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Work Background
UnileverMarketing Director Nutrition Brazil
Jul. 2022 - Oct. 2023São Paulo, Brazil- Leader of Knorr, Arisco and Maizena brands in Brazil, defining clear portfolio strategy and locking innovation roadmap. Implementing Maizena market development campaign tested as one of the most successful campaigns as per Milward Brown tracking and delivering Knorr and Arisco significant bottom line improvement.
- Member of Nutrition Business Leadership Team for Brazil
UnileverMarketing Director for Ice Cream Latin America
Mar. 2021 - Jun. 2022Brazil- Responsible for the innovation in year plan and 3 years roadmap ahead for Mexico, Brazil and Ecuador, leading cross functional teams to localize the Global brands adapting multiple mixes according to the market needs.
- Led iconic global and local ice cream brands in the impulse business growing transactions whilst improving profitability.
- Implemented an award winning Magnum Campaign unstereotyping the brand’s communication.
- Market Development through meaningful innovations such as Magnum Vegan, Zero Sugar, Ruby Chocolate, Mãe Terra Açaí and creating a new premium gelato brand: GelArtier in Latam.
- Leader of Latam plant based strategy, launching the 1st heartbrand vegan in-home ice cream in Unilever globally.
- Implementation of a Circular Economy project for POS materials.
- Leadership of whitespace strategy to launch Kibon in Paraguay through a new business model.
- Leader for Latin America in Global forums and Brand Communities
UnileverSenior Brand Manager Kibon
Oct. 2019 - Jan. 2021- Responsible for Impulse Portfolio, managing the category, multiple innovations, campaigns ATL & BTL and P&L for iconic brands such Magnum, Cornetto, Fruttare, Tablito, Chicabon, Eskibon and others. - Market Development for the category driving new usage moments and new benefits.
- Responsible for Visibility Strategy for Kibon and Ben & Jerry’s brands in multiple channels.
UnileverSenior Brand Manager Brazil for Brilhante, Surf, ALA, Sétima Geração
Jan. 2019 - Sep. 2019- Responsible for laundry “green” & value brands managing portfolio, P&L, innovations and campaigns for the brands Brilhante, ALA, Surf and Sétima Geração. - Responsible for the launch from scratch of Sétima Geração Brand in Brazil, designing the entry strategy, full mix cross categories, launch campaign and managing the business case, ensuring alignment of Global guides with Brazil needs.
- Responsible for the re-launch of Brilhante, ALA and Surf brands, redesigning the full marketing mix.
- Leadership of ‘Brilhante Women’s Empowerment Program’ to help women become entrepreneurs
- Leadership of the Sustainability Program for Home Care improving plastic footprint by driving recyclability and circular economy projects.
UnileverSenior Brand Development Manager Latin America Dirt is Good and Sétima Geração
Jul. 2014 - Dec. 2018- Leadership of the Sustainability Program for Home Care, including Circular Economy projects; such as OMO made from plastic from the Brazilian shore and OMO Dilutable to reduce plastic from the chain, whilst educating consumers. - Responsible for disruptive innovation agenda (new benefits, new formats, new brands); and leadership of OMO portfolio extension strategy, launching key innovation projects and campaigns for OMO, such as Puro Cuidado, Sports, AntiBac, Força da Natureza.
- Leader of Sétima Geração brand, developing the mix cross categories and brand strategic role in portfolio
- Business Partner for South Cone and Middle America regions (business, market and consumer analyses, portfolio management and campaigns implementation); - Leadership of Water Saving, Whitespace, Competitors and Profitability initiatives for the brand.
- Leadership of Wellbeing initiatives for the Home Care team in partnership with HR.
UnileverBrand Development Manager Laundry Latin America for Skip brand
Nov. 2012 - Jun. 2014- Leadership of disruptive innovation formats for the laundry category cross brands;
- Leadership of the brand’s core innovation and communication projects;
- Brand Strategy plan and implementation for Middle America region.
- Leadership of the brand's Digital and Endorsement strategies.
UnileverBrand Development Marketing Global Dirt is Good
Apr. 2010 - Oct. 2012- Leadership of cross functional teams across the world for the biggest innovation projects in Unilever: the re-launch of the core of the fabric cleaning brand Dirt is Good for +52 countries: full mix development with extensive consumer testing pan: concept, product, packaging, price (P&L) and communication;
- Strategic portfolio and innovation analyses to drive business opportunities;
- Development of successful communication for Latin America, Europe, Thailand and China, working with multiple global agencies;
- Leadership of the global Innovation Governance for all Dirt is Good brands across the world.
UnileverBrand Building Marketing Ades
Jun. 2007 - Mar. 2010- Leadership of the 2 biggest innovation projects in 2009: AdeS Original re-launch and AdeS Nutrikids range launch;
- Coordination of all strategic activities of the brand with focus on portfolio, competitors, brand KPIs and P&L analyses;
- Leadership of the brand's media plan, PR and Digital strategies;
- Leadership of the Health Care Professional Relationship Plan for AdeS and also for the corporate brand Unilever.
UnileverTrade Marketing Kibon
May. 2003 - Jun. 2006- Marketing Plan development for different categories, brands, key accounts and channels;
- Development of Relationship Program with wholesalers (indirect channel);
- Sales incentive programs, trade events, fairs and big sales conventions;
- Development of movies theatres as a new channel for ice cream, leading the partnership with Cinemark and UCI.
DDB AustraliaAccount Intern
Aug. 2002 - Dec. 2002Internship within the different areas of the agency: Creative, Strategic planning, Account and Production for Mc Donald’s and Gatorade accounts.
W/BrasilAccount Intern
Jan. 2002 - Jul. 2002Support to the account area for the following clients: Yakult, Forum, Red Bull, Bombril, Warner Music, Fnac, Nazca, Mabesa.
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