Gustavo Aguinaga de Moraes

Enigma
DISC Type : Cid

Marketing Director at AutoZone

São Paulo, São Paulo, Brazil

Overview

Gustavo Aguinaga de Moraes is the Marketing and Digital Director at AutoZone, with nearly 25 years of experience in omni-channel retail. He drives brand strategy and customer experience in the automotive aftermarket, informed by his studies at London Business School. He is focused on building cohesive, high-performing teams to deliver results.


He is leading AutoZone Brazils "Zero Stress" brand campaign, a major initiative designed to simplify the complex process of purchasing auto parts for both consumers and mechanics.

Personality Overview

Friendly Yet Blunt

Challenger

Fast Follower

They can sound friendly and charming but can quickly change gears to become inquisitive and probing  They are likely to ask many questions and look heavily for supporting proof as well as information. They are generally strong communicators and are not easy to convince.

Topics They Care About

Brand Repositioning
He is spearheading the "AutoZone Zero Stress" campaign to reshape the company's brand perception and simplify the customer experience in the Brazilian market.
Customer Journey
Aims to demystify the auto parts purchasing process, reducing the stress and insecurity customers and mechanics often feel.
Automotive Aftermarket
Actively comments on industry trends, like the growth of used car sales, and its direct impact on the demand for auto parts and accessories.

Media Appearances

Gustavo has no verified media appearances

Work History

11-2024
Marketing Director at AutoZone
8-2022 - 12-2024
Sr Marketing Manager, Brazil at AutoZone
1-2019 - 10-2022
Marketing and E-Commerce Executive Manager at BR Home Centers
2-2016 - 12-2018
Gerente Senior de Marketing e E-Commerce at BR Home Centers
8-2008 - 1-2016
New Business and Payments Manager at BR Home Centers

Education

2013 - 2014
Advanced Development Programme from London Business School
2001 - 2002
MBA from Ibmec

More Information

Social Presence :

Prographics :

Exp : 25 Location : São Paulo, São Paulo, Brazil Job Level : Mid-senior Designation : Marketing Director at AutoZone
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Insights For Selling To Gustavo

During A Call Or A Meeting

DO's

  • Help them realize that any personal risk in making this decision is far less compared to what the results could mean for them
  • Leverage 'negging', or the art of asking negative questions like "you must not be convinced yet..."
  • Use phrases like ‘clear evidence’, ‘data-based results’ etc.

DONT's

  • Don’t be too objective but make sure to pad your storytelling with data points
  • Avoid long presentations and just 'high-level' value proposition, dive into the details
  • Don’t rely excessively on your relationship with them to win the deal even if you come to form one

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Gustavo is

  • Proven value, strong objective evidence are important for them, rapport can impact decisions a little.
  • Will you ever get a clear answer from Gustavo

  • They are practical and friendly, but can give a clear response with a little prodding

Insights For Deal Planning

    How fast (or slow) will Gustavo move?

  • They like to be detailed, so unless they develop strong conviction, they can take their time to arrive at decisions
  • Can Gustavo take some risk or not?

  • They evaluate their decisions systematically and do not take risks that often, unless you can get them to develop strong conviction

You And Gustavo

Personality Compatibility


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