Marcella Cohen Email & Phone Number

Rio De Janeiro, Brazil

São Paulo

• Inspired in north American series A/B startups (Vivvi, Kinside and Wonderschool) POPPINS brings to Brazil an innovative childcare service: a platform that connects families with teachers, providing PRESENTIAL classes @home. We create the perfect environment for babies and children explore, learn and develop (www.poppinsedu.com.br);• Responsible for defining company´s business model and localization strategy for Brazil – a marketplace with 45% of take-rate with a clear value proposition for both sides, teachers (extra revenue) and parents (personalized development);• Design of portfolio and price strategy based on competitive landscape together with remuneration model for teachers;• Responsible for route to market strategy and product development for B2b (SMB as main growth channel);• Brand Development from scratch: definition of target audience, brand position, naming, logo, brand story, tone of voice, communication channels setup (website, IG, Facebook and LinkedIn);• Implementation of 360° Communication plan with digital media, SEO, PR, Influencers and events;• Definition of organizational design and process, hiring and growth plan/ Leadership of a multifunctional team of 7;• Results: With a bootstrap strategy we were able to double our revenue with an asset light operation (Over 1MM/ARR).

São Paulo, Brazil

• Responsible for TRESemmé mid-term (2-5 years) growth strategy and communication plan for Latam;• Led cross-functional partners and agencies to develop and deliver outstanding communication assets for the region - Results: Delivered 3 outstanding green campaigns during this period;• Worked closely with global team (UK) to bring global visions/strategies to life, influencing local teams and adapting and localizing assets when necessary;• Leverage digital data for creative development and media planning through precision marketing;• Develop brand activation strategies to stablish TRESemmé in fashion territory and levarage brand sponsership in New York Fasion Week;• Responsible for LATAM partnership roadmap and stylist program, negotiating terms and conditions of partnership agreements.

São Paulo Area, Brazil

• Responsible for Axe business building and P&L management driving Brand Equity Growth for the brand; • Campaign Leadership with offline, digital and PR agencies; • Leadership of brand analysis considering Nielsen, Kantar, MWB and the competitive scenario in order to define brand strategy;• Leader of Lolapalooza Sponsership.

São Paulo, Brazil

• Reporting to the category Director, responsible for Arisco brand in all categories (Savoury & Dressings);• Lead innovation and communication launches along with local multi functional teams;• Manage the P&L as well as do all the brand analysis considering Nielsen, Kantar, Millward Brown and the competitive scenario in order to define the action plan and new opportunities for Arisco.

São Paulo Area, Brazil

• Team member of Hellmann´s brand in Br: the biggest brand in the dressings segment; • Implement the mayonnaise and ketchup strategy through a communication plan focused on elevating the brand credentials and inspiring new product usages; • Led campaigns together with offline, digital and PR agencies; • Manage the P&L as well as do all the brand analysis considering Nielsen, Kantar, Millward Brown and the competitive scenario in order to define the action plan and new opportunities for Hellmann’s.

São Paulo Area, Brazil

• Team member of Rexona brand in Br: the biggest brand in the antiperspirant segment; • Led innovation and communication launches along with global and local multi functional teams for Rexona for Women and Rexona Clinical; • Led the communication execution (ATL, BTL and PR) along with local agencies, such as Rexona Antibacterial and Rexona Invisible.

• Responsible for providing regional insights to Marketing and Trade Marketing teams; • Development of market analyses to support and delivery key indicators, providing better decisions for business and boosting competitiveness; • Support in ad hoc projects for Supply Chain and new business of the company.

• Development and implementation of learning platforms focused on marketing public (+/- 4200 people); • Development of new learning tools and technologies to guarantee speed to market;• Functional marketing competencies management (pre and post assessment, development and certification)• Management of induction programs and international visits;

• Performing research on various asset managers and mutual fund families, preparing presentations for seasonal seminars focusing on potential clients;• Responsible for formulation and coordination of various projects aimed at helping team expand its business;• Coordination and preparation of marketing campaigns and assist client service with administrative duties.

• Execution of a 2 month project;• Marketing analysis study, focused on business opportunities;• Used competition analysis to conduct market research;• Identified information need for database development;• Provided geographic and psychographic data profiles;

• Responsible for managing a staff of 12 Project Managers; • Responsible for the implementation of post sales technique and strategies in customers’ relationship management;• Active participation in making strategic decisions and in managing decisions as a high member of the staff.

• Liason between the company and the customers during the projects;• Responsible for team management and coordinating efforts;• Responsible for developing the project activities, updating the services, coordinating and qualifying consultants as well as planning and managing financial, strategic and marketing projects.

• Consulted in services for finance, strategy and marketing areas;• Developed skills in sales, negotiating and diagnosis of client services needs.

Education record

Education record

• Exchange Program; • Won FIPSE/CAPES Scholarship (Fund for the Improvement of Postsecondary Education and Coordenação de Aperfeiçoamento.