Fernanda Ruas Mendes Teles Email and Phone Number

Canal Farma Indireto - Neo Química

I spearheaded the establishment and development of the Digital Trade Marketing division at Tutora Pet, focusing primarily on the B2B sector of Pet 2 Pet, currently the largest Pet distributor in Brazil. The core objective was scalability through digital tools.Key Achievements:- Created and managed the promotional calendar process fot B2B E-commerce and the sales force system.- Designed and executed incentive programs for the sales team, fostering the utilization of e-commerce as a… Show more I spearheaded the establishment and development of the Digital Trade Marketing division at Tutora Pet, focusing primarily on the B2B sector of Pet 2 Pet, currently the largest Pet distributor in Brazil. The core objective was scalability through digital tools.Key Achievements:- Created and managed the promotional calendar process fot B2B E-commerce and the sales force system.- Designed and executed incentive programs for the sales team, fostering the utilization of e-commerce as a sales channel.- Managed the company's Marketing CRM strategy across various channels, including Email Marketing, online tabloids via WhatsApp, and WebPush notifications, contributing to 12% of the company's B2B E-commerce sales.- Led the management and implementation of the "Venda Fácil" project, a new sales product through WhatsApp, connecting the sales team, customers, and self-service sales on the B2B E-commerce platform.- Oversaw B2B2C projects to make small and medium-sized Pet Shops more digital.- Established and managed the In-Store Execution Program: provided visibility of pet shop data to the Pet industries within the distributor through a mobile application, creating dashboards of key performance indicators (KPIs) for team monitoring. Show less

I spearheaded the establishment and development of the Digital Trade Marketing division at Tutora Pet, focusing primarily on the B2B sector of Pet 2 Pet, currently the largest Pet distributor in Brazil. The core objective was scalability through digital tools.Key Achievements:- Created and managed the promotional calendar process fot B2B E-commerce and the sales force system.- Designed and executed incentive programs for the sales team, fostering the utilization of e-commerce as a… Show more I spearheaded the establishment and development of the Digital Trade Marketing division at Tutora Pet, focusing primarily on the B2B sector of Pet 2 Pet, currently the largest Pet distributor in Brazil. The core objective was scalability through digital tools.Key Achievements:- Created and managed the promotional calendar process fot B2B E-commerce and the sales force system.- Designed and executed incentive programs for the sales team, fostering the utilization of e-commerce as a sales channel.- Managed the company's Marketing CRM strategy across various channels, including Email Marketing, online tabloids via WhatsApp, and WebPush notifications, contributing to 12% of the company's B2B E-commerce sales.- Led the management and implementation of the "Venda Fácil" project, a new sales product through WhatsApp, connecting the sales team, customers, and self-service sales on the B2B E-commerce platform.- Oversaw B2B2C projects to make small and medium-sized Pet Shops more digital.- Established and managed the In-Store Execution Program: provided visibility of pet shop data to the Pet industries within the distributor through a mobile application, creating dashboards of key performance indicators (KPIs) for team monitoring. Show less

With a deep understanding of the omni-channel shopper journey, I translated the challenges of offline Trade Marketing into the digital environment. Key Responsibilities:- Translated the offline Trade Marketing strategy for food categories (brands such as Hellmann's, Knorr, and Mãe Terra) into the digital landscape. This involved combining various activations, including promotional mechanics and visibility on E-commerce platforms, Performance Marketing, O2O (on-to-off), and… Show more With a deep understanding of the omni-channel shopper journey, I translated the challenges of offline Trade Marketing into the digital environment. Key Responsibilities:- Translated the offline Trade Marketing strategy for food categories (brands such as Hellmann's, Knorr, and Mãe Terra) into the digital landscape. This involved combining various activations, including promotional mechanics and visibility on E-commerce platforms, Performance Marketing, O2O (on-to-off), and engagement on delivery apps.- Contributed to multifunctional teams with a focus on test and learn methodologies, conducting experiments and analyses to address business questions specific to the categories. Show less

Trade Marketing Coordinator - Baby and Skin Care CategoryLed the development of the Skin Care category (Dove, Vasenol, and Simple) and the Baby Dove brand across retailers.Key Responsibilities:- Managed investments for clients and suppliers, overseeing price and visibility activations both online and offline in Retail.- Collaborated with the Demand Planning team to create volume drivers for Sell-in target, involving adjustments to pricing, distribution plans, trade… Show more Trade Marketing Coordinator - Baby and Skin Care CategoryLed the development of the Skin Care category (Dove, Vasenol, and Simple) and the Baby Dove brand across retailers.Key Responsibilities:- Managed investments for clients and suppliers, overseeing price and visibility activations both online and offline in Retail.- Collaborated with the Demand Planning team to create volume drivers for Sell-in target, involving adjustments to pricing, distribution plans, trade activation plans, and expansion of promotional coverage, among other factors.- Monitored key sales KPIs for the categories, including Sell-in, Sell-out, Market Share, Price, and Distribution. Developed improvement plans focusing on category business strategies. Show less

Contributed to the development of the TRESemmé and Clear brands across retailers:Key Responsibilities:- Managed investments for clients and suppliers to drive price and visibility activations in Retail, both online and offline.- Led the creation of volume drivers for Sell-in target, collaborating with the Demand Planning team. This involved adjustments to pricing, distribution plans, trade activation plans, and an increase in promotional coverage, among other factors.-… Show more Contributed to the development of the TRESemmé and Clear brands across retailers:Key Responsibilities:- Managed investments for clients and suppliers to drive price and visibility activations in Retail, both online and offline.- Led the creation of volume drivers for Sell-in target, collaborating with the Demand Planning team. This involved adjustments to pricing, distribution plans, trade activation plans, and an increase in promotional coverage, among other factors.- Oversaw Sales KPIs for the categories, including Sell-in, Sell-out, Market Share, Price, and Distribution. Developed improvement plans with a focus on category business strategies. Show less

Oversaw the Go Live of the Unilever Purchase Project (now Compre Agora), a B2B initiative catering to small retailers:Key Responsibilities:- Collaborated on project planning with the B2B e-commerce platform provider, assisting in distributor integration into the site. Involved in the creation of necessary features on the site and provided support in training the distributor sales team on the new platform.Analyzed KPIs for sales and distribution in the Indirect Retail channel… Show more Oversaw the Go Live of the Unilever Purchase Project (now Compre Agora), a B2B initiative catering to small retailers:Key Responsibilities:- Collaborated on project planning with the B2B e-commerce platform provider, assisting in distributor integration into the site. Involved in the creation of necessary features on the site and provided support in training the distributor sales team on the new platform.Analyzed KPIs for sales and distribution in the Indirect Retail channel (small retailers indirectly served by Unilever).- Monitored incentive programs for Distributors and their sales representative teams within the channel. Show less