Being the general manager for Central and South America comes with its fair share of challenges, but Marcelo Diniz has navigated them with notable success. Throughout his career with PPG, Marcelo has managed to double sales in one of our largest markets globally and is currently leading a flourishing organization of around 500 people. What's his secret? Customer service and teamwork.
Marcelo's Diverse and Dynamic Role
Marcelo has been part of our company since 2019. He started as marketing manager for Brazil and general manager for Latin America South. In 2023, he expanded his role to include Central America. He now leads an organization of around 500 people, but he doesn’t do it alone.
"I oversee sales, marketing, and operations in our plants and distribution centers in Panama and Brazil. It's 12 countries, over 2 000 customers. I simply can't do that on my own."
Marcelo explains that a complex role like his requires teamwork and trust. His greatest asset is the ability to delegate and lead effectively. As he says, his team members "have their own development plans, they receive feedback, and they are the protagonists in their day-to-day work."
Marcelo's diverse role means he's rarely in the same place for several consecutive days. In fact, 70% of his time is spent traveling, which is one of his favorite aspects of the job.
"I’m constantly expanding my horizons through new experiences—whether it’s the food, the people, the landscapes, or the beauty of each country."
Building Connections with Customers
Before joining our company, Marcelo gained extensive experience working for global consumer goods brands, where he developed valuable people skills that now prove essential when dealing with customers across different countries. He emphasizes the importance of being physically present in each country he oversees at least twice a year.
"Immersing yourself in a new culture and truly getting to know your customers helps you build stronger connections. It's the little details that make all the difference."
These details are what have driven the success of the Central and South American regions in recent years, leading to record sales.
What changed? Marcelo highlights that their primary focus has been on providing exceptional customer service.
We can't always be the cheapest, but we can be the strongest and win the hearts of our customers. If we receive a printer, we need to deliver it faster than our competitors. If we get a customer complaint, we must address it faster and better than anyone else.
The Floods in Brazil
A major test of customer service during Marcelo's career came with the floods in Brazil at the beginning of 2024, which dramatically impacted how they worked with and supported their customers.
"After the flooding, we saw a huge surge in demand, as people obviously wanted to rebuild, reconstruct, and repaint their homes. This required a lot of flexibility on our end, particularly in adapting our forecasting processes to match the sales spikes."
As sales surged, the team was prepared to meet the demand. They quickly adapted logistical routes in the eastern part of the country, where many PPG-operated stores were cut off due to roadblocks. Marcelo's team had to create alternate plans with their transportation partners to ensure they could still reach their customers.
Taking the Infrastructure Opportunities
Flexibility like this comes in handy when managing a widespread region like South and Central America. After all, it is one of the largest architectural coatings markets in the world, with 90% of the market consisting of stores, some of them further divided into home centers.
Brazil, in particular, is a retail-driven market. We have a strong presence in southern Brazil, which is largely an agricultural region. In both Brazil and South America, our local brand, RENNER™ paint by PPG, is highly popular.
In Central America, the B2B construction and infrastructure channel dominates. As an example, Marcelo explains that the Panama Canal is a key customer.
At the same time, all the boats and ships passing through the Panama Canal for light-duty maintenance are our customers.
There are many infrastructure opportunities in the Central and South American region, including the need to improve roads and expand housing and apartment projects in both rural areas and capital cities.
Marcelo’s dedication to his team and customers not only echoes through our company's performance but also strengthens our relationships across the region he oversees. His approach proves that true leadership goes beyond just business—"it's about creating a lasting impact on the people and communities you serve."