STRATEGIC ADVISORY · CONSUMER GOODS · RETAIL EXECUTION
Twenty-five years inside the industry–retail relationship.
I advise the companies. I map the technology. I architect the consolidation of the market that connects them.
Inside the last mile of Consumer Goods, I have bought execution technology, built it, scaled it across 50+ countries, and mapped most of the roughly 1,300 vendors that exist worldwide.
Three ways in.
I have decided to put that history, that knowledge, and that experience at the service of the companies, the founders, and the partners who move this market.
Why this work exists
Every consumer product in the world reaches the shelf through a last mile of field sales, distribution, and in-store execution. That last mile decides whether a launch compounds or dies, whether a brand grows or quietly loses the shelf. Industry estimates put the annual waste of poor execution at roughly US$1.23 trillion — wrong product, wrong place, wrong price, wrong promotion.
For twenty-five years I have worked inside that last mile, from every side of the counter.
I bought execution technology as a senior operator at PepsiCo, Coca-Cola, Mars and Bauducco — where superior execution helped grow revenue from ~US$300M to ~US$1B in three years. I built it, founding Scanntech Brazil (a Sequoia Latin America portfolio company) and pioneering Revenue Growth Management and retail analytics in emerging markets. I scaled it, leading as CEO and Board member one of the largest global AI platforms for commercial execution — across more than 50 countries. And I evaluated it, testing competing vendors side by side in live client operations, where performance shows itself at its most explicit source.
Along the way I did the work no analyst firm has done: I personally mapped and assessed most of the roughly 1,300 retail execution technology vendors that exist worldwide — one company at a time, across five continents, from 2000 to 2025. No analyst firm covers this market properly. The major analysts track around twenty vendors under 'retail execution,' and those twenty don't even do the same thing.