Passionate about marketing, with a strategic and multidisciplinary vision of communication, enthusiastic about innovation, and connected to trends for the digital transformation of businesses, brands, and products. • Specialist in Marketing, with a career developed and consolidated in over twenty years in the market, working in large companies, with expertise in the segments of FMCG (Coca-Cola, Memphis), retail and fashion (Renner), and industry (Bettanin and Refrigeração Capital ).• Extensive experience in planning, developing, and implementing marketing strategies, including tactical and budgetary deployment, and all the execution and management of marketing, trade marketing, and communication plans and actions.• Significant results in market share, sales growth, brand management, and customer experience management. Participation in multiple projects in the commercial area involving channel coordination and customer service (Key Accounts).• Expertise in coordinating projects and teams in advertising, promotions, category management, campaign coordination, new product launches, CRM programs, branding, and development of digital strategies.Academic Education: • Master in New Media Management - ISCTE University Institute of Lisbon, Portugal - 2022 - 2024• Post Graduate in Management and Competitive Intelligence - PUCRS, Brazil • Graduation in Publicity and Propaganda - PUCRS, Brazil• Tech skills - MS Office | CorelDraw | SAP.
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Marketing ExecutiveCoca-Cola Femsa Jul 2021 - Aug 2022São Paulo, Brasil• Responsible for the Ades and Del Valle brands' development in territories where the Coca-Cola Femsa bottler is present in Brazil.• Management, monitoring, product portfolio review, and communication development for both brands.• Launching new products, developing campaigns, and coordinating promotions.• Management of the budget for the Ades and Del Valle brands categories (800 thousand dollars).• Highlight the sales growth (volume) of the two categories (Juices and Dairy Drinks) above 20% over projected.• Launch of a new SKU in Ades, change of VIS (packaging look), and brand positioning. -
Marketing CoordinatorCoca-Cola Femsa Mar 2017 - Jul 2021Porto Alegre E Região, Brasil• Coordination and implementation of channel and trade marketing actions for self-service customers in Rio Grande do Sul and Santa Catarina to increase sales volume, market share, and business profitability.• Management of the annual trade marketing budget and responsible for measuring results and indicators.• Programming and monitoring the operationalization of trade activities with internal customers and suppliers.• Planned various merchandising materials purchased and their applicability at the point of sale, analyzing their use in the market.• Planning quarterly Combos actions for the Moderno channel (self-service) for the Coca-Cola Femsa territory in Brazil.• Frequent visits to the market to view opportunities for actions and monitoring of competitor actions..
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Senior Trade Marketing AnalystVonpar Jul 2015 - Feb 2017Porto Alegre E Região, Brasil• Responsible for implementing trade marketing actions for self-service customers in all units of the Vonpar Bebidas group, with the aim of increasing sales volume, marketing share and business profitability. -
Marketing CoordinatorRefrigeração Capital Nov 2014 - Mar 2015• Elaboration of the planning, execution, and measurement of the results of the company's marketing plans.• Planning and budgetary control of the marketing department.• Creation of materials such as catalogs, direct mail, and other advertising materials.• Development of the company's and EOLO's brand, developing advertising materials and packaging.• Social media development management and web contacts.• Development and monitoring of internal marketing campaigns. -
Marketing And Trade Marketing CoordinatorBettanin Oct 2011 - Aug 2013Esteio• Coordination of the Bettanin Group's export trade marketing team.• Conduct periodic on-site surveys of points of sale to map markets.• Responsible for designing, implementing, and managing promotional actions and point-of-sale materials for the external market, planning and organizing the execution of projects.• Elaboration of the annual planning of investments in trade and management and control of the area's budget (500 thousand dollars).• Organization of events (workshops) with partner distributors of the Bettanin Group, as responsible for hiring the entire structure and suppliers of the events and preparing the presentation content.• Gave lectures and training to customers and distributors in countries such as Argentina, Chile, Uruguay, Bolivia, Peru, and Paraguay.• Emphasis on the development and launch of customized products for the Chilean, Argentinean, and US markets. -
Advertising And Promotions CoordinatorLojas Renner Nov 2009 - Jul 2011Porto Alegre E Região, Brasil• Coordination of the Advertising and Promotions area, responsible for a team of six people (analysts and assistants).• Operationalization of the company's communication grid with all publicity and promotion actions for the final consumer (magazines, catalogs, shop windows, stocks with cooperative funds, campaigns, and others).• Management of the area's budget (27 million dollars) within the Corporate Marketing department.• Responsible for monitoring the maintenance of the company's brands and for new brand creation.• Coordination of the work of cooperative actions with partners and suppliers, such as customized campaigns, sale of space in Revista Renner and perfumery catalogs, as well as settings at the POS.• Coordination of Renner Magazine's internal development team in partnership with editor Jussara Romão.• Quotation and monitoring of research focus groups with Renner customers. -
Advertising And Promotions AnalystLojas Renner Dec 2006 - Oct 2009Porto Alegre E Região, Brasil• Elaboration, follow-up, implementation, and budget of CRM (Customer Relationship Management) promotional actions and the products of the Financial Products Division, as well as their implementation in stores.• Organization and monitoring of commercial promotion release processes that require a certificate of authorization from Caixa Econômica Federal and SEAE (Secretariat for Economic Monitoring).• Elaboration, monitoring, and implementation of promotional actions in the company's perfumery area, as well as the demand for POS materials, catalogs, and CRM actions, in the perfumery area, planning and organizing their execution.• Development in partnership with the company's perfumery area, packaging, and creative line of Alchemic's brand.• Development of cooperative actions with partners and suppliers, working with the trade marketing of these companies, being responsible for the sale of spaces and pieces development for these actions.• Highlight the achievement of the goal of 5 million reais in cooperative funds.• Responsible for organizing the Renner New Year's Eve promotion (2008) - raffle of 1500 tickets with a companion to attend the Madonna Show of the “Sticky & Sweet” tour in Brazil. End-to-end coordination of the promotion - over 3,000 people were taken to the show.
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Senior Trade Marketing AnalystMemphis Oct 2001 - May 2006• Responsible for contacting advertising and press agencies.• Elaboration and implementation of promotional actions and point-of-sale materials throughout Brazil.• Analysis of knowledge needs for training/education of the sales teams of clients and promoters, preparing, along with the marketing area, their content and form, including teaching some of them.• Participation in the creation, implementation, and maintenance of the Relationship Programs Semper Puig Memphis and Memphis Com Você.• Elaboration of the annual trade investment plan, based on information from each regional manager responsible for controlling the area's budget (2 million dollars).• Participation in the diagnosis/ survey of opportunities for each of the company's ten brands and their position in the market, as well as new product launch strategies.• Launch of the Antônio Bandeiras perfume line in Brazil, responsible for training the multi-brand perfumeries sales team and implementing the relationship program.• Highlight for the X ABEMD Award (Brazilian Association of Direct Marketing), in which Puig Memphis won Gold in the B2B Category with the Semper Puig Memphis project.• Management of the organization team of two sales conventions of the company (Porto Alegre – 2003 and São Paulo- 2005).
Daniela Ramos Education Details
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Gestão E Inteligência Competitiva -
Comunicação Social - Publicidade E Propaganda
Frequently Asked Questions about Daniela Ramos
What is Daniela Ramos's role at the current company?
Daniela Ramos's current role is Master's Student in New Media Management | Marketing Specialist | Trade Marketing | Communication | FMCG | Market Intelligence.
What schools did Daniela Ramos attend?
Daniela Ramos attended Iscte-Iul, Pontifícia Universidade Católica Do Rio Grande Do Sul / Pucrs, Pontifícia Universidade Católica Do Rio Grande Do Sul.
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Daniela Ramos
Kpmg Campus Ambassador | Student At Iseg - Lisbon School Of Economics & ManagementLisbon -
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