Tiago Papa

Sales, Marketing & General Management

Summary

Dynamic, creative and task oriented professional with over 10 year experience in a full range of sales and marketing position and a broad background encompassing sales, marketing, logistics, regulatory, business administration, technical aspects and human resources. Skilled in managing personnel, distribution channels, new products launches and project management. Excellent reputation and communication skills, which builded a long term relationship at the Companion Animal market in Brazil and interdepartmental and cross-country professional relationships. Fluent in Portuguese, English and Spanish. Selected by Wyeth to participate in the Executive Leadership Program (ELP I) in 2006.

Achievements

• Managed all the activities related to GiardiaVax launch in 2002, integrating regulatory, planning, technical, marketing, distribution and sales aspects, which contributed for incremental sales of KUS$190 by the year of launch and having the highest market share of all countries (5,5% - YTD Jun 2009).
• Designed and implemented the National Sales Conference, Training and Distributors Best in Show for almost 200 people/year in 2003, that reinforce the environment of teamwork among Fort Dodge and sales personnel, that provided a CAGR of 17% since this.
• Managed all the activities related to Duramune Max 5CvK/4L launch and an effective transition between the old to the new product in 2003, integrating regulatory, planning, technical, marketing, distribution and sales aspects, wich contributed for significant incremental sales of US$1 million by the year of launch, zero right off and market leadership consolidation in Brazil.
• Managed all the activities related to Leishmune and Dicural launch in 2004, integrating regulatory, planning, technical, marketing, distribution and sales aspects, which contributed for significant incremental sales of US$0.5 million by the year of launch.
• Reduced the impact of important backorders of Duramune Max 5CvK/4L in 2006 (implemented various sales campaigns to provided additional sales of MUS$1.2) and RaiVac I in 2008 (led an agreement with Virbac, having product to provide additional sales of MUS$0.8).
• Successfully integrated and managed sales, marketing and technical team of 9 people prior to ProMeris launch, working together with 33 distributors and their sales people at the field level, maximizing the result of this launch (7% of annual market share in the 1st year of sales).
• Led, coordinate and managed all the activities and contact with other departments, related to ProMeris launch in Brazil in 2008, integrating market study and research, regulatory, planning, manufacturing, logistics, finance, technical, marketing, distribution and sales aspects, which contributed for significant incremental sales of MUS$1.2 by the year of launch and having the highest market share of all countries (11% - YTD Jun 2009).
• Managed the Companion Animal Business P&L, with 9 direct reports and an annual budget of US$ 13 million. Improved effectiveness, efficiency and quality of operations which led to consistent sales growth (CAGR of 10% since 2004), resulting in positioning FDAH as #1 in vaccines and #2 overall in Brazil, in the CA market.

Professional Experience

PFIZER ANIMAL HEALTH, New York, NY - USA, 2009 - Present

Director, Companion Animal Marketing - Canada & Latin America (2009-Present)

Reporting to the Group Director - Marketing, Strategic Planning and Innovation, responsible for developing and managing the medium and long term Marketing and Key Brand Strategies for the Companion Animal portfolio in the region.
• Implemented, in partnership with the regional teams, a new process to leverage the marketing plan developement, called iPlan, to better capture the most valuable market insights.

FORT DODGE ANIMAL HEALTH, Campinas, SP - BRAZIL, 2000 – 2009

Companion Animal Senior Business Manager (2006-2009)

Reporting to the Country Manager, responsible for the Companion Animal business unit, with P&L responsibility.
• Reorganized all sales areas to reduce dependence on one territory. Prior to this one of the Territory Managers was responsible for 43% of the national sales and, currently, the biggest territory is 25% of the total.
• Integrated the sales, marketing and technical structure in early 2008, that enables a total of 77 launch lectures over the country, covering almost 80% of the market in only 3 months.
• Successfully launched ProMeris achieving #1 market share in the Fort Dodge system (10.1%, considering the first 7 months of sales period).
• Reorganized distribution system to improve coverage, providing a sales growth of 17% at this areas.
• Exceeded IBT targets each year (achieving total amounts of MUS$5.6in 2006, MUS$6.6 in 2007 and MUS$7.6 in 2008), with a CAGR of 7% in sales during this period despite significant back order in 2008.

Companion Animal Business Manager (2004-2006)

Reporting to the Business Director, responsible for sales and marketing of the Companion Animal business unit.
• Implemented FD University, a training program for the Distribution System that ensures consistent message and positioning of our products all over the country and provided a CAGR of 21% in the Northeast, 18% in the Middle West and 23% in the North (areas that had no opportunity of interaction, before).
• Launched Dicural and Leishmune, which became the #3 product in our portfolio at that time.
• Exceeded IBT targets each year, with a CAGR of 12% during this period, despite significant back orders in 2006.

Companion Animal Product Manager (2002-2004)

Reporting to the Business Manager, responsible for all marketing and product plans of the Companion Animal business unit.
• Launched GiardiaVax, which became the #2 product in our portfolio at that time and Duramune Max 5CvK/4L, achieving 60% of market share by the year of launch. Both launches helped to exceed sales and IBT targets each year (with a CAGR of 23% during this period).

Companion Animal Regional Sales Manager (2000-2001)

Reporting to the Business Manager, responsible for implementing and coordinating all marketing and sales plans at a regional level.
• Implemented an efficient Distribution System administration, providing a CAGR of 13,4% in the South Region and 33,1% in São Paulo State during this period.
• Reinforced Fort Dodge image in the field, in particular with key clients and universities, that increased company market share over 10%.

Education

FUNDAÇÃO GETÚLIO VARGAS (FGV), Campinas, SP
Executive MBA in Business Management, 2009.

ESCOLA SUPERIOR DE PROPAGANDA E MARKETING (ESPM), Campinas, SP
Executive MBA in Marketing, 2003

FACULDADE DE MEDICINA VETERINÁRIA E ZOOTECNIA (UNESP), Botucatu, SP
Veterinary Degree DVM, 1999