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Flavio Guzmán

@flavioguzmn

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Marketing director at Lotus Cars Brazil who built its CRM and owner loyalty program from a standing start.

Brazil

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At Lotus Cars Brazil, I built the Marketing, CX and PR function and launched the brand in Brazil. I created Lotus Xperience and designed the Chapman Circle owner loyalty program and sales funnel on Salesforce Automotive Cloud.

I joined GWM Brazil before its first sale to position an unknown Chinese manufacturer as a premium brand, with an average ticket of R$ 300,000. The brand grew from zero sales to almost 8,000 cars, with more than R$ 2 billion in vehicles delivered.

At MG Motor Brazil, I delivered new portfolio positioning, pricing policy and a communications calendar during the operation’s restructuring. I also managed a R$ 50 million annual marketing budget and put on the first drone show ever staged by a carmaker in Brazil.

Before GWM, I spent ten years at Mercedes-Benz Cars and Vans Brazil, owning lifecycle and pricing for models including the G-Class and AMG portfolio across Brazil and Latin America. I also worked in sales at Honda and started in foreign trade at Embraer.

Experience

Work history, roles, and key accomplishments

Head of Marketing, CX & PR

Lotus Cars Brazil

Jan 2026 - Aug 2026 (7 months)

Built the Marketing, CX and PR function at Lotus's exclusive importer in Brazil, leading a team and three agencies. Managed brand launch, events, CRM, and reporting.

Marketing CX PR Brand Management Event Management Salesforce CRM MEDDIC WhatsApp Instagram Digital Marketing

Head of Marketing, Product, Brand, CRM & PR

MG Motor Brazil

Oct 2025 - Jan 2026 (3 months)

Rewrote brand and product strategy during restructuring, managing a R$ 50 million annual marketing budget. Delivered portfolio positioning, pricing policy, and communications calendar.

Marketing Product Management Brand Management CRM PR Budget Management Event Management

Brand Manager, Haval, WEY & ORA lines

GWM Brazil

Jan 2024 - Oct 2025 (1 year 9 months)

Managed the Haval, WEY, and ORA lines, continuing to drive brand growth and market leadership in the electrified segment.

Brand Management Product Management Marketing Electric Vehicles

Head of Go-to-Market, GWM brand

GWM Brazil

Sep 2022 - Dec 2024 (2 years 3 months)

Positioned an unknown Chinese manufacturer as a premium brand, managing a R$ 130 million annual marketing budget and dealer network. Grew sales from zero to nearly 8,000 cars.

Go To Market Brand Management Marketing Budget Management Dealer Network Management Product Launch Electric Vehicles

Product & Price Management Brazil

Mercedes-Benz Cars and Vans Brazil

Jan 2020 - Sep 2022 (2 years 8 months)

Owned lifecycle and pricing for GLC, EQC, C-Class, SL, GT, and G-Class in Brazil, including local specification and homologation support.

Product Management Pricing Lifecycle Management Homologation Mercedes Benz AMG

Product Marketing & Price Management, Brazil and Latin America

Mercedes-Benz Cars and Vans Brazil

Sep 2012 - Jan 2020 (7 years 4 months)

Set the Mercedes-Benz and Mercedes-AMG line-up for Latin America, led hybrid and electric vehicle projects, and created special editions in the SUV line.

Product Marketing Pricing LATAM Hybrid Vehicles Electric Vehicles Special Editions Digital Projects Salesforce

Sales Consultant, Uruguay, Bolivia, Ecuador & Colombia

Honda Automóveis do Brasil

May 2010 - Sep 2012 (2 years 4 months)

Regional sales and planning, acting as the point of contact between Honda South America and plants in Japan, Mexico, and the United States. Owned line-up, pricing, and P&L analysis.

Sales Planning P&L Analysis Pricing Line Up Scheduling International Relations