Roger Melo MARKETING & SALES and COMMUNICATION

Brazilian, married, 1 daughter - Rua Nicolau Barreto, 614 Apto 221 A – Brooklin Novo – 04583-001 – São Paulo - SP +55 (11) 99908-8636 / +55 (11) 2503-3293 e-mail: roger_melo2000@yahoo.com.br / linkedin: www.linkedin.com/in/rogermelo

PROFESSIONAL PROFILE

Senior Executive with a track record of success in Marketing, Communication, Branding, People and Business

Management with over 25 years of experience acquired in Brazil, Latin America and USA countries working in global

companies such as Softline, AMD, GS&MD, Microsoft and Intel.

Expertise in managing programs and teams in different and complex industries such as high technology industry

(AMD and Intel), Retail Consulting (GS&MD), Software (Softline, Microsoft and DTS Software) and Engineering

(Método Engenharia)

Entrepreneurial leadership style with highly effective planning, organizational development, communication skills,

results oriented and hands on

Expertise in creating, developing and managing teams and service providers. Experience in Brand management, image administration, corporate communication, crises management, internal

and external communication and strategies for using the on and off line communication tools.

Experience and ability in business management including product launching, product line management, business plans, communication planning, advertising, promotional campaigns, events, market research, commercial strategies for distribution channels, and trade marketing.

Strategic planning and management of business unit, planning and execution of marketing programs in support of

sales, demand generation and distribution channel development. Deep knowledge of digital communication channels and social media with great track of success. Excellent experience managing relations with the media and press.

Specialist in developing communication products and messages for the main public of companies (key stakeholders, decision makers, opinion leaders, government and collaborators).

Thorough knowledge of Business to Consumer involving creation and implantation of Retail Programs.

Ability in working with Business to Business at major enterprise (especially in verticals like finance, industry, telecommunication and government) and also in the SMB segment (small and medium business).

Experience in Sports Marketing – project development, tournament organization, sponsorship and consultancy.

Diverse international business trips – UNITED STATES and LATIN AMERICA.

LANGUAGE

Native in Portuguese, fluent English and advanced Spanish

EDUCATION & COMPLEMENTARY COURSES

Executive MBA - FGV in 2008 (Microsoft in Company)

Post Graduation in Marketing - ESPM in 1993 Post Graduation in System Analysis and Auditing - Universidade Paulista in 1991 Degree in Data Processing - Faculdades Integradas Renascença in 1989

Innumerable update and complementary courses in Brazil and abroad PROFESSIONAL EXPERIENCE

Softline do Brasil – Aug 2014 to present Marketing Director

Softline is a Russian Multinational and Multibrand Global IT Solution Provider introduced in Brazil in 2014. Softline is a startup in Brazil bringing to the Brazilian Market more than 20 years of experience acquired in 27

different countries in more than 79 offices, around 60.000 customers and US$ 1 Billion revenue. Responsible for the entire marketing (digital/offline) and company launch in Brazil with a strong, innovative and

creative campaign. Responsible of partners relationship (Microsoft, Oracle, Citrix, VMware and distributors).

Responsible for branding, positioning, demand generation (US$ 12 Million in 3 months) and pipeline acceleration. AMD South America – Sept 2011 to Mar 2014

Marketing Director Responsible for entire Marketing Organization at AMD Brazil and represent Latin America at AMD GMLT (Global

Marketing Leadership Team).

Strategy development to repositioning the company in Brazil in both segments B2C and B2B. Driving product and solution strategy thru competitive analysis and indicators to support sales decision (sell in and

sell out). Maintain Relationship with partners, building joint strategy with major companies on the market developing go-to-

market initiatives and co-marketing activities. Reset and realignment of distribution channels (retail, distribution and reseller) programs.

Recovered 22 points of Market Segment Share in consumer segment in 7 months. Implement a Digital and Social Strategy with strong results - 400K fans on Fan Page in 6 months.

GS&MD Gouvêa de Souza – Jan 2011 to Sept 2011 (Brazilian company in Retail/Consumer Consulting segment) Business Development Director Responsible for Events, Publishing, Sponsorship and Marketing areas.

GS&MD positioning and visibility to grow the business.

Set Business – 2008 to 2010 (Brazilian company in the Sports Marketing segment) Marketing Director Development of sports projects, events and sports tournaments, relations with partners, sponsorship sale and

management. Consultancy in Communication and Marketing for the Sports area.

Microsoft do Brasil – 2004 to 2008 Corporate Communication Leader – 2006/2008 Management of teams with up to 35 managers (virtual/matrix administration) and budget of US$ 1 million, reporting

to the Citizenship Director and responsible for Corporate Communication, Institutional Image, brand positioning, institutional crisis administration and Internal Communication (social and corporate activities).

Responsible for Corporate Communication with differing audiences (Government, Customers, Partners, Society and

Employees), positioning the company and exploring social and citizenship projects. Development of relations with government leaders and integrated communication campaigns for this audience

increasing by 5% the favorability of Microsoft with the government over a 1-year period. Responsible for positioning, messages definition and company president schedule in events and ceremonies.

Development of Sustainability project including evaluation and adaptation of the company to the Ethos report. Development of the Annual Social Report of the company.

Enterprise Marketing Manager – 2004/2006

Management of a team of 5 product managers, 1 communication manager and 1 events manager, budget of US$ 2 million and responsible for Marketing campaigns for Finance, Government and Telecommunications as well as interface between the areas of Sales and Product Marketing.

Responsible for demand generation and sales pipeline development and management. Attainment of two digits increases in sales to enterprise segment, year after year.

Responsible for relationship program with target audience (CIOs).

Development of the Marketing program “Experience Banking” reinforcing the use of Microsoft technology in improving user experience in the day-to-day relationship with banks. As a result we positioned the company as one of the main technology suppliers to financial institutions in the country facilitating the sale of various projects to

different financial institutions generating additional revenue of US$ 5 million in 1 year. Intel Semicondutores do Brasil - 1996 to 2003

Latin America Marketing Manager for Small and Medium Business – 2002 /2003; Latin America Marketing Manager – 2000/2002; Advertising Manager - Brazil – 1998/2000; Retail Marketing Manager – 1996/1998

Creation of Intel Trade Marketing Program, developing from zero the market for the sale of technology products to the Final Consumer. Establishment of executive relationship with major Retail Chains such as Extra, Ponto Frio, Carrefour, Fast Shop, Fnac, Colombo etc. hiring and training of the team, implementation of events and promotions at stores, product launching.

This Retail Program allowed Intel to remain as market leader with market share over 80%, even during periods of strong competition promotions.

Responsible for On Line and Off Line advertising for the whole product line (Consumers and Business). Definition of

Media Communication Plan and Product Campaigns. Hard work with Advertising Agencies optimizing utilization of resources and campaign creativity, permitting

differentiated positioning in the media.

Changes in purchasing, negotiation, and media payment strategy allowed increasing company exposure and its range/coverage.

Responsible for Marketing Services management: relationship with the press, events, communication material

(flyers, pamphlets, POS material) for all Latin America. Restructuring of the Press area in Latin America, improving service level, reducing response time and improving

information quality. Increase in the volume of spontaneous consulting and the conquest of five press awards that

year. Creation and structuring of the Intel Events and Sponsorship area in Latin America, its suppliers and internal team.

Introduction of sports-activity sponsorship reaching the target public in an innovative way.

Development of Marketing programs to foment the use of technology in Small and Medium Companies improving awareness of Intel in 4% and influencing US$ 52 million in business.

DTS Software – 1994 to 1996 – Consumer Business Unit Manager

General Business Unit Manager Método Engenharia S.A. – 1988 to 1993 – Communication and Marketing Coordinator Officer Computadores – 1986 to 1988 – Training Manager

Banco Itaú – 1985 to 1986 - Section Chief INTERNATIONAL AWARDS

Top Achievers Club 2002 – Intel performance award (10% best in the world) - Mexico – 2002 Top Achievers Club 2000 and 2001 – Intel performance award (10% best in the world) – USA – 2000

POPAI 2000 – Golden Indian – Best merchandising piece on the Brazilian point of sale (Intel Brazil) International Advertising Award - adTech.Europe Award 2000 – Gold for the best Banner International Advertising Award - adTech.Europe Award 2000 – Silver for the best use of rich media