Rodrigo Vicentini es una persona influyente

CEO | Conselheiro | Palestrante | Bloomberg Línea TOP 500 “ Pessoas mais influentes América Latina”

Sao Paulo, San Pablo, Brasil
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Rodrigo Vicentini has over 20 years of experience generating demands and new business for renowned brands. With stints at Brazilian and global organizations such as NBA, UFC, Globo, Unilever, and T4F, Rodrigo stands out for his disruptive and innovative approach, which has been fundamental in achieving significant results in all the organizations he has led.

At the helm of the NBA in Brazil, Rodrigo and his team have transformed the Brazilian market through innovation and business transformation, bringing the NBA to all corners of the country. Under his leadership, the NBA has become a success story in the media and sports market, with strategies encoming everything from expanding the fan base to implementing cutting-edge technologies to enhance the fan experience.

During his tenure at the UFC, Rodrigo was a key player in structuring local operations and forming strategic partnerships, including a distribution agreement with Grupo Globo that brought UFC content to millions of Brazilian homes. His ability to identify market opportunities and build solid relationships resulted in significant brand and business growth in Brazil.

In addition to his work in the media and entertainment sector, Rodrigo also made his mark at companies like Unilever, where he contributed to developing innovative and effective marketing campaigns, and at T4F, where he helped consolidate the company as a leader in the live entertainment market. In recognition of his work and impact in the sector, he was named Professional of the Year by Máquina do Esporte.

With a career marked by challenges and achievements, Rodrigo Vicentini continues to be a reference in leadership, innovation, and business transformation, always seeking new ways to drive growth and relevance for the brands he works with.

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Experiencia

  • Gráfico Colégio Visconde de Porto Seguro

    Membro do conselho consultivo

    Colégio Visconde de Porto Seguro

    - actualidad 9 mes

  • National Basketball Association (NBA)

    National Basketball Association (NBA)

    9 años 3 meses

    • Gráfico National Basketball Association (NBA)

      HEAD OF NBA BRASIL

      National Basketball Association (NBA)

      - 6 años 5 meses

      São Paulo, Brasil

      Through innovative leadership, we have more than doubled our fan base, reaching an impressive 53 million Brazilian NBA fans. Through digital transformation and product creation, we have further increased engagement and monetization of our fan base.

      With strategic partnerships, we have created unique solutions in the media market with Prime Video, ESPN, and our DTC product NBA League (streaming).
      Regarding partnerships, we have major partners such as XP Bank, Unilever -…

      Through innovative leadership, we have more than doubled our fan base, reaching an impressive 53 million Brazilian NBA fans. Through digital transformation and product creation, we have further increased engagement and monetization of our fan base.

      With strategic partnerships, we have created unique solutions in the media market with Prime Video, ESPN, and our DTC product NBA League (streaming).
      Regarding partnerships, we have major partners such as XP Bank, Unilever - Hellmann's, Budweiser, Sadia, Gatorade, and Burger King.

      Not to mention our operations in the retail and licensing segment, e-commerce, and more than 30 physical stores, where we welcome millions of people every year.
      This is a unique way to connect with our fans and drive our growth in retail as well.

      In of attractions and events, we have developed a unique experience for brands and fans to immerse themselves in the unique universe of the NBA, which is the NBA HOUSE.
      This local platform celebrates the NBA Finals with over 50,000 visitors and has been voted the best event in the city. This project is the largest event the league holds worldwide during the finals and takes place in Brazil.
      Not to mention our immense amusement park, the NBA Park in the city of Gramado, where we welcome thousands of people every year (branded attractions).

      As a media and content company, we have created new platforms, whether locally produced content or live game broadcasts. Digitally, we have innovated both in the distribution strategy of our content, new products creation, and through distribution/partnership with top global influencers: Gaules (Twitch #1 streamer), Podpah (#1 Brazilian podcast), among others.

      In charge of the P&L of the business in Brazil, we have more than doubled the revenues of the Brazilian operation creating new platforms, assets, and revenue streams.

      We were responsible for transforming the NBA business in Brazil, turning NBA Brazil into a global case study in our segment.

    • Gráfico National Basketball Association (NBA)

      Senior Director, Global Partnerships, Business Development and Events

      National Basketball Association (NBA)

      - 1 año 7 meses

    • Gráfico National Basketball Association (NBA)

      Director - Global Marketing Partnerships and Business Development

      National Basketball Association (NBA)

      - 1 año 5 meses

  • Gráfico Ultimate Fighting Championship

    Director, Global Marketing Partnerships and Business Development

    Ultimate Fighting Championship

    - 2 años 1 mes

    The UFC was entering Brazil, and we had a unique opportunity to help establish its local operations.
    It was a crucial moment to develop the business and tell the right stories to position the brand in the market.

    Through the right distribution contracts in the market, along with a strategic partnership with Grupo Globo, we managed to have the content distributed both on free-to-air TV, with over 10 million people consuming UFC on Saturday nights, on pay TV, as well as through the…

    The UFC was entering Brazil, and we had a unique opportunity to help establish its local operations.
    It was a crucial moment to develop the business and tell the right stories to position the brand in the market.

    Through the right distribution contracts in the market, along with a strategic partnership with Grupo Globo, we managed to have the content distributed both on free-to-air TV, with over 10 million people consuming UFC on Saturday nights, on pay TV, as well as through the PPV service with millions of monthly subscriptions.

    We successfully structured new assets and the partnerships department, ing for more than 30% of the league's global revenues through partnerships with highly active brands such as Doritos and Budweiser.

  • Organizações Globo - GEO

    Organizações Globo - GEO

    3 años 4 meses

    • Gráfico Organizações Globo - GEO

      Commercial Director

      Organizações Globo - GEO

      - 2 años 3 meses

      This marked the beginning of Globo's venture into the live marketing and brand experience market. We had the opportunity to introduce high-impact content to the Brazilian market, such as Lollapalooza, Broadway shows, series of the World Surf League, among other AAA content. It was an excellent opportunity to contribute to the commercial area, develop the market, and, most importantly, bring new business to the company. We achieved successful cases with renowned brands such as Heineken, P&G…

      This marked the beginning of Globo's venture into the live marketing and brand experience market. We had the opportunity to introduce high-impact content to the Brazilian market, such as Lollapalooza, Broadway shows, series of the World Surf League, among other AAA content. It was an excellent opportunity to contribute to the commercial area, develop the market, and, most importantly, bring new business to the company. We achieved successful cases with renowned brands such as Heineken, P&G, Coca-Cola, Unilever, among others, representing 60% of the business.

    • Gráfico Organizações Globo - GEO

      Senior Marketing Manager

      Organizações Globo - GEO

      - 1 año 2 meses

      - Products portfolio management with annual budget of US$ 200 MM, leading the development of positioning strategies, communication(ATL and BTL), pricing and sales;
      - Market strategies for short and long term planning and management for the 3 business units(entertainment, sports and business meetings);
      - Responsible for the market intelligence area. Interface with Brazilian and international research institutes: IEG, MillwardBrown and Ibope. Following trends and business opportunities for…

      - Products portfolio management with annual budget of US$ 200 MM, leading the development of positioning strategies, communication(ATL and BTL), pricing and sales;
      - Market strategies for short and long term planning and management for the 3 business units(entertainment, sports and business meetings);
      - Responsible for the market intelligence area. Interface with Brazilian and international research institutes: IEG, MillwardBrown and Ibope. Following trends and business opportunities for market white papers development;
      - Company´s start up process engagement: structure/process elaboration, business model and content partners negotiations;
      - Team management: 4 people.

  • Gráfico TIME FOR FUN - T4F

    Marketing Manager

    TIME FOR FUN - T4F

    - 2 años

    T4F was preparing for the IPO process, and we had the opportunity to structure the marketing and commercial departments. We managed a broad portfolio with more than 500 contents per year: international shows (Madonna, U2, Kiss), Broadway shows (Lion King, Phantom of the Opera, Disney shows), national shows, and venues. These contents directly impacted more than 1 million people each season. Regarding the commercial part, our portfolio represented approximately USD 100 million in revenue for the…

    T4F was preparing for the IPO process, and we had the opportunity to structure the marketing and commercial departments. We managed a broad portfolio with more than 500 contents per year: international shows (Madonna, U2, Kiss), Broadway shows (Lion King, Phantom of the Opera, Disney shows), national shows, and venues. These contents directly impacted more than 1 million people each season. Regarding the commercial part, our portfolio represented approximately USD 100 million in revenue for the organization.

  • Gráfico Unilever

    Trade Marketing Coordinator

    Unilever

    - 1 año 8 meses

  • Gráfico Claro

    Senior Marketing Analyst

    Claro

    - 1 año 8 meses

  • International Sales

    Vallourec & Mannesmann Tubes

    - 2 años

Educación

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Idiomas

  • English

    Competencia básica profesional

  • Spanish

    Competencia básica limitada

  • German

    Competencia básica

  • Português

    Competencia bilingüe o nativa

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