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Work Background
ZebrandsHead of Marketing Brazil
Jun. 2024São Paulo, Brasil- Structured and directed the marketing strategy in Brazil, leading efforts across communication, branding, media, and marketplace areas to drive brand growth and value creation. - Defined and executed branding and digital marketing initiatives, with a strong focus on team development, organizational structure, and strategic positioning to enhance market impact. - Led teams in process optimization, decision-making, and project management, improving workflows and fostering collaboration between local and global cross-functional teams. - Developed and implemented digital marketing campaigns and influencer strategies on platforms such as Meta and Google, prioritizing consumer engagement and optimizing marketing ROAS. - Directed rebranding and localization projects, aligning the brand's visual and verbal identity with the Brazilian market to ensure relevance, engagement, and seamless collaboration. - Conducted market analysis to identify opportunities and established clear guidelines for visual and verbal communication, ensuring strategic alignment and cohesive execution across teams. - Managed marketing budgets, setting objectives and KPIs to maximize ROI, while leading direct and indirect teams to deliver impactful campaigns and results. - Designed and implemented integrated communication strategies across the marketing funnel, driving consumer engagement, conversion, and retention with a focus on alignment and efficiency. - Fostered a collaborative, engaged, and supportive team culture, emphasizing talent development, process optimization, and a high-performance environment with a positive and light atmosphere. - Reported directly to the CEO Brazil, collaborating closely with C-Level executives to align marketing initiatives with overarching business objectives.
Win WorldPartnerships Marketing Manager
Apr. 2023 - Jul. 2023Lisboa, Portugal-Support in the development of projects to increase brand recognition and generate positive perception in the minds of consumers. -Development of strategic partnerships for ESG initiatives. -Management of the creation of persuasive communication materials used for presenting proposals to potential partners, highlighting mutual benefits. -Support in planning and producing international sustainability and business events.
Whirlpool Latin AmericaBrand Manager
Sep. 2016 - Aug. 2022São Paulo, São Paulo-Responsible for the brand plan and brand governance, ensuring consistency of brand identity and positioning across all communication channels. -Development of the brand promotion strategy for Consul and Brastemp. -Selected and developed relationships with marketing suppliers. -Conducting briefings with advertising agencies for project development and media plans. Planning, alignment, and evaluation of deliverables. -Responsible for the brand communication strategy on social media. -Managed content production for social media, blogs, and sales training. -Development of the annual communication plan and campaign calendar. -Planning, execution, and management of institutional, product, and brand campaigns, using integrated storytelling and applying ATL, BTL, PR, and Digital strategies. Analysis of campaign performance. -Development of communication strategy and campaigns for the ESG pillar. -Formulated and managed projects, ensuring the execution of schedules in accordance with established scope and parameters of cost, deadlines, and quality. -Managed the integration of brands and products into TV programs, videos, and events, aiming for visibility, positive associations, and influence on consumer purchasing decisions. -Formation of a squad of brand influencers and brand ambassadors. -Planned and executed product launch events, sales/marketing conventions, and trade shows. -Developed strategies to increase brand visibility at points of sale (online and offline), improve customer experience, and boost sell-out. -Analyzed market trends and competitor movements to identify opportunities and develop new business solutions. -Management of indicators and budget for the department. Development and control of action plans. -Brand health management. -Design of workflows and work processes. Scaling, hiring, training, engagement, and management of the team, focusing on building a productive and motivated team.
Groupe RenaultMarketing Analyst
Aug. 2015 - Sep. 2016São Paulo e Região, Brasil-Responsible for brand communication and product promotion across digital platforms, social media, points of sale (merchandising strategy), and offline media channels. -Interface with advertising agencies for briefings, planning, and monitoring the execution of campaigns. Involved in product launch campaigns, including the production of short films and reality content. -Analysis of A/B tests, with a focus on optimizing performance and maximizing ROI. -Evaluation of KPIs, such as reach, impressions, engagement, conversion rate, CPV, CPL, and CPC. -Budget control for campaigns (forecast vs. actual). -Creation of direct mailers and materials for point of sale.
FutureBrandBrand Strategy Analyst
May. 2015 - Jul. 2015São Paulo e Região, Brasil• Brand Architecture Project Design: Product analysis, planning, and execution. • Analysis of trends identified in the areas of food, finance, and home.
WhirlpoolMarketing Junior Analyst
Mar. 2014 - May. 2015São Paulo e Região, Brasil-Development of the communication plan and brand activations for partner companies such as Natura, Nestlé, Previ, and Banco do Brasil. -Management of the Compra Certa brand and its repositioning. -Management of the relationship program between the sales team and partner companies. -Supervision of content production and training related to products and the brand.
WhirlpoolTrade Marketing Intern
Jan. 2012 - Dec. 2013São Paulo e Região, Brasil-Development of the content distribution strategy for retail stores. -Support in creating institutional and seasonal communication materials for point-of-sale (POS). Approval of pieces developed by creative agencies. -Conducted national and international benchmarking. -Formulation of strategies to optimize the shopping experience and enhance the brand's reputation, recognition, and value in the market. -Leadership in a mobile platform development project. The project was awarded as the "Best Internship Project" of the year 2012.
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