Madureira - Competitive Intelligence - Lisbon, Portugal

Luis Madureira

Lisbon, Portugal


Competitive Intelligence


Development if actionable insights on the Extrenal Environment, Geographical market, Industry, Playera and Customer/Consumer.
Deliverables range from Warnings to deep dives to WarGames.

Work History

Business Partner


October 2012 - October 2012


OgilvyRED provides strategic growth and innovation consulting services to clients globally. Powered by a core group of 1,200 senior strategic consultants from the global Ogilvy & Mather network, OgilvyRED applies the best talent, intellectual property, creativity and tools – sourced from anywhere inside or outside Ogilvy, WPP and selected external partners.

In the face of monumental changes to business, branding and marketing, OgilvyRED is a crucial change agent that helps clients solve their thorniest brand and marketing problems. We focus on three areas:

1. Growth Strategy – identifying and activating the drivers of both short-term and long-term revenue and profit growth.

2. Integrated Solutions Strategy – improving marketing impact/ROI for brands with integrated planning: pricing, packaging, distribution, financial modeling, and marketing communications.

3. Innovation Strategy – designing “the next new thing.”

OgilvyRED makes the connection between deep strategy and creativity to uncover the actionable answers clients need. Positive, measurable brand and business outcomes are OgilvyRED’s single-minded goal.

For your thorniest brand and marketing problems, please contact us for a preliminary discussion.

For more details on OUR PRACTICES please consult the brochure below.

Invited Professor - Certificate Proficiency in Competitive Intelligence

ICI - Institute for Competitive Intelligence

January 2012 - January 2012

ICI-2 Competitive Intelligence Basic Projects (ES/EN)
ICI-3 Competitive Intelligence Reporting (ES/EN)

ICI-6 Fundamental CI Analysis Methods (EN)
Evaluation as teacher 2013 - 5 out of 5
> Competitor Analysis
> Industry Analysis
> External Environment Analysis
> Analysis of Competing Hypothesis
> SWOT / TOWS Analysis
> Strategic Groups Analysis

Invited Professor Competitor Analysis - Interuniversitary Master of Intelligence Analyst

Universidad Carlos III de Madrid | Universidad Rey Juan Carlos

January 2011 - January 2012

Worldwide Ranking - 10th | Spanish Ranking - 1st

Marketing Module Coordinator and Professor of Marketing - International MBA Hispano Luso

ITAE Escuela de Negocios de Extremadura / ISG - Instituto Superior de Gestão

January 2011 - January 2012

International Marketing
Strategic Marketing & Marketing Strategy
Consumer Behaviour
Marketing & Competitive Intelligence System

Invited Professor of Strategy & Competitive Intelligence - Master of Marketing Science

ESIC Business and Marketing School

January 2009 - January 2012

The Business School of Management and Marketing, ESIC, founded in 1965 by the Religious Institution of the Sacerdotes del Corazon de Jesus, Padres Reparadores, is the leading private Marketing School in Spain. ESIC Campuses are located in Madrid, Barcelona, Pamplona, Bilbao, Málaga, Granada, Valencia, Zaragoza, and Seville (Spain) and Curitiba (Paraná, Brazil). ESIC also offers Postgraduate Programmes in Santander, Salamanca y Murcia.

MMS - Master of Marketing Science intends to deliver a practical vision of Marketing Intelligence supported on the framework, tools, procedures and knowledge necessary to support accurate decision making in today’s rapidly changing environment.

The Strategy module includes Market Environment Analysis and Strategic Planning at Corporate and Business Unit levels.
• Rated by students with an 8,54 mark (out of 10)
• Formally invited to expanded scope of collaboration (Strategy and Competitive Intelligence)
• Invited to develop a Case Study to serve as base for 2010 Master Final Evaluation
• Invited to be part of the Examining Board 2009/10
• Developed and run the ESIC WarGame Strategy Challenge for the Master of Marketing Science

Associate Professor of Sponsorship - Master Marketing and Sports Management


January 2009 - January 2012

Worlwide Ranking Best Masters:

» Evaluation as Teacher
2011/12 - 4,77 out of 5
2010/11 - 4,70 out of 5
2009/10 - 4,57 out of 5 - Master's Best Teacher Award

» Member of Master Thesis Jury:
2012_07 - How to increase the Sponsorship ROI via product optimization of the Portuguese Football League
2011_05 - Hoquei Clube Turquel - Integrated Marketing Approach
2011_04 - Sport Sponsorships - Sagres and the Professional Football Portuguese League

» Master Thesis Guidance:
2012 - How to increase the Sponsorship ROI via product optimization of the Portuguese Football League - Grade: 17 out of 20
2012 - MyIndoor

Invited Professor - Competitive Intelligence - Master of Competitive Intelligence

UFP Corporate Education

January 2009 - January 2010

Master of Competitive Intelligence (CI) is of interdisciplinary nature bringing together several scientific fields and addresses the needs of International and Local organizations and of a CI professional.


CPCI - Comunidade Portuguesa de CI

January 2008 - January 2008

CPCI is the Portuguese Community of Competitive Intelligence (CI).

Founded in 2008 its mission is to foster the CI practice, promotion and scientific development in the Portuguese organizations.

Creator & Community Manager

MIG - Market Intelligence Group

February 2008 - January 2012

MIG (Market Intelligence Group) is a LinkedIn Group which object is the discussion and sharing of Market Intelligence best practice.

Advisory Board

Marketing FutureCast Lab

January 2008 - September 2012

Marketing FutureCast Lab is the first Research Lab on new trends in Marketing in Europe, funded by 21 companies.

Executive Board Member | Head of Innovation & Intelligence Central Cervejas


December 2007 - September 2012

Step change value creation through actionable knowledge and foresight development on the Competitive Environment (MI - Markets, Industries, Competitors, Customers and Consumers and on the Business own performance (BI) to support the Top Managements’ decision-making, planning and resource allocation in the form of strategic recommendations and performance monitoring that guarantee full alignment with the company’s main strategic objectives (Must Win Battles) while shielding critical internal information within an Information Assurance framework (aka CCI – Counter Competitive Intelligence).

Develop and embed systematic, consumer-led and customer-oriented, insight driven Total Innovation (New Product Development/Services, Processes, Business Models). Drive the Top Line Growth, Profitability and ultimately the Brand Building process through Incremental and Disruptive Innovation. Responsible for Category Expansion, growing & expanding beyond the traditional definition of the categories, taking ownership for Category Health and Consumer, Shopper & Customer relevance, developing relevant opportunities across targeted markets. Manage the Innovation Cycle guaranteeing the inclusion of both Short and Long-Term perspectives in Total Innovation.

*Achievements are confidential*.

Commerce Director (Sales & Marketing) - Luanday

Wayfield, Trading Internacional, SA

June 2007 - August 2007

Reporting directly to the President and the Executive Board, the role Directing the commerce area in Angola. Wayfield and namely Luanday, is one of top Soft Drinks and leading brand - Blue - Producer and Distributor in Angola, which at the time, also distributed international brands such as Sagres Beer and Luso Water.

Lecturer / Speaker / Teacher / Business Coach / Facilitator / Trainer


January 2006 - January 2006


2013_03_22 ESIC Inteligencia Competitiva y Marketing Modules 4, 5 & 6 - Madrid @ SPAIN
2013_01_30 ICI 6 Competitive Analysis - London @ UK
2012_11_30 SMINT bootcamp Empresarial - ACL @ PT
2012_11_22 LECTURE + PANEL MI Seminar - 3mecca - Seoul @ SOUTH KOREA
2012_11_13 SMINT - ISEGI @ PT
2012_11_08 EXEC ADDRESS SMINT - SCIP EU Summit @ IRELAND - (3,8/5)
2012_09_26 Customer Mktg Meeting - Pfizer Europe @ PT
2012_07 SMINT - AMD @ PT
2012_06 ROUND TABLE CI Rapid Deployment - GIA LONDON @ UK - (4,7/5) Best of Conference
2012_04_30 WAR GAME Battle for Designer Foods - OXFORD University @ UK - INVITATION
2012_03 WORKSHOP CI Toolkit + EXPERTS PANEL Social Media Analytics for CI - ICI Conference @ GERMANY - Best Workshop
2011_12 CHAIRMAN & LECTURE | XV CI Pharma International Conference @ PT
2011_04 LECTURE Sensory Marketing Intelligence - ICI Conference @ GERMANY
2010_11 LECTURES Risk Free, Zero Budget CI Function set-up + Sensory Marketing Intell - SCIP EU Conference Barcelona @ SPAIN
2011_03 IBERIAN SUMMIT Prospectiva y Inteligencia Estratégica - Competitor Future Likely Direction @ SPAIN - INVITATION ONLY
2011_03 WEBINAR GIA MI Tools Case-Study @ FINLAND
2011_02 CI PODCAST Sensory Marketing Intelligence @ US
2010_07 EXPERT PANEL - World-Class CI Summit @ SPAIN
2010_06 LECTURE Sensory Marketing Intelligence - INT. CONFERENCE @ PT
2010_04 Marketing FutureCast Lab - Competitive Intelligence as a Trend @ PT
2010_04 ISCTE Masters -The New Competitive Advantage @ PT


2012_04_19 "Consumption Development Innovation" | APPM XIII Marketing Congress
2012_04_12 Seminar NOVA Consumer Goods Club "Fending current Crisis"
2012_03 RtM | NOVA School of Bus and Economics
2012_03 Innovation | BP Workshop
2011_03 RtM | NOVA School of Bus and Economics
2010_10 Consumer Challenge: Anti-Crisis Panel | Marketeer Magazine
2010_06 Micro Marketing | APPM XI International Marketing Conference
2010_06 Innovation as Source of Growth | CARRIS

Managing Partner

überbrands - Brand Building "Revolutionnaires"

July 2006 - September 2012

Cutting edge Brand Building and Strategic Consulting, including NPD (New Product Development), Business and Brand planning and Sales and Marketing strategy development. Innovation in execution and product launching into the Portuguese and European markets. Advisory on business structures, drafting commercial policies and structuring commercial transactions. Trading and negotiation of international commercial contracts.

PROJECTS (some examples):
» Pernod Ricard (Spirits) | Ballantine's Finest Clubbin' Season -
» Fierce Angels (Dance Music Label & Lifestyle Brand - UK) | PT Launch
» Drie Mollen Group (Coffee & Tea) | BP NPD Fairtrade Coffee
» The Big J (Smoothies - UK) | Launch in Portuguese Market
» ExcelFormação (Training - PT) | Lactogal Trade Marketing Programme
» CECOA (Training - PT) ) | ECR Training for Makro Customer
» Channel InStore (Interactive Electronic Shelf Displays - AU)
» VIAInfo (Multimedia Presentation Platform - AU)

Head of Marketing & Business Development

United Coffee UK & Ireland

May 2005 - July 2006

Lead the Marketing & Sales departments in UK & Ireland to profitable development within Drie Mollen / United Coffee holding strategy guidelines.

Unravell and develop brand value across Gala's brands (Lyons, Darvilles of Windsor, Templo Cafe, Melitta and Mill House) and Private Label business.

Business Development of Contract Manufacturing customers, Cafedirect - biggest Fairtrade coffee brand, Costa Coffee (Whitbread) - International Coffee Shop chain and strategic support to Key Retailers: Tesco, ASDA, Waitrose, Sainsbury, CoOp, etc.

Country Managing Director | Consultant

Inspirit Music / Approved Music Marketing

January 2003 - January 2005

Co-designed the Concept and developed the Business Model for Approved Music Marketing while consulting in several projects.

Launched Inspirit Music label in Portugal:
Promotion: 2 tours with International DJs and several branded events
Distribution set-up
Radio Show in biggest dance music radio station

Sales and Trade Marketing Director

Red Bull

January 2002 - February 2005

Lead the Modern Trade and Isles and Export Distributors (Cape Verde) to become the best in class sales team in the market. Development of Revenue and Top Line growth in the respective markets. Lead, manage and balance the interest of Customers/Distributors, the Team and the Company to deliver short and long-term turnover.
Development and direction of all Trade Marketing activities to maximize Red Bull Brand potential within the Trade whilst maintaining brand personality and values. Trade Marketing includes all internal communication, coordination between Marketing and Sales, POS development and guarantee World Class Execution standards, as well as, trade analysis and insights (AcNielsen and SAP).
Abide by the planned P&L whilst delivering all and organizational goals.

On-Trade Business Development Manager - Matutano


June 2000 - December 2001

Vertical sales development via Channel Marketing, Category Management and Consumer Marketing promotions

National On Trade Channels Manager - Refrige

The Coca-Cola Company

July 1999 - June 2000

Directing the sales & marketing development strategy for verticals guaranteeing World Class Execution and abide by the planned P&L

National Key Accounts Manager - Off Trade


September 1995 - June 1999

Managed the business development of major and more complex Retail Key Accounts surpassing planned sales by 25% and responsible for a team of 4 Key Account Executives.

Key Accounts Manager - Sonae / Feira Nova
Customer Marketing Manager - Feira Nova / Auchan
Trade Development Executive - Feira Nova / Pingo Doce
Key Account Manager - Feira Nova / Carrefour / Makro (Sales Trainee)

Qualifications & Certifications

Escola do Magistério Primário - Viseu

Certificate Competitive Intelligence Professional

Fuld-Gilad-Herring Academy of Competitive Intelligence

Executive Programmes

CATÓLICA-LISBON School of Business & Economics | Universidade Católica Portuguesa

Master of Science (MSc)

NOVA School of Business and Economics | Universidade Nova de Lisboa


NOVA School of Business and Economics | Universidade Nova de Lisboa


Escola Secundária Emídio Navarro de Viseu

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