Denise Barbone Email & Phone Number

São Paulo, Brasil

Communication strategy and product positioning; Allocation of budget control and communication tools; Brand positioning; Operation and management of layouts of shops and Training and management tens .

São Paulo, Brasil

Responsible for trade projects for key accounts, direct and indirect channels in the food and home center.

São Paulo

Developed visual merchandising for MerCadocar, bringing in an new environment in store brand . Developed and created a new way to expose the toys in the Ri Happy Brinquedos.

São Paulo E Região, Brasil

São Paulo Area, Brazil

. Created the School of Retailing in partnership with the ESPM and SENAC enabling more than 180 managers

Brasil

Consumers have expectations about the potential performance of the products they buy. When the performance of the product meets their expectations, consumers are satisfied with the product and the purchase experience: In the opposite instance, they are dissatisfied and tend to complain about the product (Oliver, 1980; Oliver and DeSarbo, 1988; Spreng et al., 1996). Satisfaction or the lack thereof evokes emotions, which are believed to influence and predict consumer response (White and Yu… Show more Consumers have expectations about the potential performance of the products they buy. When the performance of the product meets their expectations, consumers are satisfied with the product and the purchase experience: In the opposite instance, they are dissatisfied and tend to complain about the product (Oliver, 1980; Oliver and DeSarbo, 1988; Spreng et al., 1996). Satisfaction or the lack thereof evokes emotions, which are believed to influence and predict consumer response (White and Yu, 2005). It is also understood emotions determine consumer loyalty behavior, as reflected by word of mouth and intention to repurchase (Jacoby and Chestnut, 1978). It is thus an important issue for marketers as emotions affect consumer decision making (Shiv and Fedorikhin, 1999). Show less

Magazine Luiza

Responsible for the entire merchandising and visual stores, layout, below the line campaigns, category and planner products.Remodeled the arquitecture of 250 point of salleImplemented a new concept of visual e layout stores, project colors.Created a Business Plan for the area to grow.Development and management teams Brasil.

São Paulo Area, Brazil

Layout StoresMerchandising MaterialsTemporary and permanent displays of IndustryStores exhibitionBelow the Line

São Paulo

Marketing ManagerWas responsible for the supermarket chain’s marketing and promotions area in Brazil, managing a quarterly budget of US$ 9 million. Coordinated the signage team at Supercenters, managing monthly tabloids and promotional calendar of stores. Managed the activities of ad agency Energia Young & Rubicam and developed Wal-Mart’s first institutional campaign in Brazil.

São Paulo Area, Brazil

Strategic Consulting, including business plan, sales strategy development, merchandising and workshop.

São Paulo Area, Brazil

Reporting to the CEO, was responsible for approving new products for the chain, analyzing margins, category positioning, consumption profile and store planograms, with a team of 39 professionals managed remotely.∙ Was responsible for approving the introduction of exclusive products within the chain, such as decoration, kitchen, laundry and seasonal items.∙ Increased the area’s margin in the chain by 6% in the home appliances section.∙ Developed partnerships with domestic and… Show more Reporting to the CEO, was responsible for approving new products for the chain, analyzing margins, category positioning, consumption profile and store planograms, with a team of 39 professionals managed remotely.∙ Was responsible for approving the introduction of exclusive products within the chain, such as decoration, kitchen, laundry and seasonal items.∙ Increased the area’s margin in the chain by 6% in the home appliances section.∙ Developed partnerships with domestic and international suppliers, particularly Sayerlack (Paints and varnishes), Casabella (home appliances, with plants in Italy and China), Saint-Gobain (fibers, cement, emery, screens and frames) and Du Pont.∙ Created and developed the new façade for Telhanorte and Center Líder, as well as the new store layout, purchasing route of consumers and visual merchandising.∙ Optimized the chain’s inventories by utilizing exhibition techniques and semi-permanent equipment in stores.∙ Modernized and made the construction material stores more feminine, increasing the flow by 12%. ∙ Implemented the robotics study in order to understand the consumption of impulse product purchases and assisted sales.∙ Modernized the look of TELHANORTE by altering its logo and store façade.∙ Created the Retail School in partnership with ESPM and SENAC, training more than 180 managers.∙ Implemented the services lane in stores, generating additional revenues of R$ 3 million in one year.∙ Developed the chain’s merchandising area and created a promotions agency to service campaigns, increasing store sales through a promotional calendar.∙ Developed and monitored the business plan focused on new business. Show less

Commercial DirectorReporting to the Managing Director, was responsible for implementing the subsidiary in Brazil, capturing new clients, developing projects, managing key accounts, the strategic plan, personnel hiring, and supervised the corporate and financial legalization of the company.∙ In two years, CIMP Brazil became independent, paying back the partners 100% of the amount invested, with annual revenues totaling R$ 6 million.∙ Conquered major accounts like AmBev, Danone, Sonae… Show more Commercial DirectorReporting to the Managing Director, was responsible for implementing the subsidiary in Brazil, capturing new clients, developing projects, managing key accounts, the strategic plan, personnel hiring, and supervised the corporate and financial legalization of the company.∙ In two years, CIMP Brazil became independent, paying back the partners 100% of the amount invested, with annual revenues totaling R$ 6 million.∙ Conquered major accounts like AmBev, Danone, Sonae Distribuição, Unilever, PepsiCo, Sadia, Faber Castell and Nestlé, among others.∙ Developed the Área Viva SONAE - Portugal, creating an in store environment of private label and sustainable products.∙ Developed promotional gifts for Danone, such as placemats for Corpus yogurt, cups for Bohemia beer (AmBev), candy recipients for ARCOR, among others.∙ Developed and created a new way of displaying toys at SONAE hypermarkets and increased Easter sales by 15% at BIG hypermarkets.∙ Was responsible for trade projects of key accounts, direct and indirect channels in the food and home center areas.∙ Was responsible for ranking the company among the top forty agencies in Brazil in four years. Show less

São Paulo

∙ Implemented marketing at the Shopping Mall, being responsible for visual communication, signage, logistics during the entire pre-operating phase and developed the mall’s mix of stores according to consumer profile, having also conducted market research.∙ Created Project Caminhada, avoiding stores on the first floor from going out of business.∙ Increased leases of stores, booths and kiosks by 20% in just two years.∙ Managed the Marketing team and press relations, controlling a… Show more ∙ Implemented marketing at the Shopping Mall, being responsible for visual communication, signage, logistics during the entire pre-operating phase and developed the mall’s mix of stores according to consumer profile, having also conducted market research.∙ Created Project Caminhada, avoiding stores on the first floor from going out of business.∙ Increased leases of stores, booths and kiosks by 20% in just two years.∙ Managed the Marketing team and press relations, controlling a crisis of rumors.∙ Created the mall’s annual retail calendar, being responsible for an annual budget of US$ 3.6 million. Controlled the Promotional Fund and managed the activities of ad agency Energia Young & Rubicam.∙ Matured the mall in just two years, surpassing all its competitors. Show less

São Paulo

Reporting to the Shopping Mall Superintendent, was responsible for the Shopping’s mix, coordinating a team of 7 advertising and promotion professionals and an annual budget of US$ 2 million.Supervised the work carried out by ad agency W/Brasil and planned and executed various promotions.∙ Presented cultural actions to an audience that lacked such an opportunity, through international events to attract the press to the new development in the region, projecting the Shopping Mall as a… Show more Reporting to the Shopping Mall Superintendent, was responsible for the Shopping’s mix, coordinating a team of 7 advertising and promotion professionals and an annual budget of US$ 2 million.Supervised the work carried out by ad agency W/Brasil and planned and executed various promotions.∙ Presented cultural actions to an audience that lacked such an opportunity, through international events to attract the press to the new development in the region, projecting the Shopping Mall as a Cultural Center and, consequently, obtaining the respect of opinion leaders.∙ Increased the flow by more than 250% in two years, bring people from other states to watch the cultural activities.∙ Built customer loyalty through the creation of a semi-professionalizing course center for mothers in the region. Show less

São Paulo

∙ Implemented marketing at the Shopping Mall, being responsible for visual communication, signage and developed the mall’s mix of stores according to consumer profile, having also conducted market research.

Public Relations , press realease and follow up.

Research, midia plan and events.

Master'S Degree, Administração E Negócios

Activities and Societies: Monitoria 03 Artigos premiados em congressos 01 Artigo Técnico premiado no SemeAD da USP XIX 2016 02 Artigos.

Master Of Business Administration (M.B.A.), Gestão De Marketing, 9.0

Activities and Societies: Monografia 'Shopping Center a revolução no Varejo" 1998 Dissertation about shoppings Centers

Extension, Mgmt.Of Promotion, 7.5

Activities and Societies: Intensive English Program CRM course Data Base course

Graduate Course, Public Relations, 8.5

Activities and Societies: Press Release Dissertation about Museu de Arte Contemporanea MAC

Undergraduate, School

Activities and Societies: Theatre