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Work Background
Grupo Rede MaisMarketing & Branding Director
Jun. 2024São Paulo, São Paulo, Brazil• Responsible for the overall marketing strategy and planning of the holding company Grupo Rede Mais and its companies Rede Mais Saúde, Progoods Medicamentos Especiais, Rede Total Benefícios, and Brazil Dental. • Leadership of multidisciplinary inbound and outbound marketing teams: digital marketing, branding, e-commerce, web designers, copywriters, designers, brand strategists, digital sales, CRM, live and trade marketing. • Fostering a data-driven and performance-driven culture. • Developing market research and competitive analysis to identify opportunities and trends. • Managing suppliers, technology partners, agencies, platforms, and content and event producers. • Defining the e-commerce strategy aligned with the company's overall objectives. • Establishing online sales, growth, margin, and market share goals. • Planning digital expansion, including marketplaces, omnichannel, and direct channels. • Responsible for website and e-commerce performance (UX, navigation, sales funnel, conversion). • Monitoring KPIs such as CAC, LTV, conversion rate, average ticket, and cart abandonment. • Managing paid media campaigns (Google, Meta, etc.) and SEO, email marketing, and inbound strategies. • Defining CRM and customer loyalty initiatives. • Creating and executing promotional calendars, trade campaigns, and digital marketing. • Budget management and cost control. • Managing public relations and external communications. • Monitoring industry trends and developing new strategies. • Leading projects in partnership with major clients, including Banco Santander, Magazine Luiza, Pernambucanas, Lojas Marisa, BNP Paribas Cardif, Zurich Seguros, Wiz, and others.
Grupo Bandeirantes de Comunicação (BAND TV, Band FM Radio and Vibra Digital)Sales & Marketing Director
Oct. 2022 - Jun. 2024Minas Gerais, Brasil• Responsible for leading regional Branding and the Group's sales team, developing and optimizing campaigns, creating strategy, positioning and strengthening products, Inbound and Outbound, market intelligence, content, lead generation, digital sales, live marketing for customers throughout the national territory On and Offline with Open TV, radios and PayTV.
Jambu ContentBusiness Consultant
Apr. 2022 - Sep. 2022São Paulo, São Paulo, BrasilConsulting for JAMBU CONTENT, for the development of content production businesses, through its projects, with involvement in the strategy, planning and execution of branded content products for Mastercard clients, Tivoli Hotels, Claro Brasil, Festival Path, among others. Leadership of the operation of the creative and audiovisual production studio for Claro Brasil's subscriber channel, YouTube and Facebook, of a Shopping Streaming, Live Commerce format, for all of Brazil, with 4 hours live/day and 20 hours recorded. Content products created for HBO, with the launch of House of the Dragon, Netflix, with the premiere of the 4th season of Stranger Things, and Amazon, all for Claro Brasil.
BAND - Grupo Bandeirantes de ComunicaçãoCommercial and Marketing Management Consulting
Nov. 2021 - Apr. 2022Minas Gerais, BrazilCommercial and Marketing Management Consulting for Grupo Band's open TV, regional in Minas Gerais - Triângulo, Play FM radio, Band FM 99.9 radio, in addition to the development of digital commercial solutions for Vibra and the Group's pay TV channels. Responsible for the entire product portfolio, branding, digital and market intelligence, development of 360º communication projects for clients and advertising agencies.
SparkRegional Business Development Consulting
Mar. 2021 - Nov. 2021Belo Horizonte, Minas GeraisConsulting on new regional business opportunities in influencer marketing, exploring new markets and creating online campaign strategies and content for clients and agencies. • Performed consistent data analysis from the Tagger platform (Silicon Valley), resulting in more accurate influencer curation for Brazilian studies.
Rede GloboMarketing Manager
Jul. 2018 - Oct. 2020Minas Gerais, BrasilResults-driven management experience as a Product Manager across online and offline channels; most recently led the development and execution of the 360º integrated commercial communication strategy for "Verão Espetacular 2021", generating over US$10MM in revenue. Led competitive intelligence efforts by gathering data and producing in-depth analyses, delivering actionable insights on competitors, customer behavior, market trends, and other key strategic areas. Responsible for executing strategic sales projects from scope definition to final delivery. Monitored and presented key business KPIs to support sales leadership in strategic planning. Delivered corporate presentations to key stakeholders, supporting alignment and decision-making. Developed live marketing, content creator, and entertainment partnerships to promote brand awareness and engage audiences across multiple channels. Coordinated the East-West category of the "Profissionais do Ano" Awards—Brazil’s most prestigious advertising creativity award and one of the most relevant globally.
TV INTEGRAÇÃO, AFILIADA REDE GLOBOMarketing Manager
Feb. 2009 - Jul. 2018Minas Gerais, BrasilMarketing Manager (from 2012) and Marketing Coordinator (2009–2012) Managed the portfolio of commercial TV and digital products, aligning offerings with market demands and revenue goals. Oversaw Data Intelligence operations to support the development of media products, campaign strategies, and advertiser proposals. Led the strategy and execution of advertising campaigns targeting trade audiences, enhancing brand visibility and industry engagement. Negotiated and implemented strategic data partnerships with Kantar IBOPE Media and other market research institutions. Played a key role in the digital transformation of regional TV stations, including the launch of new brands and market positioning. Responsible for technical media training programs to support the growth of the advertising market and develop client capabilities. Managed the Tubal Siqueira Advertising Creativity Award and the TV Integração Top of Mind Awards, promoting market recognition and industry excellence. Managed live marketing initiatives, client relationship strategies, CRM programs, sales conventions, and sales incentive campaigns. Developed strategic partnerships with event promoters, content creators, and entertainment professionals to amplify brand engagement.
TV INTEGRAÇÃO, AFILIADA REDE GLOBOMarketing Analyst and Inside Sales
Apr. 2007 - Oct. 2009Uberlândia e Região, BrasilConducted market research to evaluate product and service sales potential, analyzing qualitative data, industry trends, and competitive strategies to enhance market leadership and support new product development. Created strategic presentations to equip and support the sales team with persuasive market insights. Prospected and secured new clients for the TV and digital media platforms of the Group.
AACDMarketing Analyst & Inside Sales
Feb. 2003 - Jan. 2007Minas Gerais, BrazilMarketing consultancy for the Minas Gerais Unit, involving planning advertising campaigns, creating and producing promotional materials, organizing events, partnerships, press relations, preparing the annual marketing plan and managing marketing actions. Customer and market relations. Supervision of the campaign to sell personalized corporate gifts.
SANGÉ Gestão de MarcasNew Business Development Consultant
Aug. 2002 - Feb. 2003Minas Gerais, BrazilConsulting for the development of new businesses for the KNOW HOW COMUNICAÇÃO agency, working in direct customer service and strategic planning of advertising campaigns in traditional and online media, in addition to live marketing actions. Coordinated the creation and execution of integrated campaigns, aligning customer needs with creative and effective solutions. Developed communication strategies to strengthen the positioning of the brands served, ensuring the delivery of results aligned with business objectives.
Grupo AlgarBusiness Development Executive
Jun. 2001 - Aug. 2002Minas Gerais, BrazilDevelopment of new business for GRUPO ALGAR, Printed Media Division CORREIO Newspaper.
SANGÉ Gestão de MarcasBusiness Development Consultant
Mar. 2001 - Jun. 2001Rio de Janeiro, BrazilCommercial Management Consulting for INFOGLOBO - O Globo and Extra newspapers, for the expansion of the Classifieds channel.
SANGÉ Gestão de MarcasBusiness Planning Consulting
Sep. 2000 - Mar. 2001Rio de Janeiro e Região, BrasilCommercial Planning Consulting, generating insights and information for company prospecting through the sales team.
Central 24 HorasTelemarketing Supervisor
Jan. 1997 - Jan. 1999Rio de Janeiro, BrasilManaged call center teams handling both inbound and outbound telemarketing operations for prominent brands such as Citroën, Brascan, CEG, Embelleze, and the Brazilian Securities and Exchange Commission (CVM), among others.
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