Adriana Ghobril Email & Phone Number

São Paulo, SP, BR

Paris, FR

Paris, France, FR

• Responsible for the Consumer Market Insights, Patient Support Programs, and Customer Service Areas for Chronic Diseases, Immunology, Rare Diseases, Vaccines, and OTC Medications
• Led and propelled the areas of Insights, Patient Support Programs, and Customer Service, promoting a cultural shift focused on patients and consumers, guiding operations and decisions based on patient data and.
• Developed the mission, vision, and roadmap for these areas, establishing clear priorities.
• Implemented best in Class Patient Support Programs for Rare Diseases, Immunology, and Chronic Diseases, based on patient and healthcare professional insights, achieving an excellence score (NPS greater than 85).
• Led the implementation of the WhatsApp channel in the Patient Support Program and Customer Service operations, increasing patient satisfaction by 10pp and doubling the success rate in patient contacts, being the first.
• Directed strategic plans to support the brands for Rare Diseases, Immunology, Vaccines, and Chronic Diseases in Brazil.

Paris, France, FR

• Responsible for Consumer and Market Insights CHC Area in Latin America.
• Developed the vision and roadmap for Consumer Insights, defining strategy and priorities for the region.
• Co-led with country CEOs the development of a 10-year strategic business plan for Latam.
• Provided strategic direction to support brand plans for Novalgina, Dorflex, Allegra, Pharmaton, Buscapina, Dulcolax, and Enterogermina.
• Implemented Marketing Mix Modelling (MMM) to drive company growth and influence investment allocation, resulting in a 23% increase in ROI.
• Developed innovative concepts for the CHC pipeline (11 pp growth vs. average concept evaluation score).

• Structured and managed the areas of Market Intelligence and Consumer Insights.
• Led Business Analytics and Insights projects.
• Developed Competitive Intelligence programs.
• Created guidelines and best practices for market intelligence.
• Identified competitive landscapes and macro trends.
• Conducted meta-analyses, ideation, insights workshops, and consumer connection programs within the company.

São Paulo, SP, BR

• Responsible for Global Market Intelligence across Asia, Middle East, Africa, Europe, and Latin America.Leadership of 18 people.
• Built insights on consumers and the market to influence innovation and the strategy for Sadia, Perdigão, Qualy, and Batavo brands.
• Partnered with marketing teams to develop a 5-year business plan.
• Led category understanding, market analyses, and projections for dairy, meat products, and spreads.
• Co-created the global Sadia brand positioning.
• Developed BRF's first online panel with 2,000 consumers for quick research.

São Paulo, SP, BR

• Structured and led the Market Intelligence team.
• Provided insights to support business strategies, product development, and branding.
• Co-created innovation and communication initiatives.
• Identified market growth opportunities and new business prospects.
• Led the market analysis of the group formed to evaluate the merger between Sadia and Perdigão at CADE (Administrative Council for Economic Defense), guiding the board in negotiations.
• Developed guidelines and best practices.

Blackfriars, London, GB

• Managed the personal care categories in Brazil;Monitored the market and market share and prepared market forecasts for Seda, Dove, Rexona, Axe and Lux brands
• Conducted market performance analyses and projections for the brands Seda, Dove, Rexona, Axe, and Lux.
• Provided insights for the relaunch of Seda and TRESemmé in Brazil, including positioning, packaging, product, and pricing.

Blackfriars, London, GB

Led Ice Cream consumer understanding in Latin America;Defined consumer insights best practices for the region;Identified trends and generated relevant insights;Implemented innovative marketing measurement techniques to drive business growth and optimize marketing spend;Identified relevant innovation territories to ensure technical breakthrough translates.

Blackfriars, London, GB

Planned and implemented ad hoc and continuous research for the ice-cream category in Brazil;Segmentation, brand positioning and marketing mix strategic analyses;Analyzed critical and dynamic data trends and develop tracking analysis tools

Blackfriars, London, GB

Responsible for Spreads, oils and food service Marketing researches;Performed all aspects of research projects, including planning, questionnaire development, deployment, analysis and presentation/story development; Ensured projects were designed to provide maximum business value and aligned with strategic priorities;Managed supplier selection, activity.