Diretora de Marketing e Comunicação

• Oct 2021 - Present

Marketing and Communication Consultant

• Apr 2021 - Sep 2021

Responsible for structuring the marketing, communication, trade and customer service area. Hiring professionals and creating processes. Creation of the communication plan, with execution and merchandising guide, promotional calendar, digital communication plan, Media Kit and commercial presentations. Formation of strategic partnerships, budget capture, with a return of over R$ 100 thousand in the first month. Development of surveys on assortment, experience and satisfaction. Action plan to improve the product mix, pricing, engagement and direct communication with the consumer. Show less

Marketing and Communication Consultant

• Apr 2020 - Apr 2021

Responsible for repositioning the brand and services, structuring the portfolio, developing new solutions, applications and tools. Creation and implementation of all communication, online and offline, new website, social media, presentations and proposals, leads and comercial campaigns. Responsible for repositioning the brand and services, structuring the portfolio, developing new solutions, applications and tools. Creation and implementation of all communication, online and offline, new website, social media, presentations and proposals, leads and comercial campaigns.

Marketing and Communication Manager

• Jul 2019 - Mar 2020

Responsible for marketing, communication and innovation, product team management and digital. Budget review, strategic plans, business cases, new business models for growth, Becel brand portfolio extension and new brands. Diagnosis, market research (Euromonitor, Nielsen and Kantar), guidelines to improve brand positioning. Competition between agencies for new communication campaign. Website review and launch of new digital platforms. Strong interaction with the financial, commercial and trade teams. Conducting online and offline activation campaigns, sell-in and sell-out promotions and customer and distributor relationship events. Show less

Marketing Manager

• Dec 2016 - Feb 2019

Responsible for creating new products and services, based on innovation, process improvement, productivity, saving, better customer experience and greater customer satisfaction: ECO the Kitchen of the Future with a new operating model; Street Food and Veg Revolution, new menus for routine breaks, Teaching Kitchen plataform with food content , and others. I designed the product portfolio review, for greater competitiveness and satisfaction, based on foodservice and retail market trends. Developed strategic plan for repositioning the company and new value proposition. Realization of the 2019 business plan. Support to the sales team, development of materials, new website, relationship campaigns, sector events and fairs, workshops and activations. Achievement: • Created and managed 20 new projects, which contributed to the retention and attraction of contracts with more than R$ 200 million in sales per year. Launch institutional campaigns and social and environmental incentives such as Stop Food Waste Day, awarded as the best global campaign with the digital reach of more than 4.5 million people. Show less

Marketing Products Consultant

• May 2013 - Dec 2016

Marketing consultant for the companies LA PASTINA and GRUPO EUROPA. Achievements: At La Pastina, the marketing plan was carried out to boost sales to small producers and raise a budget. Partnerships and joint actions for merchandising, tasting and events. Workshops for the presentation and introduction of products in retail. Development of private label products with the launch of integrated online and offline campaigns. For the Europa Group. developed manual and training for standardization of communication and costumer service of distributors and franchisees, calendar of actions, merchandising and gifts. Developed with the agencies new communication for the repositioning of the brand, with successful actions on social media. Show less

Marketing Manager Health & Wellness

• Sep 2010 - Feb 2013

Marketing Manager of “Health and Wellness” services - Responsible for offering a service package to provide value to Sodexo cards. Contributed for the repositioning company's products and services; mindset for quality of life, reversing the loss situation of the portfolio. Achievement • Developed and launched a package services for adding value to products - which until then were considered as commodities. Thus changed the sales approach, contributing for the repositioning of the brand and increased revenues, retaining and attracting customers with revenues of approximately R$ 100 million. Show less

Brand Manager

• Oct 2005 - Jan 2010

- Managed the line of Kraft Foods International products, with brands such as Toblerone and Milka. Developed the business plan with monthly reports, go-to-market strategies, pricing, import, trade mkt, sales and merchandising. Accomplished research and market intelligence, new product launches, themed and integrated packaging and seasonal campaigns. Led a 4 people team and managed a R $ 1 million budget. Achievement • Repositioned the Toblerone brand in Brazil. Established new distribution channels, developed business partnerships, created new packaging solutions and products, strengthened and engaged the teams, obtaining the recognition of the international ones, earning money and management autonomy. In the first year, I accomplished a 300% sales increasing from Toblerone brand, overcoming the Premium industry leaders. Show less

Gerente de Produtos

• Oct 2000 - Jun 2004

Responsible for planning, market diagnosis of market, research and feasibility for introduction of BABYLISS products in Brazil. Support for the sales staff with incentive programs and goals. Defined the strategic plan for the new lines of personal care Prada / Farma Cotton. Achievement • Identified the need to redefine the BABYLISS product line for the Brazilian market. I presented the results of research and suggestions for the new line, which achieved rapid acceptance of trade. Accomplished the input of the brand into the main retails, consolidating its position in Brazilian market. Show less

Gerente de Marcas Pleno

• Oct 1998 - Aug 2000

Managed the candies line and chocolate children's line , as well as the five years strategic planning , the develop of new products and packaging. Coordinated of production lines, accomplished sales forecasts, managed trade marketing, merchandising, training, research and monitoring data Nielsen. All of these with two assistants and a budget of R $ 1.6 million team. Achievements • Participated of the strategy development of nationalize the product line "Butter Toffees" where I assumed and accomplished the challenge of producing it in 30 days. Worked in the the areas of supply, packaging, new flavors, allowing saving 30% of the cost, with this guarantee greater profitability and retail contracts. • Despite the meager budget, I launched the chocolates "Tortuguita" campaign with proposal of provocative and assertive communication to the target audience. The campaign was a success and ensured the awareness of the brand. Show less

Gerente de Produtos

• Feb 1996 - Sep 1998

Responsible for the licensed products in the segments: food, hygiene and cosmetics . Successful cases: Unilever's contract renewal, improving royalties and establishing new partners as Bauducco, Pepsico and Fischer Group, with the launch of "Apples of Monica's gang", inaugurating the category of pre-washed food and sanitized in Brazil. Under my management, that lines won the top award of the year of innovation and marketing, and represented de top sales of the company. Responsible for the licensed products in the segments: food, hygiene and cosmetics . Successful cases: Unilever's contract renewal, improving royalties and establishing new partners as Bauducco, Pepsico and Fischer Group, with the launch of "Apples of Monica's gang", inaugurating the category of pre-washed food and sanitized in Brazil. Under my management, that lines won the top award of the year of innovation and marketing, and represented de top sales of the company.