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

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 campaigns that reverted key brand KPIs and delivered strong ROI. Identified opportunities and implemented CRM tactics to attract new buyers, recover latent buyers, and reduce churn.Transformed Mercado Pago from a payment app into a digital bank, launching new features or products weekly through full-funnel strategies for acquisition, retention, and engagement. Increased user base and principality while enhancing profitability through customer lifetime value focused strategies.

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 Media Playbook and creative campaigns for digital and POS campaigns, fashion shootings. Led Agile squads managing all Social Media Channels, Digital Flagship / e-comm media, and content. Improvement in all Brand Health Tracking KPIs, including record Top of Mind and Brand Power.Implemented multiple digital Marketing automation and analytics tools, including Salesforce Marketing Cloud and Service Cloud, global social listening & monitoring tools, and an AI-powered chatbot.Delivered New Retail Guidelines and multiple innovation Retail Playbooks, rethinking the Consumer Journey post-COVID and implementing queuing and pick-up in-store solutions.Led zero-based budget process for Marketing, delivering over 35% savings in re-negotiated contracts with brand agencies and key media vehicles.

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, including forecasting tools and digital innovation initiatives with Artificial Intelligence and Machine Learning.Delivered Social Responsibility Activation program with global partners (London School and Red Cross): an end-to-end initiative from scientific study development to comms and in-store "buy-one-donate'' program.Assessed and recommended on Whitespace Expansion opportunities in Latin America.

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 the 'Spray 'n Wash' brand in the US market.Developed plan for additional Resolve Carpet Care range exclusive to Walmart Pet aisle.

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.

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 multipacks plan, and Quaker Cereal Bars pricing and numeric distribution increase plan.

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 promotion and POS material for all categories.

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.

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% OTIF (on-time-in-full delivery) and 95% in-stock through the development of a replenishment tool for improved in-store portfolio management.

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.

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.

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

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