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Work Background
AmbevNational Head of Growth at BEES | Digital Communication
Aug. 2023 - Jan. 2025Strategic leadership of a multidisciplinary team (6 direct reports, 5 indirect reports, and 13 from the dedicated agency), focused on the expansion and sustainable growth of BEES campaigns and platform. Reporting to the Director of Online Strategy.
• Development and implementation of customized communication processes for over 1 million users, ensuring continuous engagement and alignment with business goals.
• Automation and data intelligence to improve the customer journey, focusing on maximizing campaign impact based on the best timing, channel, and day, thereby increasing %CRT and sales conversion.
• Secured the first asset contract using Artificial Intelligence, generating savings of over 70%.
• Recognized with the Bonus Plus for the successful delivery of the BEES Friday Campaign, which doubled user engagement %.
• Won the Effie Latam award for the execution of the SOS Rio Grande do Sul Campaign.
AmbevNational Head of Sellout at BEES | Digital Coupons
May. 2022 - Jul. 2023São PauloResponsible for the development and expansion of the sellout tool – the Digital Coupons platform. Reporting to the Director of Online Strategy at BEES, with a team of 4 direct reports.
• Developed the launch and expansion strategy for the platform, resulting in the redemption of 1 million coupons and 20,000 bars participating. This transformational success in the first year of the product earned me the Bonus Plus recognition, strengthening the brands' market presence.
• Exponential growth in the number of campaigns in the second year, directly impacting market share and ensuring the leadership of brands in strategic points of sale.
• Successful implementation of the anti-fraud project, ensuring product integrity and protecting the commercial operations' sustainability.
AmbevBees Social Media Management - Digital Media
Aug. 2021 - Apr. 2022São Paulo, BrasilStrategic leadership in the launch and expansion of BEES Social Media, enabling the placement of sponsored media from Ambev brands directly on bars' social media profiles, increasing brand reach and visibility. Reporting to the Director of On-Trade Marketing, with a direct team of 3 people.
• Effective decentralization of the campaign activation process, empowering field business representatives and allowing for faster, more personalized decisions for each location.
• Extraordinary results, with over 80,000 campaigns activated in the year and more than 1,000 representatives using the platform, generating a direct impact on sales growth and brand presence expansion.
AmbevCorporate Trade Marketing Specialist
Nov. 2020 - Jul. 2021São PauloResponsible for managing a budget of over R$ 30 million, ensuring efficient resource allocation for trade material purchases in the on-trade channel. Reporting to the Director of On-Trade Marketing.
• Collaborated with the marketing team during IMC (Integrated Marketing Campaigns), strengthening Ambev brands' presence at key moments, acting as the link between the commercial and marketing teams.
• Changed the pricing model for the HUB, resulting in a 33% cost savings and the initiation of operations with a new supplier.
AmbevInnovation Specialist
Mar. 2020 - Oct. 2020Salvador, Bahia, BrasilRegional Launch of Brahma Duplo Malte, ensuring alignment of distribution, negotiations with networks, and presentation of the new “duplo malte” concept. Reporting to the Regional On-Trade Marketing Manager.
• Developed and implemented product distribution strategies to overcome stock limitations and maximize the product’s presence at points of sale.
AmbevOn Trade Marketing Specialist
Aug. 2019 - Feb. 2020SalvadorResponsible for managing relationships with VIP clients in the region, as well as ensuring alignment with the sales team on trade marketing strategies. Reporting to the Commercial Manager of the Unit.
• Led exclusive contracts with VIP clients and customized commercial offers.
• Installed over 800 pieces of equipment, strengthening strategic partnerships and expanding our market presence.
• Overhauled menus at establishments, ensuring the enhancement of our brands and aligned pricing.
• Managed market programs, focusing on negotiating commercial counteroffers and maximizing results.
AmbevOn Trade Marketing Specialist
Dec. 2018 - Jul. 2019AlagoasResponsible for managing relationships with VIP clients in the region, as well as ensuring alignment with the sales team on trade marketing strategies. Reporting to the Commercial Manager of the Unit.
• Responsible for key on-trade marketing products: execution, equipment on loan in the market, and market programs for establishments.
AmbevTrainee Business
Jan. 2018 - Nov. 2018Intensive training program for business management development, with rotation between strategic areas and a focus on leadership. In the final stage of training, managed 5 salespeople and was responsible for developing sales strategies for the grocery/traditional area. Reporting to the Sales Manager.
• Problem-solving and team management as key skills in the daily sales routine.
AmbevMarketing Intern
Jan. 2017 - Dec. 2017São Paulo e Região, BrasilNext in Marketing for the Innovations area, responsible for the development of new products and SKUs, as well as decorated cans for non-alcoholic brands. Reporting to the Director of Innovations and Insights for Non-Alcoholic Beverages.
• Internship project for the launch of Do Bem’s Vegan Milk.
Insper Jr ConsultingConsultora
Jul. 2016 - Dec. 2016São Paulo e Região, Brasil
Itaú UnibancoSummer Internship
Dec. 2015 - Jan. 2016São Paulo e Região, BrasilIn the commercial vehicle planning area, a project developed on the analysis of performance and financial indicators of the campaigns conducted in 2015.
CitiAcademic Internship
Aug. 2015 - Nov. 2015São Paulo e Região, BrasilUsing the PDCA method, project developed in the sales area focused on NPS (Net Promoter Score)
InsperResearch Assistant
Sep. 2014 - Nov. 2014InsperResearch Assistant to Professor Regina Madalozzo. Assisting in data organization and spreadsheet development.
Itaú UnibancoSummer Internship
Jul. 2013 - Jul. 2013Develop a project for default.
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