- Marketing leadership working on various strategic pillars such as planning, portfolio management, corporate branding and B2B digital marketing;- Coordination of the pre-sales process with the technical and commercial team, directing the approach, technical / financial proposal and ensuring the customer experience process from prospecting to closing the final proposal.

- Leadership, development and deployment of the growth pillar through the Inbound and Account-Based Marketing (ABM) strategy;- Implementation of the brand's new brand book and renewal of media channels (website, Instagram, LinkedIn), creation of the corporate podcast channel (GCast) and continuous activation; - Acting as project leader for a large media enterprise company and active participation in several others.

- Orchestrating media planning (offline) considering the touchpoints within the consumer journey based on methodologies and consumer research, in order to maximize the impact of brands;- Development of a new media intelligence ("Smart Media"), taking new launches from ~37% to ~70% awareness by reviewing the base of action and duplicating the touchpoints through an integrated activation model (360º);- Leadership in planning the cycle grid of activities throughout the S&OP cycle, ensuring effective insights into brand campaigns and trade activities and alignment with the global framework;- Implementation of a new optimized marketing planning cycle (S&OP) with a 20% reduction in monthly meetings and greater productivity in discussions and decision-making.- Maximize consumer impact by orchestrating the touchpoints of communication inside their journey. Additionally, enable the reach of awareness and trial (and consequent consumer funnel evolution) even in a highly regulated scenario, through a more integrated activation model.

- Anticipated competitor movements by generating effective foresights through market research, desk research, back data analysis and global alignment, creating value for the business and influencing strategic direction and decisions (e.g. anticipated the launch of a packaging upgrade of the main competitor brand), directly influencing sales strategy, accelerating internal launches and the proactive development of reaction / combat actions);- Drawing up ad hoc studies for the board of directors, to monitor brand performance and movement, such as migrations and launches.

- Support (acting as a business partner) for Regional Sales Departments with a highly competitive profile, developing analyses with actionable insights to support the delivery of key indicators, provide better decisions for the business, leverage competitiveness and anticipate opportunities (such as setting the best date for price increases, the best type of promotion for the market, etc.);- Support for Business Development area in plans to combat the illegal market, guaranteeing the delivery of tangible insights to influence decision-making and being the link with the brands' strategy;- Support for the monthly volume planning cycle (S&OP), guaranteeing the best view of the Regional Sales Departments' performance for the Board of Directors and influencing action plans to ensure continuity / reversal.

- Leadership in the evaluation of trends (through continuous and ad-hoc research) of consumers, brands and retailers to provide relevant insights and ensure that the strategies of the Dunhill and Hollywood brands were appropriate to the market reality and consumer needs;- Responsible for national quantitative research (representative sample of 85% of the Brazilian population) to measure the total market and market analysis for corporate strategic planning;- Market monitoring, understanding consumer behavior, generating tactical and strategic recommendations for evaluating brand activities.

- Development and implementation of new launches, packaging upgrades and tactical activities for the Derby brand (approx. 30% market share), such as consumer promotion, limited edition packaging, retail as ambassador (sales team training) and events through engagement with cross-functional teams, from factory operations to the sales team;- Leadership, development and implementation of tactical plans to contribute to reversing the results of the drop in performance (growth in contraband), including the launch of a new low-cost brand (Minister / Rothmans), subsequently maintained in the portfolio and currently the sales leader;- Participation in the development of the Brand Plan, with a budget exercise, market and operational inputs (timing / production capacity / industrial constraints / implementation);- Management of the brand's budget (approx. R$17MM) via quarterly reports, analysis and control of trade offs.

- Organized, conducted and prepared the topics for discussion meetings to improve the cycle of more than 250 marketing activities that took place every year;- Assisted the preparation and conduction of the main discussion forums at all levels of the company, influencing the portfolio decision making and was involved in the project risk dashboard construction;- Constant interaction with sales units managers and brand managers for portfolio negotiation and in order to provide insights for optimal decision making for consumers.

- Assisted the launch of new products and lines; led market competition and performance analysis through internal reports (sales, out of stock control, etc.) and external (Nielsen - market share, distribution, etc.);- Developed and implemented actions at the point of sales, involved in price studies based on research and market analysis