Heloisa Marques Email & Phone Number

State Of São Paulo, Brazil

Barueri, São Paulo

• Responsible for sellout management and retail inventory analysis;• Product clustering and mix analysis by product x stores x region;• Demand Generation;• Strategic planning and trade marketing projects implementation on retail channel, for a better consumer and shopper product experience;• Project lead for the 1st Retail shop window in LA using Design Signage (mapping technology).

São Paulo E Região, Brasil

• Controlled the sales, marketing and supplier budgets;• Responsible for the strategic planning and execution of retail trade marketing projects, aiming to strengthen the consumer brand relationship in accordance with corporate plans;• Managed the field marketing and promoter teams operating in POS throughout Brazil;• Managed the team responsible for executing Nike’s global visual merchandising strategy;• Managed teams of up to 200 analysts, coordinators, supervisors, promoters and trainers;• Developed field team incentive campaigns;• Responsible for developing and overseeing client data and KPIs, using the best industry practices to exceed planned targets;• Delivered product training to the entire field team;• Applied in-field surveys in accordance with business strategies, identifying new opportunities;• Active member of the team for negotiating the new contract with Nike and, responsible for phase-in and phase-out process;• Negotiated new contracts and renewals with consumer goods companies.

São Paulo E Região, Brasil

• Responsible for trade marketing budgets of global partners such as Intel, AMD and Microsoft;• Allocated the trade marketing budget for sales actions and retail accounts, following agreed product marketing strategies and targets;• Responsible for planning and controlling marketing budget of USD 1 million allocated to agencies, sales and retail marketing areas, ensuring that POS product communications and displays were compliant with marketing guidelines, resulting in improved brand positioning and increased sales;• Demand generation, identifying opportunities based on product strategies and retail stock levels, increasing sales by up to 20%;• Leadership of large teams of promoters responsible for generating demand, distinctive displays, in-store consumer testing, and routine trade marketing activities at POS throughout Brazil;• Managed sales results and identified new opportunities to achieve a better sellout;• Responsible for determining product/store clusters.

São Paulo E Região, Brasil

• Responsible for reviewing business strategies and retail stock levels to identify and execute opportunities to generate demand;• Specialized in the trade marketing of printer ink cartridges, aiming to achieve sellout with retail accounts such as B2W, Kalunga and LASA. Achieved a 30% reduction in stock levels of slow-selling products, clustering by consumer profile and the store location/profile to achieve sales increases of up to 60%;• Created and oversaw online marketing actions in collaboration with the client;• Responsible for creating online marketing assets.

São Paulo E Região, Brasil

• Responsible for managing the trade marketing budget for global partners such as Intel, AMD and Microsoft, and for planning product communication, sellout and campaign strategies, and for POS and online/digital actions;• Allocated the trade marketing budget to sales actions and retail accounts in accordance with the product marketing strategies and forecasts;• Responsible for planning and controlling a marketing budget of USD 1 million allocated to agencies and the sales/retail areas, ensuring that product communications and display at the POS and digital, were compliant with trade marketing guidelines, resulting in improved brand positioning and increased sales;• Responsible for managing a team of 450 POS promoters, generating demand, distinctive displays, in-store consumer testing, and other activities at POSs throughout Brazil., increasing the allocation of shelf space to HP products by up to 30% and sell out by 25% to reach sales targets;• Responsible for presenting results, good practices and identified risks to global marketing and trade marketing teams;• Introduced tailor-made in-store product display solutions to minimize losses and maximize use of the space allocated. This resulted in reduced loss rates, increased sellout and better consumer brand exposure;• Created and implemented an internal sales incentive program, making best use of limited financial resources to support the launch of a product with a new market concept, increasing online sales by 60%.

São Paulo E Região, Brasil

• Responsible for negotiating the budget with the global team;• Strategic planning of product, sellout, campaign, and POS/digital action strategies;• Developed merchandising materials such as in-store leaflets, distinctive displays and stands on the basis of shopper marketing surveys;• Planned market awareness and merchandising audit visits by the global team to Brazil;• Online and off-line communications planning for the retail channel in accordance with the product and brand display strategies. Standardized the product messages using consumer-focused language, achieving excellent consumer acceptance of the message. The work was based entirely on consumer market research by Focus Group, IDC, GFK and Nielsen;• Worked closely with sales, product and financial teams on planning product launches, being responsible for the highly successful coordination of product and merchandising material deliveries to the retail outlets, POS actions and, digital and offline communications;• Organized product launches at trade fairs and workshops aimed at retail clients and consumers, strengthening the positioning of the brand in Brazil;• Led negotiations and meetings with partners, agencies and suppliers;• Member of the global team responsible for market research in support of product launches, analysis of consumer behavior relating to slow-moving products, and the best product communications approach for consumer understanding;• Built and sustained effective relations with the marketing, trade marketing and supply chain teams in Latin America and the USA, sharing good practices, projects, risks and the results of local marketing actions to consolidate brand leadership in Brazil;• Won the 2011/2012 POPAI Brazil awards for POS merchandising materials;• Participated in the Globalshop event with POPAI Brazil in Las Vegas, meeting with marketing executives from companies such as Target, Best Buy, Whole Foods and Harley Davidson.

São Paulo E Região, Brasil

• Managed projects to reduce the time taken to pay partners by improving sales and marketing processes. The project reduced the payment period for the retail and distribution channels from 60 to 25 days, without any negative impact on the payment approval routines;• Responsible for deploying the EDI (Electronic Data Interchange) project for the transmission and receipt of retail orders, invoices, sales and stock data in Brazil and the other operations in Latin America. This resulted in speedier product deliveries to retailer and distributor orders and cover 80% of representative channels for sales and stock data;• Managed the project to assess the feasibility of product nationalization of all imported products to take advantage of the tax breaks available from the Brazilian federal FUNDAP program;• Participation in and leadership of meetings, market research and business requirements surveys, introducing new processes and managing teams in Chile, Argentina, Colombia, Mexico and the United States;• Met with Global IT team in Mexico to discuss new processes, improvements and solutions;• Experienced user of MS Project, Visio, Access and Jump (statistics).

Jundiaí, Sp

. Responsible to build industrial portfolio on Jundiaí sector and, introduce expansion plan for rental contracts linked with industrial market.

São Paulo E Região, Brasil

. Developed and activated Incentive Program;. Organized launch products and celebration events and training;. Created channel budget coop process;. Developed online and offline midia;. Developed commercial sites;. Managed telemarketing actions.

São Paulo E Região, Brasil

. Support Sales and Business Strategy managers and team;. Support Sales Director and team;. Support product launch events and trainings.

São Paulo E Região, Brasil

, Support Supply Chain team

São Paulo E Região, Brasil

. Support Foreign Service Manager and team.

Master'S Degree - Process Improvement, Blackbelt

Pmp Preparation, Project Management

Graduated In Administration, Focused On Trade Market

Activities and Societies: latin classes on saturday during the first year