Rafael Forzza Madeira

RGM Director LATAM

2024

Franchise Operations Director | BR South

2022 - 2024

• Responsible for Franchise Leadership with FEMSA Brazil (south and southeast regions), focusing on implement and adjust local strategy related to digital, RGM, execution and brand agendas.

Strategy Sr. Manager | Brazil

2021 - 2022

• Drive Brazil to deliver significant and bold strategic plans and be the go-to area to bring solutions to complex 360 business issues • Work close to Brazil SLT to ensure strategy implementation and course correction through strategic analysis & insights • Provide an Outside-in perspective to support business: opportunity mapping, where to play and trends partnering with Latam Strategy and other stakeholders • Lead a Business Integrated E2E Planning Process • Build Long Range Plan with Brazil's key regions working alongside with strategic areas • Leadership: lead and develop four direct managers

Planning Manager | FU NCE & Solar

2019 - 2021

• Lead Franchise Unit process and routines (Midwest, North and Northeast regions) • Develop key strategic driver analysis, capabilities and tools generating insights to guarantee strategy’s achievement (revenue and market share growth) • Co-lead all Business Plan with Franchise Units - Long Term Plan | Annual Business Plan | Regional Targets • RGM Acceleration (beyond role) - price increases discussions and RGM development • Leadership: lead and develop four direct reports

Commecial Finance Specialist

2018 - 2019

• Lead, with Sr. Manager, System Economics discussions with Brazil SLT • Responsible for all Commercial Finance models - profitability and margin models of Coca-Cola system in Brazil • Develop system financial simulations to support SLT decisions • Leadership: lead and develop three direct reports

FU Finance Specialist

2017 - 2017

• Lead DMI ZBW process with Operations, Marketing and Franchise Units • Support Franchise Unit P&L management • Provide/Support financial analysis for Franchise Unit strategic initiatives • Develop price analysis and Bottlers internal inflation • Support FU Finance Managers in DMI management and BP process • Analyze the economic feasibility of Regional KA contracts • Leadership: lead and develop two direct reports

Commercial Planning Analyst

2016 - 2017

• Coordinate rolling estimate, DMI ZBW and OPEX process for Operations VP • Responsible for analyzing Coca-Cola performance in order to leverage the company’s strategies • Ad-hoc analysis for Operations VP • Leadership: lead and develop two direct reports

Commercial Planning Intern

2015 - 2016

Responsible for Coca-Cola performance analysis. Develop different tracking tools for operations teams

Investidor Anjo

2019 - 2024