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Work Background
DowLatin America Marketing, Innovation and Value Chain Leader for Plastics Business
Jan. 2022Sao Paulo, BrazilCo-Chair of GAAN (Global Afro American Network) Latin America, structuring a strategic platform, ensuring regional implementation. Influential defender at the executive and leadership levels, driving goals, actions and commitments, driving significant advances in the inclusion of black and brown people in the region.
Member of global discussion groups, enriching discussions with perspectives and experiences from Latin America, consolidating the region's position as a global protagonist in diversity and innovation.
Driven the growth of innovation for Plastics in Latin America. Strategic partnership with sales, technical and product leaders, resulting in thousands of tons of resins sold.
Led value chain efforts, collaborating with brand owners, OEMs and other relevant parties. Achievements: +19 commercial cases, with +14 different brands and +11 impacted customers in 2022, solidifying strategic partnerships and growth ecosystems.
Development and supervision of market development managers in Latin America. Guided individual growth plans, amplified marketing acumen and identified future talent. Recognition in organizational climate surveys (LES).
Managed the innovation pipeline in collaboration with R&D, optimizing the allocation of resources to generate maximum value in different market segments, bringing significant results (MU$) as well as implementing a new culture of innovation.
Implementation of digital marketing strategies, incorporating L&OM tools and processes. It increased the efficiency of marketing work by more than 100% and expanded the digital presence, generating a conversion rate into opportunities higher than the industry benchmark.
Partnership with the Business Communications team to promote digital campaigns aimed at all links in the value chain. Achieved a notable conversion of +4% of leads into opportunities, reaching beyond direct customers.
The Dow Chemical CompanyLatin America Marketing Manager for Food & Specialty Packaging and Pack Studios
Jul. 2017 - Jul. 2022São Paulo Area, BrazilDevelopment of a solid presence in the area of packaging sustainability, orchestrating efforts throughout the recycling chain to promote responsible environmental practices.
Driving a journey of growth in the polyethylene market for food packaging, growing +5% SOM in Latin America. Implementation of a visionary marketing plan, incorporating sustainability and digital marketing strategies. Results include an increase of 5.86% (CAGR 2016-2020), reaching an all-time sales record and growth of 8.9% (CAGR 2016-2020) with higher value products.
Conducting the medium and long-term strategy to achieve launches and relaunches of new products. Achievements include positive volume and margin contribution for products such as Dowlex GM, Innate, Elite AT, etc.
Leadership in managing the Innovation Project pipeline in PD Track, optimizing resource allocation and driving efficiency.
Co-creation of marketing communication strategies. Received packaging awards from the Brazilian Packaging Association.
Development and leadership of plans that interact with the Value Chain, resulting in milestones such as the introduction of VP30 film, Phormanto and other partnerships with BO and OEMs.
Marketing leadership of the Pack Studios Innovation center, resulting in important initiatives such as Pack Studios Live, Lab Partners and Pack Studios Academy. Contribution to strengthening the market and customer experience, influencing this innovation network globally.
Conducting the implementation and continuous improvement of CRM and L&OM strategies, generating a significant increase in opportunities created (2x) and sample requests (ROI).
Leadership of a team composed of Market Development Managers in different countries in Latin America. Co-led the Evolve by GAAN initiative, providing career development support to 19 Dow employees.
The Dow Chemical CompanyLatin America Sealants Marketing Manager and Brazil Regional Marketing Manager
Sep. 2016 - Jun. 2017Sao Paulo, BrazilSolid and Integrated Marketing Vision: Development of a consolidated marketing vision in Brazil, unifying the value chain mindset across all functions, promoting a cohesive and aligned approach based on 5W 2H.
Global Value Chain Leadership: Assumed leadership of the global value chain team, promoting a series of effective initiatives and successfully representing Latin America region. Active contribution to enrich the global panorama with innovative ideas, fresh business models and valuable contributions from the value chain.
Revitalization of the Long-Term Strategy: Boosted the long-term strategy for the plastomer market, reversing 4 consecutive years of sales decline. Through intelligent repositioning of the portfolio, aligned with market trends and adjusted R&D expectations (without the need for new products), it achieved impressive growth of 8.6% in 2017. Highlight for the Affinity Rocks internal marketing campaign, a fundamental milestone which not only stimulated the team, but also generated positive impacts on sales in subsequent years.
Collaborative Business Model Innovation: Led the design of the innovative collaborative business model, called Incuba Pack. Through this approach, it brought together the value chain to build an incubator that carried out the agile implementation of new flexible packaging structures in emerging categories. Remarkably, it achieved a project conversion rate of a remarkable +19%, demonstrating the effectiveness and viability of the concept.
The Dow Chemical CompanyMarketing Development Manager & Value Chain Manager Brazil
Apr. 2015 - Aug. 2016São Paulo e Região, BrasilElevating the Relevance of Marketing in Brazil: Consolidated the pre-eminence of marketing in Brazil, increasing its relevance and impact in collaboration with the Product Planning & Strategy team. Completed a pipeline of more than 35 projects, generating a sales potential of +21 thousand tons per year.
CO-Branding Program with Clients: Led the Olympic CO-Branding program with Clients, achieving significant growth of more than +20% in sales. Furthermore, developed the “Olímpic” Sales Incentive Program, introducing a tailored internal marketing strategy for customers.
Implementation of Innovative Solutions: Introduced new innovative solutions, such as PacXpert in Latin America, generating more than 3 licenses and incubating a promising pipeline with projections exceeding 20.
Structured Leadership of Business Projects: Led the team in structuring projects covering supply, market, communication, promotion strategy and payment procedures for Brazil.
Global Contract with Sustainable Impact: Negotiated a global contract with Mucell for Microfoaming applied to Blow Molding, following sustainable market trends. Potential to bring more than 3.7 thousand tons per year, contributing to sustainability goals.
The Dow Chemical CompanyAccount Manager
Jan. 2012 - Apr. 2015São Paulo e Região, BrasilExpansion of Responsibilities with Excellent Results: Escalation of responsibility by 5x, assuming the management of 40% of the sales volume of a Dow plant in Latin America. Achieved excellent NUR and Margin results for the basic polyethylene franchise.
Customer Prospecting and Reactivation Strategy: Successfully conducted a prospecting and reactivation strategy for inactive and low-acquisition customers, revitalizing relationships and expanding the customer base.
Logistics Innovation for Increased Sales: Led the creation and implementation of an innovative logistics solution for supplying the Northeast region of Brazil through cabotage. Result: notable cost reduction and significant increase in sales in the area.
Effective Service to Diverse Clients: Demonstrated ability to effectively serve a wide range of clients, from national to multinational companies, understanding and meeting their needs in an assertive manner.
Significant Expansion of Customer Base: Remarkably expanded Dow's customer base in the packaging sector across all strategic market segments. Initiated contact with more than 60 customers, resulting in the incorporation of 10 new valuable customers.
Strategic Role as Sales Focal Point: Played a crucial role as Sales Focal Point for the Rigid Packaging and Food and Specialty Packaging sectors. Successfully led the implementation of the segmented strategy in the Brazilian market and played a key role in the main marketing evaluation projects.
The Dow Chemical CompanyCommercial Trainee
Mar. 2011 - Dec. 2011São Paulo e Região, BrasilSelected between 14.000 candidates to enjoy Dow Chemical Company Commercial area to take a special program to be prepared to become a future leader in the company. Working in teams to delivery results in different projects and performing marketing plans to increase sales.
Fernando Moreira and AssociatesIntern
Jan. 2009 - Dec. 2010Salvador e Região, BrasilDealing with Law suits
Lotérica Bons Amigos Ltda (Branch Office of Caixa Econômica Federal Bank)Owner
Jan. 2007 - Dec. 2011Alagoinhas e Região, BrasilWe provide basic bank services: savings, loans and bill payments. And, also lottery tickets sales.
Grupo AnipolitanOwner
Jan. 2003 - Dec. 2007Salvador e Região, BrasilThis company was created with the main intention of divulging the Japanese culture. Developing strategic company positioning, marketing and managing more than 100 volunteers. Raising funds and producing shows and events for more than 8,000 people.
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