Aldo Solar announces Marcelo Diniz as new CEO and prepares for a new phase of growth.

Aldo Solar begins a new phase in its trajectory with the arrival of Marcelo Diniz at the executive helm. Starting in November, the executive will officially assume the position of CEO of the distributor, succeeding Patrick von Schaaffhausen, who returns to the Board of Directors after approximately one year leading the operation.

The change comes after a period of restructuring that involved processes, systems, organizational structure, and portfolio. The goal was to adapt the company to the conditions of the Brazilian market and prepare the operation for a new phase of growth.

In an exclusive interview to Canal SolarDiniz states that the company intends to move forward focusing on profitability, the experience of integrators, and expanding the solutions offered to the photovoltaic market. "We remain positive, investing in the business to grow profitably," he affirmed.

The company presents the transition as a continuation of the work carried out in recent years. Patrick will continue to contribute to strategic decisions through the Board, maintaining communication with Brookfield, the company's investor group.

Experience in business management and expansion.

Diniz joins Aldo Solar with over 20 years of experience in large companies in the beverage, tobacco, and construction materials sectors. Throughout his career, he has worked for Ambev, Heineken, Philip Morris, and PPG, an international group that includes Tintas Renner.

At Heineken, he participated in building the brand in Brazil and in projects related to business expansion, including the period of the acquisition of Brasil Kirin. Subsequently, he assumed the presidency of Tintas Renner, a position he held before becoming general manager for South and Central America at PPG.

Under his leadership, Tintas Renner tripled in size. In his regional role, Diniz oversaw operations in 12 countries, with more than 500 employees, two factories, and six distribution centers.

Experience in commercial management, distribution, and large-scale operations is one of the foundations that the executive intends to apply to the new role, in a sector where equipment availability, logistical efficiency, and customer relationships play an important role in competitiveness.

Integrators at the heart of the strategy

The relationship with photovoltaic integrators is one of the main pillars of the strategy announced by the new CEO. The proposal is to improve the experience of these professionals at different stages of the relationship with the distributor, from quoting and purchasing equipment to delivery and support.

"One of the major pillars of growth for the coming years will be the focus on the customer and how we improve our integrator's experience at any point of contact they have with the company," explained Diniz.

Among the initiatives expected to gain traction are the Aldolar loyalty program and the Volt platform, aimed at integrators' purchases. According to Diniz, the company also invested in internal information technology systems to support operations and prepare the infrastructure for growth.

Logistics is another aspect of this strategy. The distribution center in Pernambuco (PB) was established with the goal of reducing delivery times and increasing product availability in the Northeast. The operation also has a team dedicated to the region.

The combination of technology, logistics, and customer service should help the company compete in a distribution market marked by competition over prices, equipment availability, and service quality.

Diversified portfolio and energy storage

Expanding its portfolio is also part of Aldo Solar's plans. The company intends to serve integrators with different project profiles and commercial conditions, covering products from the economic, intermediate, and premium segments.

According to Diniz, the strategy seeks to expand the available options without compromising the quality criteria adopted by the company in selecting suppliers. The proposal aims to meet the different needs of integrators, who need to balance cost, performance, and technical characteristics of the equipment.

Energy storage is among the areas considered relevant for the distributor's future, especially through hybrid systems that combine photovoltaic generation and batteries.

The company intends to explore these opportunities both by expanding its portfolio and by training the professionals responsible for specifying and installing the systems.

Training and connecting with the market

Training integrators is another area the company intends to maintain and expand. Aldo Solar holds in-person events and roadshows in different regions of the country, with activities focused on presenting technologies, applications, and solutions for the photovoltaic market.

Diniz cited his participation in a training event scheduled for November 12th in Natal (RN) as part of this effort. The goal is to prepare professionals for new business opportunities, especially in light of the evolution of hybrid systems and storage applications.

According to the executive, the initiatives are not limited to integrators who already purchase from Aldo Solar. The events also welcome professionals who do not yet have a commercial relationship with the distributor.

In this context, training is seen as a way to bring the company closer to the market and expand knowledge about available solutions, while also preparing professionals for new consumer demands.

Large projects and after-sales service.

In addition to equipment distribution, Aldo Solar has Descarbonize, a structure dedicated to large projects that may require greater engineering complexity and the integration of different energy solutions.

The company also has an after-sales structure focused on customer service and support after the sale of equipment. These initiatives complement its work with integrators and expand the possibilities for serving projects with distinct technical needs.

The combination of distribution, large projects, and after-sales support is part of the strategy to offer solutions for different stages of the photovoltaic chain.

With Diniz's arrival, the challenge will be to transform the structure reorganized in recent years into profitable growth, combining operational efficiency, product diversification, and improved customer service.

Energy storage and hybrid systems are among the opportunities the company intends to explore, while the relationship with integrators remains central to its business strategy.

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