MARIO AUGUSTO DE CASTRO
London
Summary
Trilingual, MBA qualified, international seasoned commercial executive, within sales (indirect & direct), marketing and business development. Experienced in business diagnostics, strategic plan and implementation, alignment and people management. Top 3 achievements: 3M+KCI, turn around 2019, growth of 19% top line and over 60% EBTIDA (YoY), by reshaping business model, (1) segmenting, (2) sales refocus, (3) GTM & (4) Clinical Education. C.R.Bard/BD, largest global performance award 2017, 41% sales growth YoY, by (1) GTM shifting, (2) sizing & segmenting the market, (3) KOL & (4) HMOs programs. GE Healthcare, 2014 marketer of the year, increased 10-20% win rate. Cross BUs demand generation and funnel acceleration program. Participated in GE Healthcare International Experienced Commercial Leadership Program, Based in Latin America, however, traveling, studying and working in healthcare markets such as China, US, Canada and Latin America. People Management – managed over 250 people, in companies such as: GE Healthcare (ECLP), 3M Medical, Bard/BD Medical and Sanofi. Awarded nationally and globally for sales growth (2008, 09’, 14’, 17’, 19’). MBA in Marketing, USA (Hult International Business School) 12-13, CSR, USA (HARVARD University) 13, BS in Marketing, Brazil (Estácio Radial University) 99-02. Language: Portuguese (Native), English (Fluent), Spanish (Fluent in speaking). Main BUs: Imaging Diagnostics, Surgery (OR/ER), Vascular, Diabetes, Ortho, Oncology, Pharma.
Overview
20
20
years of professional experience
Work History
Commercial Director
3M+KCI
São Paulo
09.2018 - 01.2020
- Grew over 60% EBITDA and 19% top line revenues (2018 versus 2019).
- Recognized as one of the largest country growths of the year (2019).
- Implemented a turnaround strategy through GTM redefinition, market sizing and reshaping commercial focus (productivity, value selling, account planning & KOL program).
- BUs: Negative Pressure & AWD - Specialties: Ortho, Vascular, G. Surgeons, Plastic and Cardio.
Marketing Head
BD (C.R. Bard)
São Paulo
11.2016 - 09.2018
- Delivered strong sales growth (41% top line), by GTM strategy and demand generation programs (KOL, HMOs, medical education, training, gamification & portfolio analysis).
- Awarded as the largest country growth (41%) and second in bottom line (16%) in 2017.
- Pioneering a digital driven educational platform within a gamified environment in a costumer centric driven method across 5 Business Units.
- BUs: Vascular (Stents & Balloons), Vascular Access (Catheters & Ports), Surgery (Meshes), Biopsy (Vacuum System & Needles), ICU (TTM), Uro (Foley Catheters).
Latam Senior Marketing Manager
GE Healthcare
07.2013 - 11.2016
- Implemented a new mechanism (GE Connection) to convert deals in wins, with an increase of 10-20% in win rate and accelerated US$29M.
- In the first pilot closed $1M deals and rose $2.6M in funnel opportunities.
- Scaled it to: Mexico, Colombia and Chile.
- Awarded as the Global Marketer of the Year in 2014 for Demand Generation Program.
- Designed and validated a new customer-centric solution that created differentiated value for the organization’s portfolio, putting together 9 different business units.
- BUs: MRI, CT, Molecular I., Life Care S., Women’s Health, HC IT, Surgery & Ultrasound.
National Sales Manager
Germed Pharma
06.2010 - 05.2012
- Reinvigorated the Ophthalmology BU by increasing monthly sales to USD2MM, a 150% YoY increase by developing new clients, CRM, educational program (KOL) & analysis.
- Mentored the managers to improve their analysis capability to ensure better customer targeting and accurate sales staff assessment.
- BUs: Ophthalmology (Glaucoma Medicine)
Marketing and Sales Director
REEBOK FITNESS
05.2009 - 06.2010
- Increased monthly sales by $300K by developing a condominium gym facility solution.
- Delivered innovative/consulting sales model that resulted in a 200% increase in product placement.
Senior Sales Manager
SANOFI (Medley Division)
11.2007 - 05.2009
- Received Best National Sales Performance Award in 2008 (20% sales increase).
- Mentored the sales managers to improve analysis capability to focus on customer product penetration.
Product Marketing Manager
SANOFI (Medley Division)
01.2007 - 11.2007
- Achieved Record Sales by boosting sales in 50% in one year, by developing a CRM program with key cardiologists.
- Boosted sales by initiating and implementing: sales training program for a group of sales reps, we taught them how to strategically analyze their market and apply scientific research to each sales interview.
- Initiated brand repositioning strategic plan, market research, competition gap analysis, conducted a product launch in the Cardio business unit, key opinion cardiologists.
District Manager
SANOFI (Medley Division)
02.2005 - 12.2006
- Increased district sales by 36% in six countryside states and increased sales by 100% in São Paulo in the Cardiology business unit.
- Achieved the highest company market share with sibutramine, the main product.
- Trained the sales staff to utilize CRM to specifically target key physicians.
Sales Rep
SANOFI (Medley Division)
01.2000 - 12.2004
- Consistently promoted due to sales performance and informal leadership influence.
Education
Experienced Commercial Leadership Program - undefined
GE Healthcare
05.2015
Strategic Management Sustainability - undefined
HARVARD UNIVERSITY
05.2013
MBA in Marketing - undefined
HULT International Business School
08.2013
EMBA in Company - Pharma Business
Fundação Dom Cabral
12.2008
BS in Business - Emphasis in Marketing
Estácio Radial University
12.2002
Executive Summary
Trilingual, MBA qualified, international seasoned commercial executive, within sales (indirect & direct), marketing and business development. Experienced in business diagnostics, strategic plan and implementation, alignment and people management., 3M+KCI, turn around 2019, growth of 19% top line and over 60% EBTIDA (YoY), by reshaping business model, (1) segmenting, (2) sales refocus, (3) GTM & (4) Clinical Education., C.R.Bard/BD, largest global performance award 2017, 41% sales growth YoY, by (1) GTM shifting, (2) sizing & segmenting the market, (3) KOL & (4) HMOs programs., GE Healthcare, 2014 marketer of the year, increased 10-20% win rate. Cross BUs demand generation and funnel acceleration program., Managed over 250 people in companies such as: GE Healthcare (ECLP), 3M Medical, Bard/BD Medical and Sanofi., Awarded nationally and globally for sales growth (2008, 09’, 14’, 17’, 19’)., MBA in Marketing, Hult International Business School, USA, 2013-08-01, CSR, HARVARD University, USA, 2013-01-01, BS in Marketing, Estácio Radial University, Brazil, 2002-12-01, Portuguese, Native, English, Fluent, Spanish, Fluent in speaking, Imaging Diagnostics, Surgery (OR/ER), Vascular, Diabetes, Ortho, Oncology, Pharma
Personal Information
- Work Permit: EU Work Permit
- Visa Status: EU Work Permit
Timeline
Commercial Director
3M+KCI
09.2018 - 01.2020
Marketing Head
BD (C.R. Bard)
11.2016 - 09.2018
Latam Senior Marketing Manager
GE Healthcare
07.2013 - 11.2016
National Sales Manager
Germed Pharma
06.2010 - 05.2012
Marketing and Sales Director
REEBOK FITNESS
05.2009 - 06.2010
Senior Sales Manager
SANOFI (Medley Division)
11.2007 - 05.2009
Product Marketing Manager
SANOFI (Medley Division)
01.2007 - 11.2007
District Manager
SANOFI (Medley Division)
02.2005 - 12.2006
Sales Rep
SANOFI (Medley Division)
01.2000 - 12.2004
Experienced Commercial Leadership Program - undefined
GE Healthcare
Strategic Management Sustainability - undefined
HARVARD UNIVERSITY
MBA in Marketing - undefined
HULT International Business School
EMBA in Company - Pharma Business
Fundação Dom Cabral
BS in Business - Emphasis in Marketing
Estácio Radial University