Leticia Rinaldi's Location
Greater São Paulo Area, Brazil
About Leticia Rinaldi
Senior Executive in RGM, Sales, and Trade Marketing within Multinational Consumer Goods companies, with experience living, studying, and working in various cities across Brazil, England, and Canada. Throughout my career, I have led significant and award-winning strategic projects, including 5-year revenue growth plans that achieved double-digit results, successful migrations of local brands to global markets, and various initiatives in innovation, digital transformation, and change management.My background in Production Engineering, with an extension in Jungian Psychology, has given me a unique and holistic perspective on managing people and businesses. I am results-oriented and have a genuine passion for inspiring and being inspired by those around me. I deeply believe in the importance of self-awareness and emotional intelligence. Creating work environments that foster trust and vulnerability is essential for building high-performance teams.As a consultant and mentor today, my mission is to develop leaders and teams, promoting a culture of excellence and continuous growth. I love seeing transformation happen when people connect with their potential, purpose, and goals.Outside of work, I am married to Rafael Szarf and the mother of two young children, Lucas and Sabrina. We love exploring the world together, whether in a motorhome, a sailboat, or discovering new destinations. This passion for adventure is reflected in my approach to work: I encourage my team to seek new experiences and to grow continuously.My journey is about connecting personal interests with professional careers, showing that we can be successful, fulfilled, and happy in all areas of life. Let us transform challenges into achievements together!
Leticia Rinaldi's Current Company Details
Leticia Rinaldi Work Experience Details
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Mentora E ConsultoraLeticia RinaldiSão Paulo, Sp, Br
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Mentor And ConsultantLeticia Rinaldi Aug 2024 - PresentBrasil
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Trade Marketing Director - InnovationMondelēz International Mar 2024 - Jul 2024São Paulo, São Paulo, BrasilAs Trade Marketing Director for Innovations at Mondelez, I was an integral member of the newly formed Innovation Committee, which included Marketing, Trade Marketing, and Supply Chain. I was responsible for defining and executing the commercial strategy for successful product launches, encompassing volume targets, selling story, pricing strategy, promotion, distribution, visibility, incentive plans, and ongoing monitoring.Key Achievements:Structured the new Innovation… Show more As Trade Marketing Director for Innovations at Mondelez, I was an integral member of the newly formed Innovation Committee, which included Marketing, Trade Marketing, and Supply Chain. I was responsible for defining and executing the commercial strategy for successful product launches, encompassing volume targets, selling story, pricing strategy, promotion, distribution, visibility, incentive plans, and ongoing monitoring.Key Achievements:Structured the new Innovation department, establishing clear processes, roles, responsibilities, and targets.Oversaw a scope responsible for 30% of the Company’s Revenue. Show less -
Revenue Growth Management DirectorMondelēz International Feb 2023 - Mar 2024São Paulo, BrasilResponsible for the strategy of profitable and sustainable growth at Mondelez Brazil, with a focus on the pillars of Pricing, Promotion, Commercial Policy, and Pack & Pricing Architecture (PPA). During this period, I led two Digital Transformation projects with a strong emphasis on Change Management;TPM - Trade Promotion Management: A system fully implemented in 2023, ensuring better promotion planning, optimisation of investments with increased ROI, along with enhanced visibility… Show more Responsible for the strategy of profitable and sustainable growth at Mondelez Brazil, with a focus on the pillars of Pricing, Promotion, Commercial Policy, and Pack & Pricing Architecture (PPA). During this period, I led two Digital Transformation projects with a strong emphasis on Change Management;TPM - Trade Promotion Management: A system fully implemented in 2023, ensuring better promotion planning, optimisation of investments with increased ROI, along with enhanced visibility, transparency, and risk management.Smart Pricing: A new pricing tool and process that ensured the “Where to Play” and “How to Win” stages, focusing on the consumer and shopper, competitive landscape, and macroeconomic environment.Key Achievements:Double-digit growth in volume and net revenue over the past two years.A 3-year PPA Innovation pipeline with an impact of over U$100MM.Global recognition at Mondelez as a reference in RGM capabilities.5 percentage points improvement in the Engagement Survey and inclusion among the TOP10 leaders in the "Career" pillar. Show less
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Head Of Trade MarketingMondelēz International Jun 2022 - Feb 2023São Paulo, BrasilResponsible for the strategy and growth plans for the traditional/indirect channel, which accounts for more than 50% of the company's results. The plans were developed with a focus on the key growth pillars: expanding market penetration and increasing the average ticket per store through innovation, visibility, incentive plans, and digitalisation. The strategy was developed with a granular view of Brazil, segmenting customers and retail environments.Key Achievements:Addition of over… Show more Responsible for the strategy and growth plans for the traditional/indirect channel, which accounts for more than 50% of the company's results. The plans were developed with a focus on the key growth pillars: expanding market penetration and increasing the average ticket per store through innovation, visibility, incentive plans, and digitalisation. The strategy was developed with a granular view of Brazil, segmenting customers and retail environments.Key Achievements:Addition of over 200,000 points of sale.Double-digit revenue growth in the last year. Show less
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Regional Marketing & Sales ManagerBritish American Tobacco Jan 2020 - May 2022São Paulo E RegiãoLed the São Paulo Business Unit, managing a team of over 150 people, and was responsible for the marketing and sales strategy in Brazil's largest market. I developed and implemented commercial strategies aimed at maximising market penetration and brand performance in a highly competitive environment. I was responsible for managing a diverse and multidisciplinary team, ensuring the execution of brand campaigns and B2B activities at the micro-market level.Key Achievements:Significant… Show more Led the São Paulo Business Unit, managing a team of over 150 people, and was responsible for the marketing and sales strategy in Brazil's largest market. I developed and implemented commercial strategies aimed at maximising market penetration and brand performance in a highly competitive environment. I was responsible for managing a diverse and multidisciplinary team, ensuring the execution of brand campaigns and B2B activities at the micro-market level.Key Achievements:Significant growth in the unit's key performance metrics.Successful implementation of brand campaigns and B2B engagement programmes. Show less -
Brand Marketing Manager - Lucky Strike, Hollywood & DerbyBritish American Tobacco Nov 2017 - Jan 2020Rio De Janeiro Area, BrazilLed the transformation and portfolio migration with strategic decisions that positively impacted the performance of the Lucky Strike, Hollywood, and Derby brands. Responsible for reshaping brand strategies and adapting them to new market realities, ensuring brand relevance and maximising market penetration.
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Strategic Pricing ManagerBritish American Tobacco Nov 2014 - Oct 2017Rio De Janeiro, BrasilDeveloped and implemented short and long-term pricing strategies (5 years), ensuring a balance between competitiveness and profitability in a challenging and dynamic environment. Created a new granular pricing policy, varying by location, consumer affordability, and competitive environment, maximising the value captured by each brand.
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Brand Development Manager - Kent & Lucky StrikeBritish American Tobacco Mar 2013 - Oct 2014Rio De JaneiroLed the brand development strategies for Kent and Lucky Strike, focusing on market expansion, portfolio innovation, and brand positioning in a competitive landscape. Spearheaded a successful brand activation at Rock in Rio, enhancing brand visibility and engagement with a key target audience. Responsible for driving brand growth through targeted marketing initiatives, consumer engagement campaigns, and cross-functional collaboration to ensure alignment with overall business… Show more Led the brand development strategies for Kent and Lucky Strike, focusing on market expansion, portfolio innovation, and brand positioning in a competitive landscape. Spearheaded a successful brand activation at Rock in Rio, enhancing brand visibility and engagement with a key target audience. Responsible for driving brand growth through targeted marketing initiatives, consumer engagement campaigns, and cross-functional collaboration to ensure alignment with overall business objectives.Key Responsibilities:Developed and executed strategic plans to enhance brand equity and market share.Led portfolio innovation projects to meet evolving consumer preferences.Managed cross-functional teams to deliver integrated marketing campaigns, including a high-impact brand activation at Rock in Rio. Show less
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Trade Marketing & Sales ManagerBritish American Tobacco Aug 2011 - Mar 2013São Paulo Area, BrazilLed a commercial team in a competitive marketing environment, responsible for managing approximately 3,500 clients, generating a monthly revenue of around R$15 million. My key responsibilities included:Ensuring the achievement of business objectives through a series of KPIs (e.g., sales volume, credit, bad debt index, number of clients, brand distribution, OOS index, market share, etc.).Deploying brand campaigns and B2C activities at the micro-market level.Maximising investments in… Show more Led a commercial team in a competitive marketing environment, responsible for managing approximately 3,500 clients, generating a monthly revenue of around R$15 million. My key responsibilities included:Ensuring the achievement of business objectives through a series of KPIs (e.g., sales volume, credit, bad debt index, number of clients, brand distribution, OOS index, market share, etc.).Deploying brand campaigns and B2C activities at the micro-market level.Maximising investments in B2B engagement programmes and contracts.Team management: career and individual development plans, recruitment, performance supervision, coaching. Show less
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International Brand Management Trainee - DunhillBritish American Tobacco Jan 2011 - Jul 2011London, UkDuring the 18-month programme, I had the opportunity to rotate across different marketing and trade marketing areas, such as consumer insights, B2B, key accounts, and brand marketing.During this period, I was selected among trainees from all countries to develop a Global Brand Management project at BAT's head office in London, UK, where I worked for 8 months.
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Marketing Management TraineeBritish American Tobacco Jan 2010 - Jul 2011Rio De Janeiro Area, BrazilParticipated in a Management Trainee Programme aimed at providing fast-track development with a focus on business awareness (“the whole picture”) and leadership skills, preparing professionals to deliver high-level results, both in the short and long term. During the 18-month programme, I had the opportunity to rotate across different marketing and trade marketing areas, such as consumer insights, B2B, key accounts, and brand marketing.During this period, I was selected among trainees from… Show more Participated in a Management Trainee Programme aimed at providing fast-track development with a focus on business awareness (“the whole picture”) and leadership skills, preparing professionals to deliver high-level results, both in the short and long term. During the 18-month programme, I had the opportunity to rotate across different marketing and trade marketing areas, such as consumer insights, B2B, key accounts, and brand marketing.During this period, I was selected among trainees from all countries to develop a Global Brand Management project at BAT's head office in London, UK, where I worked for 8 months. Show less
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Brand Marketing And Trade Marketing InternBritish American Tobacco Sep 2007 - Dec 2009Rio De Janeiro Area, Brazil
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Project ManagerMeta Consultoria 2005 - 2007Rio De Janeiro Area, BrazilJunior Enterprise @UFF
Leticia Rinaldi Education Details
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Management & Business Administration In-Company Program -
Ijep - Instituto Junguiano De Ensino E PesquisaPsychology -
Business Administration And Management, General -
Industrial Engineering
Frequently Asked Questions about Leticia Rinaldi
What company does Leticia Rinaldi work for?
Leticia Rinaldi works for Leticia Rinaldi
What is Leticia Rinaldi's role at the current company?
Leticia Rinaldi's current role is Mentora e consultora.
What schools did Leticia Rinaldi attend?
Leticia Rinaldi attended Fundação Dom Cabral, Ijep - Instituto Junguiano De Ensino E Pesquisa, Coppead Ufrj, Universidade Federal Fluminense.
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