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Work Background
MIDEA GroupTrade Marketing Coordinator
Sep. 2023 - Jul. 2024São Paulo, São Paulo, BrazilResponsible for the trade marketing strategies, plans, execution; merchandising and visibility; retail and e-commerce relationship and negotiations nationwide; managed a R$50M budget.
TP-Link BrasilMarketing Manager
Jun. 2021 - Dec. 2022São Paulo, São Paulo, BrazilInfluencer & Creator Relations, Advertising, Channel Marketing & Trade Marketing, Merchandising, Digital Marketing, Social Media, Press Relations, Events, Branding, Team management
Pop Trade MarketingSamsung Trade Marketing Operations Manager
Oct. 2020 - Jun. 2021São Paulo, São Paulo, BrazilTrade marketing operations, Merchandising, Retail marketing, Shopper marketing, In-store merchandising, Training, Promotions, upsell, cross sell actions deployment, POS materials management, Price monitoring
LenovoWeb & Performance Media Manager
Apr. 2018 - Nov. 2019São Paulo, São Paulo, Brazil• Lenovo.com, Marketplace & telesales Manager
• Demand Generation Manager: performance focused. SEM, display retarget, CSE, affiliate, e-mail marketing
• UX and SEO
• Site merchandising • Campaign strategy, budgeting, planning, execution
TomTomMarketing Manager
Jan. 2015 - Aug. 2017São Paulo Area, Brazil• Channel/Field Marketing: training, merchandising, promotion, in store management, sell out actions, visibility, incentive programs, KA management
• Marketing Communications: PR, on & offline communications, Social Media / Communiy Management, brand activation
• Sports Marketing: events & athletes sponsorships
LG ElectronicsTrade Marketing Supervisor
Feb. 2013 - May. 2014São Paulo Area, Brazil• Trade Category: NPIs, seasonal and regional events Trade Marketing category lead, including Formula 1, Sao Joao, Worldcup. Development of POS material, in-store activation, consumer promotions, incentive campaigns, events, sell out actions and NPIs.
• Regional business growth in key accounts by initiating, coordinating, and rolling out sales/trade programs: demand generation and convertion, channel partner programs, sell out actions, incentive campaigns, sales promotions, brand/product activation, in store merchandising, shopping display, training/multiplication calendar negotiation, field marketing team coverage, events, visibility & exhibition projects.
• Account Management - Northeast region (Cencosud, Claudino, Nagem, Ramiro Campelo/Guaibim, Ferreira Costa, Atacadão dos Eletros, Pintos Magazine, Zenir Moveis).
DellChannel Marketing Advisor
Aug. 2009 - Jan. 2012São Paulo Area, BrazilBRAZIL
• Communicated product benefit and value, attaining 30% market share over R$2000 (GfK).
• Co-owned sales forecast, sell-in sell-out analysis, inventory levels’ management.
• Developed compelling and on-brand merchandise content for Training and Sales teams.
• Developed and managed routine of Inventory Acceleration and Pricing Policy processes.
• Succeeded at the laptop & AIO launches set over the R$2k price point.
• Channels: mass merchandisers, computer shops, consumer electronics stores, eCommerce. LATAM
• Streamlined and/or implemented new processes through cross departments initiatives in LA. • Controlled Partner Programs and sales promotions such as rebates, inventory acceleration, co-marketing (MDF).
• Managed the Field Marketing budget, owning financial accounting interlocks, analysis, reporting.
• Successfully drove FSM training, co-op and promotion in NOLA.
• Special strength in driving and executing strategic partner programs (Intel, MS, McAfee).
• Co-marketing included tabloids, inserts, catalogs, TV commercials, radio spots.
• Unique POC for process auditing and testing, process improvement and change.
• Indirect channels: mass merchandiser, computer shop, CE store, eCommerce, distributor.
• Co-managed indirect team (4 resources).
Avid TechnologyMarketing Specialist, Americas
Oct. 2007 - Oct. 2008Mountain View, California• Spearheaded launch of company’s first online product and attained over 500K leads WW. • Strategized launch plan and ensured its timely execution, exceeding initial goal by 20%.
• E-Sales activation (contests, events) and conversion programs (bundles, upgrades, add-ins).
• Led digital marketing initiatives that increased website's monthly page views by 10%.
• Maximized the creation and distribution of press releases and story pitches by 500%.
• Tripled the frequency of outbound communications, improving outreach, coverage by 20%.
• Delivered 6x more user cases a quarter; granted 8 awards (*PC Magazine Editor’s Choice).
• Written materials include story pitches, press releases, social media, website, Q&A, FAQ.
AvidChannel Marketing Consultant, Latin America
Apr. 2001 - Sep. 2007São Paulo Area, Brazil• Managed Trade Marketing and MarCom team of 10 in regional execution that increased revenue by 15x within six years.
• Led MarCom (ATL): offline & online advertising, media planning, budget & campaign management.
• Built solid relationships with PG to better develop product requirements and adjust roadmap.
• Backed-up Operations in sales forecast and inventory management with channel auditing.
• Owned copywriting and localization packaging projects for the regional markets.
• Drove merchandise calendar and executed 75+ new-feature and product launches.
• Supported merchandise management with compelling promotional on-brand content/copy.
• Developed ATL and BTL activation and conversion programs for both launches and EOL.
• Illustrated functionality and key benefits of both Consumer and Professional products.
• Drove regional business growth through Partner Programs in key accounts by initiating, coordinating, and rolling out sales/trade programs: in store merchandising, promoter coverage, retail marketing mix planning, sell out campaigns.
• Expanded VAR, retail, and distribution channels' presence to continental proportions. • Broadened retail presence and coverage through Key Account relationship.
• Designed cost-effective MDF programs to increase customer acquisition and retention.
• Led co-marketing: inserts, POS materials, fixtures, collateral, training, 40+ tradeshows.
• Recruited and mentored field team of 15, improving sell out and share of shelf.
• Designed web properties in two languages from ground zero.
• Retained 60k leads through effective e-mail marketing and online calendar management.
• Produced 180+ bilingual newsletters, efficiently renewing subscriber´s interest.
• Managed 3 PR agencies, organized 10 press conferences, ensured 2 Info Exame awards.
• Launches: Studio versions 7, 8, 9, 10, 11; Dazzle; PCTV; Liquid Edition; Roku and M-Audio. (Company was acquired by Avid Technology)
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