Raquel Jesus Email & Phone Number

São Paulo, Sp, Br

São Paulo, São Paulo, Brasil

• Head of marketing for the Air-Conditioning and Home Appliances categories.• Leader in the development and launch of the innovation project and campaign ‘Menopause Mode': TV, Digital, and PR.• Launched the campaign ‘Beat the Heat with Intelligence’ bringing differentiation to the segment. Results:Ad Recall: +10.0% vs. +4.7% (BR) +5.1% (LatAm);Awareness: +7.7% vs. +1.7% (BR) +1.7% (LatAm);Benchmark Campaign by TikTok Brazil;Over 1.1 billion impressions and an… Show more • Head of marketing for the Air-Conditioning and Home Appliances categories.• Leader in the development and launch of the innovation project and campaign ‘Menopause Mode': TV, Digital, and PR.• Launched the campaign ‘Beat the Heat with Intelligence’ bringing differentiation to the segment. Results:Ad Recall: +10.0% vs. +4.7% (BR) +5.1% (LatAm);Awareness: +7.7% vs. +1.7% (BR) +1.7% (LatAm);Benchmark Campaign by TikTok Brazil;Over 1.1 billion impressions and an engagement rate of 12%.• Developed a strategic vision with solid cross-channel marketing plans, covering all consumer touchpoints: Digital, Social, TV, PR, Creators, activations, SEO, SEM, E-commerce, Trade, POS materials.• Repositioned the air-conditioning category, bringing greater distinction and relevance to the brand.• Defined the Product Value Proposition for the entire RAC portfolio.• Translated the communication strategy into marketing and media briefs (coordination with 3 communication agencies).• Created a new visual language and point of sale materials (POP, Training, Content).• Adapted and implemented global brand campaigns "ThinQ", "Ver pra crer" and category campaigns for Brazil.Team leader. Show less

São Paulo, Brasil

Responsible for managing the brands: Electrolux, Continental, Fensa, Mademsa e Gafa (LATAM).- Brand management in the Food Preparation and Small Appliances categories (5 Premium and Mass Brands LATAM), highlighting innovation and brand positioning with engaging stories.- Definition of territory, architecture, brand positioning, and innovation platform, ensuring a focus on the consumer through local and regional insights.- Creation of the Airfryers and Electric Cookers line… Show more Responsible for managing the brands: Electrolux, Continental, Fensa, Mademsa e Gafa (LATAM).- Brand management in the Food Preparation and Small Appliances categories (5 Premium and Mass Brands LATAM), highlighting innovation and brand positioning with engaging stories.- Definition of territory, architecture, brand positioning, and innovation platform, ensuring a focus on the consumer through local and regional insights.- Creation of the Airfryers and Electric Cookers line licensed by Rita Lobo. Result: Doubled market share expectations even with a 15% higher price, exponentially accelerating product adoption. Launch became world-class benchmark.- Creation of 360º marketing plans: communication planning, TV, Social Media, OOH, PR, CRM, Influencers, Creators, SEO, and SEM, ensuring increased brand presence across all channels.- Led a cross-functional team in developing communication assets through exceptional creative work and consumer needs-driven messages.- Improved campaign performance with insights and data analysis as A/B Testing, Brand lift and vehicles best practices such as Google/YouTube, Facebook/Instagram.- Led the creation of marketing claims with R&D and Legal. Show less

São Paulo, Brasil

Responsible for the Nutraceuticals/OTC (Vitamins and Minerals) and Colds & Flu segments.- Managed P&L, S&OP, and strategic marketing planning for Decongex (over 11MM units/year) and Vitamins and Minerals.- Launched the Decongex communication campaign "Janelas."- Launched the "Dayvit Balance" vitamin line for adults (project leader, market research, trend analysis, and marketing plan development).- Developed media plans, physician approach, digital activation, PR, trade… Show more Responsible for the Nutraceuticals/OTC (Vitamins and Minerals) and Colds & Flu segments.- Managed P&L, S&OP, and strategic marketing planning for Decongex (over 11MM units/year) and Vitamins and Minerals.- Launched the Decongex communication campaign "Janelas."- Launched the "Dayvit Balance" vitamin line for adults (project leader, market research, trend analysis, and marketing plan development).- Developed media plans, physician approach, digital activation, PR, trade, pricing, and promotional plans.- Defined price, volume, portfolio, packaging, marketing, and trade plans for future launches.- Continuously reviewed the innovation pipeline. Show less

São Paulo, Brasil

Responsible for the brands Risqué, Sally Hansen, and Rimmel London.• Led the brand repositioning and marketing planning for Risqué. Developed strategic planning for Sally Hansen and Rimmel.• Led the product launches for “Pink é Power” and “Wonder Woman” (Licensing with DC Comics) for Risqué, coordinating a multifunctional team, market research, brand activations, internal marketing, and 360 campaigns. • Created and executed brand activation strategies and communication campaigns… Show more Responsible for the brands Risqué, Sally Hansen, and Rimmel London.• Led the brand repositioning and marketing planning for Risqué. Developed strategic planning for Sally Hansen and Rimmel.• Led the product launches for “Pink é Power” and “Wonder Woman” (Licensing with DC Comics) for Risqué, coordinating a multifunctional team, market research, brand activations, internal marketing, and 360 campaigns. • Created and executed brand activation strategies and communication campaigns for Risqué, such as “#PinteAzulRisqué,” focused on digital channels and social media. Result: Engagement rate +8%.• Strategy and execution of online and offline communication, PR, influencers, and events.• Collaborated with the Trade Marketing team to plan the category GTM strategy.• Managed P&L and KPIs, conducting weekly monitoring of dashboards and performance metrics analysis.• Supervised and developed a team of two, including an intern and an analyst. Reported to the Senior Marketing Manager. Show less

São Paulo, Brasil

Responsible for the TRESemmé hair care brand.- Strategic and communication planning for TRESemmé launches.- Leadership in innovation projects, including consumer research, coordination of multifunctional teams, Nielsen, and launch plans. Highlights include Blindagem Platinum – a leading line in supermarkets - and Selagem Capilar.- Analysis of TRESemmé's performance considering the competitive scenario to identify opportunities and build an innovation roadmap.- Development of… Show more Responsible for the TRESemmé hair care brand.- Strategic and communication planning for TRESemmé launches.- Leadership in innovation projects, including consumer research, coordination of multifunctional teams, Nielsen, and launch plans. Highlights include Blindagem Platinum – a leading line in supermarkets - and Selagem Capilar.- Analysis of TRESemmé's performance considering the competitive scenario to identify opportunities and build an innovation roadmap.- Development of market and communication strategy for innovation to increase brand presence by defining price, volumes, distribution plan, target audience, business case, and risk mapping.- Creation of the launch strategy for the Nexxus brand in Brazil, covering volume, channels, distribution, and communication. Management of P&L and S&OP.- End-to-end management of communication campaigns, including event coordination. Highlight: Salvador Carnival 2014.Reporting to the Senior Marketing Manager and supervision of an intern. Show less

Rio De Janeiro, Brasil

Trainee/Key Account da Divisão de Luxo. Responsável pelo sell in e sell out das marcas: Lancôme, Yves Saint Lauren, Ralph Lauren, Cacharel, Diesel, Giorgio Armani e Biotherm, no terceiro maior cliente da divisão: a Dufry Duty Free.Development and execution of GTM strategy and retail operations.Redefinition of KPIs, stock management, profitability, and product mix.Planning and implementation of the national launch of the fragrance La Vie est Belle.Development of business… Show more Trainee/Key Account da Divisão de Luxo. Responsável pelo sell in e sell out das marcas: Lancôme, Yves Saint Lauren, Ralph Lauren, Cacharel, Diesel, Giorgio Armani e Biotherm, no terceiro maior cliente da divisão: a Dufry Duty Free.Development and execution of GTM strategy and retail operations.Redefinition of KPIs, stock management, profitability, and product mix.Planning and implementation of the national launch of the fragrance La Vie est Belle.Development of business plans per client, investment management, and trade marketing actions such as sales campaigns, seller incentives, and product display plans (brochures, extra points, customized furniture, and media).Direct management of a Young Apprentice and indirect management of Supervisors and Beauty Advisors. Report to the Marketing and Sales Directors. Show less

Bacharelado, Marketing

Graduação em Marketing com foco em Branding. TCC premiado (Prêmio Francisco Gracioso): Melhor Planejamento de Marketing

Certificado, Artificial Intelligence

Inteligência Artificial para Marketing

Postgraduate Degree, International Marketing

Extensão, Marketing De Performance

Digital Communication And Media/Multimedia, Marketing Digital De Alta Performance