The CMO Files: Andre Felippa, Marketing Vice-President (CMO) for Latin America, Samsung

Get inside the mind of the world's top marketing professionals. In 20 questions we find out what they love most about their job, what their biggest achievements are... and what keeps them awake at night. Read 'The CMO Files'...


  Name:  Andre Felippa   

  Organisation:  Samsung

  Job title:  Marketing Vice-President (CMO) for Latin America

  Location:  Sao Paulo, Brazil




(1)           Where were you born and raised?

Sao Paulo, Brazil




(2)           What was your first job?  

Export Sales Analyst at Mercedes-Benz Brazil


(3)           What was the first product you got really excited about?   


Netscape internet browser



(4)           Who has been the biggest influence on your career?


My father (automotive mechanical engineer) due to his outstanding passion, consistency and commitment for his job and his successful career.


(5)           What has been your greatest achievement?



There have been many marketing initiatives I'm proud of, but I'm most proud of the people I've coached along my career and who have now become successful professionals and leaders.


(6)           What has been your biggest mistake?

Not having identified my great passion for Marketing earlier in my career.




(7)           What is your greatest strength?

People skills. I like to learn people of all sorts and what motivates them in life. And, if I can, to help them to excel in their own pathway. This usually happens not only in a professional environment, but also in private life.



(8)           What is your biggest weakness?

Being an idealist. I dream of better workplaces, better careers for my people, a better world. Whilst this is a great source of motivation and drive, it often can lead to disappointment...




(9)           What do you think is the aspect of your role most neglected by peers?   

Long-term brand equity building. Unfortunately many people are too focused on short-term business returns, therefore putting at risk longer term brand love and business growth.


(10)       Which word or phrase is your mantra and which word or phrase makes you squirm?



Mantra = enjoy every moment to the fullest

Squirm = egocentrism, ego bloats (I this, I that, blablabla)


(11)       What makes you stressed?


When my idealism clashes with politics or careless egocentrism.



(12)       What do you do to relax?


Exercise, read, listen/play music, meditate, travel, enjoy time with family and friends.


(13)       What is your favourite song?



I've got a quite eclectic music taste, but Suzanne Cianni is among the top ones.


(14)       Which book taught you most?

Personally, Krishnamurti's On Truth. Professionally, Sullivan's Hey Whipple Squeeze This.




(15)       Do you have a team or sport that you follow?

I like running, biking and, obviously, am a big fan of the Brazilian national soccer team.



(16)       Which country would you like to work in?





(17)       Which company do you think has the best marketing?



(18)       What do you love most about your job?



Building people's craftsmanship and their careers, as much as building brands.


(19)       What is your favourite book?

Too many to name... :)




(20)       What keeps you awake at night?

E.g. when I'm blocked of doing something that I know I can do with excellence.


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