Marketing & Innovation Specialist

• May 2022 - Present

> Leadership in the launches that will drive the plant-based food category: First 100% plant-based pizzas in the market, penne and lasagna, breaded fish fillets and chicken > Leadership in the reformulation of 100% of packaging after brand repositioning and replacement of packaging for the GLOVES version of 4 hero SKUs, gaining more shelf facing and bringing higher sensory quality to the products > P&L Management: Development and analysis of reports to monitor relevant metrics and performance indices for the activities of the department, aiming for profitability, such as sales results (volume, price, and D&A), cost reductions (taxes, GVV, CV, and CF), margin evaluation, and operational expenses > Contributed to sustaining category leadership by identifying market opportunities and directing strategies that drove growth and market share through Nielsen tools > Leadership in innovation projects (launches and improvements), defining the short, medium, and long-term innovation roadmap, focusing on consumer trends and needs. End-to-end management ensuring successful results at all stages of the strategy, from market research, product definition, financial feasibility, pricing, GTM, and execution > Support to the sales team in internal processes to minimize negative impact on sell-in by managing routines such as registrations, inventory, production, distribution, and FIFO control > Coordinate category routines with multifunctional teams: Sales, Pricing, R&D, Demand, S&OP, Factory, Trade, etc > Preparation of monthly market checks and internal performance identification, identifying opportunities and action plans > Leadership in the Business Review: quarterly forum where financial and market results, strategies, and opportunities are presented, aiming for category growth and innovation pipeline, contributing to topics that support the activities of all departments operating in the category Show less

Marketing Specialist

• Aug 2021 - Apr 2022

> Project development: pipeline and post-launch execution focusing on key financial indicators > P&L Analysis: Preparation and analysis of reports to monitor relevant metrics and performance indices for the department's activities, such as sales results, margin evaluation, pricing, financial outcomes, etc > Coordinate day-to-day operations of the category, working with various departments within the company: R&D, Planning, Manufacturing, Quality, Supply Chain, Finance, Trade, Content, etc > Market analysis (Nielsen, Dunnhumby, Scanntech, and Kantar) > Production and inventory monitoring > Preparation of monthly market checks and category performance reports Show less

Senior Marketing Analyst

• Jul 2019 - Jul 2021

Seara Incrível (100% plant-based line) and Seara Nature (Clean Label line)- Analysis of key KPIs (cost, margin, and volume) - Management of product launch and improvement projects (Project Life Cycle) - Weekly follow-up with R&D, S&OP, and sales teams - Preparation of monthly checks - Market analysis (Nielsen, Dunnhumby, and Kantar) - Analysis of results and opportunities in the P&L - Annual budget management for Category Marketing - Customer Service (SAC) initiatives - Participation in the repositioning of the Seara Nature brand, including the development of new packaging, communication, and products for the line - Contribution to the creation of Incrível LAB, a squad composed of professionals from various internal areas such as intelligence, product, category, communication, pricing, research, and PR, with the support of external agency partners and Google - Market monitoring and support in decision-making related to the category. Sliced Category - Analysis of key KPIs - Volume, ROB (Return on Base), Costs, MC (Margin Contribution), and LB (Listed Base) - Planning, demand, and production monitoring of SKUs at the factory - Prioritization strategy for order fulfillment. Products with short shelf life - Sales monitoring with the sales team - Participation in the new Itajaí GTM (Go-To-Market). New sliced factory - Product launches: Sliced chicken breast and traditional sliced mortadella - Preparation of marketing, share, and monthly operations checks - P&L and Nielsen analysis.Regenerate response Show less

Senior Marketing Analyst

• Apr 2019 - Jul 2021

Commercial Analyst

• Apr 2018 - Jul 2019

> Preparation of reports to track key company KPIs (volume, ROB, price, MIX, and activation)> Sales team backoffice: handling inquiries (vacations, payments, registrations), interfacing with pricing, demand, and GPS Routes team> Point of contact with trade marketing department: supporting the sending and follow-up of commercial information for the development of marketing campaigns and trade actions.

Junior Commercial Analyst

• Apr 2017 - Apr 2018

Communication and Institutional Relations Intern

• Feb 2013 - Feb 2014

Support to the advertising team, gathering information, monitoring ad validity, managing and publishing internal magazines, liaising with agencies, assisting in the development and execution of campaigns and promotions. Support to the advertising team, gathering information, monitoring ad validity, managing and publishing internal magazines, liaising with agencies, assisting in the development and execution of campaigns and promotions.

Media Intern

• Feb 2011 - Jun 2011

Media Planning and Strategy Intern. Developing media strategy, negotiating with media outlets, participating in the creation of advertising materials, and client communication. Media Planning and Strategy Intern. Developing media strategy, negotiating with media outlets, participating in the creation of advertising materials, and client communication.