João Guerra
@jooguerra
I drive category growth through shopper-led pricing, promotions, assortment, and commercial strategy.
PortugalWhat I'm looking for
I'm driving EMEA commercial transformation at PPG AC, helping regional markets adopt a harmonized, shopper-centric model across pricing, promotions, assortment, and shopper journeys. I partner with major retailers and local commercial teams to connect brand, portfolio, and sales strategy.
Previously at Nomad Foods, I led Category Management, Revenue Growth, Reporting, and Field Sales in Portugal, managing a team of seven and shaping commercial strategy across portfolio, pricing, distribution, and profitability. My background also includes key account leadership in food service, traditional trade, and supermarkets, plus category planning and buying for soft drinks at Sonae MC.
Experience
Work history, roles, and key accomplishments
Senior Category Marketing Manager - EMEA
PPG AC
May 2026 - Present (4 months)
Drive EMEA-wide commercial transformation, shifting regional markets from product-driven sales to a harmonized, shopper-centric model. Lead strategic initiatives with major retailers and local commercial teams to unlock category growth through data-led pricing, promo, assortment, and shopper journey optimization.
Senior Manager, Category Development & Revenue Growth | Field Sales Lead
Nomad Foods
Jan 2021 - Apr 2026 (5 years 3 months)
Led Category Management, Revenue Growth, Reporting, and Field Sales functions for Portugal, managing a team of seven. Owned commercial analytics and led pricing, promotion, portfolio, and assortment strategy, driving performance and new product launches.
Key Account Manager – Traditional Trade & Food Service
Nomad Foods
Jan 2020 - Jan 2021 (1 year)
Led commercial strategy for key customers, driving plans across pricing, promotions, distribution, and P&L. Managed negotiations, forecasting, and two Field Key Account Managers to accelerate channel growth.
Key Account Manager – Off Trade Channel
Companhia Espirituosa
Nov 2018 - Jan 2020 (1 year 2 months)
Led commercial strategy for the Supermarkets channel in Portugal, managing customer plans, negotiations, promotions, and P&L. Managed six Field Sales, driving commercial execution and channel growth.
Price Analyst, Buyer, Category Planner – Soft Drinks
Sonae MC
Oct 2015 - Oct 2018 (3 years)
Managed the Soft Drinks Unit, owning assortment, pricing, promotions, shelf space, and category performance. Led supplier negotiations, purchasing, forecasting, and commercial planning.
Education
Degrees, certifications, and relevant coursework
University of Cambridge
Business Analytics and AI: Decision-Making Using Data, Business Analytics and AI
2026 -
Eight-week online program focused on leveraging AI, big data, machine learning, and analytics to drive strategic business impact.
Católica-Lisbon School of Business and Economics
International Master of Science in Business Administration, Business Administration
2013 - 2015
Grade: 14 out of 20
International Master of Science in Business Administration with a major in Marketing, fully taught in English.
Tech stack
Software and tools used professionally
Availability
Location
PortugalAuthorized to work in
Salary expectations
Social media
Job categories
Skills
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