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Personal Pitch
Marketing & Business Strategy Consulting – Drive business growth and impact with 20+ years of strategic expertise!
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Work Background
Grupo ACPChief Marketing Officer (CMO) / Executive Board Member
Oct. 2023São Paulo, Brazil* Strategic Planning and Expansion: Led the three-year strategic planning for all four companies, focusing on sustainable growth, innovation, and alignment with corporate goals. Established an integrated management structure with a results-oriented approach.
* Financial Turnaround and Transformation: Actively contributed as a member of the TBS management committee on a strategic turnaround project. Within one year, we significantly reduced annual losses from R$2 million to R$750,000, implementing a recovery plan focused on operational efficiency and revenue growth.
* Integrated Marketing Management: Oversaw and executed marketing and branding strategies for Marcos Martins Advogados, strengthening market presence and consolidating brand image. Efforts resulted in a 106% increase in organic exposure and a 95% rise in lead generation, significantly impacting brand position and recognition, including top national and international legal rankings.
Marcos Martins AdvogadosChief Marketing Officer
Oct. 2023São Paulo, Brazil
TBS ConsultoriaChief Marketing Officer
Oct. 2023
Fox Human CapitalMarketing Director & Advisor
Dec. 2020 - Nov. 2023Florianópolis, Santa Catarina, Brazil• Established Fox Human Capital as a recognized name in human capital through innovative marketing strategies, data-driven digital marketing campaigns, and precise brand positioning.
• Boosted engagement rates on social media by 9.79% YoY, driving brand awareness and revenue growth.
• Managed marketing budget effectively and structured marketing department for efficiency.
Vitamina - Salas Cuna y Jardines InfantilesHead of Regional Brand Strategy – LATAM
Nov. 2020 - Nov. 2023Chile• Consolidated the regional brand strategy for Grupo Vitamina, harmonizing brands, products, and experiences for local growth and regional expansion.
• Revitalized and consolidated Vitamina Jardines Infantiles brand strategy into a cohesive regional brand platform, ensuring consistent market presence across multiple regions upon launch.
• Led cross-functional teams to ensure brand communication consistency and alignment with the marketing mix.
KrotonHead Brand Strategy & Marketing Communications
Jan. 2018 - Mar. 2019São Paulo, Brazil• Led brand strategy and marketing communications for Kroton and its portfolio of 8 regional brands, including PR, events, tradeshows, and marketing campaigns, ensuring consistency in brand communication and alignment with the marketing mix management.
• Launched the basic education brand, Saber, and implemented shielding tactics to support M&A strategy.
AggrekoLatam Marketing & Digital Manager - LATAM
Aug. 2014 - Dec. 2017Santiago, Chile• Aligned global branding and B2B marketing strategy with Latin American objectives across six markets, developing customized marketing strategies to meet unique customer needs.
• Generated $2 million in additional revenues via an online strategy and sales campaigns within one year.
• Increased web traffic and inquiries by 30% and 20% respectively, utilizing effective digital marketing and CRM optimization.
• Collaborated closely with clients in various sectors, gaining diverse industries knowledge.
Como vai o Pedrinho? - First subscription based e-commerce for toddlers in BrazilMarketing Manager
Aug. 2012 - Dec. 2014São Paulo Area, Brazil• Established the first subscription e-commerce service for toddlers in Brazil, achieving significant brand recognition in São Paulo and Rio de Janeiro, with an average online conversion rate of 4.5% and consistent e-commerce activation.
Whirlpool Latin AmericaKitchenAid Business Manager – Southern Cone
Oct. 2008 - Mar. 2012Santiago Province, Chile• Developed and implemented the premium KitchenAid Business in four different markets in Latin America, exceeding sales targets by at least 3% per month.
• Crafted integrated brand strategy tailored to local culture while preserving the brand essence and equity. • Established competitive pricing and cost plans for each market, achieving an average profitability for the business at 47%
• Created a D2C Experience Center in Chile, fostering relationships with high-end customers, partners, and influencers while driving sales and revenue, enhancing brand experience, and increasing customer engagement.
Whirlpool Latin AmericaMarketing Manager - Whirlpool & Consul (Expatriate)
Oct. 2006 - Oct. 2008Santiago Province, Chile• Managed branding and marketing for Whirlpool and Consul brands in Chile, Peru, and Bolivia, customizing the marketing mix (focused on Category Management) to meet the unique needs of each country's consumers, boosting market share in regional channels by 12pp and 3pp in traditional retailers.
• Contributed to the $1MM turnaround in 2008, exceeding sales targets and increasing brand visibility in the region.
Whirlpool Latin AmericaBrand Manager – Brand Strategy Brastemp
Mar. 2002 - Sep. 2006São Paulo Area, Brazil• Oversaw brand strategy, including a review and update of brand positioning, architecture, and its deployment for the Brastemp brand, in Brazil.
• Led strategic planning and management for 360° integrated marketing campaigns across all media, audiences, and touchpoints (B2B and B2C), improving brand health indicators, profitability, and market share by 3pp after a 5-year downtrend.
Telefônica BrasilProduct Manager - Clientes residenciais
Mar. 2001 - Mar. 2002São Paulo Area, BrazilStrategic Planning - project for traffic generation products, past due clients: Pre‐Paid Calling Cards, Intelligent Services Main achievements: Pay due clients’ base reduced in 9%.
Whirlpool Latin AmericaMarketing Specialist
Aug. 1998 - Mar. 2001São Paulo Area, BrazilPromotion and merchandising Brastemp - product-launching events for retailers, BTL actions and initiatives, visual merchandising and promotions.
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