Thalles Fonseca: Revolutionizing Retail Sales and Trade Marketing for Mediar
Thalles’ career has been defined by a blend of analytical expertise and commercial acumen, making him a pivotal force at Mediar as he leads our sales efforts in Brazil. His path began in the capital markets, where he worked for investment banks before moving into the beverage industry, taking on key roles at Britvic, Ducoco, and Constellation Brands.
At Britvic, he made a remarkable impact as Trade Marketing Manager. His task: to elevate the coconut water brand, Puro Coco, and turn it into a relevant category within the company’s portfolio. Britvic Brazil was primarily focused on RTD and concentrated juice, but Thalles recognized that coconut water had untapped potential.
He executed a two-phase plan, first focusing on expanding Puro Coco’s distribution by incentivizing the sales team and adjusting bonus policies to prioritize the coconut water segment. The result was rapid distribution growth, with major retailers and proximity channels listing the product. In the second phase, Thalles targeted volume growth, giving the sales and trade marketing teams a dedicated budget for in-store execution. His efforts resulted in a tenfold increase in sales, and Puro Coco’s 1L SKU became Britvic Brazil’s top seller.
Thalles joined Mediar because of the company’s innovative approach to retail and CPG analytics. “Mediar offers unique insights that can change how brands gather shopper data and execute promo activations,” Thalles explains. His goal at Mediar is clear: to onboard top CPGs and retail chains, increasing the company’s valuation and setting the stage for future growth.
Beyond his strategic thinking and passion for sales, Thalles keeps it simple when it comes to personal preferences. His favorite snack is cashew nuts, and his most-used app is WhatsApp, essential for keeping up with the fast pace of sales and trade marketing in Brazil.
Thalles is not just building Mediar’s presence in Brazil—he’s helping reshape the retail and CPG space with data-driven insights and innovative solutions.
