Bernardo Malhador

Senior Commercial & Marketing Executive driving business growth, international expansion, strategic account management and brand transformation across FMCG and the Wine industry. Proven track record in contributing to building and scaling businesses from the ground up, managing high-value customer relationships, leading commercial strategies, and delivering sustained revenue growth in complex and competitive environments. Strong expertise in P&L management, go-to-market strategy, pricing architecture, international market development and cross-functional stakeholder management across all continents.

Recognised for combining strategic vision with hands-on execution, successfully developing key accounts, repositioning brands, restructuring commercial operations and leading cross-functional teams to outperform targets. A results-driven leader with a strong entrepreneurial mindset, experienced in both corporate and high-growth environments, currently seeking to contribute to an ambitious organisation where long-term value creation, strategic impact and leadership are key.

Sales & Marketing Director at Casa dos Amados – Vinhos de Portugal (2024-09 – 2026-07)

• Part of the launch team of a new wine venture, leading commercial and marketing strategy: portfolio, brand positioning and pricing for domestic and export markets.
• Built distribution across 20+ international markets within the first year.
• Generated €1.5M total sales in Year 1 on a €100,000 commercial investment budget.
• Built the commercial and marketing platform and led go-to-market execution; negotiated partnerships, expanded the distributor network and opened new sales channels.
• Provided leadership across Commercial, Marketing, Production and Winemaking functions, ensuring strategic alignment and execution, while directly managing a Commercial Assistant and Brand Ambassador.
• Represented the company at international trade fairs and industry events, driving export growth and brand visibility.
• Contributed to turning the project into a revenue-generating international business.

Commercial Director at Adega de Redondo (2018-10 – 2024-08)

Executive leadership team member, reporting to the Board, leading the commercial strategy of a major Portuguese winery. Oversaw 8-10M bottles/year, €15M average revenue (2018-2024), with €0.2M-€0.5M in commercial investment budget responsibility.

• Reshaped the commercial model by redefining channel priorities and pricing, driving sales growth and increasing average selling price per litre by 30%+, which created the conditions for a 50% increase in grower remuneration within three years.
• Repositioned flagship brands, transformed the portfolio and launched new brands, enhancing market relevance and profitability.
• Grew international sales from €0.9M to €2.7M, expanding business across 20+ export markets.
• Accelerated growth through strategic partnerships, private label programmes and exclusive brand launches, managing all major national retail accounts, one major national distributor, smaller regional distributors, and all customers directly across export markets.
• Raised global brand visibility through trade fairs, industry events and 600+ medals at international wine competitions, 2018-2024.
• Led a team of 6 across commercial support, logistics and warehouse operations, aligning cross-functional teams behind a unified growth strategy.

National Account Manager at Queijos Santiago (2017-01 – 2018-10)

• Supported the successful Queijos Santiago / Queijo Saloio merger, ensuring business continuity and portfolio integration.
• Managed a €20M customer portfolio across Jerónimo Martins (Pingo Doce, Recheio and Caterplus), CINDIA (Dia Minipreço and Intermarché), ALDI, SPAR, Sogenave and Eurest.
• Led customer strategy, annual business planning and cross-functional execution across commercial and operational teams, supporting portfolio integration during the merger.

Senior Key Account Manager (National Market Coordinator) at Queijo Saloio – Indústria de Lacticínios, SA (2015-09 – 2016-12)

• Delivered sustained double-digit growth by accelerating customer development and portfolio expansion.
• Re-established strategic retail partnerships, regaining relevance with key market players and strengthening customer relationships.
• Led a national sales team of 8, driving execution excellence across all channels.
• Managed €12-15M of annual revenue, reporting directly to the General Manager.

Wine Business Manager / Key Account Manager at HFB – Distribuição de Produtos de Consumo, Lda (2012-01 – 2015-09)

• Increased market reach via customer negotiations, portfolio development, account management and trade activation.
• Developed exclusive wine brands for leading retail customers.
• Led commercial, pricing and go-to-market strategies to drive sustainable growth and profitability.
• Delivered +80% revenue growth (+100% growth in strategic independent retail accounts) through portfolio transformation and strategic business repositioning.

Trade Marketing Manager at Grupo Sumol-Compal (2009-01 – 2011-11)

• Developed and executed annual trade marketing plans for leading beverage brands.
• Led promotional activation, POS execution and agency management across retail channels.
• Managed budgets and investments to maximise in-store visibility and commercial performance.

Category Manager at Grupo Sumol (Cibal) (2002-02 – 2008-12)

Held concurrent responsibilities as Category Manager and Demand Planner from 02/2002 to 12/2008, adding the role of Merchandising & Promotion Manager from 01/2004 to 12/2008.

• Led category management projects with key retail partners (Carrefour, Sonae, Intermarché and Auchan).
• Optimised assortment, shelf space and promotional effectiveness.
• Leveraged market and shopper insights to drive growth strategies.

Demand Planner at Grupo Sumol (Cibal) (2002-02 – 2008-12)

• Led sales forecasting, demand planning and promotional management across key retail channels.
• Drove business performance through profitability analysis, cross-functional coordination and reporting optimisation.

Merchandising & Promotion Manager at Grupo Sumol (Cibal) (2004-01 – 2008-12)

• Led merchandising, in-store activation and promotional execution across Modern Trade and Cash & Carry channels.
• Managed field teams (12), agency partnerships, budgets, performance and annual planning to drive commercial effectiveness.

Sales Analyst - Internship at Sumolis, Grupo Sumol (2001-10 – 2002-02)

Product Manager (Mobile Services) - Part-time at Telecel Portugal (2000-07 – 2001-03)

Marketing Assistant - Internship at DISLOGO – Católica Lisbon School of Business & Economics (1999-07 – 1999-09)

Customer Service & Finance Assistant - Part-time at Griffiths and Lamb Limited (1997-07 – 1997-08)

Bachelor’s Degree (pre-Bologna) in Business Administration – Católica Lisbon School of Business & Economics