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Hugo Macedo

Hi, I'm Hugo Macedo, I help business and start-ups create and boost their potential trough Marketing and Leadership

Hugo Macedo is an Electronic Engineer turned Corporate-Marketeer turned Entrepreneur and wanna be Venture Instigator.

From Procter&Gamble to Sonaecom till joining as partner and COO of a once start-up now multinational ActualSales, in 15 years of experience I have managed areas from IT, Marketing, Sales, Finance and HR. But my main area of expertise (and passion) is Consumer Marketing and Internet Business.

I'm also founder of Beta-i (NGO for the promotion of entrepreneurship), Director at João Sem Medo Entrepreneurship Center & Startup Mentor.

I'm currently active in launching a start-up and preparing to launch another while assisting many other entrepreneurs in their own venture.

I like to see the world with a helicopter view but I look deeper when it comes to human behavior and team dynamics. I'm always looking for the Consumer Mind Set, market and strategic opportunities I'm obsessed with crystal clear value propositions and positioning.

Hugo Macedo's Background

Hugo Macedo's Experience

Head at NetValue Ventures

October 2010 - August 2011

Head of NetValue Ventures, a Seed Capital and Incubator initiative spin-off of ActualSales Group. Looking to turn web and mobile projects into global and profitable start-ups.

Partner at Research&Design

March 2010 - August 2011

Design is where science and art break even. — Robin Mathew

Partner at Direct2Sales

September 2009 - August 2011

Partner & COO at ActualSales

May 2008 - August 2011

COO responsible for General Management, Finance Accounting Financing, Legal and International Expansion. As Board Member actively participated in the expansion and innovation plans. In 3 years we have: - grown the business from 1M to 12M revenue - opened Brasil, Spain and Mexico local operations - we grew from a team of 10 to more than 80 people across geographies - opened 5 new business units (new business models) - achieved the 8th "best company to work for" from Exame/Accenture (2010) - entered the Innovative SME Network from COTEC - Grand Prize for Effective Advertising (2010) - status of PME Lider (2011) (SME excellence certification)

Marketing Manager - Aquisition&Loyalty at Optimus

August 2007 - April 2008

Design, Develop and Deliver the Marketing Plan for Optimus Residencial Customers. Includes Value Propositions, Pricing, Mobile Phones portfolio management, Promotions, Loyalty programs and whatever it takes to grow!

Business Unit Manager - Optimus Home at Optimus

January 2005 - September 2007

Launch & development of "Optimus Home" product as Business Unit Manager - with responsibility across all operational areas - Product, Advertising, Backoffice, Customer-Care, Sales, IT-Telco. In 2 years became the success story of the Portuguese Telecom market with more than 300k subscribers and 50M revenue (profitable) - 2nd market position in a matured market of fixed voice communications. Several marketing and operations innovations successfully implemented including new products, new channels, new process and operational systems.

Distribution Development Manager at Optimus

July 2004 - December 2004

Manage a team to develop Projects in: BUsiness Development, Comercial strategy, Channel strucuture & Efficiency for the Mass Market Business Unit

Marketing Manager - Mobile Phones & Channel Marketing at Optimus

January 2003 - August 2003

Enable and develop a team to perform, including in the following responsabilities: Mobile phone Marketing management: assortment and marketing plan Interface between Marketing and Sales - deployment of plans Supply Chain Management - production planing and sales forecast

Partnership Manager - Data Services at Optimus

October 2001 - December 2002

Lead a team that develoed a new Business based on Partnerships to develop Mobile Data Services based on SMS technology. - Business Models - Define Process for the Business Model requirements - Partner relations and negotiation - New Business creation oportunities

New Business Analysist at Optimus

April 2001 - September 2001

Analisys of new Business Oportunities in Mobile Data aplications and services. Project: Mobile-Marketing Market Oportunities, Business MOdels, Strategic evaluation, organization implications

Assistant Brand Manager at Procter & Gamble

July 1999 - March 2001

Brand Management: marketing plans, promotions, pricing, sales, advertising, PR Analysis, Recomendations, Implementations of Marketing Plan Brands: Old SPice, Clearasil, Vicks, Tampax Area: Portugal and Spain

System Analyst at Procter & Gamble

May 1997 - June 1999

Manage Systems deployment in Business Unit. Systems: marketing and Sales systems, Infrastructure Project Management Business Integration

Director & Partner at ViewDo S.A.

October 2011

ViewDo is a start-up focus on innovative products and technologies that leverage the link between online and offline interactions. Currently we have 2 products: Swypit : a system that enables brands to expand their online impact form offline events. Through a proprietary technology based on RFID and QRCodes we make it easy for consumers to share their experience in brand activation events to their social network. We multiply by a factor +100 your events impact! Elizabet - qwin of challenge (beta): a new social betting game (web&mobile) where consumers can challenge their friends in any bet. An innovative product in the social gaming/entertainment space with potential mass appeal. ViewDo is also developing custom made tecnology solutions with focus on online and offline interactions to deliver superior value to brands and companies.

Chief Opportunity Officer at Confidential (In stealth mode)

September 2011

Growing StartUps - Entrepreneurship, Envision, Enable, Energize! Involved in several start-up projects and acceleration programs.

Co-Founder at Beta-i - Associação para a Promoção da Inovação e do Empreendedorismo

February 2010

Part of the founding team that developed the roots of currently one of the most recognized and important portuguese organizations for the development of entrepreneurship. Actively involved in the design of Beta-start accelerator program and as mentor and coach of participants

Hugo Macedo's Education

Universidade do Porto

2003 – 2004



1992 – 1997


Concentration: Electronics

Hugo Macedo's Interests & Activities

Marketing, Internet, Consumer Behaviour , Leadership, Entrepreneurship, Start-ups, Strategy, Mobile, Social Networks, e-business, venture capital, venture, business angels, crowdsourcing, mentorship, coaching, Value Proposition, business model canvas, lean start-up, customer development

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