+%
REGISTRON
Growth in average monthly gross revenue since taking over.
Approximate growth
COMMERCIAL LEADERSHIP. HUMAN IMPACT.
RAFAEL DA SILVA
I BUILD GROWTH.I TRANSFORM SALES.I LEAD PEOPLE.
Commercial Executive • Revenue Growth
Sales Operations • Business Transformation
EXECUTIVE EXPERIENCE — 2026
About me
Strategic vision. Hands-on leadership.
My career connects sales management, team development and operational transformation. From personal lending sales to commercial leadership at Registron, people, processes and technology are part of the same work.
Today, as Head of Sales at Registron Máquinas, I work on commercial restructuring, integrating metrics, CRM, AI and management routines.
LET’S TALK01 /IMPACT BY NUMBERS
Real growth.
Measurable impact.
Behind every number, a decision. A team. A transformation.
+%
REGISTRON
Sales team expansion. From 4 to 10 professionals.
People who make a difference
43% → %
VIDA BRASIL
Improved monthly attainment against a R$1.4 million target.
Approximate progression
≈%
SUEBI DIGITAL
Brazilian operation’s share of global revenue.
From inception to global relevance
CREFISA
Professionals led across five sales branches.
Leadership at scale
02 /THE JOURNEY
22 YEARS.
ONE
EVOLUTION.
From the first customer conversation to building sales operations. A journey connecting strategic vision, technology and people.
20042026
SCOPE & CHALLENGE
Fully restructure the commercial department, reporting directly to the CEO, with a mandate to double revenue in 12 months.
RESPONSIBILITIES
Expanded the team from 4 to 10. Established processes, targets, metrics, lead distribution and career paths. AI-assisted WhatsApp qualification integrated with Kommo. Created Registron One for around 20 professionals: KPIs, sales, average order value, forecasting, commissions, rankings, projections, notifications and AI feedback.
RESULTS
Approximately 66% growth in average monthly gross revenue since taking over. A 22–27% reduction in non-B2B-fit contacts reaching salespeople.
SCOPE & CHALLENGE
Launch a new telemedicine product nationally, from strategic design through operational setup and commercial execution.
RESPONSIBILITIES
Directly managed 30 people across Sales, Operations and Administration. National strategy, B2B prospecting, partnerships, forecasting and weekly KPI reviews. Training, technical refreshers, motivational campaigns and cross-functional escalation resolution.
RESULTS
Monthly attainment against a R$1.4 million target rose from approximately 43% to 93%.
SCOPE & CHALLENGE
Take over an operation with stagnant monthly revenue and reorganize commercial and operational activities.
RESPONSIBILITIES
Expanded the team from 13 to 24. Redesigned roles, targets, monitoring and progressive commissions. Introduced CRM, pipeline, forecasting and KPIs. Reviewed pricing, portfolio and sales approach, supported by quarterly campaigns, training, scripts and cadences.
RESULTS
Revenue growth of 160–180% in the final quarter of the tenure.
SCOPE & CHALLENGE
Build the Brazilian operation of a Portuguese startup from the ground up.
RESPONSIBILITIES
Opened the Avenida Paulista WeWork office and built a team of 7. Owned strategy, operations, business development and results. B2B projects for Santander, TIM, Fast Shop and Samsung across paid media, traffic, retargeting and email marketing.
RESULTS
Approximately €70,000 in average monthly revenue, representing around 65% of global revenue.
SCOPE & CHALLENGE
Manage digital campaigns and direct advertiser relationships.
RESPONSIBILITIES
Campaigns for Claro TV, Carrefour, JAC Motors, Banco Itaú, Anhembi Morumbi and FGV. Monitored conversion, CPA, CPL, ROI, leads and sales. Attended training at the US headquarters.
RESULTS
Account management and campaign performance work for major advertisers.
SCOPE & CHALLENGE
Develop the affiliate network and manage performance campaigns.
RESPONSIBILITIES
Managed affiliates, campaign implementation, budgets and performance. Negotiated CPL, CPA, CPM and CPC.
RESULTS
Expanded the affiliate portfolio by 63%. Promoted from Publisher Manager to Account Manager after just over a year.
SCOPE & CHALLENGE
Improve the performance of a region spanning five branches.
RESPONSIBILITIES
Led 72 professionals. Set and distributed targets, monitored KPIs, productivity and action plans.
RESULTS
Took the region from 9th to 3rd nationally, reaching 2nd place among regions in the final year.
SCOPE & CHALLENGE
Restore consistent results and strengthen leadership across sales branches.
RESPONSIBILITIES
Internal promotions to Regional Sales Manager, overseeing four Guarulhos branches and 27 people. Recruited leaders and reorganized processes, compliance and structure.
RESULTS
As Commercial Manager, recovered a challenged branch in two months. Restored balance and consistent results after instability.
SCOPE & CHALLENGE
Began a commercial career selling personal loans.
RESPONSIBILITIES
Worked as a sales promoter in personal lending.
RESULTS
National standout for five consecutive months. Promoted to Senior Sales Executive after seven months.
03 /CASES OF TRANSFORMATION
Change doesn’t just happen.
It is built.
A new architecture for growth.
+66%
average monthly gross revenue*
* Approximate figures. Context and period described in the result.
01CONTEXT
A machinery business with a mandate to double revenue in 12 months.
02PROBLEM
The commercial department required a complete restructure.
03DECISION
Connect people, processes and technology in a single sales operation.
04EXECUTION
Team expanded from 4 to 10, new targets and management routines. WhatsApp AI + Kommo and Registron One for around 20 professionals.
05RESULT
Approximately 66% growth in average monthly gross revenue since taking over. A 22–27% reduction in non-B2B-fit contacts reaching salespeople.
01 / REGISTRONA new architecture for growth.
A new architecture for growth.
+66%
average monthly gross revenue*
* Approximate figures. Context and period described in the result.
01CONTEXT
A machinery business with a mandate to double revenue in 12 months.
02PROBLEM
The commercial department required a complete restructure.
03DECISION
Connect people, processes and technology in a single sales operation.
04EXECUTION
Team expanded from 4 to 10, new targets and management routines. WhatsApp AI + Kommo and Registron One for around 20 professionals.
05RESULT
Approximately 66% growth in average monthly gross revenue since taking over. A 22–27% reduction in non-B2B-fit contacts reaching salespeople.
02 / VIDA BRASILStrategy turned into national execution.
Strategy turned into national execution.
43 → 93%
monthly target attainment*
* Approximate figures. Context and period described in the result.
01CONTEXT
National launch of a new telemedicine product.
02PROBLEM
Connect strategic design, operating structure and sales execution.
03DECISION
Integrate departments by directly managing 30 professionals.
04EXECUTION
B2B prospecting, partnerships, forecasting, weekly KPI reviews and training.
05RESULT
Monthly attainment against a R$1.4 million target rose from approximately 43% to 93%.
03 / VIDA EM GRÃOSFrom stagnation to sales momentum.
From stagnation to sales momentum.
160–180%
growth in the final quarter
01CONTEXT
An operation with stagnant monthly revenue.
02PROBLEM
Reorganize sales and operations to restart growth.
03DECISION
Review structure, incentives and sales approach.
04EXECUTION
Team from 13 to 24. CRM, pipeline, targets, progressive commissions, pricing review and quarterly campaigns.
05RESULT
Revenue growth of 160–180% in the final quarter of the tenure.
04 / SUEBI DIGITALFrom zero to global significance.
From zero to global significance.
≈€70k
average monthly revenue
01CONTEXT
A Portuguese startup expanding into Brazil.
02PROBLEM
Build the Brazilian operation from scratch.
03DECISION
Establish a local presence and build a dedicated team.
04EXECUTION
Avenida Paulista office, a team of 7 and B2B projects for Santander, TIM, Fast Shop and Samsung.
05RESULT
Approximately €70,000 in average monthly revenue, representing around 65% of global revenue.
05 /AI & BUSINESS
BUSINESS WAS ALWAYS
ABOUT PEOPLE.NOW IT’S ALSO
ABOUT INTELLIGENCE.
Commercial experience and technological curiosity are not opposites. They complement each other. I use AI and automation to bring clarity to management and focus to people.
At Registron, this already means WhatsApp lead qualification integrated with Kommo and Registron One, an internal platform with metrics and AI-powered feedback.
FAAP — Prompt Engineering
Postgraduate studies in progress. Continuous learning, real-world application.
TECHNOLOGY IN SERVICE OF BUSINESS
Generative AISales AutomationKommo CRMRD StationZendesk SellPower BIExcelGoogle WorkspaceMondayAsana
06 /ALWAYS EVOLVING
Learn.
Apply.
Evolve.
Advanced English · Intermediate Spanish
FAAP
Postgraduate Studies in Prompt Engineering
FIAP
International MBA in Digital Business
Faculdade Líbano
Postgraduate Studies in Innovation Management
PUC-RS
Extension Course in Futurology
Universidade Cidade de São Paulo
Bachelor’s Degree in Advertising and Marketing
ESPM
Extension Course in Social Media
EXPLORE FURTHER
FOR RECRUITERS · AI
Your challenge.
Relevant experience.
07 /THE NEXT CHAPTER