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São Paulo, Brasil

Led the transition from traditional to leading-edge, digitized research methodologies,focused on Innovation and Advertisement evaluations. Successfully reconciled diverseviewpoints and overcame resistance to change, securing understanding and buy-in fromkey stakeholders. Implemented new tools across all 5 LATAM Business Units for Foodsand Beverages, resulting in cost reduction, enhanced predictive capabilities leveragingbehavioral science principles, and faster delivery. Harmonization across countries enabledmeta-analysis, yielding further insights through significant time and resource savings.Led the implementation of “Killer Insights” methodology, to root Creative Campaigns inconsumer needs, communicating unique solutions to them. Supported workshops forCheetos Cheetle and LaysArtisan campaigns.Led the adoption of Digital Brilliant Basics principles for Digital Campaigns, reaching40bps growth on Digital Creative Effectiveness index for Latam brands.Developed and implemented digitized tools for evaluating portfolio and price strategies,informing pack price strategies across LATAM for the past 3 years.

São Paulo, São Paulo, Brasil

Led numerous Insights projects aimed at refining and strengthening the Quaker brandstrategy and activation across LATAM, including Consumer Segmentation, Brand Purposeand Positioning Review, Digital Communication Strategy, and Innovation platformdefinition. These initiatives contributed to successful brand activations, such as the 'HowOld Are You' campaign, and portfolio expansion to include 3 Minutes (value portfolio) andSuperFoods (premium portfolio).

São Paulo, Brasil

Led the 6Ws Research Project, a segmentation based on consumer needs and habits. Thisproject served as the foundation for the portfolio review strategy across all Foods brandsLed studies to evaluate regulatory labels and developed a model based on behavioralscience principles to assess and predict the impact of future regulatory measures.

São Paulo, Brasil

- Leadership, training and development of 8 direct reports, besides outsourced multidisciplinary teams.- Negotiation and management of research and consultancy projects, for clients from major FMCG and retail businesses, from a wide range of categories and channels, such as Coca-Cola, Boticário, Unilever, Burger King.

Leadership of Category Management team, providing insights and clear direction for the point of salesSuccess Model, that guided RB´s winning activations for Vanish and Category Leadership for Pest Control.

São Paulo, Brasil

- Leadership of the definition of the success model and placement for 13 Nestlé categories, interfacing with the Marketing and Category Trade teams (1 coordinator and 1 assistant reporting directly to me).- Leadership of the category management for Walmart and Carrefour.- Participation in the preparation of the Marketing and Sales annual plans.

São Paulo, Brasil

Main Responsibilities- Management of Personal Care categories, such as Skin Care, Deodorants, and Oral Care for Walmart and GPA, achieving growth levels of up to 24% above the market.- Definition of the guidelines and actions relative to the placement of the categories within the several channels.- Responsible for providing information and insights related to shoppers’ behavior and perception to the multidisciplinary teams of the categories, effectively contributing to innovation and turnaround projects.

Main Responsibilities- Participation in multidisciplinary teams responsible for defining the Trade Marketing and Sales structure model and processes for the merger of the Lever and Elida divisions.- Coordination and performance of communication (change management actions) and training (onsite and online) of the new processes and tools for the Sales and Trade Marketing areas (450 people).

Sales planning, negotiation and management of Key Account clients of the indirect channel (wholesalers and distributors): Peixoto, Arcom, Luiz Tonin, Corso, and Vila Nova – with substantial volume and revenues.

Prospection and Sale of technology products and services for Clients in the Financial Industry (Porto Seguro, Citibank and American Express).

Executive Education, Digital Marketing

Master Of Business Administration - Mba, Marketing

Here we go to sharp and update skills on Marketing!

Mba, Mba Retail Business: Management And Strategy

Mba Extension, Business, Management, Marketing, And Related Support Services

Product And Services Management

Bachelor, Economics