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CargillGlobal Brand Marketing Lead - Sr Manager
May. 2023São Paulo, BrasilResponsible for the development of Cargill brand, products and marketing capabilities within Animal
Nutrition & Health, Protein and Salt enterprises with the following accountabilities: • Provide leadership on marketing capabilities such as brand and marketing strategy,
brand architecture, brand measurement and brand identity. From 2023 to 2024 I have
developed and launched the new brand strategy, brand architecture and brand
measurement scorecard of the company in partnership with the Global Brand team.
• Partner collaboratively with businesses and key stakeholders to lead the development
and implementation of brand guidelines and marketing capabilities across the globe
where Cargill has a presence - +67 countries.
• Advise businesses to build brands that grow value for the the company, ensuring the
strategic execution of the brand architecture – for new brands/opportinities and reviewing
current portfolio.
• Align marketing initiatives with value propositions, marketing plans and
company/brands goals.
• DEI Project: Developed the Brand Strategy Guidelines for our DEI groups to effectively
communicate activities aligned with Cargill’s masterbrand.
Peixe ao Cubo Vila OlímpiaEmpreendedor & Proprietário
Sep. 2021 - May. 2023São Paulo, BrasilEntrepreneur Project. Peixe ao Cubo Vila Olímpia is a Japanese Restaurant and Bar, located in São Paulo, Brazil.
BATRegional Brand Marketing Manager - Americas & Sub-Saharan Africa
Apr. 2021 - Sep. 2021São Paulo, BrasilShort-Term Assignment at BAT’s HQ in London. Responsible for the development of innovation projects and marketing strategy (4Ps) across AmSSA markets (Americas and Sub-Saharan Africa), delivering OTIF (on time - in full) initiatives, keeping market leadership of BAT's brands. • Strategic support towards sub-regional and local teams within AmSSA (Americas & Sub-Saharan Region)
• Influencing across all markets in order to define business priorities, implement regional calendar and track KPI’s
• Deep Consumer understanding to support on strategy development
• Project innovation management (from concept to deployment)
• Communication strategy development • Oversee relationships with strategic vendors such as regional advertising, trade and research agencies
• P&L accountability: track results, identify opportunities and lead change
BATBrand Marketing Manager - Latam South
Aug. 2019 - Apr. 2021Río de Janeiro, BrasilResponsible for the development of Dunhill, Kent and Rothmans brands and products across LATAM South Region (Brazil, Chile, Argentina, Paraguay and Peru) • Development and management of 4Ps (product, price, place and promotion) align with consumer-centric and organzation growth plan
• Strategy building and deployment of the anual brand marketing plan (short and long term innovation pipeline)
• Management of portfolio through innovation projects, from concept to implementation/deployment
• Development and deployment of communications and launch campaigns
• Consumer research development and management alongside agencies (Nielsen and Kantar)
• Performance management: Managing and executing comercial plans in order to deliver better performance results
• Stakeholders management: Operations, packaging, product, finance, sales, research and communication agency + 4 brands team members (analysts & coordinators)
Gallo WorldwideBrand Marketing Manager
Mar. 2019 - Aug. 2019São Paulo e Região, BrasilResponsible for the development of Gallo brand and products in Brazil. • Development and management of 4Ps (product, price, place and promotion) of the Olive Oil, Olive, Vinegar and Pepper sauce categories
• Strategy building and deployment of the brand marketing plan (BMP)
• Management of the Olive Oil, Olives, Vinegar and Pepper sauce portfolio through innovation projects • Stakeholders management: Operations, packaging, product, finance, sales and agency (Offline, Online, PR and Influencers)
• Researches management: Nielsen and Kantar
Gallo WorldwideMarketing Management Trainee
Mar. 2017 - Feb. 2019Lisbon, Lisbon, PortugalMarketing Trainee program at Unilever’s HQ in Portugal and Gallo’s HQ in Brazil focused on: - Communication
- Product Innovation
- Trade Marketing
- Sales
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