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Marcelo Licnerski
Marcelo Licnerski is a seasoned professional with over 28 years of experience in the pharmaceutical and consumer goods market, specializing in Strategic Business Planning, Sales, Marketing, and Trade Marketing, as well as P&L Management.
He has a track record of working in Brazil, Latin America, Europe, and Emerging Markets, developing and implementing commercial strategies, marketing, and trade marketing plans for the B2C market, particularly in pharmacy and retail chains.
Marcelo excels in collaborating with global teams to ensure the successful localization of commercial and marketing strategies, along with creating detailed business plans focusing on commercial opportunities, business development, and expansion.
He is proficient in monitoring commercial activities using key audit metrics such as IQVIA, Close-up, Nielsen, Euromonitor, Knoblock, Anvisa, Cofepris, and various Sales Force tools, while managing platforms like CRM, KPIs, EAD, SFE, P&L, ROI, GTN, Digital Marketing, Media Mass, and A&P Management.
With a diverse background in the pharmaceutical sector, Marcelo has navigated roles in retail, distribution, manufacturing, and raw material production, demonstrating practical crisis management skills within matrix organizations.
His strengths lie in establishing strong stakeholder relationships at local, regional, and global levels, driving results, adhering to compliance policies, and being hands-on, creative, and adept at leading multifunctional teams through change.
Marcelo Licnerski holds a Master of Business Administration (MBA) from Fundação Getulio Vargas (FGV) and a Master's degree from Fundação Armando Álvares Penteado, underpinning his practical experience with a solid educational foundation.
