Diving, trekking, sailing, traveling, reading and learning new skills
Ana Melo
Vila Nova de Gaia
Summary
Commercial leader with a strong background in food retail and FMCG, progressing from hands-on roles to senior leadership.
Currently focused on omnichannel transformation, e-commerce, DTC, and B2C, driving the development and scaling of new business models through high-performing and collaborative teams.
Overview
22
22
years of professional experience
1
1
Certification
Work History
Head of E-Commerce & DTC Product & Corporate Sales [PT & Internacional]
Sogrape Distribuição, S.A.
Porto
07.2024 - Current
- Lead the development and expansion of international e-commerce channels at Sogrape Vinhos.
- Lead the e-commerce strategy in Portugal across Q-commerce, B2B, B2B2C, Direct-to-Consumer (DtC), New Business initiatives, and the Employer Wine Store, driving digital growth and channel expansion.
Sustainability Responsible
Sogrape Distribuição, S.A.
03.2021 - Current
- Develops sustainability initiatives for Sogrape Distribuição aligned with the Sogrape´s Global Sustainability Programme.
- Coordinates a cross-functional Sustainability Team in Portugal.
- Achievements/Tasks
Head of Off Trade Channel
Sogrape Distribuição, S.A.
Porto, Portugal
01.2016 - 04.2025
- Annual turnover: €32M+ (FY2024)
- Drove €12M incremental revenue growth, increasing turnover by 60% in 8 years.
- Negotiation of general supply contracts with all retail distribution companies in Portugal.
- Define the channel strategy and ensure its proper implementation.
- Fostered strong cross-functional collaboration between Marketing and Operations to deliver high-impact strategic initiatives.
- Ensure the pace of business growth with a growing focus on consumer, maintaining all responsibilities as channel manager.
- Responsible for managing a team of 18 people.
National Field Manager
Sogrape Distribuição, S.A.
10.2005 - 02.2018
- Managed a 6 member sales team, including internal and external representatives.
- Responsible for developing monthly team goals by brand.
- Managed and controlled the team’s field investments and budget to ensure efficient resource allocation.
- Adapted brand strategies to align with team goals.
National Account Manager
Sogrape Distribuição, S.A.
Porto, Portugal
01.2007 - 12.2015
- Annual turnover of €8M.
- Guarantee the achievement of the company's goals ensuring the proper execution of the action plans for the different brands.
- Coordinate the operational activity of KA by providing them with the means for a successful field operation.
Key Account Manager
Sogrape Distribuição, S.A.
Porto, Portugal
11.2003 - 12.2006
- Manage the performance of the brands at the shelves and control the stock of the products at the point of sale.
- Negotiation with the point of sale, creating different ways to promote brands outside of the shelves.
Education
Postgraduate degree - Hospital Management and Administration
Associação Portuguesa de Bioética, FMUP
Porto, Portugal10-2010
Degree - Business Administration
Portucalense Infante D. Henrique University
Porto, Portugal07-2003
Skills
- Negotiation
- Omnichannel Strategy
- Business Transformation
- Cross-functional Team Leadership
- Business Strategy
- Resilience
- Collaborative Leadership
- Self-Awareness
Certification
- Public Specking Lift 12/2024 - 12/2024
- MiniMBA Executive Development Programme London School of Business and Finance 04/2018 - 04/2018
- Advanced Leadership Program Porto Business School 02/2017 - 06/2017
- IHTP Sales Mastery - Leadership and Motivation of High Performance Teams Solfut, Lda ; http://www.ihavethepower.net 07/2017 - 07/2017
- WSET - Level 2 Awarde in Wine & Spirit Education Trust Conference/Issuer of the certificate 05/2017 - 05/2017
- Advanced Program for Management Executives Porto Business School 10/2010 - 12/2010
- Spanish course - business level Conference/Issuer of the certificate 10/2003 - 06/2004
- Cambridge First Certificate Conference/Issuer of the certificate 1995 - 1995
Interests
Languages
English
Full Professional
Spanish
Full Professional
Portuguese
Native or Bilingual
Timeline
Head of E-Commerce & DTC Product & Corporate Sales [PT & Internacional]
Sogrape Distribuição, S.A.
07.2024 - Current
Sustainability Responsible
Sogrape Distribuição, S.A.
03.2021 - Current
Head of Off Trade Channel
Sogrape Distribuição, S.A.
01.2016 - 04.2025
National Account Manager
Sogrape Distribuição, S.A.
01.2007 - 12.2015
National Field Manager
Sogrape Distribuição, S.A.
10.2005 - 02.2018
Key Account Manager
Sogrape Distribuição, S.A.
11.2003 - 12.2006
Postgraduate degree - Hospital Management and Administration
Associação Portuguesa de Bioética, FMUP
Degree - Business Administration
Portucalense Infante D. Henrique University