Luiz Felipe Veras Rapacci Email & Phone Number

Madison, Wi, Us

Irvine, Ca, Us

Developed and launched the first fully automated Plant-Based Milk Maker• Spearheaded a startup from inception to market launch, overseeing R&D, prototyping,fundraising, branding, website development, and go-to-market strategy.• Generated significant industry buzz by unveiling the product at CES 2023, securing extensivemedia coverage and prestigious awards.• Successfully launched the product in January 2024, strategically prioritizing Amazon and D2Cchannels• Developed and executed a comprehensive e-commerce strategy across multiple channels,including Shopify and Amazon, through optimized product listings and targeted advertising(Amazon Ads, Google, TikTok, Meta, Pinterest)• Managed and optimized Amazon seller account, through inventory management, pricingstrategy, A+ and Image Gallery content creation, and PPC advertising.

Cypress, California, Us

Built the Trade Marketing plans for the categories Developed and executed a comprehensive Trade Marketing annual calendar, aligning strategies across key channels including Costco, Walmart, Publix, Target, and Amazon, managing various events and campaigns Successfully launched and managed all product launches and promotions, ensuring seamless execution at the point of sale and exceeding sales targets by 60%. Monitored and analyzed the performance of new products and promotions, providing actionable insights to optimize marketing efforts and driving increase in market share Collaborated with Category Management to develop and implement optimal store planograms, resulting in a 15% increase in product visibility Leveraged Power BI and Nielsen data to optimize forecasting and sales strategies, resulting in a 20% increase in forecast accuracy and a 15% uplift in sales.

Orange, California, Us

Lead product development, marketing initiatives, and website UI/UX Developed and executed a comprehensive brand identity and messaging strategy Designed and implemented a customer-centric journey and content strategy Managed and grew customer acquisition channels and integration with Amazon and Walmart affiliates, leveraging influencer partnerships to drive awareness of the platform Manage customer acquisition, influencers, and strategic partnerships Conceptualized and launched an Omni-channel shopper experience and E-commerce platform Developed and executed a strategic business roadmap, optimizing revenue management and monetization models

Irvine, California, Us

- Developed the Business Plan of one startup (Vyer) - Conducted market analysis to define the product positioning- Defined business strategies; consumer target and pricing - Planned the go-to-market for sales- Built a five years sales forecasting and financials- Shaped the marketing strategies to foster a successful and consistent business growth

Minneapolis, Minnesota, Us

- Built the Trade Marketing plans for the categories and annual events, based on a deep understanding of the categories, channels, and shoppers. Annual Budget ~US$5M- Lead the Trade Marketing annual Business Plan, based on research and insights, from consumers, shoppers, channels, and market trends- Built the Trade Marketing annual calendar, consolidating all the channels plans, events, launches and campaigns- Supported the Marketing Business Plan for the categories, building and leading the Trade Marketing Business Plan for the categories- Ensured the execution of all the brands and categories plans at the point of sale- Developed, produce and distribute all the POP material to support the categories execution, product launches, and events- Tracked the execution of the POP material and post-mortem analyses of the campaigns- Developed and reviewed the ideal portfolio mix for all the categories and channels (~750 SKUs), based on shopper insights, company strategy end market trends- Ensure the execution of the ideal portfolio through sales incentive, trade promotions, and tracking - Recommended price promotions and product combos, to develop the ideal portfolio- Managed the sales force incentive program, to support the category plans, events, campaigns, Blue and product launches. Annual Budget ~US$1.5M- Supported the channels with the ideal store planogram, through Category Management, providing analysis, recommendations, and meetings with clients - Ice Cream operation: worked with the marketing team to grow the category (Annual Budget US$1M)- Freezers Productivity: turn around coolers with no sales and low productivity (~2000 coolers)

Ciudad De México, Mx

- Managed the non-carbonated (juice, tea, water, sports drinks, energetic drinks, and coffee) and beer portfolio- Built the categories and brands Business Plan. Annual Budget US$10M- Planned and executed Products launch- Tracked the products life cycle- Responsible for the categories P&L- Collaborated with the sales forecast and revenue strategies - Developed and executed consumer promotions in order to generate trial- Planned and executed the Media plan, to generate brand awareness- Oversaw the quarter business plan (QBP) activities calendar- Tea market share increased 50% in this period- Launched the inaugural release of Amstel Beer in São Paulo, which reached 40% of total weight distribution and 1% of Market share within one month in October 2015

Ciudad De México, Mx

- Developed business strategies for On-Premise Channels. Annual Budget US$3M- Built and review the “Picture of Success” for each cluster of clients, considering priority portfolio for all the beverages categories, execution strategy, and pricing- Developed and execute shopper promotions to support the categories strategies- Developed and executed retail incentives to support the “Picture of Success" Execution- Developed the POP materials for the Channel- Built the quarter business plan (QBP) consolidated calendar- Track the activities and execution through post-mortem- Supported the category team with products launch plan- Responsible for the channels’ P&L- Lead the Trade Marketing team, to ensure the execution of the plans- Managed the Salesforce Incentive. Annual Budget US$1M- Lead the “Projeto Ativação” (permanent point of sales POP material), strategy, and execution. Annual Budget US$4MIn 2014, I won a contest at Coca-Cola FEMSA for the most innovative execution program. The prize was an innovation course at Hult University in San Francisco.

Ciudad De México, Mx

- Developed business strategies for Supermarkets and Groceries. Annual Budget US$4M- Built and review the “Picture of Success” for each cluster of clients, considering priority portfolio for all the beverages categories, execution strategy, and pricing- Developed and execute shopper promotions to support the categories strategies- Developed and execute retail incentives to support the “Picture of Success” Execution- Developed the POP materials for the Channel- Built the quarter business plan (QBP) consolidated calendar- Tracked the activities and execution through post-mortem- Supported the category team with products launch plan- Responsible for the channels’ P&L- Lead the Trade Marketing team to ensure the execution of the plans During this period, we grew 10 p.p. in the soft drinks Market Share, through executing a space expansion strategy at the point of sales, managing a portfolio review, and implementing a long-term loyalty programs for the retailers.

Ciudad De México, Mx

- Redefined and Managed CRM Loyalty program to develop Coca-Cola’s portfolio execution and improve the relationship with key retailers. Annual Budget US$3M- Ensured the execution of the “Picture of Success” in the point of sales through the Loyalty program- Tracked the results and provide the post-mortem- Cooler Management: Responsible for the annual business plan, strategy, and execution. Budget US$10M- Defined the quantity and type of equipment’s (Coolers)- Supported the procurement department and operations department- Managed the current cooler assets, to ensure the execution and productivity (~140k coolers)- Tracked the execution and productivity of the coolers- Developed the plan to build a Vending Machines Operation- Lead a cross-functional team with representatives from all departments in order to build a business plan for a Vending Machine operation in Brazil. Budget ~US$5M- Defined the operation strategy, channel distribution, portfolio, and pricing, to build the P&L of the projectBetween the months of June and July 2010, managed the largest placement of Coolers in the history of Coca-Cola system. I was responsible for planning and conducting a major operation, which traded 10,000 Coolers in 15 days and 4,765 installed in just one day.

Ciudad De México, Mx

- Responsible for the Sustainable packages portfolio (Refillable Bottles)- Lead Coca-Cola 2-liter refillable plastic bottle expansion. Total Budget US$30M including a new production line- Developed and implemented the plan - Defined Go to Market Strategy and price review - Developed and executed point of sales activation - Built and execute the ATL and BTL media Plan- Tracked the execution of the plan, and sales results- Result: In Q4 of 2009 the plan was implemented and the customer base increased 3x within five months, the volume grew 4x and the packing rose 2 p.p. of Share of Market.

Ciudad De México, Mx

- Responsible for adapt Coca-Cola’s Marketing strategies to FEMSA territories- Implement campaigns, shopper promotions, and brand activation- Develop regional strategies for the new products launch- Partnerships with other companies, seeking cross-promotions and joint action. Accountable for Fountain Drinks turnaround plan. In this project, I was responsible for all phases of planning, development, and execution. Before the implementation of the project, the amount of equipment on the market fell 70% in the last 10 years and the sales of the Bag in Box packaging decreased in the past three. After the implementation, sales volume grew more than the market within 2 years.

Ciudad De México, Mx

- Analyzed reports from Nielsen and other Adhoc research in order to identify business opportunities for all drink categories- Generated sales reports- Supported annual Business Plan with market analyses

Accelerate Certificate Program, Entrepreneurship & Innovation Management

Acp, Data Science & Predictive Analysis

Innovation And Scenario Planning

Master Of Business Administration (Mba), Business Management

Bachelor'S Degree, Marketing

Education record