With over 20 years of experience in sales, marketing and operations, Roberto Souto has worked for major companies such as Coca-Cola FEMSA, where he worked for over 10 years, as well as Vigor and Mondelez.
Throughout his career, Souto has been responsible for managing projects in market segmentation, distribution network construction, trade marketing & sales, consumer behavior and category development.
With an MBA in Business Administration from Grenoble École de Management in France in 2006, Organizational Leadership from Harvard in 2018, and professional training courses at renowned institutions such as IMD in Switzerland, Chicago Booth and the University of Los Angeles, Roberto took over the leadership of Mineira da Sorte Loteria (MSL) in January of this year.
With solid expertise in organizational management, Souto focuses on building high-performance teams and joins the MSL Group with the goal of expanding distribution and diversifying the product portfolio, such as the well-known RASPADINHA® and TREM DAS 11® lottery games.
“I am taking over MSL with the challenge of taking the organization to the next level. Therefore, the next steps include improving the sales team, creating a more robust portfolio and exploring new channels to reach our consumers,” says Roberto Souto.
Roberto is a professional recognized for successful corporate transformations, such as the one carried out at Vigor, a century-old company. He was responsible for restructuring processes, managing people and training, in addition to leading the expansion of distribution for the multinational Mondelez, increasing its sales outlets from 300,000 to almost 1 million in Brazil.
Aware of the complexity of competing with the growing unregulated gaming market, Roberto relies on the Group's expertise and the regulation of the products offered. With IGT and Scientific Games being global leaders in the sector, responsible for 80% of the global market share and generating around US$80 billion annually, the consortium stands out for the high technical standards of its products, printing, security, compliance and market value.
"We are working hard with our team and governance to overcome some challenges. To expand our reach, we need to reinforce our stance as an ethical company, which operates in compliance with all legal procedures and is recognized by the WLA (World Lottery Association) as one of the few organizations to follow Responsible Gaming guidelines in the world. Our goal is to help consumers achieve their dreams through high-quality products and clear operating mechanics,” explains Roberto Souto.
With experience in different regional markets, Roberto highlights the characteristics of Minas Gerais retail, noting that once a product gains the consumer’s trust, a lasting bond is created.
“In Minas Gerais, it is necessary to do solid initial work to overcome the distrust that is characteristic of local customers. The key to success is investing in credibility and relationships with consumers and partners,” he adds.
Suto replaces Italian Roberto Quattrini as head of the group. “He has been a great partner in this process. It was thanks to his work that the operation was established and he maintains an excellent relationship with LEMG (Minas Gerais State Lottery),” Souto highlights.
On a more personal note, Roberto also shares that the decision to return to Minas Gerais had a strong personal motivation. “My family grew up here and I love the region. Traveling through the interior of Minas Gerais is something that delights me. I joke that my birth certificate is from São Paulo, but my heart is from Minas Gerais,” he concludes.
Source: GMB
