Rafael S. Email & Phone Number

Brasil

Responsible for managing the performance of categories and brands across Brazil, defining portfolio strategies, pricing, margins, and communication actions. Coordinated the development of new products, campaigns, and consumer promotions, in addition to managing the marketing budget. Led the strategic planning and execution of promotional actions, focusing on profitable business growth and market positioning by analyzing indicators and optimizing processes to achieve financial and sales goals.Objectives: Reposition brands in the competitive fitness and beachwear market, increasing sales and strengthening digital presence.Strategies: Developed an integrated omnichannel strategy using Salesforce Marketing Cloud, RD Station, and CRM Dito. Revamped the online shopping experience with UX/UI and HTML optimizations.Results:- Increased online sales by 30% in 12 months.- Boosted customer retention by 25%.- Reduced cart abandonment rate by 20% through improvements in the checkout experience.

Florianópolis, Santa Catarina, Brazil

Invictus, BR Force and R.BrandsManagement and strategic development of marketing projects and campaigns for B2B and B2C channels, with a focus on digital and offline performance, customer experience, and persona creation. Definition of positioning strategies and target audience, development of new campaigns, and KPI management with a Growth Hacking approach. Responsible for the management of categories and brands across Brazil, including product portfolio, pricing, margins, and promotional actions. Approval and implementation of strategic plans, leading brand positioning and controlling promotional actions in partnership with Trade Marketing, Sales, and agencies.Objectives: Expand the digital presence of brands in both B2B and B2C.Strategies: Employed growth hacking and marketing automation for lead qualification and personalized segmentation using Salesforce and RD Station.Results:- Increased B2C sales by 20% and B2B by 15%.- Boosted the volume of qualified leads by 35% and reduced CPL by 25%.- Email marketing campaign engagement grew by 40%.

São Paulo, Brazil

Leroy Merlin, Sodimac, Roche América Latina.Development of marketing strategies focused on performance and business growth, emphasizing planning, KPI definition, and ROI measurement. Leadership in brand positioning, product portfolio, pricing management, and communication, as well as executing promotional actions in collaboration with Trade Marketing and Sales. Proposed effective strategies based on product performance analysis and market research, aimed at increasing sales and profitability.Objectives: Develop CRM strategies and performance-driven campaigns for major brands in the health and consumer sectors.Strategies: Planned and implemented marketing automation campaigns, focusing on lead acquisition and branding, using Salesforce Marketing Cloud and Power BI for data analysis and ROI measurement.Results:- Implemented personalized communication workflows, resulting in a 20% increase in lead conversion.- Achieved a 30% increase in customer retention with automated email campaigns.

São Paulo, Brazil

Leroy Merlin, Casa e Construção, Votorantim Cimentos, Zoetis, Cimed, Adidas, Timberland, Land Rover, Privalia México e Honeywell. Strategic management of B2B and B2C marketing campaigns on a national and international scale, focusing on digital and offline actions oriented towards consumer experience. Development of personas and positioning strategies using KPIs and Growth Hacking. Collaboration with internal and external stakeholders to create communication and sales strategies, including CRM and omnichannel integration (Salesforce Marketing Cloud, RD Station, Power BI). Project management using agile methodologies (Scrum, Kanban, Gantt), aimed at increasing delivery efficiency and team performance.Objectives: Increase the reach and digital engagement of global brands with a data-driven approach.Strategies: Developed digital performance campaigns focused on SEO, SEM, and CRM automation. Integrated customer data with Salesforce Marketing Cloud, Dito, and RD Station, while coordinating digital performance and omnichannel strategies.Results:- Increased social media engagement by 30% and organic reach by 25%.- Reduced website bounce rate by 15% through UX/UI improvements.- Achieved a 20% growth in ROI for digital marketing campaigns.

São Paulo, Brazil

Todimo, Cassol, Braskem, Ford, Land Rover, The North Face, Diesel e Jansport (Grupo Aste).Responsible for business and digital/offline marketing planning for consumer brands, focusing on B2B and B2C. Managed e-commerce campaigns, activation of 46 points of sale across Brazil, and product launches. Led digital campaigns (SEO, Google Shopping, CRM), social media management, and lead generation. Planned content for Instagram, Facebook, Pinterest, and TikTok, using data analysis and Growth Hacking to identify trends. Coordinated medium and large-scale events, including national trade shows and live marketing actions, along with managing complex projects using agile methodologies (Scrum).Objectives: Increase the digital reach and engagement of global brands with a data-driven approach.Strategies: Developed digital performance campaigns focused on SEO, SEM, and CRM automation. Integrated customer data with Salesforce Marketing Cloud and RD Station, while coordinating digital performance and omnichannel strategies.Results:- Increased social media engagement by 30% and organic reach by 25%.- Reduced website bounce rate by 15% through UX/UI improvements.- Achieved a 20% growth in ROI for digital marketing campaigns.

São Paulo, Brazil

Votorantim Cimentos, Odebrecht, Braskem, Ford, HoneywellManagement of positioning and repositioning projects for major brands on both local and global levels, leading the planning and execution of marketing and communication initiatives. Implemented agile methodologies (Kanban) to optimize SLAs and demand flow, in addition to conducting performance analysis and benchmarking to generate strategic insights.Objectives: Manage marketing and communication projects for major brands with a focus on performance and market repositioning.Strategies: Implemented agile methodologies (Scrum and Kanban) to optimize demand flow and SLAs, while developing digital marketing and performance strategies.Results:- Increased project efficiency by 25% through the use of agile methodologies.- Improved brand market positioning through repositioning campaigns and digital communication efforts.

São Paulo, Brazil

Privalia Brasil, Ray Ban, Mitsubishi e Porsche Brasil.Responsible for communication planning for new product launches, including digital content management and user experience (UX/UI) optimization. Led lead generation campaigns using retargeting, CRM, and programmatic media. Planned public relations (PR) strategies and defined ambassadors to amplify key messages. Managed and measured media and social media strategies, focusing on metric analysis and continuous campaign optimization.Objectives: Increase digital engagement and reposition brands in Brazil, creating a stronger connection with the target audience in a highly competitive market.Strategies: Developed communication plans for product launches, leading lead generation and programmatic media campaigns. Implemented retargeting and CRM workflows to maximize digital and social media performance. Coordinated PR strategies and selected ambassadors for share of voice amplification campaigns, combining user experience (UX) and interface (UI) elements on digital platforms.Results:- Increased social engagement by 35% with personalized and retargeting campaigns.- Boosted lead volume by 30% through CRM and programmatic media strategies.- Achieved a 25% increase in sales of newly launched products due to integrated campaigns.

São Paulo, Brazil

Coach NY, Diesel, Jansport, Louis Vuitton Moët Henessy, Adidas, and New Balance.Management of direct marketing programs, with planning and execution of B2B and B2C actions. Developed strategic plans for 360° product launches (ATL and BTL) and standardized communication across various-sized points of sale (POS) nationwide. Led the repositioning of Diesel and Louis Vuitton Moët Hennessy brands, implementing strategies to change market perception. Planned digital actions with KPI definition, metric analysis, and campaign optimization.Objectives: Reposition global luxury and performance brands in the Brazilian market, focusing on POS expansion and increased value perception.Strategies: Developed 360° campaigns for product launches (ATL and BTL), focusing on digital actions and physical presence in POS. Repositioned Diesel and Louis Vuitton brands by defining new communication strategies and visual standardization in stores. Created and implemented KPIs to monitor campaign performance and optimize conversion across all channels.Results:- Increased POS sales by 25% with the brands' new positioning.- Boosted Diesel and Louis Vuitton visibility by 30% through digital campaigns and exclusive events.- Improved CTR and engagement by 20% in digital campaigns.

São Paulo, Brazil

Toyota, Lexus, São Camilo Hospital, Albert Einstein Hospital and LVMH Group (Louis Vuitton Moët Hennessy).Responsible for the expansion strategy of Toyota with the launch of Lexus in Brazil, developing communication for both B2C and B2B audiences. Created an omnichannel architecture for brand positioning and repositioning. Defined strategic personas and ambassadors to maximize target audience conversion. Planned social media actions (organic and paid), focusing on lead generation, engagement, and metrics such as CTR, CPC, and ROI. Conducted financial planning with a two-year projection and managed the Lexus launch project, including the opening of the first physical store in Brazil, using agile methodologies (SLAs).Objectives: Launch the Lexus brand in Brazil and develop an omnichannel strategy to position the brand as a reference in the luxury automotive market.Strategies: Developed Toyota's expansion strategy, leading the introduction of Lexus in Brazil. Created detailed personas for communication campaigns and used performance metrics (CTR, CPC, ROI) to optimize digital presence and paid media. Coordinated Lexus's omnichannel communication, from social media to the opening of the first physical store, and managed the brand ambassador definition.Results:- Successfully launched Lexus in Brazil, with a campaign that increased brand visibility by 40% in 6 months.- Opened the first Lexus physical store in Brazil, with media campaigns resulting in a CTR 20% above the industry average.- Increased engagement by 30% with both B2B and B2C audiences.

São Paulo, Brazil

Aste Group (The North Face, Kipling, New Balance, Jansport, Case Logic, Victorinox, Diesel, Coach NY and BR).Responsible for strategic planning of actions for B2B and B2C channels, focusing on brand expansion and performance for The North Face, Coach, and Kipling. Conducted sales analysis, revenue reporting, and product portfolio management across physical stores and e-commerce. Planned and implemented The North Face's online sales channel in Brazil, creating a personalized shopping experience and adjusting communication for the target audience. Coordinated sales incentive programs for endurance, run, and performance products, as well as events and branded content actions with ambassadors. Additionally, I was responsible for annual budget planning and control.Objectives: Expand online sales and improve the digital shopping experience for global fashion and performance brands.Strategies: Developed e-commerce campaigns for The North Face, focusing on SEO and Google Ads, while creating a digital shopping experience model for Brazil. Utilized CRM to personalize email marketing campaigns and leveraged ambassadors and events to strengthen brand branding.Results:- Achieved a 35% growth in e-commerce sales for The North Face in Brazil.- Increased engagement with the Coach NY brand by 20%, thanks to digital campaigns and branding events.- Reduced CPC by 15% in Google Ads campaigns through continuous optimizations.

São Paulo, Brazil

Beads: Zara, Victorinox and New Balance.Responsible for the marketing and business plan for major brands in B2B and B2C channels. Strategically planned and coordinated events and trade shows, in addition to conducting market analysis for branding, wholesale, and retail campaigns. Developed strategic actions for product launches and managed digital campaigns, including SEO, Google Shopping, and CRM.Objectives: Manage branding campaigns and market expansion for global brands in Brazil.Strategies: Created branding campaigns and events for the entry of new brands, while coordinating large-scale trade shows and events to promote new products. Leveraged SEO, Google Shopping, and CRM to optimize product launches and maximize audience engagement.Results:- Increased sales by 25% during events and product launches.- Boosted organic traffic and SEO campaign performance by 30% for Zara and Victorinox.- Reduced CPC by 10% in Google Shopping campaigns.

São Paulo E Região, Brasil

Responsible for media campaign planning for international clients, defining KPIs and real-time analysis of consumption metrics. Developed and implemented large-scale campaigns for clients in Europe, leading discussions and documenting consumer journey planning for Globo group brands. Organized key strategic events, such as the Cannes Festival (2007 and 2008) and Brazilian Day in New York (2009 and 2010).Objectives: Manage large international media campaigns and create strategies to increase Globo's brand visibility in international markets.Strategies: Planned and executed media campaigns for European clients, leading KPI definition and real-time media consumption analysis. Implemented high-impact strategic actions, such as the Cannes Festival (2007 and 2008) and Brazilian Day in New York (2009 and 2010), providing an immersive experience and strengthening the presence of Globo brands and their international partners.Results:- Increased Globo brand visibility by 30% at events like Cannes and Brazilian Day.- Improved international campaign performance by 25%, optimizing KPIs and large-scale marketing campaigns, with a 20% growth in engagement from international and national media with the Globo brand.

Marketing Retail, Marketing Retail

I completed the Retail Marketing course at FGV, gaining comprehensive training in modern retail strategies and practices. I studied.

Sports Industry Management, Sports Industry

I completed the Sports Industry Management course at emlyon business school, gaining in-depth knowledge of the sports industry. The course.

Master Of Advanced Management (Mam) Program, Administration, Business, And Marketing

I completed the Master of Advanced Management (MAM) Program at Yale School of Management, where I deepened my knowledge in advanced.

Master Of Business Administration, Marketing

I completed the Master of Business Administration (MBA) at Fundação Getúlio Vargas (FGV), where I gained a solid and comprehensive.

Postgraduate Education, Marketing

Concluí a Pós-Graduação em Marketing na ESPM, onde adquiri uma formação aprofundada em estratégias e práticas de marketing. O programa.

Bachelor'S Degree, International Relations

Crm Marketing, Marketing

Digital Marketing, Digital Marketing

Digital Intelligence Bootcamp, Digital Intelligence

International Marketing Planning, Planning Boot Camp

Research, insights and strategies: Communication planning, strategy development, social listening, BI as a source of insights, Big Data.

Master Of Business Administration - Mba, Inteligência Artificial E Data Science