Plinio Freitas

Responsible for the Foodservice (Gourmet) division of Barry Callebaut in Brazil, Chile, Argentina, Uruguay, Paraguai and Bolivia, including Sales, Marketing, Customer Care and Chocolate Academy areas, attending directly or through distributors, bakeries, pastry shops, confectionery shops, supermarkets, hotels, restaurants, icecream shops, key accounts and wholesalers all over the region.

Responsible for the Foodservice (Gourmet) division of Barry Callebaut in Brazil, including Sales, Marketing, Customer Care and Chocolate Academy areas, attending directly or through distributors, bakeries, pastry shops, confectionery shops, supermarkets, hotels, restaurants, icecream shops,key accounts and wholesalers all over Brazil.

Responsible for the Foodservice (Gourmet) division of Barry Callebaut in Brazil, including Sales, Marketing, Customer Care and Chocolate Academy areas, attending directly or through distributors, bakeries, pastry shops, confectionery shops, supermarkets, hotels, restaurants, icecream shops,key accounts and wholesalers all over Brazil.

Responsible for Barry Callebaut`s strategies and actions to Brazilian Gourmet (Foodservice) market, including Sales and Marketing activities. Development of a new Sales Team for Barry Callebaut Foodservice business in Brazil as well implementation of a Marketing Team for the brands Callebaut, Cacao Barry and Sicao. Built Sales Support and Customer Service structures as well. Implementation of new Sales policy and procedures, includind new kpi´s for Sales activities. Responsible for introduction of Sicao chocolate in Brazil for Food Service market with outstanding results as well increase of Callebaut Belgium Chocolate distribution around the country. Increase of brand awareness of Callebaut and Sicao due to activities like advertising, enhanced distribution, sell out activities, trade fairs participation, training for sales force and distributors and other activities. Main results: double digit growth on sales of Callebaut belgium chocolate for 2 years in a row. Succesful introdution of Sicao chocolate to foodservice market on its first year.

Commercial and Strategic Consulting. Distribution, Sales and Marketing strategies and development to Brazilian food service market.

○ Set up and manage the area, develop brand policies, Marketing plans, Market surveys, promotional actions, launch products to the Foodservice Market, mainly bakeries (padarias). ○ Define strategies for products, which includes communication, launching, and price policy. ○ Implement Trade Marketing, being responsible to develop the team of sales promoters, promotional actions and incentive campaigns for distributors and the sales team. ○ Manage key-accounts over wholesalers, distributors, retailers, hypermarkets, and food service companies. ○ Was responsible for negotiating, and implementing a sponsorship of the professional soccer team Portuguesa de Desportos. ○ Developed and implemented the company's site (www.itaiquara.com.br) and promotional materials associated to the organization's new visual identity. ○ Launched various products such as Cake Mixes of 450 g (13 flavors), Powdered Sugar of 500 g, Cheese Bread of 250 g, Panetone Mix, Bread Mix, Sponge Cake Mix, Pan Greaser, and Flour Maturing Agent in Paste. ○ Grew 25% in volume the bread and cakes line by strengthening this line and launching 8 new products. ○ Grew the company's sales volume by 15% by having it participate for the first time in FIPAN, the main trade fair in the bakery industry, and by developing a sales channel for food service. ○ Increased market share in the products of Cheese Bread (Pão de queijo), Confectionery Cream, and Flour Maturing Agent.

○ Responsible for company's strategic planning with an emphasis on Sales, Marketing and Logistics to Foodservice market. ○ Defined product lines (Cargill, 3M, Unilever Foodsolutions, Arisco) and set up the Sales planning, promotional campaigns, commercial policies, quality policies, and customer service. ○ Managed a team of 20 employees and 20 salesmen helping them reach excellence in customer service. ○ Developed partnerships and negotiated with foodservice products suppliers. ○ Created promotional campaigns for the sales team and distribution channels. ○ Opened approximately 6,000 new clients with an average of 70 new clients every month while reaching a high level of loyalty. ○ Maintained the registration of clients, which was made up of 45% supermarkets, 30% restaurants, 16% bakeries, 4% wholesalers/distributors, and 5% other clients. ○ Increased market share of brands Arisco, 3M, and Veleiro (Cargill) in the region.

○ As a Sales Trainee on Nestlé Chocolate division work as a Sales Promoter, Salesman and Sales Supervisor for 10 months. ○ Responsible for the KID'S product line (Candies, Drops and Sweets). ○ Elaborated and implemented the Business Plan for Nestlé's Confectionery Sweets as well implemented the Marketing Plan of the KID'S brand. ○ Evaluated and rationalized the product portfolio along the development of the positioning of the brands. ○ Launched new products, coordinated and developed new lay outs for packaging. ○ Developed advertising campaigns for launching products, which included briefing, approving the campaign, pre-production, casting, approval of films, jingles, publicity materials and media plans. Coordinated promotions with the final consumer (sampling). ○ Sponsored events for young people (rock concerts ie) ○ Developed point-of-sales materials such as displays, banners, and posters. ○ Coordinated qualitative and quantitative market surveys. ○ Defined Sales and Production forecast and defined Sales Policies as well profitability studies and pricing decisions. ○ Represented Nestlé before the Brazilian Assoc. of Chocolate and Candy Industries (ABICAB). ○ Increased sales by 27% in one year and grew the line's profitability by 5%. ○ Launched "Drops" and "KID’S Refreshing" candies, reaching 22% market share in drops in the State of São Paulo, which was a result higher than estimated. ○ Launched "Pirapito Copa", a special edition of the product with an appeal to the World Cup of 1994, which increased sales by 60%.

○ Participated in the development of launching the pain killer Advil, which is one of the preferred pain killers on US market. ○ Developed four product launching projects: a cold tablet, an anti-dandruff shampoo with a pharmaceutical focus, a sterilizer, and a natural anxiolytic.

○ Participated in the activities in the areas of Marketing, Sales, and Planning. ○ Worked during 4 months in the functions of Price Management for the Merrell Lepetit division.