Ana Serra Email & Phone Number

As a retail and marketing oriented professional with more than 20 years of experience, I worked with well-known successful brands on optimizing in-store experiences and sales leading to results always with an analytic and strategic mindset. Training teams and launching in-store campaigns, led me to not only increase sales but also leveraging secondary placement execution. I’m obsessed with brainstorming ways to foster brand loyalty and make retail experiences memorable for customers and business.Brand & Trade Marketing: - Portfolio: new product lauches and innovation- Nielsen data and Kantar consumer panel studies- Close relation with media, creative and social media agencies to go-live the "Jobs to be Done" strategy. - Budget management and control - Forecast: alignment with sales team and demand - Trade Marketing plan: participation in the definition and implementation managing main retail banners like Sonae, Pingo Doce, Auchan and El Corte Inglés in colaboration with the KAM team- Brand activation in stores, development of promotional activities and POS materials productionField Sales Operation: - Team Excellence: ability to build high-performing teams for driving sales success on modern trade (9 sales reps and 21 merchandisers as well as team of 96 fixed replenishers)- RTM definition, routings and calls management- Planning process/activities across multifuncional teams: coordination with the trade marketing team regarding POS materials availabilty, liaison with Customer Service Front Office team to guarantee minor service level incidences, alignment with the KAMs on promo plan execution priorities- Monitoring results with the aim of identifying and evaluating opportunities/risks

Listed skills include Marketing Strategy, Marketing Management, Marketing, Product Management, and 18 others.