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Normando Baia has a diverse work experience in the consumer goods industry. Normando started their career at Red Bull in various marketing and sales roles from 2001 to 2011. Normando then moved on to JTI, where they held positions such as Distributor Account Manager, National Trade Development Manager, and Regional Trade and Sales Manager from 2013 to 2022. Currently, they are serving as the Head of Partnership Brasil at Chiper, leading partnerships with FMCG industries and managing product categories. Normando has extensive experience in trade, sales, and partnership development within the industry.

Normando Baia completed a Bachelor's degree in Marketing from Estácio in 2005. More recently, in 2022, they pursued an Executive MBA in Marketing and Digital Media at FGV - Fundação Getulio Vargas.