Bruna Palma Email & Phone Number

Hoofddorp, Holanda Do Norte, Países Baixos

São Paulo, Brazil

São Paulo E Região, Brasil

Led the digital transformation of Danone Nutricia Trade & Sales in Brazil, driving the D2C, Pure Player, Bricks & Clicks, Marketplace and Delivery Networks daily operations and sustainable growth strategy;Responsible for scaling up Danone's online market in Brazil;Built local capability: team expansion and technical development, correct tool and new technology implementation, and company mindset change of a centenary company;Created the channel’s first value proposition, to build each channels evolution path and ultimate goals, and how they all merge into the the channel’s 3 years growth and winning plan;D2C• Responsible for sales forecasts including building the territorial sales plans and management of performance KPIs• Liaise with digital marketing and business units to ensure key brand focuses are executed in line with their online customer journey• Implementation of the first SEO strategy (from a full content revamp along with a comprehensive technology improvement, tags and bug fixes), and first CRM model (new CRM tool, automatic and blast email strategy) to grow organic traffic and drive sustainable long term growth• Implemented multichannel growth strategy and campaign tactic across SEO, SEM, Social Paid, Social Media, PR, CRM, Affiliates and Brand Partnerships; identified and created new and innovative ways to drive qualified traffic• Redesigned the website’s UX in order to deliver a best in class customer experience• Full end-site technology management: defining and prioritazing all platform and technology improvementsPURE PLAYERS, BRICKS&CLICKS, MARKETPLACE AND DELIVERY NETWORKS• Expanded from 10 to 25+ partner retailers in 2020, driving sales growth both from the new operations as well as Same Store Sales• Drove the Test & Learn agenda to identify new opportunities• Created to guidelines to emancipate each sub-channel from the offline operation and sales team: distribution centers, stock and commercial budget

São Paulo E Região, Brasil

E-commerce is the fastest growing sales channel for the Eudora brand, and has the key role of introducing the brand to a new pool of consumers, harnessing key data on consumer behavior and being the brand’s official content and brand face:• Responsible for short term channel results as well as scaling up the e-commerce store through a long term sustainable growth and profitability strategy;• Define online channel strategy alongside marketing to define optimal assortment, pricing, promotions and content;• Hourly metric management of performance and conversion dashboards by media vehicles like Google, Facebook, programmatic media, email marketing and organic visits;• Daily performance metrics monitoring: revenue, margin, conversion rate, customer satisfaction, promocional campaign analysis and performance management;• Optimize pricing policies for the online store to achieve revenue and margin business targets through data intelligence and price elasticity;• Managing the omnichannel consumer and experience, and implementation of buy online pick up in store policies across all retail stores;• Design, develop, test and prioritize platform improvements through agile methodology.

São Paulo, São Paulo, Brazil

PRICING STRATEGY FOR MARGIN OPTIMIZATION• Developed daily online competitive price monitoring reports, and designed action plans to respond to market movements and daily price optimization strategy• Developed a smart pricing solution that: 1. simulates revenue and margin projection based on price elasticity of demand, and 2. makes a smart recommendation of the optimum price point for each SKU in order to reach the highest total margin on and offline• Calculation of the price elasticity and elasticity of other conversion levers in order to optimize resource usage, increase ROI and grow revenue (i.e. elasticity of price discounts, marketing efforts, gift giveaways)• Identification of opportunities to drive short/long term margin improvement and revenue growth, with defined success metricsINTELLIGENT STORE PRODUCT PLACEMENT FOR MEASURABLE SHOPPER AND FINANCIAL VALUE• Led and implemented the product placement and store layout performance optimization strategy to deliver measurable value to the shopper experience and financial returns to the brand• Developed in-store product layout performance reports seeking shelf and square meter optimization of main financial KPIs and portfolio change recommendationsDATA DRIVEN DECISION MAKING• Development of reports focused on key performance indicators, cross referencing other market monitoring and competitor reports, generating valuable key insights and action plans• Fostered a data driven decision making mindset in the team, to always think strategically and translate numbers and findings into insights and initiatives to continuously improve performanceLEAN PROCESS IMPROVEMENT • Applied lean and continuous improvement methodology in key company processes (in-store product tester replenishment, product registration, promotional campaign planning) in order to systematically find ways to deliver more value to consumers and to the company

São Paulo Area, Brazil

• Oversaw and executed the strategy to grow and sustain DCM (contribution margin) of our e-commerce websites (Brastemp, Consul, Compra Certa) and ensured the achievement of key profitability targets• Responsible for the management of key product categories (refrigeration, cooking, laundry) with focus on optimization of volume and contribution margin (DCM in R$ and %)• Definition of product mix, channel and region for online media (Google, Email marketing, etc.) campaigns, and onsite banners• Led several price elasticity studies based on Google Analytics data across the main white goods categories: washing machines, cooktops, stoves, built in ovens, refrigerators, “cervejeiras” (“beer fridges”) and microwaves, calculating the price elasticity of each channel and region, determining future price discounting strartegy

São Paulo Area, Brazil

• Analyzed consumer, market and competitor insights/research and translated them into a 5-year-robust-plan of product launches for Washing Machine and Dishwasher categories, creating the concept, pricing, demand forecasting and led project execution until launch;• Identified and measured new markets never explored by the company, developed product concepts, competitor analysis, risk assessment, negotiating and selecting technology and business partners;• Built a predictive model from market and economic data to forecast key competitors pricing strategy and sales volume, and projected future technology and model launches for Premium Laundry (front loading washing machine) market in Brazil• Created a new competitive intelligence monitoring tool to seamlessly evaluate key market KPIs, monitor competitor launches and compare forecasted versus executed demand, later exported and employed by other categories across the company

Rio Claro Area, Brazil

• Managed the ideation, scoping, resource planning (schedule, budget and people), development, KPIs, communication with senior management and implementation into products of the innovation portfolio for all of Brazil Laundry category• Led multiple time-sensitive innovation projects simultaneously, while managing a multifunctional team composed of technology, procurement, design, competitive intelligence, marketing, product approval and service engineering• Led all open innovation initiatives with key external partners (e.g. 3M, Unilever, Cranfield University UK), translating both product and technology requirements into innovation projects, while managing internal and external stakeholder interests• Restructured the daily operations of the innovation process, redefining roles of all involved areas, redesigning the flow of information and how innovation KPIs are communicated in the company, reformatting the senior management forum

Monterrey E Região, México

Grupo Proeza is a multinational holding company that owns 3 diversified businesses in 16 countries: Metalsa (automotive structures), Citrofrut (fruit and honey processing) and Zanitas (hospital services).The Strategic Consultancy Program is an international rotational program designed to give a small group of participants the opportunity to gain accelerated development of knowledge, skills and different styles of leadership in business management. The Program is composed of projects of 4-6 months, each taking place in one of the different businesses and a different country every time, rotating across the key areas of Commercial, Operations, Human Resources and Strategic Planning.

Monterrey E Região, México

Zanitas is a fully integrated hospital + clinic startup that is positioned to be a change agent within the Mexican healthcare system. Zanitas also gives Proeza, its holding company, the opportunity to diversify its business portfolio by expanding into the service sector and balance the group´s structure.• I designed a sustainable business model with a unique value proposition for the first model-hospital of 20 planned units by performing industry and market research, and statistical analysis (SPSS) of patient’s motivational drivers and attendance patterns• I worked with executive team to develop an annual operating plan focused on achieving financial/strategic objectives

Monterrey E Região, México

Metalsa has quickly expanded in the last few years to grow its footprint to 16 countries across all continents. In this process, the central Human Resources department has been working on updating its core HR processes.• I Interviewed HR managers across 16 countries to create a common model for the standardization of global HR policies, taking into consideration the legal and cultural restraints in each country• I subsequently applied this model to the Talent Incorporation Policy, and implemented the standardized policy across all 16 countries

Elizabethtown, Ky

Metalsa is a strategic business unit of Grupo Proeza. Metalsa is a strong global player in the automotive industry, currently producing and marketing light and commercial automotive structural and safety components found in many of the world's leading vehicles.Metalsa´s Elizabethtown Plant has recently become the sole producer of frames for the Ford F-150 pickup truck in North America, the best-selling pickup truck in the world since its inception over three decades ago.• Under the guidelines of Lean Manufacturing, I developed a pilot for Total Preventive Maintenance to be implemented in a progressive press• I consequently moved on to create a model to implement the new TPM system across all presses in the line• As a result, the new implemented strategy saved the company high maintenance and operational costs due to fewer unplanned downtime and breakdowns

Monterrey E Região, México

Citrofrut is a multi-million dollar fruit and honey processing company based in Monterrey, Mexico. Citrofrut has enjoyed a leading role in the Mexican fruit and honey processing and exporting business for over 50 years, while achieving complete integration in its supply-chain. The company is currently the largest organic orange juice processor and exporter in the world.• As part of my project, I identified potential customers for the organic orange juice business in the USA, Europe and other markets across the world• Monitored and followed up with sampling procedures of products to be evaluated by current/new customers• Developed a product differentiation strategy and implemented it via a bilingual English/Spanish digital marketing campaign• Redesigned all new promotional material for the organic segment, managed appearances in trade-shows, and generated leads• Created a comprehensive pricing strategy for the organic segment to help the company meet its 10-year growth vision

Ms, Commerce, Marketing And Management

Ba, Economics