Marcelo Cruzato Email & Phone Number

State Of São Paulo, Brazil

São Paulo, Brazil

Mosaiclab is a Market Intelligence and Consumer Research company that brings innovative solutions to the largest and most relevant brands in a broad range of industries, product categories and services. My focus at the company is to support the implementation of innovative projects, helping to create strategies that align challenges with clients' business objectives. Together with leaders and internal teams, I work on improving the business model with a customer success perspective and strengthening the team's skillsMosaiclab is part of the Gouvêa Ecosystem, an ecosystem of Consulting companies, offering solutions and services from strategy to operations.

São Paulo Area, Brazil

Business and Strategy Consultant, a multi-disciplinary view of the customer-consumer, the industry and its environment so that growth strategies are revealed in a colaborative and simple way.Main activities:Definition/ adjustment of the business modelStrategic planning and growth plansMonitoring and business reviews with Co. founders and investorsMarket intelligenceMentoringAgile methodologies and Design Thinking

São Paulo, São Paulo

Partner in a Consulting firm with focus on overall business management, driving performance and M&A operations for large and medium-sized companies

São Paulo Area, Brazil

Forebrain is among the most innovative Marketing Startups in Brazil (100 stratups). Specialized in Strategic Intelligence, offers research and consulting to understand consumers through behavioral sciences and neuroscience. Key initiatives:- Strategic Planning, management of the commercial team and implementation of programs to accelerate business growth and expansion to new segments /accounts- Closely worked with cross-functional areas for continuous improvement, efficiency and customer success- Relationship with clients of several industries, helping them to understand their brands and consumer´s behaviors in a scenario of constant changes and new digital technologies

São Paulo Area, Brazil

Led the Personal Care business in the Brazilian subsidiary (35% of sales), responsible for the leading brands Protex and Palmolive, Body Cleansing, Intimate and Hair Care, a team of 8 young talentsKey Achievements:• Successfully managed the restructuring of the Personal Care unit, unifying two brand teams and categories which enabled better strategic alignment, more efficiency in the execution of the commercial plans, profitability improvement and consistency in the new product development• Managed projects and initiatives that took the company to leadership in Toilet Soaps, leadership of the Protex brand, growth of Palmolive to second position in category and the leadership in Liquids • Led the development and implementation of new strategies and commercial plans that secured the national market share in Soaps and the financial health of the brands during the consumption reduction and economic slow-down• Developed the entry strategy for the new Protex Pro-Hidrata premium line in hydrating soaps segment, resulting in immediate trade acceptance, incremental distribution and sales • Led the strategic project to expand the Protex brand into Intimate Care for the first time. A new integrated go-to-market focused in opinion leaders and digital marketing. Brand quickly reached the 2nd market share position nationally, building a credible image among the target group• Developed innovative strategies for the launch of the new Palmolive Natureza Secreta premium line. A differentiated go-to-market strategy focused in Digital and influencers model that resulted in brand image improvement, increase in penetration and incremental market share in Liquid Soaps• Directly participated in strategic projects and alignment of the pipeline of innovation, influencing the Latam Innovation, Global and R&D teams on the concept, product development and implementation• In-depth assessment of new categories for expansion, emerging brands and companies as potential acquisition targets

São Paulo Area, Brazil

Key Achievements:• Designed the new growth strategy for the Palmolive Naturals brand in Brazil with higher focus in local trends and efficiency through a synergistic investment to the categories. Resulted in Resulted in new positioning, profitability improvement to record high levels, market share gain in Soaps and especially, consistency of the equity in-store• Led locally the Palmolive Equity Global Relaunch with new formula, packaging and graphics with massive support in-store and regional media • Managed an in-depth portfolio optimization resulting in profitability improvement to record high• Led and implemented a new promotional strategy for the categories aligned to the competitive scenario and consumer demand, establishing partnerships with major clients and sales channels

São Paulo Area, Brazil

Key Achievements:• Led continuously consumer research to understand the Palmolive brand and the Hair category, in particular the emerging C/D consumer in the Southeast and Northeast of Brazil. Insights were key to develop new brand strategies, relaunch the brand and define the innovation pipeline addressing the needs of the Brazilian woman• Close partnership with Retail Marketing and Sales teams in the definition of the Retail Environment plans and Client strategies • In addition to the Marketing Manager role, I was the Sustainability Champion for Colgate Palmolive Brazil (2009-10). Led a team of 15 multi-functional professionals from different areas and expertise in the organization. Introduced programs to stimulate a sustainable mind-set among 3000 employees, contributed to develop new products, improve manufacturing processes, and bring new consumer awareness campaigns like Saving the Water (Colgate) and Hand Washing (Protex)

São Paulo Area, Brazil

Manager of Sorriso, brand with ¼ of the Brazilian toothpaste market share, leader in its segment and distribution channelsKey Achievements:• In-depth assessment of the C/D consumer group in several markets to redefine the brand strategy in Brazil. Led the Relaunch of the brand, critical to stabilize market share and define the priorities in the subsidiary’s oral care portfolio and its innovation road map• Development of new campaigns to retailers and consumers, promoting online brand’s presence with influencers and strategic partnerships

New York City

Managed the Power Toothbrush category, optimizing the portfolio and revising the commercial strategies in a short period. Contributed to revert the sales decline trend and to improve the category profitability with product improvement and cost reduction effortsKey Achievements:• Led the launch of Colgate 360 and the Kids toothbrush lines in the US, with the go-to-market definition, launch to key commercial partners and the Sales team. Initiatives contributed to market share growth to record high in manual toothbrushes• Established strong partnership with Kids License companies, especially Nickelodeon and Warner Bros, identifying new trends and negotiating various contracts and brand activations in the American market • Led marketing strategies and the oral care brand building initiatives to the Hispanic consumer in the US, especially implementing educational campaigns, diabetes awareness, partnerships with dentist communities and programs with key retailers

Mexico City Area, Mexico

Latin America regional leader for “ideation”, development and launch of new Colgate toothpastes. Managed multiple projects simultaneously, with strategic and operational engagement of several multi-functional teams in the regionKey Achievements:• Worked in the introduction of Colgate brand in the sensitive teeth segment. Also conducted deep assessments in the natural ingredients and fresh breath arenas conducting research in several markets in the region, contributing to the innovation pipeline and expansion of the Colgate Herbal and Fresh Breath lines• Managed several studies and research in Brazil, Mexico, Venezuela and Colombia to identify opportunities in toothpaste, mouthwash and portable oral care, always in partnership with country Marketing Directors to meet local needs and growth opportunities

São Paulo Area, Brazil

Brand Manager – Personal Care –Palmolive and Pom-Pom Baby line (Jun-Oct´99)Brand Manager – Colgate Total and Premium line (Mar´97- Jun-´99) Assistant Brand Manager – Colgate Premium Toothpaste (Feb´96 – Mar´97)Progressed through roles of increasing responsibility in Marketing for Colgate-Palmolive Brazil. Responsible the Colgate Premium Toothpaste line, managing all aspects of Marketing with particular focus on Colgate Total Consumer Brand activations, Professional and Patient education, toothpaste portfolio / SKU harmonization and margin-enhancement initiatives

São Paulo Area, Brazil

Responsible for the development and implementation of promotional programs, brand activations and participation in Trade Shows and Events. Support to the Sales organization, planning and support on client marketing initiatives

São Paulo Area, Brazil

Media Planning and control of major consumer promotions with national reach. Partnership with suppliers. Budget control and management with Ad Agency and Media planners

São Paulo Area, Brazil

Internership rotation in several departments of the Agency, experiencing Creative, Media and Planning in the largest Advertising agency in Brazil at that time.

Post Graduate, Strategic Design And Innovation

Ma, Masters´ Degree In Business And Post-Graduate In Marketing, International Marketing

Activities and Societies: Master´s thesis in International Marketing for Small Business in the U.K.

Digital Media Planning

Graphic Design

Bachelor'S Degree, Social Communication, Major In Advertising & Publicity