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Work Background
Kids CorpCountry Manager & Head of Sales
Nov. 2023São Paulo, Brasil- Leader of the Brazilian operation and responsible for the Sales area, with direct responsibility for prospecting new clients, as well as maintaining the existing client portfolio.
- Responsible for managing Kids Corp's relationship with various stakeholders: clients, agencies, media partners, professional associations, government agencies, etc.
- Strengthening the company's branding in the country by making it a reference in its field of activity and participating in relevant discussions on the topic of "marketing communication for the children and youth target audience.
Esporte Clube PinheirosDeputy Director of Marketing
Mar. 2022 - Dec. 2023São Paulo, São Paulo, BrasilFocus on all Marketing disciplines to collaborate with the Esporte Clube Pinheiros' branding and thus promote the sponsorship strategy, live marketing activities, digital presence, and monetization of all opportunities for engagement with its members.
OdontoCompanyMarketing Director
Mar. 2022 - Dec. 2023São Paulo, Brasil- Responsible for the company's brand building strategy, offline/online communication, relationship with franchisees, strategic partnerships, and implementation of the sales funnel, and the deployment of these strategies to almost 2,000 dental clinics throughout Brazil and more than 10 million active customers of C/D social economic levels.
- Management of a R$ 70 million Marketing budget, which in addition to the activities mentioned above, aims to lead Odonto Company to overcome the barrier of R$ 1 billion in revenue through new business models (monetization of clinics and partnerships), digital transformation (change into an OdontoTech business model) and new products and services.
21xpMentoring
Nov. 2021São Paulo, Brasil21 minutes video mentoring meetings for personal and professional development of individuals and companies.
MeetHubMentoring
Jan. 2021São Paulo, BrasilAn online mentoring platform that connects the best-in-class professionals with companies and startups. There I can share my experience in Business Management, Product & Services Marketing, Advertising, Digital Transformation, and Trade Marketing. Let's chat? Just schedule an appointment with me on the link below!
CONSULTORIA DE MARKETING & NEW BUSINESSCMO
Jan. 2019 - Feb. 2022São Paulo Area, Brazil- Marketing Director of OdontoCompany, the largest franchise network of Dental Clinics in the country, with more than 1,600 clinics throughout Brazil.
- Developing Digital Marketing initiatives in the FMCG, Startups, and small enterprises segments, generating higher brand visibility initiatives, brand positioning, and branding proposals as well as new business models.
HasbroSenior Marketing Manager
Feb. 2015 - Nov. 2018São Paulo Area, Brazil- Responsible for managing the Gaming, Challenger (Baby Alive, Playskool, Mr Potato Head, etc), and Partner Brands (all Disney Brands and other licensed brands) portfolio, representing +30 brands, more than 800 SKU's, and 70% of the company’s revenue and Marketing budget.
- Responsible for the Brands' Marketing strategy, P&L management, S&OP building, product portfolio definition, pricing strategy, inventory management, and market and competition analysis.
- Leadership of the “Physical Play pattern into Digital" strategy, changing the logic of toys’ purchase from physical sales (toy sales at stores) into Digital(use of Social Media, Content delivery, etc.) to the opposite: start with Digital(adoption of Brands’ Apps, Branded Content and Communication) and then drive consumers into real toys (physical toys). eg: Beyblade Burst battle tops, Baby Alive dolls.
- Idealization and implementation of the Baby Alive Branding strategy, including Branded Content, Web Episodes & Digital Influencers, building a nurturing, caring & emotional bonding with parents and kids. Through this strategy and the product line up development, with the BA Global team, Baby Alive achieved a USD 60M revenue (CAGR of 25%) and the Brazilian Toy Market leadership from 2015 and 2017.
- Close partnership with Disney in Brazil and LATAM in order to successfully launch several Avengers and Star Wars movie items, as well as introduce the totally new Hasbro’s Disney Princesses lineup. Develop several Marketing initiatives throughout the year on key retailers promoting these movie launches as well as speeding up the lines sell out.
- Management of the company’s Marketing Budget (USD 15M), leading the Digital and Advertising agencies in Brazil while aligning Regional and Global requirements regarding our offline & online strategies.
- Responsibility for the company’s PR strategy and alignment with the global team as well as R&D (packagings & translations) together with the Ops department.
Grupo ABC de ComunicaçãoCMO
Apr. 2013 - Feb. 2015São Paulo Area, Brazil- Strategic Marketing planning to focus on Grupo ABC Branding, aiming at the financial market and new and investors target the groups’ IPO.
- Support innovation and entrepreneurship attitude, new business ideas proposals, and talent retention through the project Start US Up, which was idealized to invest in internal business ideas and projects from the group ABC's associates to create a high tech, innovative and new business opportunities hub.
- Align the internal communication, Social Media management, and process of the 15 agencies under the Grupo ABC command and direction.
- Design and execution of the Cross-Selling strategy among the group’s agencies, increasing the company’s revenue USD 80M/year (+16% of the total group).
Strategic Marketing ConsultancyPartner & CMO
Jan. 2012 - Apr. 2013São Paulo, Brasil- Strategic Marketing Planning for Startups, NGO’s and small enterprises, leading them to new business opportunities as well as revenue leverage and brand awareness.
SEMP TCLCMO
Apr. 2011 - Nov. 2011São Paulo, Brazil- Leading the marketing department and the following areas: Offline & Online media, Promotions & Events, Digital Marketing, Marketing Intelligence, Product Managers, Consumer Care, POS & Merchandising, with a Marketing budget of USD 100M/year for both the Electro-electronics Division (STA) and Computers(STI).
- Development of early CX & UX concepts for Android Apps of Toshiba SmartTVs as well as for the Semp Toshiba myPad launch. Both were local projects started without any Toshiba’s support from Toshiba Japan.
- Approval of all initiatives and promotions with partners (Intel & Microsoft), the trade marketing calendar, Sales incentives, and Channels’ investments, with all 300 sales representatives distributed all around the country.
NovartisSenior Marketing Manager Cough & Cold and Derm
Jul. 2010 - Apr. 2011São Paulo, Brazil- Responsible for implementing the Consumer Goods mentality and attitude within the Novartis OTC business unit, leading to a leverage of 40% in the Derm and Cough & Cough line ups (+USD 7M/year).
- Development and approval of the strategic Marketing plan for the Cold & Flu (Trimedal, Theraflu) e Derm (Lamisilate, Procto Glyvenol e Venoruton) categories as well as the new products pipeline, portfolio revision, and skus' rationalization plans
Mattel, Inc.Senior Marketing Manager
Feb. 2003 - Apr. 2010São Paulo, Brazil- Responsible for the Boys category (Vehicles, Action Figures and Gaming -more than 20 brands and 500 SKUs - representing over 55% of the company revenue and Marketing Budget).
- Definition of the strategic brand positioning, portfolio management, pricing strategy, P&L management, S&OP definition, and Marketing investment of the categories related above.
- Responsible for launching the Fisher-Price brand in Brazil - Leveraging the brand's revenue from USD 0.3M to USD 5M in 2 years.
- Responsible for the Hot Wheels brand, which achieved an outstanding CAGR of 33%/year from 2005 to 2009 (reaching USD 100M in revenue), and the Brazilian Toy Market leadership both in revenue and units.
- Implementation of the new "Digital way of playing" through: 1) Branded Content (Max Steel Action Figures: Web episodes + Hot site developed locally + interaction with every single products' code bar)
2) Inversion of consumption logic (starting on Digital to Physical): FisherPrice line establishment through web content to parents explaining the play importance in children’s development + physicians and pedagogues tips on how to explore FP toys + Fisher-Price Spokesperson in the web delivering brand content and the importance of play through web episodes.
3) Interaction with toys and the online world: for the first time toys could be used both in the physical and real world. Hot Wheels items were digitalized in order to enhance the play pattern experience and leverage the basic car collections.
- Offline and Online Media investments negotiation (more than USD 30M/year), to air more than 100 tv spots, 10 CGI branded movies in the major TV stations in Brazil.
- Acknowledged for 4 years in a row (2006 to 2009) as the Marketing Manager of the Year among +50 Mattel subsidiaries based on the Sales, Brand Awareness and Market Share results achieved in Brazil.
Pepsico IncSenior Product Manager
May. 2000 - Aug. 2001São Paulo, Brasil- Responsible for the Corn Snacks category, leading the new Doritos brand positioning in the Brazilian market and participating in the brand's global positioning project (Brave, Bold & Unique).
Johnson & JohnsonSenior Product Manager
Nov. 1994 - May. 2000São Paulo, Brazil- Marketing management of OTC Products, First Aid Line, Infant Toiletries Line (Johnson’s Baby), Household Products, Sweeteners, Adult Diapers & Incontinence Products, and Family Planning line ups.
- Responsible for the Perfex* non-woven cloth evolutionary brand strategy, which became the first antibacterial cloth in the market, leveraging its sales by 50% (reaching USD 10M/year) and recovering the market leadership.
- Idealize and implement the new Jontex* condoms brand positioning: From a family planning line to an STD prevention & pleasure brand, targeting the young adult's target.
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