Co-founder responsible for all marketing: branding, communication (CRM, Social media, PR, Paid, content, community), CX, Product design (site and apps)

Responsible for all digital marketing: Performance, Branding, Creation, CX, Corporate Communications

• Start up experience with the partnership development and daily execution in the launch of innovative reusable panties in Brazil market with Pantys start up (product & campaign development, P&L and social media content management, precision marketing for e-commerce and pharma channel)• Additional start up experience in scouting with The Bakery around possible technologies and business model upgrades for our category worldwide• Developed a sustainability strategy (environmental, social, economical) for femcare worldwide with: clear positioning and targets, short/mid term projects to focus on supply/manufacturing/disposal• Build 10 year pipeline development for Stayfree globally (countries: India, Brazil, Argentina, Philippines, Pacific, South Africa) technology upgrades, sustainability, low cost solutions• Review Stayfree brand positioning and develop new global campaign (assets for Google, FB, PR, trade) based on cutting edge social developments around menstruation and its impact on girls´ lives (launched globally in 2018; available on Youtube)

• Responsible for all Bodycare brands in LATAM (JOHNSON´S adult, AVEENO, Lubriderm); including Bodycare strategy, brand building, pipeline and product development, communication strategy and assets development• AVEENO: expansion of brand in LATAM with 5 year P&L forecast, pipeline development, definition of LATAM positioning and communication strategy (development of complete POS, PR, Professional and Digital toolkit) and assets creation• JOHNSON´S adult: Drive brand´s new positioning, architecture and packaging with global team; launch of Nutrition line in all region (already 2pp of value share in lotions) helping drive +15% growth and revert share loss

• Align LATAM Strategy with Global’s and support local market implementation for both JOHNSON’S baby and Body Care brands (JOHNSON’S brand and Lubriderm): clearly defining the role and future positioning for all brands; identifying market opportunities by deep consumer knowledge and trends; and structuring innovation and communication projects to support strategy• Guarantee innovation pipeline: participating in global ideation in order to develop future projects for LATAM region - understanding business opportunity as well as positioning, structuring P&L, approving project globally and developing all product’s aspects together with technical team (claims, packaging, sensorial as well as costs)• Example projects for Body Care (launched on May 2014): 1) Entrance on Brazil’s deodorant market with Johnson’s brand, doubling the size of the brand in LATAM; 2) Complete packaging review to outgrow baby heritage of Johnson’s brand and reflect new positioning• Example projects for JOHNSON’S baby: 1) Development of a complete Newborn line to address market opportunity and elevate the baby expertise credentials for the brand (launched on April 2014); 2) Understanding of LATAM’s Haircare business model in order to both export it to other regions and develop a new line to enter the fast growing kids segment• Develop ATL communication together with agency: Briefing, Bid idea definition, copy and key visual development for all major projects and institutional communication. Campaign examples: JOHNSON’S baby Newborn line and Long lasting fragrance line (HH copy) and JOHNSON’S institutional and deodorants campaign

Managed P&L of Band-aid Brazil as well as other smaller Topical Health Care brands (Caladryl, Regaine), responsible for volume sales, revenue, sku mix and marketing budget resultsImplemented the 360 Machucadinhos campaign (TVCs, prints, hotsite, SEO, apps)Developed the Brand Plan for 2012: conducted SWOT analysis, identified opportunities in portfolio optimization/distribution, designed PR/Professional plan, defined strategic packs

Launching of a new, revolucionary anti‑ageing platform in the Brazilian market. Planning and management of the PR, Professional, Internet and Trade marketing plansUnderstanding and proposing recommendations on how to increase the sunblock penetration in Brazil (price, communication, distribution, positioning, exposure and innovation analysis)

MAP (Multidisciplinary Action Project) is a liason between Ross School of Business and HP for a 2 month project to create a profitable growth plan based on products/solutions, customer segmentation, marketing actions and pricing

Strategic projects in several industries and departments, most recent ones:Coordination of nationwide research, conducting detailed analysis on trends and consumer segmentation and articulating insights for Brazilian section of BCGʹs worldwide Trading Up/ Down report, strengthening BCGʹs client relationshipsDevelopment of profit projection for different products based on marketing leverages such as elasticity, distribution, innovation, sales force effectiveness and strategic acquisitions of major consumer goods company, supporting 10 year expansion plan

Creating and implementing new procedures on Project Management at CVRD.