Pedro Cruz
EU
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How I Work
Bio

A highly experienced and inspirational international executive with more than 20 years of experience at global companies and start-up scale-up companies. Chief Growth Officer having successfully built and led several diverse and multiple culture teams to deliver stretching targets, new business development and business growth. Successful leader directing companies’ international growth and strategies. A self-motivated reliable and resilient leader confident in making complex decisions while always acting with integrity. Successful business development achievements obtained in different channels and countries. Management skills: management team, analytical skills, negotiating skills, leading sales teams, team builder, strong financial acumen, change management, results oriented, international profile.

Case Studies
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Experience

fwip Ice Cream

an innovative Food tech company

fwip, the “world’s smallest gelateria”, is one of the UK’s most exciting technology companies. Hardware meets software revolution delivered through ice cream, fwip has invented the world’s first smart-connected ice cream, frozen yogurt, gelato, and sorbet machine – the Portobello.

Chief Growth Officer ・ Europe, Asia 2022-Present

Responsible for fwip's global expansion's strategy and for developing new business models. Full P&L responsibility for new international markets, and for developing capabilities across sales, frozen supply chains, marketing, value chains, finance, creating and implementing process & structure, local teams.

  • Responsible for driving revenue and profit growth.
  • Business scale up via geographical expansion, successful step up Fwip’s subsidiaries in Netherlands, Ireland, Spain, Portugal.
  • Recruit and lead a high performing executive team of Country Managers across Europe.
  • Lead, define and implemented RTM entry strategy for Europe, Asia.

Heineken International - Global Commerce Team

Business Development Director - International Brands ・ Europe 2019-2022

Accountable for Heineken International Global brands. Identifying business opportunities, to define long-term Strategic roles and work with the Europe Regional President, Sales and Marketing Directors. Responsible for defining and implementing International Sales and Marketing strategy, to develop the best Route to Consumers (B2C and B2B) and Business plans.

  • Growth of Desperados brand double digit in 2020. Launch of Desperados Virgin and Lime.
  • Lead launch of Moretti brand as a Y Accelerator brand in 6 countries. Develop Global campaign.
  • Accountable for Annual Plans/Strategic Plans, key opportunities, focused MWBs for Europe.
  • Lead the portfolio development of IB across Europe region.
  • Set the ambition and 3-yr strategy to achieve Volume and Revenue growth.

Heineken International - Lagunitas Brewing Company

International Business Development Director ・ Europe 2016-2019

Accountable for identifying international business opportunities, to define long-term organizational strategic goals, negotiate and close contracts and business plans to launch Lagunitas in the international markets.

  • Successful Implementation of a new international organization,
  • Lead, define and successful implemented the Go To market Price Strategy.
  • Lead, inspire and managing an international team of 20 Market Managers.
  • Successful launch in +35 markets, implementing an innovative cold supply chain.
  • Lead the implementation of Lagunitas local (Europe) brewing.

Heineken International - Europe Export & Global Duty Free

Commercial Director Nordics & Europe Export ・ Europe 2014-2016

Accountable for a Revenue of 60 MEuros, across 18 Countries. Responsible for the strategic and operational steering of 7 Nordics license partners and WE Export strategy and full P&L.

  • Business War game executed to evaluate future strategic operating business model for Heineken® license set-up in Sweden, Denmark and Norway and competitors’ strategies.
  • Turnaround of Heineken® in Sweden from decline, into growth.
  • Successful negotiation Sweden Trade Market License Agreement (10 years agreement)

Heineken International - Europe Export & Global Duty Free

International Sales Manager Western Europe ・ Europe 2011-2014

Member of the Heineken Europe On Trade Steering Committee.

  • Commercial Strategy development and 3-year plans implemented.
  • Successful Implementation of a new organization in 2011, establishment of a new sales team structure, developed/implemented leadership competencies.

Heineken Internacional - Sociedade Central Cervejas e Bebidas Sa.

Export Business Unit Manager・2007-2010

Responsible for managing the Commercial team and Distributors in more than 35 countries with six direct reports.

  • Growth of Export Area Revenue from 5% to 10 % of the company Revenue.
  • Sustainable and profitable growth achieved with an asymmetric strategy.

Unistraw International Ltd

Commercial Manager EMEA・ EMEA, Australia 2006-2007

Responsible for managing Unistraw partners, global partnerships and brand development in all territories.

  • Implementation of a successful new business and growth strategy in all EMEA territories.
  • Deployed an innovative business model with exclusive importers by country and advance payment terms. Successfully achieved a partnership with McDonalds EMEA
  • Concluded contracts with food and beverage distributors in more than 40 countries, including all the G8, which were successfully negotiated in less than 18 months

Unicer Internacional, SA, Carlsberg Group

Company 2 description

Europe Market Manager & Area Sales Manager ・ EMEA 1998-2005

  • Responsible for managing Unistraw partners, global partnerships and brand development in all territories.
  • Implementation of a successful new business and growth strategy in all EMEA territories.
  • Deployed an innovative business model with exclusive importers by country and advance payment terms. Successfully achieved a partnership with McDonalds EMEA
  • Concluded contracts with food and beverage distributors in more than 40 countries, including all the G8, which were successfully negotiated in less than 18 months.