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Work Background
Nova Casa Distribuidora S/ACMO
May. 2021 - Apr. 2024BrasilResponsável pela Estruturação, Implementação da área de Marketing e Inteligência de Dados, bem como, desenvolvimento das mídias digitais para e-commerce e Marketplace e desenvolvimento das mídias sociais.
Desenvolvimento do branding institucional e marcas próprias.
Simões GroupRegional Trade Marketing Manager
May. 2018 - Oct. 2021North RegionReporting to the Trade Marketing & Commercial Director and managing more than 20 employees.
• Elaboration, management of marketing planning and new sales channels (Farma, Online), annual budget and presentation of results to the executive board and Coca-Cola do Brasil, with emphasis on Brazil in 2018.
• Target reversal (-19% margin Jan. to Jun.) To close the year + 2% above the target.
• Implementation of innovations with a 5% margin increase (Coca-Cola without Sugar and Coca-Cola Plus Café).
• Higher growth in share 2018 AC / Nielsen, being 1.7% (value) and 2.5% (volume) in 2018.
Brasil Foods S/ATrade Marketing On Trade Head
Jul. 2017 - Mar. 2018Midwest and North Regions• Higher Brazil 2017 Sales Growth in Retail Market Programs.
• Return of investment in freezers with purchase.
• Development of new experiences at Sadia points of sale: self-service newstand and food truck.
• Development of profitable mix / Innovations with high contribution margin.
BRFMerchandising Head
Aug. 2015 - Jun. 2017Midwest Region• Management of 320 employees.
• Share growth of spaces in the Sound Promotion at the Olympic.
• Managing the execution of Key Accounts networks: Pão de Açúcar Group, Carrefour, Wal-Mart, Atacadão, Assaí and growth in sales 2017.
Terral Shopping CentersMarketing Manager
Jan. 2014 - Apr. 2015Goiânia and Region, BrazilResponsible for the marketing plan and management of the communication and social networks plan, focusing on brand image and positioning, people flow generation, sales and revenue and prospecting for new customers and stores.
• Leadership in the crisis management process in the “rolezinhos” period through the creation of a committee with public agencies, society and tenants with increased flow (+ 20%) and revenues (+ 12%).
Live Marketing Digital & StudiosTrade Marketing Manager
Dec. 2013Midwest Region and USA (Consulting and advice on strategic intelligence, operational efficiency, digital media and cinema) Responsible for Structuring, Implementation, Commercialization, Digital Execution and Data Intelligence / "Growth hacking", Strategic market planning and new businesses in the retail and entertainment segments.
• Elaboration and implementation Brand Building Project in DF / GO for brands with increase in revenues: Stella Artois, Budweisser and Corona.
• Creation of Coca-Cola returnable trading post and sales growth.
• Increase in the flow of people (+ 15%) and revenues at Buriti Shopping (GO).
Fair Play Marketing PromocionalMarketing Executive Manager
Mar. 2013 - Dec. 2014Midwest Region and USA • Planning, execution and development of the project for increased consumption at Disney with average growth in the period of 42% in revenue. • Activation AmBev “Welcome to the Confederations Cup in Brasília 2013”* the FIFA best execution and best selling competition
AmBevSmall Off Trade Regional Specialist
Jul. 2011 - Mar. 2013Midwest and North- BrazilManagement of 165 employees and relationship with dealers (27).
• Client portfolio management of the networks: Cascol, BR Mania, Select, AM / PM, Smart, Economic with sales growth (+ 23%).
• Development of the “Tent of Litrão” with margin increase of 18% / year.
• Operating costs reduced by 5% and contribution margin increased by 8% in the commercial area.
AmBevSales Manager
Jan. 2011 - Jun. 2011States DF and TO - BrazilManagement of 92 employees (trade and sales supervisors, sales representatives and repositories). • Team management and customer service with growth of 15% above target (sell in / sell out).
• Planning, development of sales strategies, implementation and negotiation of liter, inventory control in supermarket chains and execution Pit Stop with margin increase by 5%.
• Conquered 82% beer share in DF.
AmBevTrade Marketing Manager
Jan. 2002 - Dec. 2010Midwest and North - BrazilOff Trade Channel (Autosserviço Canal Direto e Indireto) – Midwest and North Regions (2007 – 2010) Execution and Projects– Midwest and North Regions (2005 – 2006)
On Trade Channel (Pubs, restaurants and the like) – DF e TO (2002 – 2004) Management of 43 own operations and franchise. • Audit management of the Sales and Marketing Excellence Program (highest certification for 5 years).
• Increase in volume and share, appreciation of market programs with growth of Ebtida by 15%.
• AC Nielsen space share gain (AS 5+ checkouts) in Brasilia, Goiânia and Manaus, highlighting 80% in DF.
AmbevMarketing Cordinator
Jan. 2001 - Dec. 2001Brasília and Goiãnia , Brazil Report to trade marketing manager - DF / GO.
- Supervision and service to the operations of the Federal District, Goiânia and metropolitan region.
- Responsibility for market execution at the point of sale. Training and monitoring of trade supervisors, sales and promoters team. Backup of the trade marketing manager.
- Evolution in the levels of market execution with exceeding the volume goals.
- Preparation of spreadsheet to control market share.
- Implementation of the Trade Marketing and Sales Process.
AmbevTrade Marketing Supervisor
Jan. 1998 - Dec. 2000Brasília and Region, BrazilReporting to the direct distribution manager and trade marketing coordinator - Distrito Federal.
- Responsible for managing a team of six sales supervisors, one promoter supervisor, 56 replenishers, 8 promoters (approach and tasting), 2 marketing assistants.
Experience in strategic planning for implementation of the Direct Distribution Center in Brasilia. Strategy for sales growth and participation of beer and soft drink brands in the Federal District retail market.
- Experience and development the positioning of brands in the points of sale of the market.
- Experience in Branding and Sales at events such as Disney On Ice Tour 98.
- Experience in developing communication strategies at points of sale making connection with advertising campaigns and promotion of events.
- Contact and negotiation with major clients.
Experience in implementing the Trade and Sales Process and Excellence Program.
AmbevMarketing Analyst Trainee
Jun. 1997 - Dec. 1997Brasília and Region, Brazil
- Report to field communication manager - DF.
Experience in promoting pieces of merchandising in markets, bars and restaurants and the like.
Experience in organizing and distributing promotional material to resellers according to trade marketing planning of promotional campaigns.
Experience in analyzing information in market research such as AC Nielsen Institute.
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