Carla Marchese
Brand Manager at EAST WEST TEA COMPANY, LLC- Claim this Profile
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Inglês Native or bilingual proficiency
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Italiano Limited working proficiency
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Português Native or bilingual proficiency
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Espanhol Limited working proficiency
Topline Score
Bio
LinkedIn User
It has been a true pleasure to work with Carla! She has been an exceptional leader and advocate for the Marketing team. Her vision and expertise in brand development guided Stash Tea's repositioning, at a time when it was critical for the near 50-year-old brand to differentiate itself within a crowded category. Carla's implementation of the new positioning became the foundation of all brand communications and sales strategies. As a manager, Carla was incredibly supportive, so fun to work with, and a wonderful mentor. My own skills in data analysis and trade marketing grew leaps and bounds under her coaching. I could always trust Carla for honest feedback or advice on navigating difficult situations with grace and confidence. Not only has Carla developed a strong team at Stash, she has always set an example for the rest of the company in how to be a thoughtful and decisive contributor. I truly cannot say enough positive things about Carla! It cannot be understated that her influence touched every part of the company and drove the Marketing team to reach greater and more significant accomplishments.
Daniel Kerbel, MBA
I hired Carla because after a few interactions, I saw so much potential in her and was immediately impressed. She has proven to be a strong Brand Manager who brings a smart, intuitive and humble perspective to the office everyday. Her strategic thinking skills are very well balanced with her drive to execute. As a result of Carla's efforts, the Stash Commercial team is revamping the business model and go-to-market strategy based on analytical thinking and market insights, positioning our brand for future growth. She has also been critical in giving our brand a point of view in partnership with our agency, leading the plans to launch our new campaign. She won't be shy to push back when needed, while using data to prove her points. I really welcome this crisp and transparent approach in my Marketing team. Combined with her natural leadership, she is helping set the tone for the rest of the team. On the management front, we gave her the opportunity to directly manage people for the first time in her career, and I've seen her grow as a manager, developing and empowering her team. I'm very glad to have her on my organization and to keep seeing her grow. She's an asset and I'm confident she will go far in this industry.
LinkedIn User
It has been a true pleasure to work with Carla! She has been an exceptional leader and advocate for the Marketing team. Her vision and expertise in brand development guided Stash Tea's repositioning, at a time when it was critical for the near 50-year-old brand to differentiate itself within a crowded category. Carla's implementation of the new positioning became the foundation of all brand communications and sales strategies. As a manager, Carla was incredibly supportive, so fun to work with, and a wonderful mentor. My own skills in data analysis and trade marketing grew leaps and bounds under her coaching. I could always trust Carla for honest feedback or advice on navigating difficult situations with grace and confidence. Not only has Carla developed a strong team at Stash, she has always set an example for the rest of the company in how to be a thoughtful and decisive contributor. I truly cannot say enough positive things about Carla! It cannot be understated that her influence touched every part of the company and drove the Marketing team to reach greater and more significant accomplishments.
Daniel Kerbel, MBA
I hired Carla because after a few interactions, I saw so much potential in her and was immediately impressed. She has proven to be a strong Brand Manager who brings a smart, intuitive and humble perspective to the office everyday. Her strategic thinking skills are very well balanced with her drive to execute. As a result of Carla's efforts, the Stash Commercial team is revamping the business model and go-to-market strategy based on analytical thinking and market insights, positioning our brand for future growth. She has also been critical in giving our brand a point of view in partnership with our agency, leading the plans to launch our new campaign. She won't be shy to push back when needed, while using data to prove her points. I really welcome this crisp and transparent approach in my Marketing team. Combined with her natural leadership, she is helping set the tone for the rest of the team. On the management front, we gave her the opportunity to directly manage people for the first time in her career, and I've seen her grow as a manager, developing and empowering her team. I'm very glad to have her on my organization and to keep seeing her grow. She's an asset and I'm confident she will go far in this industry.
LinkedIn User
It has been a true pleasure to work with Carla! She has been an exceptional leader and advocate for the Marketing team. Her vision and expertise in brand development guided Stash Tea's repositioning, at a time when it was critical for the near 50-year-old brand to differentiate itself within a crowded category. Carla's implementation of the new positioning became the foundation of all brand communications and sales strategies. As a manager, Carla was incredibly supportive, so fun to work with, and a wonderful mentor. My own skills in data analysis and trade marketing grew leaps and bounds under her coaching. I could always trust Carla for honest feedback or advice on navigating difficult situations with grace and confidence. Not only has Carla developed a strong team at Stash, she has always set an example for the rest of the company in how to be a thoughtful and decisive contributor. I truly cannot say enough positive things about Carla! It cannot be understated that her influence touched every part of the company and drove the Marketing team to reach greater and more significant accomplishments.
Daniel Kerbel, MBA
I hired Carla because after a few interactions, I saw so much potential in her and was immediately impressed. She has proven to be a strong Brand Manager who brings a smart, intuitive and humble perspective to the office everyday. Her strategic thinking skills are very well balanced with her drive to execute. As a result of Carla's efforts, the Stash Commercial team is revamping the business model and go-to-market strategy based on analytical thinking and market insights, positioning our brand for future growth. She has also been critical in giving our brand a point of view in partnership with our agency, leading the plans to launch our new campaign. She won't be shy to push back when needed, while using data to prove her points. I really welcome this crisp and transparent approach in my Marketing team. Combined with her natural leadership, she is helping set the tone for the rest of the team. On the management front, we gave her the opportunity to directly manage people for the first time in her career, and I've seen her grow as a manager, developing and empowering her team. I'm very glad to have her on my organization and to keep seeing her grow. She's an asset and I'm confident she will go far in this industry.
LinkedIn User
It has been a true pleasure to work with Carla! She has been an exceptional leader and advocate for the Marketing team. Her vision and expertise in brand development guided Stash Tea's repositioning, at a time when it was critical for the near 50-year-old brand to differentiate itself within a crowded category. Carla's implementation of the new positioning became the foundation of all brand communications and sales strategies. As a manager, Carla was incredibly supportive, so fun to work with, and a wonderful mentor. My own skills in data analysis and trade marketing grew leaps and bounds under her coaching. I could always trust Carla for honest feedback or advice on navigating difficult situations with grace and confidence. Not only has Carla developed a strong team at Stash, she has always set an example for the rest of the company in how to be a thoughtful and decisive contributor. I truly cannot say enough positive things about Carla! It cannot be understated that her influence touched every part of the company and drove the Marketing team to reach greater and more significant accomplishments.
Daniel Kerbel, MBA
I hired Carla because after a few interactions, I saw so much potential in her and was immediately impressed. She has proven to be a strong Brand Manager who brings a smart, intuitive and humble perspective to the office everyday. Her strategic thinking skills are very well balanced with her drive to execute. As a result of Carla's efforts, the Stash Commercial team is revamping the business model and go-to-market strategy based on analytical thinking and market insights, positioning our brand for future growth. She has also been critical in giving our brand a point of view in partnership with our agency, leading the plans to launch our new campaign. She won't be shy to push back when needed, while using data to prove her points. I really welcome this crisp and transparent approach in my Marketing team. Combined with her natural leadership, she is helping set the tone for the rest of the team. On the management front, we gave her the opportunity to directly manage people for the first time in her career, and I've seen her grow as a manager, developing and empowering her team. I'm very glad to have her on my organization and to keep seeing her grow. She's an asset and I'm confident she will go far in this industry.
Experience
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EAST WEST TEA COMPANY, LLC
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United States
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Food and Beverage Services
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1 - 100 Employee
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Brand Manager
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Jun 2021 - Present
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Stash Tea Company
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United States
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Food and Beverage Services
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1 - 100 Employee
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Brand Manager
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Aug 2018 - May 2021
Responsible for all consumer facing experience: brand communication, media investments, trade marketing, social media, Amazon and brand’s eCommerce;Leader of repositioning project, focused on developing and implementing new brand concept and campaign ("A Little Bag of Crazy"), creating a consistent and integrated plan across all marketing and sales channels;• Manage marketing strategies and investments for consumer and retail activation, to increase awareness, distribution and market share; • Consumer and Market Expert for the company, using Nielsen and other syndicated data, to gather insights for brand campaign execution, portfolio optimization, new product development and retailer’s category reviews strategy;• Three direct reports: Trade Marketing Manager, eCommerce Manager, and Digital & Social Marketing Coordinator.
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Ascensia Diabetes Care
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Switzerland
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Medical Equipment Manufacturing
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700 & Above Employee
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Latin America Brand & Market Development Manager
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Jul 2017 - Dec 2017
- Ensured business growth in LATAM region, transitioning Brazil and Argentina to distributor model and keeping business continuity, while supporting Mexico’s commercial and marketing teams to meet volume and market share targets, through a change in the go-to-market approach – 35% of market share growth in six months after new business model was implemented.- Responsible for product portfolio and life cycle decisions, leading successful launches, while developing brand initiatives at retail, through consumer and customer programs.- Lead of various projects that require close working relationships with marketing, commercial and cross functional teams, to plan and execute effectively on brand strategies and business plans.- Build Latin America communication strategy and roadmap to ensure efficiency and consistent marketing positioning and messaging, aligned with global brand standard
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Sales Manager
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Jan 2016 - Dec 2017
- Design and implementation of complete Commercial Policy and Price Strategy review, ensuring better competitiveness and profitability to the company - Go-to-market strategies definition, according to client’s relevance and distribution channel.- Management and negotiation with major clients from Retail and Tender market, being accounted for Brazil’s largest pharmacy chain, which represented 33% of company’s overall revenue- Definition of investments, POS activation and promotional campaigns, aiming to leverage sell in and sell out – top 1 account had performance optimization of + 32% in 2017 YTD.- Planning and monitoring of performance results of the Retail Team, which has 58 sales representatives, to ensure consistent messaging and brand growth.
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Bayer
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Chemical Manufacturing
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700 & Above Employee
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Product Manager
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Jan 2014 - Jan 2016
- Responsible for marketing strategies definition, aiming to maximize sales, profitability and market share in retail segment, which in 2014 achieved 8% of market growth.- Key accounts’ commercial negotiations support and marketing planning, to guarantee distribution and brand relevance in most important retailers – strategic product, Contour TS, grew 277% YoY. - Leadership in projects focused on performance improvement among target consumers, such as ecommerce launch, promotional pack development, strategic partnerships, and communication campaigns, to drive product recommendation.
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Artsana Group
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Italy
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Manufacturing
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700 & Above Employee
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Product Manager
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Jan 2013 - Jan 2014
- Brazilian portfolio definition from international product assortment, based on market trends and opportunities, consumer behavior and profitability.- Clustering and portfolio segmentation strategy, for own stores and multi-brand channels.- Leadership in S&OP meetings to define importation and sales volumes, by product line and distribution channels, to meet strategic plan and optimize products’ performance.- Adequacy of products to Brazilian standards, including packaging, manuals, and product certification- Built activation calendar of events and marketing campaigns, to boost sales in relevant commercial dates
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Mapa Spontex
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France
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Manufacturing
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100 - 200 Employee
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Senior Marketing Analyst
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Oct 2010 - Jul 2012
- Support the strategy and performance of the brands NUK, Spontex and Calypso, which belong, respectively, to the segment of Baby Care, household cleaning products, and bath sponges, which account for 30% of revenues and 46% of the company’s EBITDA;- Assistance in the management of product portfolio, through market and profitability analysis, with direct contact with the head office (Germany), sister companies and international suppliers.- Development of marketing strategy: product launches, advertising and trade campaigns, aiming multiple targets, like consumers, customers, opinion leaders and health care professionals.- Leadership on new packaging development projects, accomplishing brand’s image renewal and repositioning, and revenue increase.
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Nestle
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Switzerland
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Food and Beverage Services
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700 & Above Employee
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Marketing Intern
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Aug 2008 - Dec 2009
HEALTHCARE NUTRITION Support for MaINutrition, Geriatrics, Oncology and Diabetes Marketing platforms, with advertising agencies' interface for campaigns and packaging development. Marketing budget management and events’ organization. GERBER BRAZILAssistance in product portfolio management, with development of communication materials, POS analysis for planogram definition, in order to increase sales volume.
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Walt Disney World
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United States
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Entertainment Providers
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700 & Above Employee
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International College Program Participant
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Nov 2006 - Jan 2007
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Education
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2012 - 2013
Insper
Certificate in Marketing Management, Marketing Management -
2006 - 2010
Escola Superior de Propaganda e Marketing
Bachelor of Business Administration with Marketing emphasis, Business Administration, Marketing
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