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Work Background
SanofiAssociate Brand Manager
Aug. 2023São Paulo, Brazil• Developing category strategies: Creating long-term strategies to grow the category and achieve market leadership.
• Setting category objectives: Establishing clear and measurable goals for the category, such as sales growth, market share, and profitability. Align with S&OP process leaders and cross functional areas
• Conducting market research: Analyzing market trends, consumer behavior, and competitor activities to identify opportunities and threats. Applied to Innovation pipeline.
• Building category business plans: Developing comprehensive plans outlining the category's vision, strategies, and tactics.
• Marketing mix management: Developing end to end brand strategy and deployment and management of Brand Experience
• Brand management: Building and maintaining strong brands within the category.
• Promotional planning: Developing and implementing promotional activities, such as discounts, contests, and loyalty programs.
• Media planning: Selecting and managing media channels to reach the target audience. Aligning main vehicles to the brand strategy.
• Events planning: Managing creative idea and campaign deployment along events planning to activate the brand with consistency.
• Budget Management: lead young apprentice and intern to budget deliverables, reporting RFCST to Finance Team with accuracy and managing all budget decisions for business and the brand. Dorflex Re-branding “Deixa Comigo” Campaign (02 Titan Awards) | Dorflex Max Launch (MS above launch reco | brand awareness) | Dorflex Max and Pain Gaming Campaign (Effie Awards) | Dorflex Max and Venancio Maratona do Rio Campaign
Kellogg CompanyCategory Sr Analyst Pringles and Cheez It
Apr. 2022 - Sep. 2023São Paulo, Brazil• Manage young apprentice to develop professional growth;
• Lead S&OP and develop building blocks along with Trade, Sales and Demand teams for Salty Snacks - Leadership of the demand planning process based on customer inventory, sell out and factory inventory;
• Lead Always on agenda for each brand in Social Media and lead the agencies deliverables;
• Build strong launch plan for Cheez It in Brazil;
• Implementation of marketing plans, including product positioning, campaign strategies, and market strategy insights.
• Pursue and bring new opportunities to promote Pringles and Cheez It strategy;
• Monitor Cheez It and Pringles performance and building blocks track;
• Manage marketing intern budget management deliverables and report to Salty Snacks Director and Regional team.
• Provide support to Marketing Intern to develop skills and promote growth;
• Lead innovation launches with 360º strategy (PR, Social Media, Trade Marketing, Price and promotion executions).
• Ad hoc, weekly and monthly analysis, reports and presentations for Kellogg’s board;
• Build short and long term communication plan for Pringles and Cheez It aligned with global strategy and regional team.
• Cross-functional work with multifunctional team as PR, Brand Experience, Design, R&D, Finance, Trade Marketing and Sales teams, to implement marketing strategy to leverage brand and market performances for Salty Snacks in Brazil. Projects examples: Pringles Halo 2021 Launch (along with Microsoft XBOX Team), Pringles New Visual Identity and Brand Positioning 2022 and Cheez It brand launch in Brazil 2021, Pringles and Cheez It Free Fire Launch and Campaign.
Kellogg CompanyCategory Analyst
May. 2021 - Apr. 2022São Paulo, BrazilLead Marketing projects and deliver brand business for Pringles and Cheez It in Brazil aligned with regional and global strategies
PepsiCoMarketing Analyst for Cheetos
Aug. 2020 - Apr. 2021São Paulo, Brazil• Lead and build business analysis for Cheetos and Elma Chips Classics portfolio considering different sources: Nielsen, P&L, Kantar Pannel and Euromonitor.
• Monitor brands performance and market share;
• Lead budget management;
• Ad hoc, weekly and monthly analysis, reports and presentations for PepsiCo’s board;
• Support and monitor closely innovation projects and launches with Commercialization team;
• Apply business and brand analysis to PSP and AOP process (long term portfolio and targets management process)
• Build short and long term communication plan for Cheetos and Elma Chips Classics.
• Cross-functional work with multifunctional team as PR, Brand Experience, Design, R&D, Finance, Trade Marketing and Sales teams, to implement marketing strategy to leverage brand and market performances for Cheetos in Brazil.
• Support Events;
• Lead Always on agenda for each brand in Social Media and lead the agencies deliverables;
• Lead and monitor design packaging project,
• Develop visually impactful presentations and marketing programs; Projects examples: New Twitter communication strategy for Cheetos; New portfolio re-designed improved Cheetos performance (sales volume and market share historical records); New brand positioning for Cheetos | Brand 360 plan and experience Cheetos & Anitta Campaign
PepsiCoCheetos Marketing Jr Analyst
Apr. 2019 - Jul. 2020São Paulo, SP, Brasil• Market and Brand management through P&L, Nielsen, Kantar and Euromonitor Analysis to monitor Cheetos’ performance and market share;
• Co-lead with Brand Manager campaigns
• Budget management;
• Ad hoc, weekly and monthly analysis, reports and presentations for PepsiCo’s board;
• Support and monitor closely innovation projects and launches with Commercialization team;
• Apply business and brand analysis to PSP and AOP process (long term portfolio and targets management process)
• Cross-functional work with multifunctional team as PR, Brand Experience, Design, R&D, Finance, Trade Marketing and Sales teams, to implement marketing strategy to leverage brand and market performances for Cheetos in Brazil.
• Support Events;
• Support always on agenda in Social Media and lead the agencies deliverables;
• Develop visually impactful presentations and marketing programs; Projects examples: Cheetos Halloween Edition (campaign + innovation launch: first sweet snack launched “Cabra da Peste” action plan to Northeast region, and Cheetos&Anitta Summer Promotion (achieved volume record in all Cheetos history).
PepsiCoInnovation Commercialization Project Analyst
Aug. 2018 - Apr. 2019São Paulo• Lead innovation projects for all Cookies&Crackers brands (Toddy, Quaker, Mabel and eQlibri).
• Project management through Stage&Gate methodology;
• Lead multifunctional team through project meetings and timeline management;
• Manage innovation project’s timeline through MS Project tool;
• Monitor innovation launches performance and action plans aligned with sales KPIs defined
in project’s early stages;
• Prepare project status and presentations for PepsiCo’s board. Projects examples: Toddy Dulce de Leche (milk-caramel) launch, first in the market. EQlibri Sodium Reduction for all panetini portfolio (sustainability oriented). Mabel downsizes to achieve financial rentability.
PepsiCoInnovation Commercialization Project Intern
Jan. 2017 - Jul. 2018São Paulo, Brazil• Support innovation projects for all Cookies&Crackers and Nutriotoin brands (Toddy, Quaker, Mabel, Toddynho and eQlibri).
• Support project management leaders through Stage&Gate methodology;
• Co-lead multifunctional team through project meetings and timeline management;
• Manage innovation project’s timeline through MS Project tool;
• Lead key projects activities such as P&L, volume and execution assessment, launch strategy, technical implications assessment and SAP register for sales team.
• Support monitor innovation launches performance and action plans aligned with sales KPIs
defined in project’s early stages; Projects examples: Toddy Double Drop launch; Quaker Ready to Drink vitamin launch; Toddynho lighted version launch.
CitiSales Intern at Tresury and Trade Solutions Department
Oct. 2015 - Oct. 2016São Paulo Area, BrazilDepartment of Treasury and Trade Solutions Sales - Industrials
Local Cash Management
EJMC - Empresa Junior Mackenzie ConsultoriaSales Representative
Jun. 2015 - Sep. 2015Part of proceedings mapping consulting project for CM Capital Markets.
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