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André Friedheim holds a degree in Business Administration from the São Paulo School of Administration of Fundação Getúlio Vargas (EASP-FGV), and a postgraduate degree in Marketing and Finance from the same institution. He was International Director at ABF from 2013 to 2017. Before, between 2000 and 2008, he was Marketing Director. The executive is the Master Franchisee of the Café do Ponto and Casa Pilão chains and Partner-Director of Francap Consulting.