Mariane Fernandes Email & Phone Number

Support FMCG Company from beverage segment with Innovation Strategy project.

- Responsible for Market Performance department in Latam South cluster during transition from Brazil End Market to Latam South unification. Support business strategy with performance tracking and analysis of main Latam South markets (Argentina, Brazil, Chile, Paraguay and Peru), delivering insightful and strategic analysis to support end markets’ monthly planning and long term forecast.- Responsible for engage with Retail Audit Partner agencies, leveraging the suppliers’ deliverables towards business recommendation and ensuring reliability of data. - Managing a team with 02 Senior Analysts, 01 Junior Analyst and 01 Intern. Managing annual research budget of U$2,000K. Main results: implemented new Market Performance department during changeover to new Latam South cluster. Defining new way of work and service level agreements with main end markets of cluster as well with new hub. Supporting main end markets (Argentina, Brazil, Chile, Paraguay and Peru) as Business Partner with analysis and recommendations for short and long term strategy.

Rio De Janeiro

- Responsible for Consumer Insights department in Souza Cruz. Support marketing & portfolio strategy with actionable consumer insight through the combination of different sources of information (E.g. Performance data, qualitative and quantitative studies, consumer & behavior trends). Assessments of new categories based on unmet needs from consumers and volume forecast. - Management of consumer researches from briefing to final results. Engagement with different agencies guaranteeing best methodologies and design to answers all business questions from briefing. - Managing a team with 01 Senior Analyst and 01 Intern. Management of annual research budget of U$3,750K.Main results: led total market rebase in 2017 reviewing forecast methodology based on Total Market study and identified growth opportunities. Delivered in 2017 a 5-Years Marketing Strategic Plan based on opportunities identified through consumer insights analysis. In 2018, developed and deployed new methodology to track price and performance of illicit brands monthly driving TM&D and Brands strategies by area. Delivered New Consumer Segmentation study in 2019 supporting Portfolio Strategy review identifying consumer drivers and unmet needs.

- Responsible for two cigarette brand management and the introduction of a new category. Support long term strategic plan aligned with portfolio strategy and definition of annual deployment plan. Development and approval business cases for new products introduction.- Responsible for develop and deploy cycle plan activities and new products introduction. Engage with media agency to guarantee deployment strategy aligned with plan. Direct interface with different suppliers for market mix production and implementation. Engage with different departments in order to guarantee processes of production, importation, distribution and billing.- Managing a team with 01 Senior Analyst and 01 Intern. Management of annual budget of U$3,000k. Main results: managed two main brands of portfolio with total market share of 30%. Developed and implemented 08 marketing campaigns. Delivered Brand Strategy Review for Derby in 2013/14 and for Hollywood in 2015. Development of new category introduction in 2015, including product, packaging, launch strategy and business case. Deployment of 03 Market Tests for the new category.

Executive Training, Estratégias De Mkt Digital E Growth

Executive Training, Design De Futuros

Executive Training, Consumer Insights & Ux

Executive Training, Human Centric Toolkit

Executive Training, Branding

Executive Mba, Marketing

Extension, Project Management

Bachelor'S Degree, Business Administration And Management, General