Central de Cervejas e BebidasNew Media & Digital Marketing Manager
Apr. 2011 - Oct. 2014Vialonga, LisboaResponsible for all digital communication of all brands within Sociedade Central de Cervejas e Bebidas (Heineken Group), namely market leader mainstream beer SAGRES, market leader premium beer HEINEKEN, market leader water LUSO and international brands DESPERADOS and GUINNESS. I coordinated and supervised different digital agencies, placing the defined strategies in work through all the brand communication platforms, namely corporate and brand websites, Social Media, mobile and interactive tools. Designated local Heineken digital champion ("Digital Rockstar"), I had also the challenge to increase digital awareness among the SCC structure, not only through the practical implementation of the global strategies, but also to force the inclusion of "out-of-the-box" digital brand activations in the yearly Marketing Plans. The introduction of QR Codes in all packaging and communication of Sagres (the first Portuguese beer to do this) and the development of exclusive content for this platform is one example of my actions. Another examples are the new Sagres.TV platform or the Heineken StarClub Loyalty Platform, which changed dramatically the relationship between brand and consumers, or the first digital campaign aimed exclusively at women during the Euro with great national and international media coverage, the disclosure of exclusive partnerships with content providers like Time Out or Blitz, the harmonization and re-qualification of all existing databases, the continuous growth of number of fans and interaction rate throughout all Facebook brand profiles, the optimization of digital advertising campaigns, the definition of yearly KPIs, these were all tasks and achievements within my working sphere.