance, Government, and other business sectors (BrainStorm / Best Practices).Acting as the company's leading spokesperson for press and summits.Sales department creation that resulted in global expansion. Nowadays 70 professionals worldwide.Main achievements:160% YoY growth 2021X2022. This growth was directly related to creating the Business Development and B2B Sales teams. 180% YoY growth 2022X2023. Budget targeting, marketing campaigns, marketing research, and driving product improvements were the main contributors to increased performance.The project to launch a new version of the Application in the first quarter of 2024 in the main LATAM cities, providing new features with greater security to users, was a promising step for the company's continued growth in 2024, forecast 200%. Show less