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Work Background
Sabatical LeaveSabatical
Jul. 2022 - Feb. 2023
NaturaGlobal Brand Strategy Manager
Dec. 2018 - Apr. 2022São Paulo, São Paulo, Brazil• Responsible for building, strengthening and reflecting Natura´s brand image and brand experience through language, expression and new concept creation with consistency and relevance pursuing the best of Natura´s essence and brand positioning. (language + expression + experience).
• Brand partner for the creative execution and direction for all brand and sub-brands communication.
• Work side by side with marketing, communication, cmi, activation, innovation and our creative agencies
NaturaEkos Brand Manager
Mar. 2018 - Dec. 2018São Paulo Area, BrazilResponsible for communication strategy with challenge of revitalizing brands image
• Led communication strategy for launch and ongoing campaign of UEBT international certification for Ekos
• Responsible to implement new communication strategy for the brand. Alignment with design agency Tátil and communications agency Africa.
NaturaNew Business Manager
Dec. 2013 - Mar. 2018Responsible for strategic and innovation projects on new markets, new brands and channels (Marketing, Branding and Product Development). • Market Research analysis (Ad hoc, database, trend reports);
• Branding & Identity development;
• Defining product portfolio (categories mix) & Price positioning;
• Product development (formula, fragrance and packaging briefs + performance testing);
• Support on Business Case development;
• Steering cross-functional teams: internal departments (Supply Chain, R&D, Consumer Insights, Regulatory Affairs, Commercial Innovation) & Creative agencies.
AvonLatam Product Manager Personal Care
Sep. 2012 - Dec. 2013Brazil- Strategic management of Personal Care brands ( depilatories, intimate hygiene and deos), defining role and importance of each brand within Avon portfolio envisioning how to capture market share gains. - Brand architecture, portfolio mix, tier and price positioning
- Innovation plan for each Latam market
- Strategic Planning and implementation of new product development, and new brands launch and acting as the leader in Latin American clusters.
L'OréalBrand Manager
Dec. 2010 - Jun. 2012Rio de Janeiro Area, Brazil• Worked as Product Manager for the face make-up products, in charge of brand building for the Brazilian retail market.
• Presented a marketing strategy for the entire product cycle for Maybelline NY in Brazil.
• Supported market research activities regarding consumer behavior and brand performance.
• Coordinated communications campaigns with advertising agencies (on and off line) to optimize consumer brand recognition and increase awareness.
• Interacted with the Trade and Merchandising departments to coordinate all advertising and promotional activities and point of sale positioning.
• Managed the marketing budget by keeping checks and balances on budget forecast, monthly expenses, budget controls and ROI analysis.
• Developed and executed a marketing strategy for new and present products to increase market share and enhance consumer visibility.
• Project leader in the implementation of the Maybelline NY Franchise project in Brazil.
• Played a vital role and worked closely with Cherto Consulting to analyze viability of the Maybelline expansion project.
• Held as leader accountable to implement the growth strategy of the Maybelline NY business.
• Worked in coordination with the different departments in L’Oreal to structure the new B2C business for L’Oreal in Brazil.
Whirlpool CorporationMarketing Intern
May. 2009 - Sep. 2009
Banco de EventosProject Manager
Aug. 2005 - Jun. 2008• Developed strategic plan and managed details for large corporate and entertainment events throughout Brazil.
• Experienced in interacting closely with high profile celebrities, suppliers and executives.
• Negotiated and contracted artists and suppliers and led multi-functional task teams for different projects. Selected Project:
Super Casas Bahia- Biggest seasonal event in Brazil aiming at the final consumer. An event that lasts 45 days with a daily circulation of 44K people totaling 1,9million people.
• . Due to the success of this event, Disney repeated the show for the next year.
Dançar Marketing & ComunicaçõesExecutive Producer and Talent Manager
Mar. 2004 - Jul. 2005
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