In his first marketing role, Machado worked at Fofo, the Brazilian equivalent of Snuggle fabric softener. He cut costs and reinvested savings to make a limited-edition teddy bear-shaped bottle that led to record sales. An update to the Vaseline brand led to his first Cannes Lion, in 2006.
Later, as global vice president of Dove, he pulled out a Moleskine black book over coffee with his boss, Steve Miles, and they scored 10 "hardcore and ambitious goals," including winning more than one Grand Prix at Cannes, with a campaign that went viral, and went from low single-digit growth to double-digit growth. Every objective was achieved.
After four years at Dove, Machado left in search of a brand that is "dusty and old." He called Alex Macedo, then Burger King North America president, whom he knew from his INSEAD MBA program years before.
