Deborah Sciamarella Email & Phone Number

State Of São Paulo, Brazil

São Paulo Area, Brazil

Member of the country board, reporting directly to the general manager and leading the Marketing & Trade Marketing teams. Responsible for the entire Castrol Lubricants in Brazil across B2B and B2C businesses including consumer, industrial and professional brands’ portfolio management; value chain/pricing and channel strategies; product innovation roadmap.

São Paulo Area, Brazil

• Led strategic non-product related global marketing programs to drive business consistency, efficiency & effectiveness.
• Managed the global agency roster of marketing preferred vendors, developing ways of working, guidelines and processes for agency engagement and management, including measurement and tracking agencies performance to.
• Led the global anti-counterfeiting strategy and agenda, engaging and influencing multiple key stakeholders across countries and functions to prevent counterfeiting activities of Castrol products, while managing and.
• Developed and managed marketing brand protection projects worldwide including specific product development, packaging devices, online tools & web solutions. Close interaction with a wide set of global and country.
• Managed the global Lubricants trademark portfolio and decision framework to protect Castrol products, ensuring that the lubricant brands are represented accurately and properly protected.

São Paulo Area, Brazil

• Developed the regional strategy for Americas (USA, Canada & LATAM) in line with the global framework, leading the regional innovation pipeline for products, offers & communication campaigns to increase brand equity and.
• Developed the regional processes and ways of working to support the Americas and its connection with the global team.
• Influenced countries marketing plans, monitored projects implementation and business performance across the markets and shared best practices globally. Launched in the USA a global leading technology for Castrol Edge.
• Managed the regional product portfolio with more than 250 skus to keep it relevant and profitable by having intimate understanding of environment, market trends and consumer insights. Key achievements: regional.
• Defined brand architecture, developed "ready to use" toolkits, designed strategic pricing corridors and the marketing mix to drive volume & financial growth. Key achievements: +5% yearly gross margin growth from 2012.
• Managed multiple & simultaneous projects across Americas with successful and on time implementation, including new product benefits & claims, new packaging offers and value engineering initiatives to optimize costs.

São Paulo Area, Brazil

• Managed the lubricants portfolio in Brazil with full responsibility on P&L, business development and communication strategy. Conducted several trade and consumer researches, developed and implemented local product and.
• Developed and launched the first lubricant for flex engines worldwide, with complete above the line media campaign and promotional support for sales, clients and consumers.
• Designed the 360º activities for the FIFA World Cup activation in Brazil (Castrol was an official sponsor), including the creation of a new media & digital campaign, special packaging design, national consumer.
• Delivered a performance turnaround for Castrol Magnatec (company´s flagship brand) in 2011, reaching 20% growth in volume and 25% in gross margin in one year, supported by a new brand architecture, new media campaign.
• Restructured the entire portfolio for Cars and implemented a new price positioning for both trade and consumer - endorsed by elasticity research by IBOPE institute. Key achievements: improved business profitability by.
• Re-launched the entire Motorcycle portfolio in 2008, delivering 18% growth in volume and 34% in gross margin after 12 months.

São Paulo Area, Brazil

• Responsible for maximizing the performance of the personal care categories in all distribution channels such as drugstores, supermarkets, retail, cash & carry, distributors etc.
• Developed the annual business categories plans including trade packs for clients, on packs for consumer, in-store merchandising activities, tailored in-store promotions and sales incentives for sales team and key.
• Elaborated the strategic plans and tactical activities by sales channels (distributors, key accounts, retailers and drugstores) with measurable KPIs such as sell in, sell out, price, margins, market share, distribution.
• Managed the commercial policies, price strategies and price routes per distribution channel and region. Elaborated monthly forecasts by product based on sales demands and defining strategic product mix by channel and.
• Conducted a complete commercial launch plan for Huggies Turma da Mônica toiletries, surpassing sales goals by 45% in the first 9 months after launch.
• Delivered strong growth for Turma da Mônica & Huggies premium diapers, reaching a record volume share of 35% in 8 months through price repositioning, adaptation of investments by channel and activities focused at the.

São Paulo Area, Brazil

• 2003 to 2005 – Intimus gel (equivalent to Kotex brand outside Brazil) 2002 to 2003 – Huggies, Little Swimmers and Pull-Ups
• Designed and implemented a full re-launch of the entire Intimus Gel product line including brand repositioning, development of a new product technology with performance improvement, new packaging design and new.
• Launched “Um Dia Intimus“ national contest for consumers, fully supported with a communication campaign with TV ad and 360º activities for the sales team, clients and consumers, increasing volume share by 1,7 points in.
• Developed a national educational program for Intimus Gel brand in schools all over the country, delivering significant increase of share of mind among teenagers and engaging more than 70.000 students in approximately.
• Explored and developed new market niches for business growth, all with first-mover advantage for Intimus brand: launched the first feminine pad for teenagers, first feminine pad for sensitive skins and first feminine.
• Created an internal program called “Rumo ao Cliente” with national implementation by all employees for Intimus Gel point of sales domination, benchmarked to other key brands of the company later on.

São Paulo Area, Brazil

• Management of Oral-B, PRO and Braun manual and electric toothbrushes (90% of business division’s net sales):
• Launched Oral-B Stages in Brazil, the first toothbrush with specific products designed for each development stage of the child.
• Optimized toothbrushes products mix by channel, reducing the portfolio by 20% while delivering 14% profit increase in one year.
• Managed relationship programs for dentists and organized several professional fairs and events such as dental care congresses.
• Developed the Braun electric toothbrushes business in Brazil in direct channels and especially in global accounts.
• Actively participated in several cross functional teams and developed close relationships with Supply Chain and Finance areas.

Boston, USA

• Responsible for the coordination and development of Duracell, Parker, Waterman and PaperMate brands in Latin America, searching for opportunities of regional business growth:
• Coordinated brand diagnosis studies and specific projects for Latin American markets, managed the product mix per country and exchanged best practices across the region.
• Developed and launched the first non-toxic Liquid Paper correction fluid for kids in Latin America.
• Increased the alkaline batteries market penetration in Brazil by adapting packaging, point of sales materials and advertising campaigns for the Brazilian market profile.

São Paulo Area, Brazil

Marketing Trainee – responsible for the Oral-B chemical portfolio – toothpaste & mouthwash products (Aug 1997 – Aug 1999)Marketing Intern – supported the Oral-B toothbrush line (Jan 1996 – Jul 1997)

São Paulo Area, Brazil

supported the development of Ad*Hoc researches for companies from different consumer segments.

Programa De Mentoria De Liderança Feminina Na Indústria De O&G

Em andamento - certificação programada para 2023

Mba, Business Administration And Management, General

Post Graduation, Marketing

Post Graduation in Marketing

Bachelor, Business Administration

High School