Fernando Cruz Email & Phone Number

São Paulo, Sp, Br

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

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.

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.

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).

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.

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.

- 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%.

- 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%.

- 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.

- 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.

- 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.

- 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.

Post-Graduate Certificate, Marketing Management, Graduated With High Honours

Diploma, Finance

16 hours course

Specialization Diploma, Business & Marketing

Activities and Societies: Member of Western Australia Handball Association

Bachelor'S Degree, Marketing & Advertising

Activities and Societies: Arts & Communication Athletic Association - Marketing Director - responsible for obtaining sponsorship & partners

Certificate, Marketing Research

20 hours course

Diploma, Advertising Design

Education record

Education record