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Work Background
B2MamyAdvisor
Apr. 2024São Paulo, Brasil
Associação Brasileira de StartupsMentor
Nov. 2023
B2MamyCFO
Apr. 2021 - Mar. 2024São Paulo, BrazilAs CFO, besides managing the financial department, I take part in the strategic financial planning, assessing risks for investment in day-to-day operations and contributing to potential subsequent investment rounds.
Additionally, I look for the companies’ governance practices, using my best knowledge and efforts for its development and improvement
B2MamyMentor
Sep. 2020São Paulo, Brazil
ACE AceleratechMentor
Mar. 2019 - Jun. 2021São Paulo Area, BrazilMentoring for StartUps on:
• Customer understanding (research methodologies, data analysis, consumer buying behavior)
• Product (Development, UX/UI)
• Marketing process structuring (Branding, Positioning, Communication, Inbound, Outbound, Media)
• Problem Solving from the perspective of Innovation using the methodology of systemic inventive thought (SIT)
HAGEL ConsultingBusiness Consultant
Sep. 2018São Paulo, São PauloNumbers tell a story, and our mission is to transform data into smart decisions. We offer strategic and financial planning solutions that bring clarity and direction to our clients. With an analytical, results-driven approach, we analyze the past and present to shape a future of sustainable growth. At Hagel Consulting, we help companies identify opportunities, mitigate risks, and achieve their goals effectively. Whatever your challenge, we are here to provide the expertise and tools you need to measure, analyze, and drive your success.
BayerDigital Marketing Champion
Mar. 2016 - Jul. 2018São Paulo Area, Brazil• Reporting to the Head of Digital in Animal Health. Accountable for executing AH's digital agenda, disseminating and sharing information received from Digital's global team.
• Acting as a consultant and coach for the local teams on topics related to digital marketing.
• Development and implementation of digital projects, such as the new portal for pet owners; Roads Maps of digital transformation; use of Google Analytics to analyze and improve KPIs. Close interface with Google teams and its tools.
• Responsible for all digital activities of BU Petcare, including agency coordination, social media, strategic communication’s planning and online media buying.
• Bayerpet FB management. Accountable for Bayerpet and Bayervet sites regarding content, KPIs enhancement, using G.A. tool. Bayerpet numbers in 2017: 2.5 mio visits (1.4 mio organic) | Average visit duration 5'42 "| Google SERP # Top5 Pet Content Portal.
BayerGroup Brand's Manager
Jan. 2016 - Jul. 2018São Paulo Area, Brazil• Reporting to the Petcare BU Manager and management of two reports. Marketing management of Drontal®, Advocate®, Profender® and Nutricare® brands, including strategy, communication, sales and profitability.
• Advocate®: Repositioning of the digital communication campaign to focus on cats owners, considering the new competitive landscape. As a result, we achieved the leadership in the category. The campaign's films had 19.5% increase in brand awareness and 27.4% in purchase intent, “best in class”in healthcare industry category, according to Google's Brand Lift survey.
• Drontal®: New communication concept and campaign execution for pet ownersr in all on / off line channels. Leadership of a pilot project intended to generate leads. A virtual educational game that rewarded the consumer with discount coupon at the end. Generation of five thousand leads. 15% increase in sales.
BayerSênior Brand Manager | Bepantol Baby
Apr. 2015 - Dec. 2015São Paulo Area, Brazil• Reporting to Consumer Health's Marketing Manager and two reports. Brand management of Bepantol®Baby and Bepantol®Mamy, including strategy definition, communication, sales and profitability. Also management of multiple agencies: Online, Offline, PR, Trade
• Idea and implementation of an innovative project "Papai Manda Bem", which enhances father’s important role in raising children.
• Active involvement in a global project to develop new product concepts, together with the global team, representing the country in the global forums and leading all local consumer research activities.
• At the end of 2015, Bepantol® Baby achieved leadership in the category at SP and was less than 3p.p behind the leader (Brazil).
BayerBrand's Group Manager
Apr. 2014 - Mar. 2015São Paulo Area, Brazil• Report to the Director of Animal Health Brazil and three direct reports. Responsible for marketing the brands Advantage® Max3, Advocate®, Kiltix®, Advantage® Dogs and Cats, Fleegard®, including strategy, communication, sales and profitability.
• Repositioning the Advocate® brand based on consuming insights. The budget was limited and I decided to focus on digital (Bayerpet's 1st online campaign). New communication was exported to Iberia. Results: CAGR (13-15) 32% (market 23%) and Market Share gain.
• In 2014 I led the project to launch a new drug - Seresto - for pets, a global blockbuster for the animal health area. The launch took place in October 2014.
BayerBrand's Group Manager
Nov. 2009 - Dec. 2013São Paulo Area, Brazil• Report to the BU Petcare Manager and later to the Animal Health Brazil Director. Management of three employees. Marketing of the brands Advantage®Max3, Advocate®, Kiltix®, Advantage® including strategy, communication, sales and profitability.
• Leading of “pitches” to choose new advertising agencies.
• I proposed and conducted surveys to deepen consumer awareness (Nielsen, Ipsos Brand Health)
• Launch of a new drug for Pets - Seresto®, global blockbuster of the animal health area.
• Repositioning the Advocate® brand based on consumer insights. Bayerpet's first digital campaign. The communication was exported to Spain and Portugal. Results: CAGR (13-15) 32% (market 23%) and gain of Mkt Share.
• New communication concept for ADVANTAGE MAX3. Results: CAGR 17% (11-14) and increase in Market share
IndependentMarketing Consultancy
May. 2009 - Nov. 2009Marketing Consulting for a Brazilian petfood company
NaturaProduct Manager
Jun. 2006 - Nov. 2008• Report to the Innovation Business Unit Manager and three direct reports. Responsible for strategic planning, communication and profitability of makeup brands. Some activities: consumer research, identification and analysis of market opportunities, project management.
• Launched the Premium make-up brand. I managed difficulties with consumers and with the communication and solidification of the positioning. After two years the brand began to respond to the actions and present solid revenue
• Re-launch of the social brand "Crer para ver". New concept, more appropriate to the cause, and new products aiming to increase revenue, gross margin and penetration in the channel. The objectives were surpassed in the month of launch and lasted, allowing the investment in new social projects for education.
MarsBrand Manager
Apr. 2000 - Jun. 2006Southern ConeManager Premium Product PETFOOD (2005 to 2006)
• Report to the Marketing Manager.
• I led a multifunctional group responsible for identifying, recommending and implementing new activities at the point of sale, new processes and new products for the value added segment of the petfood category. The main objective was to increase revenues and build a solid portfolio base that would ensure absolute leadership of the company within this category in Brazil.
• PEDIGREE® Biscrok cookies has been relaunched, resulting in increased revenue and share. A new product in partnership with 3rd party supplier was launched to cover portfolio gap, bringing additional revenue and share. Brand Manager (2003 to 2005)
• Relaunch of the FROLIC® line.
• Deep and detailed analysis of the CHAMP® brand in MERCOSUR, (second largest company revenue in Brazil), through focus group with consumers and careful analysis of Best players as possible benchmarks. Repositioning of the strategy to seek leadership in the medium-price segment, reaching volume growth of 80% in 2004 and 30% in 2005. The brand's share doubled in a year, becoming leader of the segment, with net profit above the proposed Junior Product Manager (2000 to 2002)
• I conducted two major WHISKAS® brand realignments.
• I re-launch the KITEKAT® brand in the Brazilian market. Focus Northeast.
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