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Work Background
Unico IDTechSenior Strategy Manager – Global Expansion
Aug. 2024 - Dec. 2024São PauloLeading Unico`s global portfolio expansion through relevant regional and global markets. Developed and analyzed performance metrics and articulated these into written narratives to drive business decisions. • Market Growth strategy: Delivered diagnostic landscape of Mexican market and competitive analysis directly influencing business and product team to deliver portfolio to deliver to new markets. Crafted product adoption strategy shifting current comoditized product portfolio (KYC) to develop Integrated Identity Platform category.
• Market intelligence driving business decision: Implemented new tech and tool to enhance market research accuracy, enabling data-driven approach and providing actionable intelligence.
Unico IDTechHead of Branding
Jun. 2023 - Oct. 2024São PauloLed GTM market strategy, messaging, and positioning for B2C initiatives, collaborating closely with product, communications, legal, and other cross-functional teams.
• Coordinated with cross-functional teams to ensure brand consistency across consumer touchpoints. Intensively manage market research and vendor relations to ground branding and go-to-market strategies. • Drove 75% acceptance rate for new product launched, driven by compelling, consistent messaging across touchpoints and value driven product achieved through customer insights and A/B testing. • Directly report to CEO and senior leadership, enhancing strategic alignment and operational execution.
Unico IDTechSenior Marketing Operations Manager
Mar. 2023 - Jun. 2023São PauloSuccessfully managed team who planned and executed nine product launches within 6-month period via breakthrough marketing activations, including digital campaigns and KOL / events. Developed and analyzed performance metrics and articulate these into written narratives to drive business decisions.
• Key Product Launch - ID Family from designing GTM strategy to growth: Spearheaded integrated calendar for the whole product Family solution launch, including go-to-market strategy for the ID Family product line. Main launch: IDPay (solution crafted to meet payments segment), which directly impacted eight of the top ten GMV accounts (enterprise accounts). Implemented an effective Account-Based Marketing (ABM) strategy, event deliverables with Yuval Harari as KOL focused on top clients and media plan that led to targeted clients conversion. The product achieved first-page rankings on Google for both organic and paid searches, reaching over 6 million targeted users through a strategic content and public relations approach.
• Process optimization and savings: Led ways of working, SLAs, deliverables FTEs assessment and media negotiation, directing a complex reorganization that optimized team processes and boosted operational efficiency, delivering seven-digit cost savings. Achieved substantial cost reductions through meticulous operational optimizations and strategic media negotiations, further contributing to overall organizational cost-efficiency.
• Team Leadership and Career development: Managed a senior team across content creation, media planning, strategic planning, and market research.
Unico IDTechBrand Strategy Manager
Jun. 2022 - Mar. 2023Remote FirstStrategic Marketing Leadership and Cross-Functional Influence: Led the orchestration of major campaign activations, aligning C-level executives and cross-functional teams including Product, Sales, ABM, Media, Customer Experience, and Legal. Collaborated closely with boutique agencies (N/Ideias) and third-party media entities to craft and implement comprehensive marketing strategies. Strategized crisis communication messaging and committee planning. Hands-On Campaign Development: Developed and refined messaging and campaign architectures in partnership with execution experts, ensuring successful and timely delivery of marketing initiatives. Significant Achievements:
- Brand Awareness and Preference: Directed product and brand activation strategies that resulted in a significant increase in brand awareness (+24 percentage points) and brand preference (+21 percentage points). Managed all aspects of communication strategy and crisis response flows. - PR and Market Impact: Engineered and executed a landmark PR stunt, marking Unico's first-ever achievement as Top of Mind in the Digital Identity category. - Media and Digital Campaign Results: TV Campaign: Copy insertion (Globo, GloboNews, CNN, Band & other A+ TV channels) delivered a 263% increase in TRPs through targeted optimization strategies. Digital Campaigns: Achieved a 123% increase in impressions and a 160% increase in frequency, surpassing projected targets. Web Traffic and SEO/SEM: Enhanced website traffic by over 10.6 times the average daily visits and secured a first-page ranking on Google for key terms "identidade digital" and "Único". Social Media and Online Presence: Sustained a 70% content retention rate on YouTube and increased LinkedIn organic impressions by 208%.
Centro Universitário Belas Artes de São PauloProfessor @ Business specialization
May. 2021São Paulo, SPProfessor in the following subjects:
- Entrepreneurship
-Business plans
- Integrated marketing & communications
- Marketing & Business Strategy
Unico IDTechGroup Product Marketing Manager
Dec. 2020 - Jun. 2022São Paulo, BrazilStrategic Marketing Leadership: Spearheaded product marketing strategies for multiple B2B platforms including Unico People, SkillHub, and Via Nuvem, focusing on crafting compelling brand messages and positioning to elevate market presence and brand perception. Go-to-Market Execution: Developed and implemented robust go-to-market strategies that accelerated the sales cycle and enhanced overall marketing effectiveness, leading to a marked increase in client acquisition and user engagement. Cross-Functional Team Management and collaboration: Led a cross-functional team encompassing Communications, Trade Marketing, Customer Success, Client Onboarding, and Sales, fostering a collaborative environment that enhanced project outcomes and operational efficiency. Market Research and Insight-Driven Innovation: Conducted extensive external and internal market research, utilizing the Continuous Discovery approach to directly influence product roadmaps and innovation programs. Initiated and managed a customer beta test program that significantly reversed declining NPS by improving product satisfaction by over 46 percentage points. Significant Achievements: - Achieved Top of Mind recognition for Unico People in the HR category for the first time ever in 2022. - Increased new customer acquisition by 90% in 2022 compared to the previous year, improved Monthly Recurring Revenue (MRR) by 70% for Unico People, and enhanced active user rates by 31%. - Successfully launched SkillHub, resulting in a 26% increase in new active users within the first three months post-launch. - Positioned Unico People and related products prominently on search engine results, enhancing digital visibility and brand reach.
Vereda EducaçãoMarketing leader
Jan. 2019 - Mar. 2020São Paulo, BrazilSpearheaded the development and execution of Vereda Educação's brand and GTM strategy. Successfully positioned the company in top search engine results as well as crafted PR and reputation strategies, significantly enhancing digital visibility and brand reach. • Brand Strategy and Growth: Utilized powerful storytelling and innovative social media strategies to maximize brand engagement and outreach with minimal investment.
• Expressive Revenue Generation: Achieved seven-digit revenue figures through strategic commercial campaigns. • Event Marketing and Influencer Collaboration: Organized over 100 in-house commercial events, collaborating with top influencers such as @Fred and Mario Sergio Cortella, boosting brand exposure and customer engagement. Social Media Growth: Grew social media following by over 40,000 across various platforms, achieving a 3x return on investment through targeted content and engagement strategies. Media, SEO and Online Visibility: Positioned Vereda as the leading company on the K-12 category digitally, significantly enhancing digital visibility and brand reach.
• Team Leadership and Career development: Led a senior team comprising design, copywriting, digital, and event management professionals, along with managing relationships with external partners for research and creative concepts. Fostered a collaborative environment that encouraged innovation and operational efficiency.
Procter & GambleSenior Marketing Manager
Jan. 2018 - Jan. 2019São Paulo, BrazilProject management: Plan & Support Beauty segment initiatives with brand-building ROI generating vehicles. Lead Base Business Permanent Furnitures coverage plan for all brands and channels. ROI >3. Co-lead in-store start-up experiments together with Analytics&Inteligence and Sales team for all brands and channels (Growthworks methodology). Tested & qualified Baby Care optimal in-store execution. Key role in vertical organizational revamp: Developed from scratch new team process, developed and implemented team capability and tools. Budget management and control.
Procter & GambleRegional Marketing Manager
Mar. 2015 - Jan. 2018São Paulo, Brazil• Delivered 7-digit savings (agency costs, process efficiency). • Generated Iconic ROI-generating FMOT for Global brands such as Koleston, Pantene, H&S, Pampers, Gillette, Ariel, Downy, Oral-B. Deployed strategy and implementation guidelines globally. Delivered +30% efficiency (-10MM USD) on POP implementation and transformed POP Design Operations in LatAm. • Recognized by P&G CMO for 2 years consecutively as best in class; Led end-to-end development of “Real time In - store Material” digital platform development enabling 90% faster market adaptations (from 5-6 weeks to 2-3 days) & up to 40% agency savings;
Procter & GambleJunior Marketing Manager
Jul. 2014 - Mar. 2015Brazil In-store materials planning & execution - Accountable for create and lead in-store vision for Gillette, Deodorants, Health-care, Multibrand and P&G Corporate plans. - Planned and tracked in-store material production, shipment & implementation according to each brand strategy by sub-channel (Hyper and Supermarkets, Drug chain, Perfumery, Cash & Carry);
- Created, led and implemented expansion plan to cover BR Northeast market (Brazil emerging region); - Managed 2 external partner and 1 senior specialist. - Budget & control management.
Procter & GambleMarketing intern
Apr. 2013 - Jul. 2014São PauloLead retail shopper marketing design projects for Latin America & Global - Shopper Marketing: Led & managed 7 in-store design projects for Latina America region for Hair Care, Hair Color, Multi-brand and P&G Corporate with external design agencies and internal design managers. - Led, created and enabled implementation of economic / on-equity floor displays for ALL main brands in P&G Brazil (feasibility, negotiation, production supplier interaction, prototype evaluation, structural and engineer recommendation and shape language). Reapplied for Mexico, Central LA, Chile.
- Familiar with Design thinking methodology as problem solving technique. - Capability Building: Development and update of new standards of technical drawing for design agencies and production suppliers of Latin America. Standardized project softwares, extensions, deliverables and formats, level of details and prototype process focused on final production.
FEC UNICAMPIniciação científica
Jul. 2010 - Jul. 2011Scientific project: Sound absorption of Porous materials – Acoustics (2010 – 2011) Support of SAE UNICAMP / PIBIC;
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