Principais projetos:ArcelorMittal: Definição de rotas para a estratégia ESG da empresa.

Moved by an intense curiosity about "why are we so exhausted with our corporate jobs?" I took the initiative to do an immersion in self-learning about this topic. I have read numerous articles, books, and journals over the past two years covering topics such as mental health at work. I decided to share my learning using three platforms: 1) Videos on my Youtube channel:Some of my featured videos are:- "Do you have a bullshit job"?- "What is burnout, and why is it a work-related phenomenon"?- "What is McMindfulness"?- What is "The Great Resignation," and why are people leaving their corporate jobs?I have also conducted interviews with experts to talk about career change, such as:- "I left my corporate job to be an astrologer" - interview with an astrologer, who was a trade marketing manager before changing careers;- "How to drive a safe career change when it comes to personal finances?" - interview with a financial advisor, who started his professional life as a soccer player;- "Why is it important to talk about gender and women's empowerment at work"? - interview with the creator of a feminist platform for corporate women.ii) Blogging on Linkedin and newspapers:In addition to publishing articles on Linkedin, I now have a monthly column on one of Estadão's blogs. My first text published on this platform was "What is a bullshit job, and do you have one?".iii) Books:I'm finishing writing my second book that will tell how I overcame burnout by taking a solo trip to study innovation worldwide. To learn more about this journey, head over to experience number three.

Main Projects: • Nutren (Brazil) – Brand architecture redesign; • Colgate (Saudi Arabia) – Launch of a new brand strategy; • Nestlé Trade Marketing (Brazil) – Mapping of trade marketing initiatives for small retailers, wholesalers and Cash & Carry;• Kimberly Clark (Brazil) - Mapping the main global trends in feminine care, adults care, baby care and personal care. • Sanofi (Brazil, Mexico and Colombia) - Research in the digestive wellness sector.

This was my second international position. I moved to England to work at Reckitt Benckiser as Trade Marketing Manager of Winter brands: Strepsils and Lemsip.Cold and flu, and sore throat are seasonal categories: more than 60% of sales are concentrated in Winter. Therefore, winning in this period is critical. Lemsip and Strepsils are the number 1 brands in the United Kingdom in Cold & Flu and Sore Throat. During my assignment, I led the Winter Plan for the 2019 - 2020 season, when I was responsible for the strategy and execution of the plan, having the Marketing and Sales teams as my main stakeholders. I also visited some customers, such as Boots - the #1 drug chain in the United Kingdom - and Waitrose - the #5 hypermarket chain - to sell the plan. Key Achievements:Stronger winter plan (2019 - 2020) versus (2018 - 2019), even before the start of coronavirus pandemic,All brands growing and trading up - Lemsip All in One and Strepsils Extra as big season winners. Convenience is the fastest-growing channel due to Co-Op's solid extra point plan, the leading convenience retailer in the UK.I also built the base for the coronavirus pandemic, allocating volume among customers due to the high demand, and leading this plan with Supply and Sales.

In 1 year, I traveled to 12 different countries, including China, South Korea, and Finland, to study innovation. Solo trip and self-funded.Moved by an intense curiosity about innovation and a desire to see the world with my own eyes, I decided to take time off to travel and study. Self-funded, I visited 12 different countries (i.e., China, South Korea, Singapore, Finland, Spain, USA, England, etc.) and joined more than five different courses/workshops about innovation (e.e: Harvard, SXSW, GMIC, etc.). This is how I did:1. For selecting the countries and courses, I did a deep research, especially using WEF reports, about the most innovative cities in the world (you can find it here: http://wefblog.jll.com/worlds-innovative-cities-heres/);2. Came out with my list of 12 countries, including some places that were not on the radar of innovation, such as Ethiopia and Cambodia;3. For those selected cities, I looked for events or opened spaces to study. For example, I interviewed the director of "Startup Sauna" - a co-working space for entrepreneurs and investors - at Aalto University in Helsinki, Finland.

Checkouts Brazil was recognized by Gillette Latin America and by D. Taylor, P&G CEO, as the best checkouts program globally.At this position, I made a broadening assignment in Sales, when I was responsible for all P&G Marketing activities in-store and by checkouts.Checkout is considered a "hot zone" store because i) it is accessed by 100% of shoppers and ii) drives impulsive sales. Even though it is a key business driver to brands like Gillette and Oral-B toothbrushes, P&G had only 30% penetration in checkouts.Challenge: In 1 year, we should i) Double penetration in checkouts (from 30% to 60%), ii) Achieve 80% of the share of checkouts (space versus competition), and iii) execute 70M checkouts with P&G communication.Key Achievements: - More than 2x checkouts penetration (versus 60% of target);- Reached 85% of the share of checkouts (+5 points vs. target);- Executed more than 90M checkouts with P&G brand communication;- Our checkouts SKUs had a sales lift of + than 40% in sellout (*Implementation vs. PP).Checkouts Brazil was recognized:- In P&G as the best checkouts program, by Gillette LA and by D. Taylor, P&G CEO;- By the media, receiving an entire article in a significant retail magazine - Supermercado Moderno: (http://www.sm.com.br/detalhe/megamercado/checkstand-da- pg-vira-ponto-extra); - By POPAI award (*The Global Association for Marketing at Retail) for our special checkouts project called Butterfly.

My team was recognized as the Best Productivity Case of Fiscal Year 13/14 when P&G increased +3.3 points in Distribution, reducing costs in our operation. This was my 1st assignment after being promoted to Brand Manager. I led a  multifunctional team and had three direct reports. I was responsible for two strategic channels to increase the Distribution of P&G brands that combined corresponded to 60% of P&G Brazil sales. - HFS (High-Frequency Stores):  supermarkets, mini markets, and traditional stores;Cash & Carry (Atacarejos) was the #1 channel in growth in Brazil. Key Achievements:- Growth of +6 points in Weighted Distribution in HFS, achieving more than 50M stores with 80% of P&G Brazil SKUs by store, 3x more stores than last fiscal year;- Growth of +2.4 points in Numerical Distribution, achieving more than 250M stores with P&G products +3.3 points ahead of the competition;- Exclusive and customized shopper marketing campaign to 5 key Brazilian retailers (Atacadão, Assaí, Makro, Maxxi, and Tenda), leveraging on the World Cup momentum in Brazil, increasing 17% sell-out  for P&G;

As Customer Team Marketing Manager, you need to understand the customer business like the palm of your hand. I was the critical Marketing contact for Casino @ P&G. Key Achievements:- Design of an exclusive P&G World Cup campaign to Casino and ii) a Sustainability Program with Extra Hypermarket stores (Casino Hypermarkets), implementing Recycling Stations in 100% of stores;- “Golden Stores” plan, designing how a perfect P&G execution should be in Casino to improve P&G and the customer business. This plan was used later as a benchmark for Casino + Procter & Gamble JBP (Joint Business Plan) to 2014.This was a temporary assignment; six months later, I was promoted.

Koleston Overall Rating (OAR) increased +8 points versus year ago in Mexico due to an exclusive product demonstration called “Waterproof,” step changing the brand equity via superiority.I had an international position working at P&G Hair Color Franchise (Koleston. Soft Color and Pro-Vital) in Panamá. My role was to design and deliver commercial innovation and take care of base business to boost Hair Color in Latin America, especially Brazil.Key Achievements:- Hair Color Latin America presented outstanding results, with 100% of the business growing share and Koleston indexing 110 sales (R$) versus year ago in Brazil. We used two main strategies: 1. Establish a strong connection with consumers:- #Xuxamorena was launched in Brazil with the challenge to connect consumers with Koleston. The brand was losing significance, associated with an “old fashion” brand. We partnered with Xuxa, a local celebrity who was the #1 influencer for women and had never changed her hair color;- This plan was recognized as the “Best Marketing Campaign of 2012 ” by Mundo do Marketing Magazine, achieving more than 150MM people and 12 hours as a Twitter trending topic. Koleston recovered share leadership (+1.1 vs. previous period) and grew 15% in sales a year ago.2. Establish a value proposition to Koleston- Developed with R&D  an exclusive product demonstration called “Waterproof,” step changing the brand equity via superiority (demonstrating that Koleston lasts more than the competition). Result: Brand overall rating increased + 8pts in México and Brazil in +1 pt, versus year ago

I was recognized with Gillette President Award 5in 2010 as best in-store execution with my project "Carrefour Male Aisle."In my 1st assignment at P&G, I was responsible for designing and executing P&G shopper marketing initiatives, exclusive to Carrefour, the 2nd most crucial customer in sales. Key Achievements:- Design and execution of the 1st Male Aisle in Carrefour, improving the shopping experience for men in Carrefour stores. My team won the “Gillette President Award” in 2010, as best in-store execution;Design exclusive MBCIs (Multi-Brand Commercial Innovation) to Dia%, a soft discount market. The campaign was called “My Dia% Basket” and delivered a volume growth for P&G brands of +75% versus the previous period- I lead the execution of the first check-out project in a Global Customer for P&G Brazil. This project was responsible for increasing P&G sales in Carrefour by 46% versus control stores.

I was the first of my intern's group to be hired by P&G Brazil in 2009.During my internship, I supported Walmart's Customer Team as Shopper Marketing Intern. At the end of my internship program, I was the first in my group to be hired by P&G. Key Achievement- I coordinated the #1 exclusive campaign to Walmart: a related social promotion that helped a Cancer Hospital for Children in São Paulo.