Leticia Rinaldi Email & Phone Number

São Paulo, Sp, Br

Brasil

São Paulo, São Paulo, Brasil

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… 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

São Paulo, Brasil

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… 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

São Paulo, Brasil

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… 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

São Paulo E Região

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… 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

Rio De Janeiro Area, Brazil

Led 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.

Rio De Janeiro, Brasil

Developed 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.

Rio De Janeiro

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… 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

São Paulo Area, Brazil

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… 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

London, Uk

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.

Rio De Janeiro Area, Brazil

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… 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

Rio De Janeiro Area, Brazil

Rio De Janeiro Area, Brazil

Junior Enterprise @UFF

Management & Business Administration In-Company Program

Psychology

Trainee Academy, Business Administration And Management, General

Bachelor Of Engineering (B.E.), Industrial Engineering