Fernanda Schmid Email & Phone Number

State Of São Paulo, Brazil

BR

São Paulo, SP, BR

São Paulo, BR

Led the Food & Beverages business unit, including innovation development, promotions, partnerships, trade marketing, planning, marketing, and S&OP, with full P&L responsibility.

Sao Pablo, Sao Pablo, BR

Directed a team of 50+ people leading the Local Calendars, and 360 execution, while coordinating growth, branding, and CRM teams into an aligned strategy for the Brazilian market. Delivered historical Market Share record in a challenging macroeconomic and competitive scenario with new international players in Marketplace. Developed strong promotional.

São Paulo, São Paulo, BR

Built the User Experience Area, designing, hiring and training a team of 60+ people that managed Media (on & offline), Social Media, CRM, Customer Care & Retail Experience. Implemented in-house media agency and performance desk, delivering +400% YoY sales increase in e-comm.Idealized and implemented in-house creative agency that delivered Global Social.

Slough, Berkshire, GB

Managed the Pest Control Global Category (£300M revenue), leading Strategy, Equity, Whitespace Expansion and Innovation, supervising a global multi-functional team in India, Brazil, Australia and China. Established the new Global Purpose-led Brand Footprint & Positioning. Led ''digital as an enabler of social impact'' strategy for the category globally.

Slough, Berkshire, GB

Directed Dishwashing Detergents, Laundry and Carpet Care categories (over US$450M revenue), delivering brand Trade plans, new product introduction, pricing/sizing relaunches, cliente meetings and P&L Management. Reverted Dishwashing business from a declining trend to stability and growth without impact on GM%.Built and approved a business case to relaunch.

Purchase, New York, US

Defined priorities for Sales & Merchandising teams, impacting 3.000+ direct and indirect employees. Formulated all Sales and Merchandising Incentive Campaigns, designing calendar, mechanics and ROI analysis. Delivered two National Sales & Distributors Conventions with 800+ attendees, with 40% budget saving.

Purchase, New York, US

Built the Trade Marketing Categories area, redefining roles & responsibilities for Brand and Innovation Trade Plans, Execution Calendar, for all Snacks, Cereals, Cookies, Coconut Water & Chocolate Milk. Achieved record sales & market share in multiple categories through different Trade strategies: Salty Snacks off-season execution, Flavoured Milk.

Irving, TX, US

Directed third-party Merchandising team (700 people): training, performance reviews, wages, benefits, and incentives implementation. Reduced staff turnover to less than 3% and increased by +200% engagement.Developed a new Execution Excellence Program optimize Market Share, Net Revenue, and Gross Margin. Plan included appropriate mix, price, placement, and.

Slough, Berkshire, GB

Defined 4P Strategy, retail activation programs and S&OP for Air Care & Personal Care Categories.Achieved Air Care Market Leadership through the development and implementation of the Local Success Model focused on mix management.Achieved record Market Share at off-season for Veet Hair Removal through optimized channel strategy.

Slough, Berkshire, GB

Managed Wal-Mart SuperCenter & Sam’s Club account, leading JBP (Joint Business Plan) and negotiating and executing initiatives across all Home Care and Personal Care categories.Increased net sales by 50% with a 20% investment reduction through best-in-class in-store execution and thorough compliance with agreed investments.Increased service level to 97%.

Slough, Berkshire, GB

Developed Business Case for new category launch: strategy, product portfolio, brand positioning and P&L.Led cost-to-serve analysis to transfer customers from direct channels to distributors.

Blackfriars, London, GB

Led the 360 Plan for the Spreads and Dressings categories: category and market analytics, advertising & media, innovation, POS activation, Public Relations, and Professional Marketing Academic Education.

Blackfriars, London, GB

Categories: Culinary, Soups & Tomato SauceResponsible for all in-store activities and materials and monitoring business and category analytics.

São Paulo, São Paulo, BR

Consultant

Master Of Science - Ms, Innovation & Entrepreneurship

Postgraduate Degree, Neuroscience & Behavior

Accelerated Management Program, Business

Leadership Principles Development Program, Organizational Leadership

Extension, Marketing - Social Media And Web Analytics

Mba, Marketing

Bachelor, Business