Fernanda De Abreu Prazeres Email & Phone Number

São Paulo, Brazil

Management of an international team, with employees in Brazil and China.International trips to research trends and competitors, sourcing of new suppliers, understanding the stores in each country as benchmarking in China (Canton Fair), United Kingdom (Autumn Fair), Spain (Intergift), France (Maison & Objet), United States (Licensing Expo).Research of style and behavioral trends to create key visuals for collections and invest in new categories using methods such as design thinking, user… Show more Management of an international team, with employees in Brazil and China.International trips to research trends and competitors, sourcing of new suppliers, understanding the stores in each country as benchmarking in China (Canton Fair), United Kingdom (Autumn Fair), Spain (Intergift), France (Maison & Objet), United States (Licensing Expo).Research of style and behavioral trends to create key visuals for collections and invest in new categories using methods such as design thinking, user journey, blue ocean, design of futures, neuromarketing and CK method.Analysis of sales data, margin, turnover, stock capacity, sell through and other KPIs.Research and study of behavioral insights to identify new growth opportunities for the business (eg offline games, ultra-soft plushies, fun socks).Management of the technical specification of products for quotation and viability assessment of launches in terms of cost (COGS/CoGs), contribution margin and demand projection. Management of should cost, cost breakdown and TOC analysis.Definition of the product portfolio by category and collection and planning of the pricing and innovation pyramid.Category inventory management, through pricing, replenishment, open to buy (OTB) and S&OP management.Innovation briefing for the style and creation area and approval of concepts prepared by the creative team.Management of the new product development process and prototyping.Development of the launch strategy for collections and categories together with the marketing team.Expertise and ability with WGSN, Power BI, Excel, Google Sheets, Power Point, Google Presentations, ERP and Miro. Show less

Florianópolis

General management of the startup, leading the product, planning, marketing, e-commerce, franchising, visual merchandising and communication teams.P&L management, strategic planning, offer strategy, growth, branding and culture.Business restructuring at the beginning of the pandemic to a 100% digital model and channel management.International experience structuring the business value chain, with the establishment of new suppliers in Brazil, China and India.Management of the… Show more General management of the startup, leading the product, planning, marketing, e-commerce, franchising, visual merchandising and communication teams.P&L management, strategic planning, offer strategy, growth, branding and culture.Business restructuring at the beginning of the pandemic to a 100% digital model and channel management.International experience structuring the business value chain, with the establishment of new suppliers in Brazil, China and India.Management of the market research project and elaboration of the business plan (strategic planning) of the new Uni.co Group brand, in the home accessories segment. Construction of the cash flow projection, valuation estimates, ROI and ROIC of the new business.Participation in the M&A project to acquire the MinD brand from the founders.Leadership in the design and execution of the store experience, including architecture, visual merchandising and staff training.Manager of the brand's flagship stores.Research and prospect of new products, suppliers and service providers at fairs in China (Canton Fair), India (IHGF), the United States (NRF) and France (Maison & Objet).Invited to participate in the long-term incentive program, becoming a shareholder of the company.Expertise and ability with Google Ads, Google Analytics, R language, Vtex. Show less

Direct monthly reports to the Board of Directors on project statuses.PMO of projects related to the supply chain, focusing on mitigating risk and dependency, increasing profitability and financial optimization of the supply chain.Redesigned the way we evaluate quotations from different locations, based on EVA (economic value added), which incorporates the cost of capital in time into the analysis, and giving more value to smaller replacement batches (lower inventory level), extended… Show more Direct monthly reports to the Board of Directors on project statuses.PMO of projects related to the supply chain, focusing on mitigating risk and dependency, increasing profitability and financial optimization of the supply chain.Redesigned the way we evaluate quotations from different locations, based on EVA (economic value added), which incorporates the cost of capital in time into the analysis, and giving more value to smaller replacement batches (lower inventory level), extended payment terms and nearby locations.Construction of an opportunity matrix of categories and countries for diversification of the Group's supply markets, taking into account the ranking of countries in the export of target NCMs, import taxes for different origins, logistical costs of each route and cost of capital in time.Visits to fairs and suppliers in several countries to prospect new markets, including the United States, Mexico, Thailand, India and Paraguay, leading to the opening of new suppliers in these countries with relevant EVA gains for the company.Planning, design and implementation of a factory in Paraguay operating under the Maquila regime, together with a local partner, leading to a gain of 15 p.p. in the contribution margin of the bags and backpacks categories.Expertise and ability with ERP, World Trade Data, WTO Database. Show less

Shenzhen, China

Multi-local and multinational team management with more than 15 employees.General manager of the Shenzhen office for 3 years, leading the sourcing, purchasing, product development and quality teamsParticipation in the project to establish a trading company in Hong Kong, with a representative office in Shenzhen (China) for sourcing, quality control, logistics and product development activities.Implementation of the continuous quality improvement program, establishing criticality… Show more Multi-local and multinational team management with more than 15 employees.General manager of the Shenzhen office for 3 years, leading the sourcing, purchasing, product development and quality teamsParticipation in the project to establish a trading company in Hong Kong, with a representative office in Shenzhen (China) for sourcing, quality control, logistics and product development activities.Implementation of the continuous quality improvement program, establishing criticality levels of customer complaints per category and systematic action on outliers.Leadership in the project to optimize logistical and financial costs focused on reducing replenishment lead time, reducing the reorder time of products from China by 25%.Responsible for the implementation of the ERP used by the teams in China and Brazil in the management of product development and purchasing processes.Management of the company's import schedule.Management of supply chain KPIs, such as average payment term, portfolio concentration, precision in meeting the schedule, average discount negotiated by the team and percentage of cancellations.Case: with the legal, technological and people structure implemented, we have become a reference in supply chain management in China among Brazilian companies. Show less

Bacharelado, International Relations And Affairs

Master'S Degree, International Relations And Affairs

Exchange Program: Master'S Degree, Public Policy

Exchange Program: Bachelor'S Degree, Political Science

Mba, Trends And Future Studies