Mentora do programa Scale Up

Marketing and Communications implementation for Allpoints startup.

Responsible for structuring the Marketing department, marketing strategy, customer value proposition and managing all marketing and communications initiatives end to end since the company split from the parent airline company GOL, leading the brand to a 11% growth in market share and a top of mind position in 3 years. Smiles was the brand that most gained value in this period according to IstoÉ Dinheiro Magazine, becoming the 20th most valuable brand in Brazil.-Team management, budget management, KPIs-Brand positioning-Off-line and On-line communications: advertising, social media, on-line performance campaigns (email marketing, sponsored links, Retargeting), events, sponsorships, actionable consumer insight studies, media relations-Integrated marketing activity plan -External agencies and other partners selection and management -Customer service 2.0 implementation-Customer lifecycle, customer acquisition and segmentation-E-commerce development, App, SEO, analytics-365 Reasons to Smile communication platform – daily offers and news Developed internationally awarded works. Selected to participate on CMO Accelerator Program on Cannes Lions Creativity Festival 2015, a closed programme for only 20 marketeers with Jim Stengel, former P&G CMO.

matrix report to BG Group headquarters in UK Coordinated the company’s internal and external communication right after privatization. Crisis management, production of crisis manual, spokesperson training. Acted as spokesperson. Experience in critical situations such as accidents, traffic interruptions, and in handling complex issues such as tariff review.  Coordinated external communication activities, including branding, advertising, sponsorships, promotions, PR, consumer research, events, presentations etc. Coordinated implementation of website (online services) and intranet. Coordinated brand modernization and repositioning. Coordinated competitive biddings and interface with communication agencies (advertising, promotion, web, PR, events, internal marketing, design). Created and implemented Marketing Services to offer promotional support for door-to-door sales (outperforming the sales targets ) and B2B commercial areas. Created and implemented Relationship Marketing, responsible for CRM and strategies and actions to retain and recover customers and upselling.  CSR Corporate Social Responsibility: identification of the company’s “vocation” in social and cultural sponsorships, including the creation of a fund to select projects (bidding notice) and of sponsorship and social investment policies. Selected and managed projects for sponsorship with tax incentives.  Luxury segment - Coordinated sponsorship of Architecture event Casa Cor (8 years) and similar shows, including relationships with renowned architects to persuade them to use gas-based solutions in their designs. Comgás was one of the top 3 brands most recalled by visitors to the event and gas fired appliances such as fireplaces went from kitsch to trendy. Coordinated sponsorship of a São Paulo samba school, which told spectators on the Carnival parade ground and watching TV throughout Brazil the story of fire and gas-fired water heating, with some 2,000 employees and families.

Corporate communication and media relations for clients in a range of industries, such as Telemar, Brasil Telecom, World Cardiology Conference, Comgás, the Brazilian Association of Record Companies (ABPD), the Rio de Janeiro State Federation of Commerce (Fecomércio RJ), and the Association of LPG Distributors (Sindigás).