Fernando Coucelo

Commercial director with 17+ years building and scaling export operations in FMCG and Food & Beverage across Europe, the Americas, Africa and Asia. Specialist in market entry, distributor networks, retail and private-label negotiation, and commercial team leadership. Currently leading a €37M dairy division across 74+ markets.

Head of Dairy Sales at Dana Europe (2025-02 – Present)

Leads the international dairy and infant nutrition division (Danalac) with 3 Key Account Managers and indirect oversight of a 4-person export operations team; 100+ active clients and 120+ leads across 74+ markets.

• Leads a division generating ~€37M in annual revenue; Latin America represents ~70% of volume.
• Contributed to group revenue growth from USD 47M (2024) to USD 97M (2025).
• Developed recurring milk powder business in Cuba, at 1–2 containers per client/month (~USD 190K monthly revenue per client).
• Won and developed the strategic SUCHIAR account (Argentina): from 10 initial containers to 35 in production, with potential above USD 15M annually.
• Secured >USD 2.7M/year in private label with Grupo Ramos and Hiper Olé; won PARAWA in the Dominican Republic, targeting 1,000 stores.
• Leads the group's international trade fair presence; at Gulfood 2026 held 40+ meetings and closed first orders in Guinea Conakry and Azerbaijan.
• Professionalised pipeline management, regional go-to-market frameworks and cross-functional alignment.

Export Director at Monte dos Perdigões (Granacer SA) (2023-10 – 2025-02)

International growth strategy, export P&L, pricing, distributor negotiation and annual budget planning.

• Grew international revenue 83% in one year, from €322K to €590K in 2024.
• Structured an €84K promotional plan (50% EU co-funded), reducing net promotional spend to 6.6%.
• Built the 2025 plan around an €890K budget with >50% projected growth; Brazil grew 79%.
• Created the Sunblessed brand from scratch for the Netherlands, today shipping full-truckload orders to the local distributor.
• Led entry into Mozambique and the Netherlands; repositioned Tapada dos Perdigões in Brazil with a 30%-premium limited edition, sold to Covabra before bottling.

Export Sales Director at Bacalhau Riberalves (2019-10 – 2023-09)

International commercial strategy across 22 markets and 70+ clients/distributors; direct management of the French ethnic channel Key Account Manager.

• Grew international revenue from €5.3M (2020) to €9.1M (2023) – +72% cumulative.
• Developed the largest international distributor, Foods Company (French Territories), to double-digit growth for four consecutive years and +63% in 2023.
• Developed the Key Account Manager under his responsibility through continuous coaching and in-market support, enabling consistent double-digit annual growth.
• Co-developed an ultra-frozen soaked cod range, contributing to +43% growth at Triunfo Foods USA and new clients in Canada, Switzerland, France and Singapore.
• Opened Walmart Mexico, the African ethnic channel in France, Luxembourg and Puerto Rico; Puerto Rico reached €782K in 2023.

Export Area Manager at Cofaco Açores / Bom Petisco (2015-12 – 2019-09)

Commercial development across China, Hong Kong, Macau, Japan, Switzerland, Germany, Poland, the Netherlands and the United Kingdom.

• Grew portfolio revenue from €429K to €938K by 2018 – +118% over four years.
• Designed the Hong Kong market entry, repositioned Bon Appetit in the Asian premium segment and secured 16 SKUs across Dairy Farm International Group chains (6,500+ stores).
• Generated €191K in first-year sales in Hong Kong and negotiated exclusive distribution with Getz Bros.
• Extended Bom Petisco into the sardine category and secured entry into Japan with AEON Group.

Sales Manager – International Markets at Delta Cafés (2013-10 – 2015-11)

Management of exclusive distributors in the United States, Canada, United Kingdom and Channel Islands.

• Drove 171% growth for Delta Q in the USA in 2014 by redefining the commercial strategy with Triunfo Foods.
• Identified 1,200+ idle machines in stock and built the business case for a Black Friday BOGO promotion that sold 860 machines in three days.
• Led the subsequent repricing, making Delta Q the fastest-growing segment in its category at the US distributor.

Export Sales Manager at Herdade do Esporão (2011-09 – 2013-10)

International olive oil business unit across the United States, Canada and China.

• Revitalised China, developing a distributor that represented 30% of total olive oil export revenue in 2012.
• Represented the company at Casa do Azeite and international trade fairs including ANUGA, SIAL Paris, Foodex Japan and Fancy Food Show.

International Business Development Executive at GL Foods Solutions (2009-02 – 2011-09)

• Won and developed distributors in Spain and the United Kingdom for the Sonatural juice brand.
• Opened commercial negotiations with major British retailers including Waitrose, Harrods and Tesco.

MSc in International Management – University of Exeter (2007-01 – 2008-12)

BSc in Marketing Management – IPAM (2004-01 – 2007-12)