Merck GroupMarketing Manager
Oct. 2015 - Nov. 2018Sao PauloResponsible for managing renowned brands from the OTC - antidiarrheal, probiotics and vitamins market, which corresponded to 60% Merck Consumer Health division business. Marketing management of the most traditional brand of Antidiarrheic market (2018): Floratil, and the Top of Mind brand of the vitamin C market: Cebion, as well as managing the strategic marketing plan (new entrances) of Food Supplement and Oral Rehydrate market: Bion3 (Probiotics and Vitamins) and Floralryte (ORS).
Full in charge of market strategies, market planning, 360o marketing campaign: Direct to Consumers Strategy (DTC), consumer (UX) insights provide, digital marketing (social media) management.
Full P&L responsibilities management for the biggest OTC businesses with representative Topline: R$ 150 mio.
Key achievements:
• Revamped the Floratil’s brand (40 years in Brazil) with new product positioning, adding value to the brand portfolio and increased average ticket (20% on TT revenue), valuing the medical PX, increasing +10pp of Px share;
• Led the strategic review of Floratil's Investment Plan, optimizing budget by 70% (R$ 4 mio) to improve the P&L profitability: +5pp on GPS.
• Launched a new product: Bion 3, an innovative product-concept to modernize the mature food supplements market, contributing to Merck Consumer Health brand awareness increase at retail (OTC-Pharma), delivery category growth purpose and distribution capillary: +10k stores in 12 months.
• Led and structured a new price strategy definition for Cebion (Vit. C Commoditie) by 10%, through value added study of the portfolio (mix repositioning, shopper insights) and so monetizing the product margin in +2pp.