Aline Mori Email & Phone Number

State Of São Paulo, Brazil

Drive business growth with strategic initiatives focusing on customer economics turnaround.Specialize in optimizing LTV/CAC ratios through data-driven marketing strategies, focusing on:- Rebalancing customer base with new activations and reactivations- Reducing churn focusing on 1st to 2nd purchaseDeliver impactful results by refining customer acquisition and retention tactics.

Strategy development and implementation leader for all Categories within O Boticario, directing iconic brands like: Malbec, Floratta, nativaSPA, Cuide-se Bem and Make B.

Curitiba Area, Brazil

- Responsible for planning and execution of all O Boticario's campaigns (41 campaigns per year)- Media strategy planning- Lead of media negotiation strategy (Globo, Record, SBT, Google and Facebook)- Lead of CRM strategy of more than 25 millions consumers- Lead of Digital advertising strategy heading to implement ad server, DSP, DCO, bid manager, campaign manager, advanced analytics and DMP

RESULTS-DRIVEN: Turn-around of the Personal Care Category from least to most growth contribution for the O Boticario brand, with double digits CAGR, brought mainly by repacking, portfolio strategy revisiting and innovation. Strategy development and implementation leader for the Personal Care Category at O Boticario, dealing with the following brands: nativaSPA, Cuide-se Bem, Petit Sophie, Boti Baby and Spulokis.Leader of a great and lean team of 13 people, with 2 direct reports, with the responsibilities: - Creating and developing a long-term plan and strategy for development of the category, within the FRANCHISE and DIRECT SALES business- Business Intelligence - evaluating market and competitive scenario, monitoring data and market researches in order to support strategic decisions and reach company growth targets- Portfolio architecture management including branding positioning, category ranging, pricing and promotions across channels

Strategy development and implementation of The Beauty Box's private brand, including development of product concept, portfolio architecture, size of line, pricing, and future innovation pipeline. Working as a marketer for the first time was a big leap of faith in my carreer and definitely a dream come true for me. Developing The Beauty Box private brand was a grand stretch to improve my strategy and executive capabilities. From its birth, the private brand is The Beauty Box’s sales leader, surpassing by 5 times our sales estimate.During all my years at The Beauty Box, I was recognized within O Boticario Top Talents. Moreover, I was granted an Excellency Award on 2013 for the whole New Business Unit (that included all collaborators from The Beauty Box, quem disse, berenice? and International Business)

Strategic consultant to Phamaceutical, Real State, Telecom and Agri - businesses; dealing with:- Entry strategies- Process mapping and optimization - Market prioritisation- Organizational structure design