Luis Madureira

Luis Madureira

Partner at UBERBRANDS
Lisbon, Portugal

Positions

Lecturer / Speaker / Facilitator / Trainer / Business Coach
Private
January 2006 - Presente (14 years 7 months)
> INTELLIGENCE
2013_07_02 SMINT - SOCIAL MARKET INTELLIGENCE @ ESIC MASTER OF MARKETING SCIENCE CONFERENCE @ ES
2013_06_25 PR & INTELLIGENCE - URJC @ ES
2013_06_07 JOB INTELLIGENCE Workshop @ PT
2013_01_21 JOB INTELLIGENCE Workshop - Dress for Success (ONG) / Ogilvy @ PT
2012_12_05 SMINT - SOCIAL MARKET INTELLIGENCE for SME's - ACL @ PT
2012_09_26 CUSTOMER CENTRICITY - Pfizer EUROPE
2012_07 SMINT - AMD @ PT
2012_06 CI RAPID DEPLOYMENT - GIA @ UK - (4,7/5) Best Round Table
2012_04_30 WAR GAME Battle for Designer Foods - OXFORD @ UK - Invitation Only
2012_03 Workshop CI TOOLKIT + Experts Panel SOCIAL MEDIA ANALYTICS FOR CI - ICI Conference @ DE - Best Workshop
2011_12 CHAIRMAN & LECTURE | XV CI Pharma International Conference @ PT
2011_04 SENSORY MARKETING INTELLIGENCE - ICI Conference @ DE
2010_11 RISK FREE, ZERO BUDGET CI FUNCTION SET-UP + SENSORY MARKETING INTELLIGENCE - SCIP EU Conference @ ES
2011_03 Iberian Summit Prospectiva y Inteligencia Estratégica - COMPETITOR FUTURE LIKELY DICTION @ SPAIN Invitation Only
2011_03 Webinar CI TOOLS Case-Study @ FINLAND
2011_02 CI Podcast SENSORY MARKETING INTELLIGENCE @ US
2010_07 Expert Panel WORLD CLASS CI Summit @ ES
2010_06 SENSORY MARKETING INTELLIGENCE - International Conference @ PT
2010_04 COMPETITIVE INTELLIGENCE AS A TREND @ PT
2010_04 CI THE NEW COMPETITIVE ADVANTAGE @ PT

> MARKETING
2013_05_08 INNOVaction WORKSHOP | 2nd Entrepreneurship Week by CML
2012_04_19 CONSUMPTION DEVELOPMENT INNOVATION | APPM XIII Marketing Congress
2012_04_12 NOVA Consumer Goods Club "FENDING CURRENT CRISIS"
2012_03 ROUTE TO MARKET | NOVA School of Bus and Economics
2012_03 INNOVATION | BP Workshop
2011_03 ROUTE TO MARKET | NOVA School of Bus and Economics
2010_10 ANTI-CRISIS PANEL | Marketeer Magazine
2010_06 MICRO MARKETING | APPM XI International Marketing Conference
2010_06 INNOVATION AS SOURCE OF GROWTH | CARRIS
Business Partner | WW Competitive Intelligence Practice Lead
Ogilvy Consulting
Estados Unidos
October 2012 - October 2015 (3 years)
GROWTH | STRATEGY | INNOVATION

OgilvyRED provides strategic growth and innovation consulting services to clients globally. Powered by a core group of 1,200 senior strategic consultants from the global Ogilvy & Mather network, OgilvyRED applies the best talent, intellectual property, creativity and tools – sourced from anywhere inside or outside Ogilvy, WPP and selected external partners.

In the face of monumental changes to business, branding and marketing, OgilvyRED is a crucial change agent that helps clients solve their thorniest brand and marketing problems. We focus on three areas:

1. Growth Strategy – identifying and activating the drivers of both short-term and long-term revenue and profit growth.

2. Integrated Solutions Strategy – improving marketing impact/ROI for brands with integrated planning: pricing, packaging, distribution, financial modeling, and marketing communications.

3. Innovation Strategy – designing “the next new thing.”

OgilvyRED makes the connection between deep strategy and creativity to uncover the actionable answers clients need. Positive, measurable brand and business outcomes are OgilvyRED’s single-minded goal.

For your thorniest brand and marketing problems, please contact us for a preliminary discussion.

For more details on OUR PRACTICES please consult the brochure below.
Executive Board Member | Head of Innovation & Intelligence Central Cervejas
HEINEKEN
Portugal
December 2007 - September 2012 (4 years 9 months)
Step change value creation through actionable knowledge and foresight development on the Competitive Environment (MI - Markets, Industries, Competitors, Customers and Consumers and on the Business own performance (BI) to support the Top Managements’ decision-making, planning and resource allocation in the form of strategic recommendations and performance monitoring that guarantee full alignment with the company’s main strategic objectives (Must Win Battles) while shielding critical internal information within an Information Assurance framework (aka CCI – Counter Competitive Intelligence).

Develop and embed systematic, consumer-led and customer-oriented, insight driven Total Innovation (New Product Development/Services, Processes, Business Models). Drive the Top Line Growth, Profitability and ultimately the Brand Building process through Incremental and Disruptive Innovation. Responsible for Category Expansion, growing & expanding beyond the traditional definition of the categories, taking ownership for Category Health and Consumer, Shopper & Customer relevance, developing relevant opportunities across targeted markets. Manage the Innovation Cycle guaranteeing the inclusion of both Short and Long-Term perspectives in Total Innovation.

*Achievements are confidential*.
Managing Partner
überbrands - Brand Building "Revolutionnaires"
July 2006 - September 2012 (6 years 2 months)
Cutting edge Brand Building and Strategic Consulting, including NPD (New Product Development), Business and Brand planning and Sales and Marketing strategy development. Innovation in execution and product launching into the Portuguese and European markets. Advisory on business structures, drafting commercial policies and structuring commercial transactions. Trading and negotiation of international commercial contracts.

PROJECTS (some examples):
» Pernod Ricard (Spirits) | Ballantine's Finest Clubbin' Season - http://www.facebook.com/ballantinesportugal
» Fierce Angels (Dance Music Label & Lifestyle Brand - UK) | PT Launch
» Drie Mollen Group (Coffee & Tea) | BP NPD Fairtrade Coffee
» The Big J (Smoothies - UK) | Launch in Portuguese Market
» ExcelFormação (Training - PT) | Lactogal Trade Marketing Programme
» CECOA (Training - PT) ) | ECR Training for Makro Customer
» Channel InStore (Interactive Electronic Shelf Displays - AU)
» VIAInfo (Multimedia Presentation Platform - AU)
Commerce Director (Sales & Marketing) - Luanday
Wayfield, Trading Internacional, SA
June 2007 - August 2007 (2 months)
Reporting directly to the President and the Executive Board, the role Directing the commerce area in Angola. Wayfield and namely Luanday, is one of top Soft Drinks and leading brand - Blue - Producer and Distributor in Angola, which at the time, also distributed international brands such as Sagres Beer and Luso Water.
Head of Marketing & Business Development
United Coffee UK & Ireland
May 2005 - July 2006 (1 year 2 months)
Lead the Marketing & Sales departments in UK & Ireland to profitable development within Drie Mollen / United Coffee holding strategy guidelines.

Unravell and develop brand value across Gala's brands (Lyons, Darvilles of Windsor, Templo Cafe, Melitta and Mill House) and Private Label business.

Business Development of Contract Manufacturing customers, Cafedirect - biggest Fairtrade coffee brand, Costa Coffee (Whitbread) - International Coffee Shop chain and strategic support to Key Retailers: Tesco, ASDA, Waitrose, Sainsbury, CoOp, etc.
Sales and Trade Marketing Director
Red Bull
January 2002 - February 2005 (3 years 1 month)
Lead the Modern Trade and Isles and Export Distributors (Cape Verde) to become the best in class sales team in the market. Development of Revenue and Top Line growth in the respective markets. Lead, manage and balance the interest of Customers/Distributors, the Team and the Company to deliver short and long-term turnover.
Development and direction of all Trade Marketing activities to maximize Red Bull Brand potential within the Trade whilst maintaining brand personality and values. Trade Marketing includes all internal communication, coordination between Marketing and Sales, POS development and guarantee World Class Execution standards, as well as, trade analysis and insights (AcNielsen and SAP).
Abide by the planned P&L whilst delivering all and organizational goals.
Country Managing Director | Consultant
Inspirit Music / Approved Music Marketing
January 2003 - January 2005 (2 years)
Co-designed the Concept and developed the Business Model for Approved Music Marketing while consulting in several projects.

Launched Inspirit Music label in Portugal:
Promotion: 2 tours with International DJs and several branded events
Distribution set-up
Radio Show in biggest dance music radio station
PR
On-Trade Business Development Manager - Matutano
PepsiCo
Portugal
June 2000 - December 2001 (1 year 6 months)
Vertical sales development via Channel Marketing, Category Management and Consumer Marketing promotions
National On Trade Channels Manager - Refrige
The Coca-Cola Company
Portugal
July 1999 - June 2000 (11 months)
Directing the sales & marketing development strategy for verticals guaranteeing World Class Execution and abide by the planned P&L
National Key Accounts Manager - Off Trade
Diageo
Portugal
September 1995 - June 1999 (3 years 9 months)
Managed the business development of major and more complex Retail Key Accounts surpassing planned sales by 25% and responsible for a team of 4 Key Account Executives.

Key Accounts Manager - Sonae / Feira Nova
Customer Marketing Manager - Feira Nova / Auchan
Trade Development Executive - Feira Nova / Pingo Doce
Key Account Manager - Feira Nova / Carrefour / Makro (Sales Trainee)

Formación

Certificate Competitive Intelligence Professional Competitive Intelligence

January 2010 - January 2011 (1 year)
"Best Analytical" Award (Value Chain Analysis Module)

Executive Programmes Information Technology, Digital Marketing & E-Commerce

January 1999 - January 2001 (2 years)
Grades (scale 0 - 20) 19 - Digital Marketing and Services Marketing 17 - Strategy and E-Commerce 17 - Internet Technology 16 - Internet Business Case Study 15 - Processes, Security & Quality Control - 15

Master of Science (MSc) Business Economics specialization in Marketing

January 1993 - January 1996 (3 years)
• Masters in Economics - 1st in Portugal, 20th in Europe http://tinyurl.com/bfqhebl • Marketing - 1st in Portugal, 29th in Europe http://tinyurl.com/a58nepu Key Disciplines from the Marketing Specialization: 17 - Organizational Behaviour 16 - Human Resources Management 14 - Strategy & Planning 13 - Marketing 13 - Finance 13 - Strategic Marketing 13 - Advertising 13 - Competitive Strategy 12 - Market Research 12 - Operational Marketing 12 - Accounting 12 - Quality Management

BSc Economics

January 1990 - January 1993 (3 years)
NOVA School of Business and Economics: > Triple Accreditation > Ranks in Financial Times Top 50 Best Business Schools > Best Business School in Portugal: http://www.eduniversal-ranking.com/business-school-university-ranking-in-portugal.html

College Business/Managerial Economics

January 1984 - January 1990 (6 years)

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