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Work Background
Parceiros da Educação RJHead of Marketing, Fundraising and Investor Relations
Apr. 2023Rio de Janeiro, BrazilResponsibilities: - Develop Parceiros da Educação brand, creating value and relevance for it. - Maintain and strengthen relationships with existing sponsors. - Renew sponsorships annually. - Manage, prospect and onboard new sponsors. Results: - Secured R$ 1 million through a marketing campaign to support the adoption of additional schools.
- Successfully implemented a new brand identity, resulting in an award in Portugal.
- Developed and implemented a new social media strategy, leading to a 32% increase in followers from April to December. - Achieved a Net Promoter Score (NPS) of 80 for our brand in the second semester and a perfect NPS of 100 for our annual education community event.
Three Monkeys BeerFounder
Dec. 2013 - Aug. 2023Rio de Janeiro Area, BrazilResponsibilities:
- Strategic Planning and Goal Setting: Annual development of a comprehensive strategic plan with clear goals, including strategic and operational metrics such as revenue, events, digital marketing, and personnel management.
- Business Management: Leading teams in pursuit of annual goals, active participation in business decisions, including marketing, sales, and personnel management.
- Growth Strategies: Identifying opportunities for expansion, seeking the company's growth and diversification of business.
- Performance Evaluation: Conducting annual performance analyses based on pre-defined OKRs, as well as subjective employee evaluations with a 360-degree approach.
- Building Organizational Culture: Creating and promoting a culture aligned with the company's mission and values through daily actions, regular training, and guidance for managers.
- Talent Acquisition and Retention: Creating structures for talent recruitment and selection, as well as seeking new talent for the company.
- ESG Culture: Implementing strategies and actions that have positive impacts on the environment, society, and the company's business practices. Results:
- Development of an annual plan with clearly defined strategic goals and OKRs for all areas of the company, ensuring challenging and achievable goals.
- Establishment of a Business Intelligence department to support strategic decision-making.
- Creation of a youthful, innovative, and growth-focused corporate culture with a strong commitment to stakeholders.
- Low employee turnover rate, retaining valuable talent in a competitive market.
- Establishment of an ESG structure called Brewing Equality, with diversity training and workshops conducted by NGOs.
Three Monkeys BeerMarketing Manager
Dec. 2013 - Aug. 2023Rio de Janeiro e Região, BrasilResponsibilities:
- Branding, Marketing, and Communication Strategy: Defining the long-term strategy and vision for the Three Monkeys brand, supported by the company's mission and values, and creating its value proposition.
- Product Management and Launches: Creatively developing new products, including technical conception, visual identity, market segmentation, positioning, and communication.
- Digital Marketing: Creating a direct digital sales channel, including product strategies, campaigns, email marketing, SEO, and online advertising.
- Events: Organizing brand-owned events, essential for reinforcing the positioning and increasing company recognition.
- Public Relations and Media: Managing and executing public relations and press relations, including contact with journalists, press release production, and interviews.
- Customer Relationship Management: Implementing a CRM team to maintain close relationships with end consumers and seek service improvement strategies. Results:
- Three Monkeys has become one of the leading specialty beer brands in Rio de Janeiro.
- Hyper-premium positioning with prices double that of the mainstream market.
- 300% increase in revenue between 2018 and 2021, achieving a turnover of 6.5 million.
- Loyalty of Key Accounts base with no contract breaches in the last three years.
- Brand relevance on social media, with 45,000 followers, an average reach of 20,000 followers, and 1% engagement.
- Development of over 100 products and their respective launch campaigns.
- Creation and organization of brand-owned events and participation in national and international events, with own events selected as a top 10 in the country and outsourced events recognized for the best participation and top 5 sales in consecutive years.
Three Monkeys BeerSales Manager
Apr. 2018 - Jul. 2022Rio de Janeiro, BrazilResponsibilities:
- Sales Strategy and Planning: Developing the company's sales strategy and plan, with annual, monthly, and product-specific goals, including sales, average price per product, and diversification of sales channels.
- Leadership and Sales Team Management: Recruiting, training, and supervising the sales team to achieve the company's performance goals through guidance, motivation, and feedback to ensure team success.
- Key Accounts Management: Managing the sales relationships with major customers and strategic partners in the retail market.
- Distribution Management: Implementing and diversifying the company's sales channels, covering five subdivisions: Off Trade, On Trade, Convenience, Digital, and Events, to achieve specific objectives.
- Customer Acquisition and Expansion: Identifying opportunities to expand the customer base through the creation of a dedicated expansion team.
- Customer Retention and Engagement: Developing customer relationships and sales strategies to keep the customer base engaged, prevent loss of sales points, and increase company revenue. Results:
- Development of an annual sales plan with well-defined goals, including total sales, distribution by sales channel, average cost per product, and total volume.
- Leading the largest team in the company, with eight members out of a total of 19 employees.
- Tripling sales with Key Accounts through a specialized salesperson.
- Acquisition of approximately 1,500 new customers with the expansion team between 2018 and 2022.
- Maintaining relationships with 25 major retail chains in different regions of Brazil.
- No contract breaches and building loyalty with these retail chains.
ICB - Beer InstituteMarketing Professor
Jan. 2022 - Jul. 2023São Paulo, BrazilResponsibilities:
- Lesson Planning, including the selection of teaching materials and activities.
- Preparation of teaching materials, such as presentations and online resources.
- Conducting classes, engaging students in discussions and learning activities. Results:
- Conducting online classes covering concepts of Branding, Marketing, Experience Marketing, and Events, with excellent evaluations from participating students.
Marketing CervejeiroMarketing Professor
Oct. 2018 - Oct. 2021Rio de Janeiro, BrazilResponsibilities:
- Lesson Planning, including the selection of teaching materials and activities.
- Preparation of teaching materials, such as presentations and in-class actions.
- Conducting classes, engaging students in discussions and learning activities. Results:
- Conducting in-person and online classes covering concepts of Branding, Marketing, and Communication.
MichelinMarketing Specialist
Mar. 2015 - Jun. 2015Rio de Janeiro, BrazilResponsibilities:
- Collaboration in the sports sponsorship strategy, with a focus on football.
- Development and execution of brand activation and visibility actions in the sports context.
- Organization of Michelin events, including launch campaigns and activations with the CBF (Brazilian Football Confederation).
- Building strong relationships with the CBF to elevate the Michelin brand in the sports scene. Results:
- Launch of the "Saves Kids Lives" campaign in partnership with the CBF and Brazilian players, such as David Luiz.
- Creation of merchandise for the campaign, both for internal and external use.
MichelinSupply Chain Coordinator
Aug. 2012 - Jun. 2015Rio de Janeiro, BrazilResponsibilities:
- Vendor Relations: Managing relationships and partnerships with suppliers to ensure efficient supply of products and services, including contract negotiations, quality, and delivery timelines.
- Inventory Management: Supervising and controlling inventory levels, ensuring product availability when needed.
- Logistics Coordination: Organizing and supervising transportation, storage, and distribution operations to ensure the efficient flow of goods along the supply chain.
- Demand Planning: Forecasting and planning product needs based on historical demand and market trends, ensuring products were available when required.
- Cross-Functional Collaboration: Teamwork and coordination with different departments within the organization to ensure synchronization of activities and achieve supply chain objectives. Results:
- Supply management for automakers such as Peugeot Citroen, Renault, and Volkswagen.
- On-time delivery for all product launches.
- Recognition with the Employee of the Year 2013 Award and participation in Stock Option.
MichelinLogistic Analyst
Jan. 2011 - Jul. 2012Rio de Janeiro, BrazilResponsibilities:
- Vendor Relations: Managing relationships and partnerships with suppliers to ensure efficient supply of products and services, including contract negotiations, quality, and delivery timelines.
- Logistics Coordination: Organizing and supervising transportation, storage, and distribution operations to ensure the efficient flow of goods along the supply chain. Results:
- Effective supply for Michelin Argentina, maintaining excellent relationships with customers.
- Successful management of the import blockage crisis in 2012, reporting directly to the Director of the department and the President of the Company.
- Recognition with the Employee of the Year Award in 2012 and participation in the Stock Option program.
MichelinCommunication Intern
Apr. 2010 - Dec. 2010Rio de Janeiro, BrazilResponsibilities:
- Support to the Communication Manager in journalist relations.
- Collaboration with the events team in organizing events in the pre-event, during, and post-event phases.
- Assistance to the company's Internal Communication team. Results:
- Organization of the Challenge Bibendum, the multinational French company's premier sustainability event. Responsible for structuring press releases, inviting journalists, and logistics for international professionals participating in the event.
- Management of internal company events, such as team meetings, and participation in major external trade shows.
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