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Celso de Barros Sugawara

Celso de Barros Sugawara

Global Market Intelligence at adidas

Herzogenaurach, Bavaria

International Executive with 16 years of experience in sporting goods, consumer electronics and services (financial). Career is built by strong capabilities in Strategy, Marketing and Sales proven by his experiences in Global Brands (Top 1 Electronic Company in the World and Top 8 Global Brand + Top 2 Global Sporting Goods Brand), merge between biggest Brazilian bank and biggest American private insurance company in Brazil, research institute and also in junior consulting firm.

Main skills

Strategy: business planning, business expansion, strategic planning, team structure, channel strategy, HR programs, BSC, Processes, etc.

Sales: Sales Program, Sales Strategy, Market & Business Intelligence and KPIs (Creation & Monitoring)

Marketing: CRM, Marketing Strategy, Marketing ROI, Marketing Campaigns (e.g.: Direct Marketing, Member Get Member and Segmentation), Database Marketing and Events


  • Director Global Market Intelligence (adidas)
  • Senior Manager Strategic Planning (Samsung Electronics)
  • Market Intelligence Specialist (Brasilprev)
  • Sr. Manager of Strategy (Samsung Electronics)
  • Intern (IPDM - Instituto de Pesquisa & Desenvolvimento de Mercado)
  • Corporate Strategic Planning Manager (Samsung Electronics)
  • Sr Director Global Market Intelligence (adidas)
  • Senior Market Intelligence Analyst (Brasilprev)


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