As Sr. Trade Marketing Manager, I am responsible for driving significant business growth and currently managing categories that account for +60% of the total revenue. My expertise lies in reversing negative trends, as demonstrated by transforming the Face Care segment into a thriving area with a positive market share growth YoY. Additionally, I support robust business acceleration, achieving double-digit net sales growth in high-turnover categories.Key Accomplishments::• Strategic Category Development: Crafting data-driven strategies focused on consumer-centric approaches to enhance category performance across various retail environments in the Brazilian market.• Competitive Market Analysis: Identifying strategic gaps and opportunities through comprehensive market analysis to maintain a competitive edge.• Joint Business Plans (JBP): Developing and executing JBPs to align company and client goals, ensuring leadership in the Personal & Skin Care sectors.• Product Launch Strategies: Designing impactful product launch plans to introduce key innovations successfully.• Promotional Strategies: Creating tailored promotional strategies to accelerate sales across diverse channels and retail environments.• Resource Optimization: Balancing market share growth and profitability through strategic investment and resource allocation.• Sales & Operations Planning (S&OP): Leading forums to synchronize production with market demands, ensuring optimal supply chain efficiency.• Point of Sale (POS) Communication: Defining effective POS communication strategies to build brand presence both online and offline.• Business Planning & Reporting: Formulating annual business plans and conducting business reviews for global and regional stakeholders.

Leader of marketing and portfolio management for premium brands like Camel and Natural American Spirit, I drive both long-term and short-term strategies that contribute to 25% of the company's total volume and +50% of its profit pool. Key Accomplishments:• Product Innovation & Strategy: Lead the innovation process & develop a comprehensive product strategy roadmap, ensuring alignment with the company's vision and goals.• Pricing Strategy: Define nationwide pricing strategies for premium brands to maximize market penetration and profitability.• 360 Campaign Development: Oversee the concept and creative development of compelling and effective marketing campaigns, ensuring a cohesive brand presence across all channels.• Data-Driven Growth: Analyze diverse data sources to extract insights and establish clear growth strategies and objectives for brands in Brazil.• Promotional Strategy Development: Design and implement impactful upselling campaigns to enhance brand performance while preserving brand integrity.• Cross-Functional Collaboration: Work collaboratively with local, regional, and global teams to shape sustainability strategies and influence leadership.• Shopper & Consumer Strategies: Develop comprehensive strategies focused on shopper engagement, consumer insights, and optimized distribution channels.

Led the transformation and development of the Trade Marketing function, establishing it as a pivotal business unit within the organization through a results-driven strategy.Key Accomplishments:• Trade Marketing Strategy Development: Pioneered a nationwide strategy to achieve strategic company objectives, optimizing resource allocation and accelerating sell-out in key accounts and channels.• Trade Investment Strategies: Defined investment tactics to ensure optimal resource distribution, enhancing engagement with key customers and channels.• Consumer Activation: Executed both seasonal and non-seasonal activation strategies to boost product awareness, improve trial rates, and uphold brand credibility.• Trade Segmentation Strategy: Developed a data-driven approach to effectively cluster customers and channels, enhancing targeted engagement.• B2B and Shopper Engagement Platform: Created a platform to drive incremental sell-out within key tobacco category clients, boosting business growth.• Cycle Planning Management: Oversaw cycle planning for efficient resource allocation in new product launches and successful brand activation at the point of sale (POS).• Leadership: Managed a diverse team of 23, including managers, supervisors, trade marketing specialists, and analysts, fostering a collaborative and high-performance culture.

As Regional Sales & Trade Marketing Manager, I have significantly enhanced distribution effectiveness and accelerated sales capabilities across the Americas. My expertise spans Sales Strategy, Trade Marketing, and consumer engagement, particularly in emerging markets.Key Accomplishments:• Sales and Trade Marketing Strategies: Developed and executed targeted strategies across North, Latin, and Central America, including the Caribbean, focusing on market penetration and growth.• Key Account Management: Played a pivotal role in managing and developing key accounts, distributors, and direct sales in markets like Colombia, Nicaragua, and Guatemala.• Brand Visibility: Defined and implemented effective Point of Sale (POS) communication strategies to boost brand presence while complying with local regulations.• Cross-functional Collaboration: Worked closely with global and local stakeholders to tailor Sales and Trade Marketing initiatives, ensuring alignment with business objectives.• Consumer Engagement: Built a robust platform for consumer engagement, enhancing brand awareness and trials at POS and events in Brazil, Mexico, Bolivia, Colombia, and the Dominican Republic.• Cultural Leadership: Led a transformative cultural shift towards a focus on Return on Investment (ROI) and Return on Objective (ROO) across the region.