Experience

Record TV Rio

• Brazil
• Broadcast Media Production and Distribution
• 100 - 200 Employee

• Commercial Executive

  • May 2019 - Present



GSK

• United Kingdom
• Pharmaceutical Manufacturing
• 700 & Above Employee

• Marketing Director

  • Jun 2015 - Jan 2018

  Marketing Director• Gastrointestinal and Nutritional Categories. Main brands: Eno, Sonrisal, Scott’s, Benefiber and Calcium Sandoz.Led a multifunctional team that turned around Eno consumption by reducing the trade stock, adjusting communication and media and promo to sufficient levels, correcting the price and improving POS distribution and visibility. Eno pipeline for the following 4 years was also revised • Dermocosmetics Category - Stiefel Company. Main brands: Fisiogel, Sunmax and Clindoxyl. Integrated Stiefel offices, from São Paulo to Rio de Janeiro, with GSK business. Built a new team to manage Stiefel products. Led a cross functional team that made the turnaround of the business, recovering the declining trend of the last years. Revised the medical marketing strategy (market route, segmentation, samples amount and medical materials). Improved the POS visibility and developed a promotional grid that aligned the medical visit team communication to the POS and clients. And repositioned the portfolio by launching new products, textures and packaging, including a new sun care line to reach lower income consumers. Show less

• Marketing Manager

  • Nov 2013 - May 2015

  • Oral Health Category. Main brands: Sensodyne, Parodontax and Aquafresh.Led a multifunctional team that reversed Sensodyne decline and negative P&L. Optimized the investment, focusing on areas of greater return and reduced costs by cutting inefficiencies, which increased the contribution of the brand. Also, fixed distribution, promotional level, pricing, visibility at POS and communication.

• Category Manager

  • Jan 2009 - Oct 2013

  • Gastrointestinal Category. Main brands: Eno, Sonrisal and Andrews.Eno is the number 1 brand in GSK, leader in the antacid market and the fourth OTC brand in Brazil. Renewed Eno brand image by launching different flavors, lines extensions, new packaging, claims and compelling advertising campaigns. Developed and implemented a successful synergy strategy between Eno and Sonrisal (second brand in the market). Emphasized brand differentiation and optimized investment between brands.

• Senior Product Manager

  • Jul 1999 - Dec 2008

  • Responsible for key OTC brands, such as Sonrisal, Sonridor (analgesic), Scott’s (multi-vitamin) and Breathe Right (respiratory) and for key Oral Health brands, such as Aquafresh, Sensodyne and Corega. Successful launch of Sonridor in the analgesic market, achieving 5.6% of market share in the first year, with sales reaching around 1/3 of Sonrisal.

• Product Manager

  • Jun 1996 - Jun 1999

  • Responsible for Aquafresh toothpaste and toothbrush.

• Junior Product Manager

  • Jun 1995 - May 1996

  • Responsible for Sonrisal, Phillips’ Milk of Magnesia (laxative), Melhoral and Sanador (analgesic).