Experience

Íonz

• Brazil
• Technology, Information and Internet
• 1 - 100 Employee

• Senior Consultant

  • Jun 2019 - Present



Bloomin' Brands, Inc.

• United States
• Restaurants
• 700 & Above Employee

• Sr Marketing Director

  • Jun 2015 - Sep 2017

  • Sales and P&L: lead growth and traffic generation plans for Outback/Abbraccio restaurants in Brazil with promotional, co-brand and innovation campaigns, such as: 1 Million Moments, Mug Promotion (with Coca Cola), Limited Time Festivals (i.e. Ribs Festival). • Consumer Journey: remapped the whole journey in and out of the restaurant to understand their current perception and improve brand experience, relaunching both physical and digital touch points, such as: store design, menu, uniforms, website, relationship club, social media platforms, and 15 others. • Digital and Customer Service: relaunched website, improved SEO performance, launched Social Login and SSO (Single Sign On) to unify all customer databases, integrating the relationship program (with almost 1 million clients) to Contact Us and Satisfaction Survey, enabling data/leads for the Loyalty Program and gathering more intelligence for our relationship and contact with customers; elected on two consecutive years the best company in customer service in Brazil by IBRC/Revista Exame, ranking second nationally in all categories. • Innovation and Portfolio Management: implemented the menu innovation Process, generating optimization and resulting in new items that drove growth and improved the financial result: lower COGS and better average ticket. In 2017, developed three campaigns for new limited-time products with TV commercials and 360˚ activation plans. The “Ribs Festival” campaign went live in March, becoming benchmark for other countries. • PR and Crisis Management: Overhauled the PR strategy, doubling action effectiveness; implemented plans with digital influencers, which drew great attention to the brands, with more than 5 million interactions and a potential for more than 165 million impacts. Show less



3 Corações S/A

• Brazil
• Food and Beverage Services
• 700 & Above Employee

• Head Of Marketing

  • Feb 2006 - May 2015

  • Marketing Strategy: prepared and implemented to expand the coffee market in Brazil, being responsible for developing and activating brands that, taken together, went from a revenue of R$ 700 million in 2005 to R$ 2.8 billion in 2014 (from third to first brand in Brazil, according to Nielsen/2015). • TRES Branding and Launch: startup of a new division of single serve espresso coffee and multi-beverage machines, being responsible for defining the marketing strategy, from creating the brand and positioning, product, P&L and national launch, including 360 advertising campaign, digital platforms, e-commerce, relationship program and activation events. • • Lead suppliers and international partners: travels to Italy and China for the development and production of the machines and capsules which were launched in Brazil. • Ecommerce and Relationship Club: developed and introduced more than 200 thousand users in the first year, boosting sales and strengthening the brand’s value proposition • Lead the corporate brand overhaul and new identity process. Implemented a new national brand architecture aligned to the strategic goals. Reviewed positioning and territories for each of the 8 product brands, generating more synergy and strength for the portfolio. • Developed Café 3 Corações launch strategy in São Paulo and South of the country, with a strong integrated communications campaign and excellent execution of Trade and Sales, growing from less than 1pp market share to the second place with 15pp share in 2 years, being the second most remembered brand by customers. • Digital platforms: implementation of SEO/SEM strategy and social media ecosystem for the Cappuccino 3 Corações, Cappuccino PRONTO and TRES, which presently are category leaders. Show less



Unilever

• United Kingdom
• Manufacturing
• 700 & Above Employee

• Trade Marketing Manager

  • May 2004 - Sep 2005

  • Brand steward for “Seda” brand in the point of sale. Created medium and long-term tactical plans, managing sales volume, per channel and per region, product distribution, visibility, shelf positioning and price positioning.• Recovered 2pp market share for the Seda line by implementing tactical and promotional actions throughout Brazil.• Developed and managed actions with 6 thousand drugstores in the most critical regions of Brazil. Increased brand market share by 2.7pp in the Drugstore segment. Show less

• Strategic Alliances / Brand Manager

  • Feb 2000 - May 2004

  • Created and implemented Marketing Strategy and Plans, as well as partnership management and communication for OMO brand in Brazil and Latin America, conserving market share by means of strategic alliances with other well-known brands in co-brand campaigns, increasing credibility in stain removal performance attributes in 30% for OMO brand – defeating main OMO’s competitor attacks.• Ensured share migration from “OMO Máquina” to “OMO Progress” when the first one was withdrawn from market. A co-brand communication strategy was developed and put in place to guarantee the success of this transition and was endorsed by all manufacturers of washing machines and trendsetters from fashion brands.• Introduced and managed strategic alliances between OMO and international brands (Brastemp/Whirlpool, Benetton, Bosch, GE) in co-brand communication projects for Latin America, generating visibility and investment synergy for all parties involved. Show less



3M

• United States
• Industrial Machinery Manufacturing
• 700 & Above Employee

• Product and Market Develpoment Engineer

  • Mar 1997 - Dec 1999

  • Responsible for implementing the Latin American Center of Specialty Chemicals, located in Brazil. Travelled to LATAM countries to test, train and introduce the chemicals product family to new customers. • Harmonized the portfolio in the Scotchgard brand and launched a product that allowed the growth of a new market in the region. • Developed co-brand marketing campaigns with 3M and Scotchgard customers. • Responsible for implementing the Latin American Center of Specialty Chemicals, located in Brazil. Travelled to LATAM countries to test, train and introduce the chemicals product family to new customers. • Harmonized the portfolio in the Scotchgard brand and launched a product that allowed the growth of a new market in the region. • Developed co-brand marketing campaigns with 3M and Scotchgard customers.



AkzoNobel

• Netherlands
• Chemical Manufacturing
• 700 & Above Employee

• Technical Service Engineer

  • Mar 1993 - Dec 1995