Isabela Caper

Multidisciplinary Marketer @ComSentidos

🧑‍💼 C-level ExecutiveBrazil🔥 Startup Founder💸 MarketingBusiness Owner👍 Sales & BizDev🗿 HR🐦 DesignSinger🧨 Consulting🎥 Entertainment🏦 Finance🧮 EducationScreenwriterAuthor✨ Business OwnerBrand Marketing ManagerCommunications ManagerContent ManagerEmail Marketing ManagerInfluencer Marketing ManagerGrowth HackerEvent ProducerCreative ProducerCopywriterMarketing Analytics ManagerCommunication DesignerBrand DesignerLecturerLife CoachingBusiness Development ManagerPartnerships ManagerHead of GrowthExecutive CoachTutorPortfolio ManagerPolitical ConsultantTraining&Development SpecialistSoft Skills Trainer🎓 StudentCustomer ResearcherMarketing DirectorResearcherProfessorCMOCSOAdvisor

Expert in Branding, Communication, Business, Consumer Sciences, Social Sciences and Applied Neuroscience in Marketing. Companies and brands are built by real people, so business strategies should also be crafted with that human touch.

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Network Power<100 people

Roles

✨66%

Business Owner

💰33%

Investor & VC

💸33%

Marketing

Geos

🇧🇷33%

Brazil

Work Background

ComSentidoSStrategy Director

Mar. 2021São Paulo, Brasil[ Consultoria? Tá, deve ser como chamariam a ComSentidoS na Barsa. #rip A ComSentidoS cuida dos 6 sentidos de marcas e de negócios. Mas cuida mesmo, olhos, ouvidos, boca e nariz. E faz sentir na pele e chegar no coração. Porque é gente que faz as coisas, né? E gente sente. Nesse admirável mundo novo, escolher o que consumir ou que serviço contratar é se relacionar. Mas relação é coisa complexa, é sobre conectar sentidos, tendo sentido um sentido amplo. Só se conecta de verdade com gente de verdade quem tem sentidos e aguça os sentidos humanos. Porque sem sentidos, que sentido faz?

VivendaCGO

Sep. 2021 - Oct. 2022São Paulo| Startup de impacto, fin+socialtech. | • Liderança executiva sobre as áreas de Marketing (business, branding, produtos craft e tech, e ativação, promoções e campanhas), Growth (funil, parametrização, data center e campanhas), Comercial (mapa de oportunidades, análises de aderência, storytelling, desenvolvimento de negócios parceiros e execução), CX (personas, mapeamento, planejamento, criação e execução de jornadas, desenho de processos, CRM omnichannel) e Comunicação (posicionamento institucional, PR, gerenciamento de crise e parcerias). • Mentora dos negócios de impacto social da rede (mais de 60 por todo o Brasil); • Membro do comitê executivo; • Membro do conselho consultivo do Instituto Vivenda. Principais resultados: • Desenho da estratégia de ampliação da equipe, e execução (de 6 para 22 pessoas); • Planejamento estratégico e operação da parametrização de Growth, que definiu as diretrizes da alavancagem: estratégias e táticas de ataque, conquista e manutenção, journey mapping e planning, estratégia de parcerias, inbound e outbound, régua de relacionamento com parceiros executores, com a implementação de processos e metodologias ágeis na gestão de atividades. - B2C: KPIs de funil de leads parametrizados e em crescimento exponencial, com alto NPS e CAC saudável, em uma lógica de melhoria contínua, com metas agressivas sobre os índices evolutivos; - B2B2C: parte relevante do time que elaborou a proposta e conquistou um contrato de 10 anos para a execução do projeto Reforma que Transforma, o maior projeto de reformas populares do país, sem precedentes, realizado pela Gerdau.

VivendaCMO | Diretora de Marketing

Mar. 2021 - Aug. 2021São Paulo, São Paulo, Brasil · HybridLiderança sobre as áreas de Branding e Comunicação. Principais resultados: • Redesenho geral da marca para pivotada da empresa, deixando de ser executora de obras e passando a ser provedora de tecnologia e financiamento social: diretrizes de cultura, mapeamento de stakeholders, desenho de personas, novo posicionamento de marca, conceito e manifesto, ID visual e sonoro, arquitetura de portfólio e naming; • Estruturação da equipe, antes inexistente, atuando diretamente no desenho de JDs, recrutamento e seleção, treinamento, definição de metas e avaliação de desempenho.

Atento BrasilGerente Executiva de Marketing

Oct. 2020 - Mar. 2021São Paulo, São Paulo, Brasil · On-site• Direcionamento estratégico de marca, alinhado às diretrizes do Global e com respeito às particularidades locais; • Plano 360 para transformação evolutiva da percepção geral sobre a empresa e a marca no Brasil, com estratégias específicas direcionadas a diferentes partes interessadas; • Posicionamento e ativação de produtos digitais junto a públicos segmentados; • Definição de objetivos, desenho de KPIs e direcionamentos gerais sobre campanhas de Account Based Marketing e estratégias de Inbound e Content Marketing, com foco na geração e no tratamento de leads qualificados; • Liderança sobre a participação da empresa em eventos de mercado; realização de eventos próprios, locais e globais, com foco em relacionamento e posicionamento de expertise; • Desenho estratégico do projeto de comunicação de marca empregadora.

Toca HubNB

Sep. 2019 - Oct. 2020São Paulo, São Paulo, Brasil| Produtora audiovisual de arte e publicidade. | • Definição do posicionamento estratégico-comercial do hub enquanto nova proposta de modelo de negócio no mercado publicitário, estabelecendo uma nova relação entre fornecedores e clientes; • Direção do Marketing institucional; • Direção do planejamento estratégico de todos os projetos dos clientes da casa, coordenando desde o briefing até a entrega; • Abertura de novos negócios a partir de propostas proativas e customizadas. Principais resultados: • Em um período de 24 meses, aumento do faturamento em mais de 300%. Alguns clientes: Cappuccino Digital, McCann Health, Nestlé, Danone, Ajinomoto / Sazón, Gomes da Costa, Cargill / Pomarola, Phillips, Alpargatas, Som Livre, YoutTube.

Grupo SolpanambyHead of Marketing

Jul. 2018 - Sep. 2019São Paulo Area, BrazilResponsible for Marketing, Research and Insights, Communication, Trade Marketing, Product, Quality and Training areas. Category: Premium coffee Brands: Octavio Café and Don Café • Construction of areas: definition of scopes and fronts, structuring of teams, the definition of strategic partners (Loures, Aubergine Panda and Absolute Design agencies); • Member of the Executive Committee, business decision forum composed of senior management (executive board and presidency), directors and shareholders of the group; • Main strategic responsibility for the insertion of the Octavio Café brand in B2C and B2B: portfolio definition, the integral process of new product development, brand positioning redesign, visual identity, and packaging; 360 media and communication plan, strategy and trade activations; • Setting goals and monitoring key business indicators through internal (P&L) and external (Nielsen, ad hoc surveys, etc.) data analysis; • Management of continuous actions to increase visitor flow and average ticket consumption in the five cafes of the chain; effective participation in menu definitions and product development for coffee shops; • Management of training activities for the coffee shop operation teams and sales staff as well as business partners.

Sabbatical PeriodSpecial Projects + Maternity Leave

Nov. 2017 - Jun. 2018- Planejamento estratégico e campanha de lançamento do refresco pronto infantil Fruit Shoot, da multinacional inglesa Britvic Ebba; - Planejamento de marketing institucional para Mutant (empresa de CX); - Viagens internacionais; - Pausa por maternindade.

Agência FischerCommunication Planning Manager

Apr. 2017 - Oct. 2017São Paulo| Agência de publicidade tradicional. | • Levantamento e análise de dados de comportamento, contexto de concorrência e macroeconômico, análises profundas de comunicação e posicionamento; • Redação de conceitos de comunicação; • Desenho de estratégias publicitárias. Principais clientes: Vigor, Elo, EloPar (Livelo, Alelo), Flora (Ox e Neutrox) e Banco Original.

The Aubergine PandaDiretora de atendimento

Oct. 2016 - Mar. 2017São Paulo, São Paulo, Brasil · On-site| Agência de publicidade digital. | Direção de atendimento para clientes como Oracle, canal GNT (Globosat) e Tabasco.

Ajinomoto do Brasil Industria e Comércio de Alimentos Ltda.Innovation and Consumer Insights Manager

Apr. 2016 - Oct. 2016São Paulo Area, Brazil• Defined the innovation pipeline for the entire retail division by fiscal 2025 through commissioned surveys, desk research, field trips, international travel, interviews with sales and distribution teams, and an in-depth trend plus economic scenario; • Planning: Pipeline alignment with related areas for resource allocation; • Leadership of broad global and multi-category market research; important insights for the entire retail division; interface with a parent company and other affiliates; • Support to product management throughout the market research process: briefing, partner definition, budget, questionnaire design, application, analysis and presentation of results, action plan suggestions based on the insights obtained; • Designing and leading integrated training for all division supervisors, analysts, and interns, post-engagement, and partnering with other area managers.

Ajinomoto do Brasil Industria e Comércio de Alimentos Ltda.Product Marketing Manager

Apr. 2014 - Mar. 2016São Paulo Area, BrazilCategory: Powder soft drink and Sweeteners Brands: MID, FIT and MidSugar Responsible for 360 campaigns (traditional media, digital media, social networks and POS) for Refresco MID, with unprecedented and innovative actions for the category and focus on brand awareness and experimentation: • Leadership of major innovation projects and new concept launches in the category of sweetened powdered and diet/light refreshments, such as launch of the FIT Inspire line (zero sugar segment), powdered and alcohol-free versions of famous cocktails; launch of the MID Ampara Animal line, products with part of the income reverted to the NGO of abandoned and abused animals; • Full control of P&L, including investment management, production costs and price (GP), with full decision-making autonomy; monthly, semi-annual, annual and medium-term forecasts, acting directly and strategically in the business definitions of the entire division. Main results: • Billing delivery 15% higher than estimated in fiscal year budget of 2015, with a very positive impact on operating profit through proper control of investments, expenses and costs; • 21% growth in sales volume (units) in fiscal year budget of 2014, while the main competitor (market leader) grew 14% and the category grew only 5% (Nielsen data).

Ajinomoto do Brasil Industria e Comércio de Alimentos Ltda.Marketing Senior Supervisor

Oct. 2012 - Mar. 2014São Paulo Area, BrazilCategory: Powder seasoning and powder bouillon Brand: Sazón (flagship) • Strategically responsible for planning Tempero Sazón 25th-anniversary campaign: new packaging, portfolio review and redefinition of sales strategy, launch of 3 line extensions (new flavors) and two promotional packages with special discounts; integrated communication plan with Dentsu, Cappuccino Digital and Agosto agencies for traditional media, with TVC, magazines, internet and social media; plan of POS with Trade and team of distributors; • Responsible for brand P&L: volume, price and destination of investments, control of fixed costs and production variables; short, medium and long term forecast studies; • Responsible for implementing two innovative performance appraisal tools: Focus on continuous analysis of results and data crossing to gain agility and assertiveness in decision making; • Participation as one of the company's official press spokespersons, following media training by leading journalists. Main Results: • Billing delivery > 20% and superior operating profit; • 1.5pp increase in penetration after two years of stagnation; • 15% increase in frequency of consumption; • Line extensions awarded with the “Launch of the Year” award by ABRAS.

Ajinomoto do Brasil Industria e Comércio de Alimentos Ltda.Marketing Supervisor

Jun. 2011 - Sep. 2012São Paulo Area, BrazilCategory: Ready-to-use seasoning Brands: AJI-NO-MOTO, AjiSal, Sabor a mi, Hondashi, Receita de Casa • Direct and constant interface with expatriate members of the leadership; • AJI-NO-MOTO product repositioning, with growth higher than planned; • Positioning and new communication concept for the low investment AJI-SAL product, resulting in a consistent 30% increase in the average monthly volume; • Review of Sabor a mi portfolio with the aim of increasing line profitability, resulting in a 5pp increase in overall line GP; • Monitoring and control of P&L; definition of monthly, semi-annual and annual production volumes based on sales performance; inventory control and definition of short-term action plans to increase turnover; • Strong involvement in product projects with R&D (innovation and cost reduction).

Boehringer IngelheimMarketing Analyst

Oct. 2009 - May. 2011São Paulo Area, BrazilCategory: Over-the-counter medications - Antivaricose and Painkiller Brand: Antistax and Anador Responsible for launching Antistax, MIP with line extension in the cosmetics category. Data analysis for entry of the company in a new category; • Adaptation of a global brand to the Brazilian market; • Preparation of marketing plan and activities 360: strategies, tactics and KPIs; • Import process; volumes and stocks; distribution plan; • Conducting regional training with advertising and sales teams; • Definition of medical brand spokespersons: intense brand building work with KOLs through targeted actions via propagandists, participation in congresses and fairs and promotion of individual lectures by medical spokespersons.