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Work Background
Self Employed Remote WorkerBrand Stategy Consulting
Mar. 2025Portugal, LisbonWorking freelance as brand stategist
NEOMBrand Director at NEOM Media
Nov. 2023 - Dec. 2024Saudi Arabia, RiyadhBrand strategy Director
The Walt Disney CompanyMarketing Director, Media Networks & Streaming DTC Disney+
Aug. 2021 - Jul. 2023Lisbon, Portugal- Report to the VP GM Portugal, executive board member, managing a team of 6
- Designed the strategy for brand & content comms (title prioritisation & investment level) with good efficacy. A model now contributing to the EMEA handbook. - Driving Disney+ brand awareness and positioning with solid results.
- Contributing for business development and subscriptions growth in retail and wholesale (partnerships for ATL and BTL/trade). - Co-led the FOX rebrand to STAR Channel in EMEA from brief to complete brand playbook, launch strategy and campaign assets.
- Owner of Marketing & digital (SEO, SEM, SOCIAL) for Linear TV (Fox Group, 24Kitchen, Disney, and NatGeo). - Co-creator of local and international award winning fully in house creative communication campaigns contributing to FOX high awareness, bold positioning, and audience results. The latest are "Fox is looking for avatars to be on TV", “ABCLGBTQIA+” and “F** the Scroll”.
UnileverHead Of Digital & Media
May. 2021 - Aug. 2021Lisbon, Portugal- Report to the Baltics GM and leadership board member.
- Owner of digital & media strategy, budget and results for all Unilever Categories across Baltics markets. - Teams’ consultant for investing in which channels, assets to be used and content.
- Drive agencies to effectively manage our media & digital (SOV, SEO, SEM, link building). - Build media & digital in-house capabilities. (social Media, Programmatic, follow up).
- Head also for Home Care Category business unit
UnileverHead Of Marketing & Category Development
Oct. 2018 - May. 2021Warsaw, Poland & Riga, LatviaWorking remotely from Warsaw. Report to the Baltics GM and responsible for the P&L and marketing strategy of all Unilever categories across the 3 Baltic markets (>100mio€ business).
- Built the category customer development unit introducing the triple win thinking. The 2019 “Hellmann’s great taste club” program and the “Seventh Generation” launch won global recognition and are being shown as best practice for other countries to roll out. - Co-created the Digital strategy for media investments and the new channels development (Ice Cream ecom business model won a global award).
- Lead a team of 15 people, in Marketing, Digital and CCD, bringing experience and prioritization as part of strategy and reinforcing a culture of people motivated by always learning. - Owner of Baltics sustainability program. The 2019 Latvia application was one of the 8 countries chosen to pilot the new disruptive global campaign “Every U does Good”. - Board Member for Unilever Baltics
- The first 3months, I took over the Ice Cream unit and a team of 3. Inherited a mix of companies (M&As) with high complexity and low profitability. Q2 2019 cleaned up >20% of portfolio and entered hype trend white space launching Hemp Protein Ice cream (1st in Unilever).
UnileverGlobal Brand Development Manager
Oct. 2016 - Oct. 2018Rotterdam Area, NetherlandsReporting to the Ice Cream Desserts Director, I was responsible for Carte d’Or (600mio€ business), the biggest European In-Home brand after Magnum. - Responsible for driving trends and consumer insights into successful innovation and building 3-year roadmaps signed off and agreed in 11 markets. Managed a team of 3. Q2 2018 launched Carte d’Or Organic range achieving FY BC in 6 months (+6mio€ RSV incremental). Q2 2019 successfully relaunched across Europe the 400mio€ core range answering to newer consumer needs and regaining competitive advantage in the marketplace.
UnileverEurope Brand Development Manager
May. 2014 - Oct. 2016Rotterdam area, netherlandsReporting to the Ice Cream Desserts Director, I managed Wall’s brand P&L and strategy, a 150mio€ business conglomerate of 20+ local brands in EU. - I was given freedom to reshape the brand strategy in Europe to unlock Max the Mix opportunities, regain MS after years of decline and open a path for profitable business. The 2015 turnaround program “Re-inventing Dairy” I created for Wall’s biggest market, Sweden, delivered +10% RSV with +118 bps of MS gain, followed in 2016 by +1% RSV and +20bps MS gain. Total EU Wall’s FY 2015 achieved a business turnaround with a record of incremental profit release in the last 10 years. - Led Unilever ice cream into “Wellness lifestyle” with the launch in UK (pilot market) of a dairy-free ice cream brand (Swedish Glace). - Managed a team of 2.
UnileverIce Cream Senior Brand Manager
Aug. 2013 - May. 2014lisbon area, portugalReporting to the Ice Cream Director, my responsibilities included managing a team of 2, media plan, assortment, innovation launches and leading a cross functional team. FY 2013 delivered double digit growth in sales regaining market leadership.
UnileverCustomer & Category Development Manager Ice Cream
Apr. 2012 - Aug. 2013Lisbon Area, PortugalReporting to the Sales team, I was responsible for implementing Spreads & Ice Cream marketing plans at store level creating category development through Unilever brands.
UnileverBrand Manager Vaseline
Nov. 2009 - Mar. 2012Lisbon Area, PortugalResponsible for brand P&L, marketing plan and innovation launch. In 2010 launched the global innovation, reshaping its concept and communication to an award-winning local plan. In two years, Vaseline Skin care doubled its business and became bigger than L’Oréal and Garnier together. “It’s OUR time” Award winner 2011 - it acknowledges those who go a step further and by their small actions make a big difference. You have proven you have what it takes and this award acknowledges your great achievement.” (Former UL EU President, Jan Zijderveld)
UnileverAssistant Brand Manager Axe and Rexona
Jul. 2009 - Oct. 2010Lisbon Area, PortugalBrand Manager & Trade Marketing Assistant for Deos category
UnileverTrade Marketing Deodorants Assistant
Mar. 2008 - Jun. 2009lisbon area, portugal
Teresa Guilherme, S.A.Production Assistant
Jan. 2006 - Dec. 2006Lisbon Area, PortugalTV Hit show - Floribella
ViacomMTV Studio Production Assistant
Jan. 2006 - Dec. 2006(Former VIACOM) While living in NYC, studying, I got a job at MTV using the recommendation letter and references from 2004 for my work at the MTV Awards 2004 in Rome. I was responsible for celebrity management, the Top10am and TRL live show production and the launch event of MTV Tres (Channel targeted to bilingual Latinos and non-Latino in US).
MTV NetworksClient Service Team
Nov. 2004 - Nov. 2004Rome Area, ItalyWinner of the competition “Want to work backstage at the MTV Europe Awards 2004 Rome”
Responsible for Client Service Team (PR and Marketing) of the MTV Europe Music Awards 2004. One of 6 winners of a European contest that involved 8000 people.
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