Jonas Kühner Email & Phone Number

State Of São Paulo, Brazil

São Paulo, Brazil

• Lead all brand initiatives across the Allpfit Group, including Allpfit Home, Allp Supplements, and Allpfit Gym, overseeing operations for up to 100 locations throughout Brazil.• Oversee strategy, planning, pricing, budgeting, and execution for all aspects of Inbound and Outbound Marketing, Growth, SEM/SEO, Social Media, Creative (In-House and external partnerships), Audiovisual, Press, and PR. • Direct a high-performing team of 20+ professionals in Marketing, Advertising, and Audiovisual, focusing on branding, full-funnel optimization, and B2B lead generation, with an emphasis on experimentation and conversion rate optimization. Key areas include Acquisition (CAC), Retention (LTV), Monetization (upsell), and Churn reduction.• Manage end-to-end marketing initiatives across Paid Media, Lifecycle Marketing, Email, Sales pitches, Landing Pages, automation, CTAs/messaging, Social Media Listening, and user-centered experimentation. • Drive the development of the ideal customer journey, craft the digital product’s value proposition, and strengthen brand positioning. • Establish OKRs and team dashboards, creating cross-functional KPIs aligned with broader business goals, and build go-to-market and growth strategies for B2B SaaS digital products.

São Paulo, Brazil

Spearheaded marketing and advertising, working with local and global brands to drive strategic campaigns and partnerships.

Brazil

• Responsible for planning, budgeting, and executing strategies for Inbound and Outbound Marketing, Growth, SEM/SEO, Social Media, Creative (In-House and external partners), Audiovisual, Press, and Public Relations.• Leading a talented team of 20+ Marketing, Advertising, and Audiovisual professionals working on branding, full-funnel optimization, B2B lead generation, and focusing on experimentation and conversion rate optimization: Acquisition (CAC), Retention (LTV), Monetization (upsell), and Churn prevention.• Full-stack marketing management: Paid Media, Lifecycle, Email, Sales pitch, Landing pages, automation, CTA/messaging, social media listening, and user-centric experimentation.• Spearheaded the user(ICP) journey, digital product value proposition, and brand positioning.• Defined OKRs and team dashboards, and established cross-functional success metrics (KPIs) shared with business areas, developing go-to-market and growth strategies for B2B SaaS digital products.• The in-house team generated +R$ 1 million in cost savings for advertising and video production in 2023.• In 2023, we exceeded annual Marketing OKRs by more than 113% with an LNPS of 87%.• The New Ventures Unit (B2B) paid media display, SEO, content campaigns, and CRM generated over 1400 MQLs (a 170% increase compared to the previous year).

Global

• Spearheaded the Marketing Global Creative Network (12 countries) - managing external agencies and a diverse international in-house creative/production unit with a strong focus on Brazil and the USA. Set up three global creative and production units for B2B Acquisition, B2B Retention, and B2C Acquisition.• Defined ways of working and focused on people development, coaching, mentoring, and empowering team members' career development and progression.• Led a team of 30+ creative and motion professionals delivering assets for experimentation and conversion rate optimization: Acquisition, Monetization, Retention, Freemium/Trial activation and engagement, and Churn prevention.• Developed global value propositions, brand positioning strategies, and messaging in cross-functional collaboration with regional VPs in Sales, Data, and Product.• Provided creative resources for full-stack marketing strategies: In-product/app, Paid Media, Lifecycle, Email, Referral, Landing pages, automation, CTA/messaging, and user-centric experimentation.• Orchestrated the Brand & Comms task force to help Gympass reinvent itself during the COVID-19 pandemic.• Led the Gympass rebrand with studios JKR NY and Moving Brands UK.

São Paulo Area, Brazil

• Joined iD\TBWA to add a creative flavor and video production skills to a successful performance agency, reporting directly to the agency CEO.• In one year, we generated exponential double-digit growth through new business and expanded client service scope. This was demonstrated in the national Net/Claro merger campaign, the Neutrox Weekend event (social media and performance), and the launch of the Fluminense football jersey for Under Armour, which sold out in just one weekend.• Charted the project Straight Talk or Papo Reto, GOAT financial education campaign made in Brazil. We created 8x 3-minute long episodes, an innovative media format, broadcasted on the break of Fantástico, one of the most prestigious programs of Brazilian TV.Clients: Claro, Net, FEBRABAN, Neutrox, OX, Kolene, Francis, Unicef, Intuit, Affinity Group.

São Paulo Area, Brazil

• Oversee a team of 20+ Creatives and Strategists, managing cost, utilization, investment, and resource allocations to execute advertising, content, and display media, all integrated.• Share best practices and provide expert guidance, feedback, and mentoring to creative, production, and performance team members.• Slashed operational costs 50% improving the process and becoming 40% more productive.• Won Google Best Black Friday video 2015 / Facebook global case for best practices.

São Paulo Area, Brazil

• Implemented the Brand Experience team, with over 20 ON/OFF creatives and strategists, to serve global and local accounts, covering creation, content, events, employer branding, editorial, and audiovisual.• Creatively led the activation "Tour do Carinho" for Johnson & Johnson BR, including the largest blood donation campaign in Brazil, which achieved impressive results in earned media and unpaid engagement (+500 million impressions, highlighted on Jornal Nacional).• Led the integrated campaign and production for J&J Global for the 2014 FIFA World Cup (film, digital media, and event), which received the Clio Health Bronze Award.• Was the creative lead for the digital platform and film "Care Inspires Care" for J&J, including global alignment, social listening/monitoring, and insights. Recognized as the second most popular post/video on Facebook Brazil in 2014.• Led Branding, UI and UX projects for BRF Global digital products (desktop and mobile sites).• Coordinated winning pitches and bids for Avanade, General Electric, Bienal do Livro (SABRE Award 2015), Costa do Sauípe Resort, and Colégio Marista.Clients: J&J, GE, HBO, Santander, Avanade, Bienal do Livro, Hyundai, BRF, Costa do Sauípe Resort.

São Paulo Area, Brazil

• Hired by the CCO to lead a restructuring of the creative team and strengthen integration with strategic clients such as Reckitt Benckiser and Pernod Ricard.• Led the pitch for Digital Advertising and Activation for the launch of Durex. The campaign exceeded digital presence goals by 166%, brand awareness by 128%, with a 2% increase in market share, and 54% in share of voice, resulting in the product selling out.• Achieved exceptional results in campaigns for Telecine on Facebook (Avengers, Twilight 2) and for the Mortein brand on YouTube (4 million views, 46% increased campaign profitability, and 86% more traffic to the brand's website).• Led Branding, UI, and UX projects for digital products of GRU Airport (desktop site, mobile site, and app).• Won pitches for Airwick, Durex, Veja, SBP (Reckitt), Chivas Regal, Teachers (Pernod Ricard), GRU International Airport, and INVEPAR.Clients: Reckitt, Pernod Ricard, Nutella, Telecine, Pizza Hut, GRU Airport, and Accor Hotels.

Rio De Janeiro And Sao Paulo

• The campaign for Delvalle generated huge media coverage and won the ABP Bronze award.• The campaign for Hopi Hari generated a 25% increase in visits and won the El Ojo de Iberoamérica Gold award.• The product launch campaign for Burn Energy Drink exceeded awareness goals.Clients: Oi Telecom, Coca-Cola (Burn, Delvalle, I9, Powerade), Sulamerica, Takeda(Eparema), Batavo, Suvinil, Galleria Shopping and Andorinha.

• Campaign for Visa Football Club achieve 124% more impressions and +50% CTR.• Website for Always(P&G) became a global brand case of success.Clients: Visa, Fiat, P&G (Gillette, Duracell, Always), Brasil Telecom, Pirelli, Pharmaton and Philip Morris

Rio De Janeiro, Brazil

Clients: Ponto Frio, Duloren and Esso

Rio De Janeiro, Brazil

Experience as a web designer/dev and animator includes roles at DMN Design (Internship/1998), Imovel-on (Opportunity Bank dot-com business incubator/2000), and Final Boss Games (2003), developing game interfaces and animations in Flash and other platforms.

English - Upper Advanced - Cefr Level C2, English Language, Online Ef Class

Bachelor'S Degree, Data Science

Workshop, Brand Content

Major, Visual Communications

Activities and Societies: Graphic Design intern, workshops Intern for the Ecology Branch at the University, Working for the Catacumba Park.

Professional Technical High School, Advertising/Marketing

Strategic planning was my main role in the final project.