Maria Fernanda Pereira Barretto Email & Phone Number

São Paulo, São Paulo, Brasil

São Paulo E Região, Brasil

⦁ Developed a new business analysis methodology with ROI per campaign and sales forecast by product increasing the accuracy of S&Op by +22% and total sales by +5%.⦁ Designed a new delivery strategy inside platforms, with maximized menu and delivery coverage area increasing the delivery weight in total sales by +20%.⦁ Created a new promotions structure per store, with manuals and revised flows reducing deployment time by 60%.

São Paulo E Região, Brasil

⦁ Implemented a value campaign that changed sales trend of -17% in May/18 to +2% on Aug/18 up to Jan/19.⦁ Re structured the marketing area in order to increase value creation, with a customer focused structure, which improved the franchisees satisfaction index by +20%.⦁ Traduced and implemented a whole new brand guide, with new menus, paperwork and uniforms.

São Paulo Area, Brazil

⦁ Implemented BI and Planning project in Oracle platform, reducing data extraction time by 50% and therefore increasing analysis time.⦁ Participated in the marketing planning process including results analysis by campaign and by total bottom line per store improving projections accuracy by +12%.⦁ Managed a Marketing Budget of USD 15 million for the Brands KFC and Pizza Hut, focusing on ROI for right investment decisions.

São Paulo Area, Brazil

• Marketing Budget control of over USD 100 million reallocating funds for most relevant, assertive and effective campaigns.• Strategic planning coordination and Promotional Calendar definition by business segment, improving business performance in +2%.• Development of price segmentation by region and restaurant profile, incrementing sales on USD 500 K.• Leader of the S&OP process, improving forecast accuracy on 5%.• Implementation of a new value platform for C class, representing 15% of the result.• Adaptation of the Monopoly promotion, an Europe and United States big hit, bringing 4 million extra customers and generating an increase of 7% in the volume of customers during the month.

São Paulo Area, Brazil

• Introduction of new products in the Brazilian market such as BigTasty, salads and McFlurry based on need sates found on consumers surveys, growing sales by 8% and creating competitors entry barrier.• Responsible for changing menu prices and set future price tables, improving margins in 2%.• Introduction of a customer satisfaction survey for restaurant level, increasing 2pts of customer’s satisfaction.• Organization of the Marketing Committee approving 30 campaigns with 6 franchisees on quarterly meetings.

São Paulo Area, Brazil

• Optimization of the budget investments based on marketing MIX modeling• Development of market reports accelerating actions plans against competitors.• Application of qualitative and quantitative studies throughout the country such as consumer profile, price elasticity, habits and attitudes, new product test, customers' satisfaction, mystery shopper, market share, pre and post media test and customers panels with an annual budget of USD 1 million.• International projects coordination of consumer profile and Brand Audit.

São Paulo Area, Brazil

• Development and implementation of unique campaigns for large supermarket chains and wholesalers covering all national territory. • Implementation of a training program for 2000 promotors on large supermarket chains.• USD 4 million Marketing Budget control.• Sales forecasting for supermarkets and wholesalers channel.

São Paulo Area, Brazil

• Development and implementation of an all-new project that has allowed the company to enter a whole new business, the sale of gas operated home equipment such as water heaters, ovens and dryers, selecting personnel and outsourced suppliers of services and equipment, negotiating contracts, and dealing with financing companies and advertising agencies• Responsible of the active and passive telemarketing for the project with the definition of speeches, sales forecast and link with the company in the case of customer complaints.• Annual marketing calendar development and case studies analysis.

São Paulo Area, Brazil

• Creation and implementation of a sales forecasting model for soft drinks, beer and mineral water.• Development of price elasticity increasing sales volume.• Elaboration of sales and units per segment reports as well as sales forecasts for the subsequent months. • Qualitative and quantitative studies for several product lines.• Launch of Crystal Mineral Water based on consumer and packaging studies and price point definition.• Participation on Walmart ECR Efficient Consumer Response project (category management).

São Paulo Area, Brazil

• Coordination of quantitative and qualitative research activities, managing a budget of US$ 1.5 million.• Development of a number of sales force incentive plans, improving overall productivity and morale.• Elaboration of CEO’s presentations to shareholders and stock exchange market analysts.• Member of the Brazilian Association of Advertisers’ Marketing Research Committee (appointed).

São Paulo Area, Brazil

• Elaboration of analytical reports on competitors’ image and market shares.• Analysis of brand awareness, monitoring market trends and forecasting results.

São Paulo Area, Brazil

• Conduction of studies on contribution margins, pricing, promotional campaigns, and other price related variables.• Participation in a rotational training program throughout all the different areas of the company.

Executive Education, Brand Mastery

Sponsor: McDonald´s Corporation

Master Of Business Administration (M.B.A.), Mba

Master'S Degree, Marketing/Marketing Management, General

Extension, Marketing De Produtos

Bachelor'S Degree, Business Administration And Management, General

Activities and Societies: • Prêmio de Desempenho Universitário (PDU - dado aos melhores estudantes de administração, engenharia e economia.