Fernando Cruz

Fernando Cruz Email and Phone Number

Head of Marketing & Business | Marketing Executive | Business Development & Management | Mentor | Influencer | Speaker @ Estruturar Engenharia
Ijuí
Fernando Cruz's Location
Greater São Paulo Area, Brazil
Fernando Cruz's Contact Details

Fernando Cruz personal email

About Fernando Cruz

My purpose is: Live to serve, serve to prosper, prosper to share and share to multiply.Innovative and conscious marketing propelling inspiring brands. With more than 20 years of experience in Marketing and Trade Marketing, I have led teams in leading multinational and national companies in the food and well-being sector. I specialize in creating innovative strategies and leading transformations, always focusing on growth, relationships and connection with the consumer.Passionate about:• Human Development: I believe that everyone has natural talents and strengths that, when identified and worked on, result in a sense of belonging, engagement, and exceptional high performance. • Active Listening: I understand that comprehending the motivations, needs, and desires of people is essential for the success of any brand. • Innovation: I love creating new experiences, bringing fresh perspectives, and offering differentiated solutions for consumers.• Sustainability: I am dedicated to building a greener, more conscious, inclusive, and sustainable future for our planet.Specialties: Marketing & Business Management, Business Development, Marketing, Sales & Marketing, Trade Marketing & Sales, Innovation, Strategic Planning, Marketing Strategies, Business Optimization, Branding, Social Media Management, Digital Marketing, People Management, Talent Development, Leadership, Consumer Goods, FMCG, Holistic View, Systemic View, Business View, Results, Go to Market, Interpersonal Relationships, Stakeholder Relationships, Strategic Partnerships, High-Performance Team Management, Project Management, Management of Cross-Functional Groups, KPIs, Performance Indicators, Brand Management, Category Management, Product Management, Innovation, P&L, Budget Management.

Fernando Cruz's Current Company Details
Estruturar Engenharia

Estruturar Engenharia

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Head of Marketing & Business | Marketing Executive | Business Development & Management | Mentor | Influencer | Speaker
Ijuí
Fernando Cruz Work Experience Details
  • Estruturar Engenharia
    Estruturar Engenharia
    São Paulo, Sp, Br
  • Alkhemylab By Joel Aleixo
    Marketing Manager
    Alkhemylab By Joel Aleixo Sep 2022 - Apr 2024
    São Paulo, São Paulo, Brasil
    Head of Marketing responsible for all online and offline strategies, tactics and operationalization.• Led the construction of the Strategic Marketing plan, covering product and category management, innovation pipeline, branding, channel management, events and partnerships;• Guided the implementation and management of e-commerce, bringing revenue of R$4.2 million in 2023 (first year), with more than 330.000 sessions and an average conversion of 4.98%;• Led the reformulation of planning, creation and management of content for social networks, bringing the humanization to the brand and relevant content to the niche, resulting in a 20% growth in the follower base and engagement;• Led investment management in paid traffic: Meta Ads with ROAS of 6.13 and Google Ads with ROAS of 15.24, achieving R$1.6 million in 2023; • Guided the implementation and management of marketing automation tools, resulting in an average monthly of R$50.000 in 2023 (first year);• Led product and category management, simplifying the portfolio and reducing manufacturing complexity;• Led the redesign of the new brand positioning, establishing strategies for the channels;• Managed the budget and P&L;• Facilitated the creation of a promotional calendar;• Led multifunctional teams in project management;• Participated in the brand's internationalization process (USA), mainly regarding market and consumer behavior data
  • Vibrando Alto
    Cmo, Marketing & Business And Speaker
    Vibrando Alto Feb 2015 - Sep 2022
    São Paulo Area, Brazil
    • Communicator & content co-creator for the Vibrando Alto community on social media, currently with over 170.000 subscribers and more than 9,4 million views.• Marketing & Business Director for the Vibrando Alto Company, including, but not limited to: import, inventory management of products and supplies, logistics, P&L, team management, marketing and sales.• Relationship with the public through social media.• Inspiring people around the world to find their true purpose in life through lectures, workshops, gatherings and retreats.
  • Western Canada Lottery Corporation (Wclc)
    Marketing Manager
    Western Canada Lottery Corporation (Wclc) Jul 2014 - Jul 2015
    Alberta, Canada
    - Developed and managed all Channels’ projects, which includes but are not limited to: Retail Rejuvenation, POS Materials and Solutions, Campaigns, Retail Push Strategies and Innovation;- Managed product development as required in collaboration with Product Managers;- Conducted market, sales and product trending analysis and reported key findings to the executive level;- Acted as a liaison among internal and external stakeholders at multiple levels, developing strong relationship and commitment in order to accomplish projects and deadlines;- Managed creative development process: developed creative briefs, directed the advertising agency and led creative discussion with stakeholders.
  • Frieslandcampina
    Marketing Consultant
    Frieslandcampina Apr 2013 - Jun 2013
    São Paulo Area, Brazil
    - Adapted, implemented and executed the Marketing Strategic Plan countrywide; - Key Account Management (KAM), created and executed customized solutions, fulfilling customers’ needs and strengthening relationship; - Created and implemented Brand Ambassadors Project, approached and trained the top stores/retailers and converted them into Concept Stores, exposed our complete portfolio and brands with excellence (“hot” shelving spots); - Led strong relationship with agency (full services).
  • Leardini Pescados Ltda
    Product & Brand Specialist
    Leardini Pescados Ltda Sep 2011 - Nov 2012
    Itajaí Area, Brazil
    - Restructured and optimized product portfolio – simplified industrial operations with 42% reduction of portfolio items, with 5% impact on revenue; - Launched 26 new added value products in one year – responsible for product management; - Audited KPIs, matching product x sales channels and business performance; - Created and maintained product presentations in order to catechize sales people; - Monitored competitors and market trends, displayed pro-activity and foresight by using market research; - Focused on brand innovation, revisited Brand Key, created new brand statements, redesigned logos, colours and packaging, being actively accountable for the brand management; - Managed cross-functional teams including R&D, Sales, Packaging, Advertising Agencies, Operations and Accounting to develop and manage marketing projects, objectives, goals and strategies; - Developed and coached talents, including two R&D Coordinators, an Analyst and an Assistant.
  • Leardini Pescados Ltda
    Channel Marketing Specialist
    Leardini Pescados Ltda Nov 2010 - Aug 2011
    Itajaí Area, Brazil
    - Structured and managed Distributors Channel nationally, defined and implemented marketing plan and commercial policy; - Developed and executed trade promotional strategy and promotional calendar, achieving 103% of revenue growth in that period - from R$ 5.250 million to R$ 10.690 million; - Coordinated successfully the creative design and production of POS materials, an innovation in the Fishery Industry, implementing it in over 30% of clients base during the period; - Created and maintained merchandiser presentations in order to keep distributors up to date; - Elaborated and executed customized solutions focused on regional particularities, fulfilling customers' needs;- Managed Advertising & Marketing Budget;- Talent Management, including an Analyst and an Assistant.
  • Bunge
    Marketing Analyst - Sales Force Excellence
    Bunge Feb 2010 - Oct 2010
    - Led cross-functional Sales Automation Team, acted as liaison between departments (Sales, Marketing, Supply Chain and IT) and consultancy, made sure that all deadlines and tasks were accomplished; - Restructured variable remuneration, resulting in sales team motivation and increase of product assortment sales by 35%.
  • Bunge
    Channel Marketing Analyst - Food Service & Bakery Division
    Bunge Jul 2009 - Jan 2010
    - Coordinated South region, developed and executed trade promotional strategy and promotional calendar, achieving 60% of revenue growth in the period; - Conduced successfully the creative design and production of POS materials, distributing for all South Region Sales Representatives and executing it on the field;- Developed and implemented Incentive Campaigns, achieving 60% of revenue growth in the period;- Built a partnership with Walmart, developing a low price product what helped its bakery to increase sales by 15%.
  • Bunge
    Marketing Intelligence Analyst - Food Service & Bakery Division
    Bunge Feb 2009 - Jun 2009
    - Prepared and presented Nielsen Reports to the managers and directors’ board;- Experienced in prepare marketing intelligence and competitive analysis reports, evaluating and thorough understanding of consumers and competitors, market share and market trends.
  • Bunge
    Customer Experience Analys - Food Service & Bakery Division
    Bunge Jul 2008 - Jan 2009
    - Developed and implemented Score Card, providing managers and directors updated KPIs daily; - Assisted in pricing and commercial policies development and implementation; - Member of Net Promoter Score (NPS) research team, gathered and analyzed customers feedback to develop solutions aiming problems solving; - Implemented Value Proposition, addressing customized solutions for each customer segmentation; - Revisited brand key and updated brand statements.
  • Bunge
    Product Marketing Trainee - Food Service & Bakery Division
    Bunge Feb 2008 - Jun 2008
    - Provided assistance to the Wheat Product Manager in a daily routine, monitoring market and wheat portfolio performance; - Launched new product (special pizza flour) – from inception (focus group) to launch, achieving over R$1.4 million in the first year;- Planned, organized and executed a product launch event, accountable for all details;- Developed and managed marketing materials.
  • Telefonica
    Marketing Analyst - Corporate Business Unit
    Telefonica May 2007 - Feb 2008
    - Managed Data Budget Plan & Revenue Forecast, over R$ 500 million;- Helped to monitor Investments and Expenditures;- Gathered, analyzed and provided relevant information on market reports and competitors, assisting on strategic decisions.

Fernando Cruz Skills

Product Marketing Trade Marketing Marketing Management Marketing Strategy Market Planning Market Analysis Market Research Segmentation Digital Marketing Competitive Analysis Marketing Communications Marketing Customer Insight Fmcg Marketing Research Product Development Business Planning Forecasting Brand Management Strategy Sales Operations Product Management Business Strategy Pricing Key Account Management B2b Management P&l Management Negotiation Cross Functional Team Leadership Budgets Budgeting Account Management Pricing Strategy

Fernando Cruz Education Details

Frequently Asked Questions about Fernando Cruz

What company does Fernando Cruz work for?

Fernando Cruz works for Estruturar Engenharia

What is Fernando Cruz's role at the current company?

Fernando Cruz's current role is Head of Marketing & Business | Marketing Executive | Business Development & Management | Mentor | Influencer | Speaker.

What is Fernando Cruz's email address?

Fernando Cruz's email address is ra****@****ail.com

What schools did Fernando Cruz attend?

Fernando Cruz attended Sheridan College, Fundação Dom Cabral, Cambridge College, Universidade Presbiteriana Mackenzie, Aba - Associação Brasileira De Anunciantes, Panamericana - Escola De Arte E Design, Colégio Pio Xii, Colégio Saint Exupéry.

What skills is Fernando Cruz known for?

Fernando Cruz has skills like Product Marketing, Trade Marketing, Marketing Management, Marketing Strategy, Market Planning, Market Analysis, Market Research, Segmentation, Digital Marketing, Competitive Analysis, Marketing Communications, Marketing.

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    1 +125392XXXXX

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