Lia De Lima Email and Phone Number

As leader of the Analytics & Insights area for Pernod Brazil, I am responsible for developing key initiatives to leverage Consumer Centricity at the company. Some key pillars in this development was first, to stablish a solid process for consumer understanding, implementing right methodologies for each need, hence leveraging the use of research as a key milestone in the decision-making process. Also, I pushed the level of analytics, by developing deep analysis that contributed on reaching better executional insights, such as optimal pricing and portfolio. And, with a new look at the new ways of optimizing consumer research, I am implementing ways of reaching consumer understanding via our own data base, using CRM as a source.

Sr. CMI Shopper Manager

- Development and management of the main research activities and planning for the areas of Marketing and Trade Marketing at Diageo.-SHOPPER PLANNER: developing major projects and studies for the better performance of the brands in ON and OFF channels trade, Duty Free and Borders (Paraguay and Uruguay). For the OffTrade, responsible for developing the entire understanding of the consumer journey, mapping the barriers and opportunities for spirits. Mapping the differences in purchasing behavior and shopping mission among the major sub-channels (neighborhood, cash & carry, small supermarkets, convenience) providing the company subsidies to improve communication and activation in each.-CONSUMER PLANNER - responsible for the research and planning for the brands Smirnoff , SmirnoffIce ,Ypióca and JunDaiti .

Responsable for the elaboration and coordination of all research projects (qualitative and quantitative) for Danone’s major brands such as Activia, Actimel, Danoninho and smaller one such as Dan’up, Danette, Danone and Paulista.Regular annalyses of the DFP market (dairy food products) such as retail data (Nielsen) and home pannel info (Kantar), searching for better perfomance and consuption opportunities for the Brands.Anallyses of market Trends, searching for constant innovation that can differentiated Danone the commodity market of yogurts.

Having Danone as client, responsible for all the strategic planning for the launch of two major Brands: Bonafont and Actimel. Both brands had success in its marketing strategy, and Bonafont became market leader in the year of its launch.

•Structure and organization of NIVEA’s MI area in 2007, establishing a solid base of market data and analyses for the marketing area, resulting in better planning and strategy for the brands.•Implementation of the In Touch process, global project created by Beiersdorf to structure the innovation path among countries, based on a better and deeper understanding of consumers (insights).•Development and leadership of 6 In Touch workshops in Brazil and Latin America. Among these, there were created insights which established potential ideas for new products, specific for Latin America. Also, Brazil was nominated the best contributor of insights, globally.•Coordination of the first research phase of the global project for launching NIVEA Hair Care in Brazil. Structure of all market analyses such as BASES, retail and ethnographic studies.