Responsible for the company’s brands (Cachaça 51 & 51 ICE) ensuring the development, approval and deployment of annual marketing plans. Lead team to develop a 3-year innovation pipeline to strengthen the current portfolio.Work closely with the sales department to align sales and marketing strategies ensuring consumer centric innovation, to boost brand equity and ultimately, sales growth.Lead 23 employees on marketing team and responsible for company’s P&L enabling sustainable… Show more Responsible for the company’s brands (Cachaça 51 & 51 ICE) ensuring the development, approval and deployment of annual marketing plans. Lead team to develop a 3-year innovation pipeline to strengthen the current portfolio.Work closely with the sales department to align sales and marketing strategies ensuring consumer centric innovation, to boost brand equity and ultimately, sales growth.Lead 23 employees on marketing team and responsible for company’s P&L enabling sustainable growth.Main achievements:• Value Market-share record on both segments, CACHAÇA and RTD (the last one with an increase of 50%).• Net Sales robust growth almost doubling 2021 results.• “Marca de Alto Renome” and “Top of Mind” in cachaças segment.• Innovation committee restructured, allowing the elaboration of a 3-year launch pipeline (4 new skus launched in the first year, representing 5% of net sales) Show less

As a Business Unit Manager for PIMACO (Brasil and Latin America), my responsibilities were: Define and implement Brand Strategy to reinforce PIMACO added value perception;Identify new potential countries to expand the business;Manage PIMACO factory, a team of 100 employees, increasing productivity and reducing costs;And ultimately, guarantee the growth of the business, adding up to total BIC business.

Responsible for developing the overall brand strategy and roadmap to support growth of the shaver business in North America and Oceania. Manage the interaction between R&D and continent teams to guarantee deployment of the initiatives.Release of Flex 5 Hybrid razor in North America driving BIC’s growth in disposable premium segment (+34% in YTD Jun’ 17 – BIC’ 5 blades).

Launch of BIC 3, seizing the affordable 3 blade razor opportunity in the market. Today, the product represents 20% of BIC’s triple blade business in Brazil;Set up of BIC Soleil brand positioning in Brazil, followed by a successful launch that today represents 13.4% of female disposable segment;

Developed and lead a guerrilla plan to hold the Nova Schin’s market share in Salvador during 2013 Carnival after sponsorship loss, resulting in market share maintenance (+0.2% of value share).Release of Schin no Grau, a price fighter brand developed to defend the business in North and Northeast Brazilian beer market;Planning, creation and implementation of “Schin Caiu na Rede” promotion, contributing to achievement of record high soft drinks market-share (4.2% - T. Brazil);

In collaboration with Sales team, formulated a plan to increase distribution with the new “Active sportswear” line with current retailers, achieving 90% of the customer base in 4 months;

BIC Cristal 2008 iconic campaign | Partnering with major Brazilian cultural figures;Door-to-door project | Led multi-functional team to improve portfolio mix distribution in small retailers (Marketing + Sales + Supply), on average 10% distribution gain.

Brand Repositioning, including new packaging and new communication platform;

Developed and deployed partnership with Whirlpool (Brastemp) resulting in 7p.p. of household penetration increase of Veja Desengordurante Cleaner;Coordination and implementation of new 1 liter packaging of Veja Perfumes da Natureza (R$600k savings/year);