Robert Bosch LtdaBrand Manager
May. 2005 - Mar. 2016Brazil, CampinasAs Brand manager I developed and implemented 360 º communication strategy in 18 countries (+ 190T POS). Report to business unit director – 1 direct report in the team). As regional brand manager for Brazil, I was responsible for profitability and price policy, planned and implemented promotional activities, relationship programs with the trade and user, sales incentive campaigns, training, managed merchandising team (+50 people), created a price information system for Bosch key power tools in Brazilian market. Report to Sales Director – board member and 1 direct report in the team).
Key results:
• I increased brand awareness from 40% to more than 90%;
• Decreased brand rejection index from 2 digits to 1-digit level;
• Won POPAI prize Brazil 2012 for POS concept;
• Increased in more than 3 times Top of Mind index in the main Latin American countries;
• Developed and implemented sales campaigns with 2 digits ROI;
• 127% sales growth, reaching more than 30 thousand customers in retail;
• Launched more than 40 products with phase-out of category leader products;
• Created new sales seasonality for the 1st semester of the year;
• Elaborated and implemented POS activities in partnership with other industries of construction sector;
• Created and implemented relationship programs for retail and end users for the whole Latin American countries, leading the program for Brazil (represented more than 60% of the LA business by that time);
• Represented Bosch at ANAMACO and ABA (construction sector and marketing non-governmental associations).