Marcela Shiroma Serrano Email & Phone Number

State Of São Paulo, Brazil

London, England, Gb

• Reported to Vice President of Growth Markets (LATAM, APAC and TMEA).• Leader of the Dairy Category Strategy in LATAM in line with the AOP and 5YR planning cycle, unlocking category governance, cadence which includes annual deep dive and quarterly check-ins Go-To-Market intiatives, ingredient to solution-based approach.• Responsible for developing, formulate and recommend a comprehensive, customer category strategy, and executable strategy plan, building a solution-based approach to meet customer need.• Drives the Value Proposition Package development for strategic campaigns and execution of business goals and priorities, translated into Category Marketing Strategies and Initiatives to drive business growth.• Partnering with the sales force to build deeper and on-going connections with core regional target customers and stakeholders to identify gaps, focused on ensuring understanding of both articulated and unarticulated needs.• Lead and provide leadership for Dairy marketing & communications initiatives by leading regional marketing, integrated marketing campaigns and trade shows based on compelling messages to achieve the pipeline and conversion objectives.

Vernier, Geneva, Ch

• Reported to Global Marketing Director Taste & Wellbeing. Managing a team.• Responsible and ambassador for the Hydration & Refreshment Growth Platform (Alcoholic and Non-Alcoholic Beverages, Bakery, Confectionery, and Dairy) including texture ingredients, sugar reduction, citrus, vanilla, and botanical for flavours, fruits, Integrated Solutions and delivery systems.• Defines and drives offering strategy that creates a unique portfolio delivered with customer service and experience, to accelerate business growth. • Partner with the Global Category team in setting the strategy and along the whole commercialization process and ensure a fully embedded value proposition. Increase engagement, and knowledge exchange and establish best practices within a multinational environment.• Provide strategic marketing support to selected global/high-profile accounts to allow a positive omnichannel customer experience.• Direct, advise and provide leadership for sales initiatives by leading global marketing, advertising, marketing communications materials, and strategy implementation to achieve the product marketing objectives.• Brand building and responsible for managing brand assets to enable and maintain brand consistency, and unified presence around the globe.• Owner of marketing collateral content for the assigned market segment and represent the segment at internal forums, external conferences, and trade shows• Execute and lead large-scale, integrated marketing communications (social and trade media, email marketing, online advertising, etc), and promotion efforts.

Vernier, Geneva, Ch

• Reported to Global Marketing Director Taste & Wellbeing. Managing a team.• Responsible for Sweet & Natural categories (Alcoholic and Non-Alcoholic Beverages, Bakery, Confectionery, Dairy and Plant-Based) including sugar reduction, citrus, vanilla, botanical for flavours and fruits.• Direct, advise and provide leadership for sales initiatives by leading global marketing, advertising, marketing communications materials and strategy implementation to achieve the product marketing objectives.• Brand building and responsible for managing brand assets to enable and maintain brand consistency, and unified presence around the globe.• Lead the commercialization process by providing a view of our landscape, including market size, market share, market research, trends, competitive analysis, and environment consumer/ customer needs for the assigned category.• Drives the Value Proposition Package development for strategic launches, leads the strategic planning process and execution of business goals and priorities, translated into Marketing Strategies and Initiatives to drive business growth.• Establish relationships with customers and stakeholders (global cross-functional team) to ensure that Marketing decisions are customer-driven• Owner of marketing collateral content for the assigned market segment and represent the segment at internal forums, external conferences, and trade shows• Execute and lead large-scale, multi-channel marketing communications (social and trade media marketing email marketing, online advertising, etc), and promotion efforts.

Vernier, Geneva, Ch

• Reported to Innovation and Marketing Head - LATAM. Managing a team.• Lead development of the regional segment growth strategy: Identify business development opportunities for the segment - Savoury, Snacks & Plant Protein (Plant-Based Meat). Build strategy and action plan to perform business development. Ensuring implementation of Global Segment Strategies and capture of regional opportunities. Partner with sales to analyze our performance, identify issues, and establish specific needs. Work with Global Category Management and Regional Innovation teams to establish the innovation agenda and fill identified gaps in technology. • Lead commercialization of global strategic big-investment products and technologies: Play an active role in planning, ensuring sales agreement, and securing the required technical support. Oversee the regional commercialization calendar for the segment and achieve it, integrating global commercialization plans and regional activities. • Lead and executes marketing plans to target customers: Drive assigned regional business development projects. Ensure that strategy is “translated” into marketable actions and that targets set are achieved. Ensure Marketing activities are consistent with and support Division Branding and Positioning. Ensure delivery of differentiated marketing programs. Oversee the opportunity pipeline of respective segments. • Help achieve assigned segment financial targets (sales, gross margin): Partner with pricing to develop the regional segment pricing strategy (including category guidelines on margins). Support the delivery of sales and margin results by collaborating with key stakeholders on strategic global or cross-region plat-forms• Owner of marketing collateral content for the assigned market segment and represent the segment at internal forums, external conferences, and trade shows• Execute and lead large-scale, multi-channel marketing communications and promotion efforts.

Vernier, Geneva, Ch

Reported to Sr. Marketing Manager. Responsible for a strategic marketing plan for clients (local and global) and development of strategic categories to generate pipeline. Managing a team.• Support the strategic marketing plan for each client, according to the priorities (grow aggressively, grow selectively, and maintain), supporting their demands, generating the project's pipeline, and impacting sales.• Strategic support to account executives for creating innovation and growth plans for customers through a deep brand analysis, competitors, and market competitive landscape.• Development and implement an action plan to promote strategic categories to customers and generate pipeline and inflow• Development of market knowledge, competitive landscape, technologies, flavor profiles, and opportunities for exploratory categories with this team: creation, application, sensory, pricing, and sales.• Support in conducting qualitative and quantitative research with consumers• Analysis of targets, categories, and market potential for various segments of the food & beverages industry: dairy, water, infant nutrition, confectionery, snacks, cookies, pasta, processed meats, food service, coffees, juices and powdered drinks, bakery, dietary supplements, alcohol, among others.

Austin, Texas, Us

Reported to the Marketing Director - Oracle Marketing Cloud• Responsible for calendar planning and execution of inbound marketing campaigns and marketing outboud : digital, content , direct mail , events, round table , etc.• Budget management* Temporary job

Vevey, Ch

Reported to the Unit Director, managing a team. Responsible for innovation and renovation of Culinary Business Unit products (Maggi brand).• Responsible for new products project development, from understanding consumers and generating ideas to the post-launch stage (local and regional, interfacing with global R&D sectors).• Established an innovation and renovation pipeline for products and services, including future generations.• Leader of Consumer Insights, including consumer qualitative and quantitative research (product preference, concept and product, preference mapping, Bases II Nielsen, etc).• Responsible for the NHW (Nutrition, Health, and Wellness) strategy, including the development and communication of healthier products.• Evaluated the financial feasibility of products and projects with the financial sector.• Experienced in Lean Value Stream (LVS) as Value Stream Manager for Culinary business unit. Managed business indicators.• Implemented tools to support general initiatives using concepts of creating stability, push and pull.• Extended the scope of Lean to suppliers and customers.• Implemented people and process management model (Goal Alignment).Main achievements:• Launched 4 new SKUs of the “Ideias Para” brand.• Relaunched the “Sopão Maggi” (soup line) and “Tempero e Sabor” with a new visual identity. Launched promotional “take and pay” SKUs for bouillon, seasoning, and soup products.

Vevey, Ch

Reported to the Sector Manager. Managing a team.• Managed the specification process of raw materials and recipes for all business units, including the process management with application groups (R&D) and the use of SAP’s Recipe Management package.• Managed the project to introduce label specifications for packages to meet regulatory requirements, with a focus on BTL communication - “Nutrition, Health, and Wellness”.Main achievements:• Implemented and trained staff on the new SAP tool for portfolio recipe management.• Implemented the tool for the new labeling communication model (packaging).

Vevey, Ch

Reported to the Sector Manager.• Managed projects as a gatekeeper of all product categories, from generating ideas to developing products and post-launches.• Designed, implemented, and trained on Innovation and Renovation processes (worked closely with Marketing, Finance, Trade Marketing, Supply Chain, Production, Product Research & Development).• Managed the incentive program for technological innovation within the provisions of the “Lei do Bem - 11.1986/05” (Brazilian law), to recover tax benefits.Main achievement:• Implemented and trained on the Innovation and Renovation process management using SAP.

Vevey, Ch

Reported to the factory Manager and to the Application Group Manager.• Coordinator of New Product Development and application for the culinary category, working on innovation and renovation projects.• Executed Six Sigma projects in the Green Belt methodology for soup lines (Maggi) and children's food (baby food); and SMED (reduced the changeover time in production line) of chocolate lines – to improve process KPIs.• Member of the Focused Improvement and Quality Pillars (TPM) coaching all methodology tools, including project management and support.

Blackfriars, London, Gb

Report to the Area Manager.• Participation and representation of the supply chain area in LATAM regional project forums.• Monitoring and reviewing project networks in regional activities.• Interface with regional marketing and project teams for matters of innovation and portfolio management in the “Savory” category, related to the KNORR brand.• Manage the innovation project plans from Start Gate, through to implementation. This is achieved through helping to scope the project, defining activities and timings required to ensure capability is in place, and then following up on these timings throughout the project.• Own and maintain project timelines, via MS project, coordinate inputs from the cross-function and hold individuals accountable for the delivery of their activities to ensure the project remains on time.• Lead Supply Chain functions to ensure implementation of sourcing strategy, with the right capacities and capabilities to produce the innovations.• Support complexity reduction activities and sourcing analysis for the innovation projects, by working closely with Strategic Planning, Marketing and Finance. • Ensure delivered Quality for the innovations, maintaining Unilever safety standards• Co-lead risk assessments, and make sure action plans are embedded in the project time plans.• Manage communication with all key project stakeholders and with global and regional innovation planners on project status and risks to delivery.

Paris, Fr

Research and development intern.Research project development: Durum wheat pasta Extensibility.Biochemical and rheological analyzes

São Paulo, São Paulo, Br

Intern in the area of ​​research and development of biodegradable packagingScientific initiation - Development of the research project: Hydrophobic biodegradable gelatin films.

Master Of Science - Ms, Applied Behavior Analysis

Postgraduate Degree Discipline, Cellular Animal Science

Master Of Business Administration (Mba), Marketing

Bacharelado, Engenharia De Alimentos

Engenharia De Alimentos