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Kenya
Work Background
Octagon LatamDiretora Executiva de Planejamento
Apr. 2022São Paulo, Brazil
Liv UpHead of Consumer Marketing Insights
Dec. 2021 - Feb. 2022São Paulo, BrazilShifted the original job description to take on the company´s main challenge: instill a truly consumer-centric mindset for all areas of Liv Up. Understanding that the consumer will not give you all the answers, but successful initiatives come from deep knowledge of your target audience and much breakthrough can come from positioning them as active collaborators in your innovation and communication processes. - Established new CMI team dynamic and roles, in order to instill the voice of the consumer in all areas within the company; - Deep diagnosis of Liv Up's current value proposition: portfolio, services, channels and communication; - Recommendation for annual strategic plan focused on a more sustainable growth plan for 2022.
Liv UpHead of Beverage Innovation
Sep. 2021 - Dec. 2021São Paulo, Brazil- Optimized and expanded previous non-alcoholic beverage portfolio, by repositioning role of the category through meals and health/wellness; - Launched alcoholic beverages as part of the e-groceries platform, without losing sight of the company's essence and purpose (artisanal, local products, natural ingredients and moderate consumption). - Explored strategies for possible expansion into other categories such as supplements, plant based proteins and pet food.
AmbevHead of Marketing - Budweiser Brazil
Dec. 2020 - Sep. 2021São Paulo, Brazil- Led Budweiser marketing team and partners in all communication, activation and innovation efforts (strategy and execution) - from a team of 2, to a team of 12 brilliant and promising marketing professionals and an in-house agency team dedicated to the brand's social media contents; - Consolidated brand repositioning with global brand, without losing the authenticity and truth previously built by Budweiser's local marketing initiatives; - Led the game-changing sponsorship deal to make Budweiser Brazil the first brand to ever (in the world) be the official broadcaster of the NBA, establishing an award-winning content strategy, with exclusive rights to games and new partnerships with channels such as Twitch and YouTube; - Defined functional benefit strategy, to build taste and ingredient differentiation with consistency, in a more competitive premium beer market scenario.
AmbevMarketing Brand Manager - Budweiser Brazil
Dec. 2018 - Dec. 2020São Paulo Area, Brazil- Led all brand strategy for communication, activation and innovation efforts, taking Budweiser to a new level of relevance in terms of volume and sales, as well as brand equity and strength; - Used brand iconicity to establish Budweiser as a lifestyle brand, collaborating with iconic brands such as Converse, taking the brand to the catwalk at São Paulo Fashion week and even launching a mobile game app that reached the "most downloaded sports apps" list in Brazil; - Reinforced Budweiser as the beer brand for Hip Hop, signing with Emicida, creating a live festival during the pandemic with international headliner Ludacris and embedding the brand's roots in street culture globally and locally; - Relaunched brand's secondary packaging and trade materials to reinforce quality credentials in highly competitive and aggressive premium beer market; - Led brand's promotional sales strategy for less dependency on markdowns.
AmbevConsumer Marketing Insights Manager
Mar. 2017 - Dec. 2018São Paulo Area, Brazil- Led qualitative and quantitative brand diagnosis for Skol's repositioning in Ambev's core beer portfolio: more effective recall for communication, need for product innovation and more competitive pricing strategy; - Led full insights process (concept, liquid, packaging, communication and post-launch success) for Skol's line extensions: Skol Hops and Skol Pure launches; - Supported change in company-wide brand health tracking, for a more actionable, insightful methodology (all key Ambev brands and competitors).
Anheuser-Busch InBevGlobal Communications Manager - Beer Category
Mar. 2016 - Mar. 2017São Paulo Area, Brazil- Led strategy and guided implementation in 9 markets for unbranded communication and activation efforts to improve the beer category's reputation as a whole; - In depth benchmark of categories that had positively shifted their reputation such as wine and coffee; - Measurement and analysis of category reputation in all markets, with clear recommendation of pillars that would leverage reputation within the category.
FCB BrasilStrategic Planning Manager
Sep. 2013 - Mar. 2016São Paulo Area, Brazil- Led both local and global strategic projects for BDF NIVEA; worked with Mondelez in both Club Social (local and global) and Oreo brands (local); led strategy for key communication efforts for the Cruzeiro do Sul group for all graduate and post-graduate courses (all schools owned by group); and collaborated in projects for Campari brands and DOW Chemicals.
AfricaStrategic Planning Supervisor
Feb. 2010 - Sep. 2013São Paulo Area, Brazil- Led key strategic communication efforts for all Grendene brands (especially the repositioning of Ipanema and Rider); worked with Ambev in Brahma and Budweiser strategic planning; worked with Mitshubishi, Suzuki, Itaú and Procter&Gamble brands during time at the agency. Aside from brand-related works, was responsible for helping Nizan Guanaes in many presentations. - While at África, was one of Meio&Mensagem's 30 under 30 most promising marketing and advertising professionals.
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