Silvia Guedes Email & Phone Number

State Of São Paulo, Brazil

São Paulo, Brazil

Between September 2021 and March 2023, I led the brand strengthening of GF Piping Systems in the infrastructure and industrial sectors across Latin America. In April 2023, during the M&A with FGS Brasil, I coordinated the integration with the headquarters and the Americas BU, creating GF FGS. Recently, the company decided to revert to the GF Piping Systems identity in the country, reinforcing its market presence.Responsibilities:• Brand strategy development: creating and implementing strategies to enhance GF Piping Systems' brand image, aligned with corporate goals and tailored to regional needs.• Visual communication and identity: coordinating visual communication at facilities (factory and office) to reflect the company's values and ensure a consistent brand presence.• Promotional campaign management: developing and managing promotional campaigns to promote products and solutions, including planning and executing digital campaigns on LinkedIn and Google.• Global collaboration: collaborating with the global team to implement PR campaigns and strategies, ensuring consistency and effectiveness of marketing initiatives across regions.• CRM Microsoft Dynamics Management: administering the CRM for marketing, focusing on lead acquisition and nurturing, and maximizing sales opportunities.• Events and trade shows: Organizing and coordinating GF Piping Systems' participation in industry trade shows and events, including planning booths and activities to engage clients and partners.• Budget and investment analysis: Managing, controlling, forecasting, and analyzing the marketing and communication budget to ensure investment efficiency and effectiveness.• Digital event development: creating and executing digital events for internal and external audiences, promoting brand interaction and engagement.

São Paulo, Brazil

Responsible for managing the company’s communication across all customer and consumer touchpoints (online and offline), maintaining the company’s image and market positioning.Developing and implementing a new institutional communication strategy (repositioning) and its rollout to internal and external audiences.Overseeing brand management and adapting communication to target audiences.Developing and implementing, in collaboration with HR, strategies to reinforce corporate culture and engagement.Managing the trade area, including overseeing the internal team, developing KPIs, planning training, and implementing company actions.Planning and managing the activities of service providers such as communication agencies and public relations firms.Leading the restructuring of public relations efforts to increase the company's presence in the media (ROI achieved within 6 months) and managing crisis situations.Managing, planning, and monitoring social media activities.Developing strategies for product launches, packaging, communication, point-of-sale materials, etc.Organizing, planning, and developing 100% digital product launch campaigns.Participating in the development of the strategic plan.Managing the team.Creating and managing corporate and promotional materials to establish and maintain product image.Managing, controlling, forecasting, and analyzing the budget.

São Paulo Area, Brazil

• Reporting to the Latam Marketing Manager, I was responsible for marketing and offline communications and distributors in Latin America;• Development and creation of integrated communication strategies with the offline and online communication agency for 360º actions;• Validation and monitoring of the Media Plans in the national territory;• Development of manuals for the network of resellers - toolkits;• Support and development of distributors in Latin America;• Development of the printed materials making the interface with all departments involved in the process and suppliers;• Responsible for the cooperative actions carried out between the company and its resellers;• Analysis of the feasibility, development, coordination and follow-up of the Institutional Campaigns and Sales Incentive;• Coordination and monitoring of Public Relation activities in addition to content approval;• Coordination of production, definition of material and interviews for the institutional magazine of the company aimed at the internal public and resellers;• Responsible for the development of the area of trade marketing for retail resellers, as well as monitoring activities and promoters;• Responsible for layout of profiling of resellers, implementation of internal and external communication, production, delivery and installation of product displays;• Responsible for the donation of products of the company to projects and companies sponsored and, obtaining partnerships;• Responsible for the actions of the company through incentive law projects, such as project definition, donation process and initiatives implementation in the institutions;• Participation in the preparation of strategic planning;• Responsible for the development of the marketing apprentice;• Supplier management;• Control of budget and investment of marketing and communication actions.

São Paulo Area, Brazil

• Responsible for the Marketing and Communication area of the company responding for the products of the hospital and dermatological areas acting in the B2B segment;• Marketing team management;• Development of the promotional calendar and product launch project;• Organization and leadership of small and large hospital and medical national events and congresses, including the logistics of the material needed for the action;• Follow-up and development of promotional material for events, clinics and hospitals;• Development, implementation and updating of the company's website and social networks;• Negotiation of budgets and budget control of the area;• Inventory control of promotional materials.

São Paulo E Região, Brasil

• Reporting to the Marketing and Relationship Consultant, I was responsible for the websites for the company's doctors and pharmacists;• Direct contact with the medical area and business unit to approve contents;• Interface with content and web agencies;• Development of briefing and approval of new sections and materials of the sites;• Monitoring and definition of the new visual identity of communications;• Updating and inclusion of content on websites;• Contact with the marketing areas of the pharmaceutical divisions;• Development of hotsite for awards;• Monitoring the development of medical animations / videos;• Newsletter development and feedback analysis;• Benchmarking competitor sites;• Responsible for the development of a targeted communication tool.

São Paulo E Região, Brasil

• Reporting to the Director of Private Label, I was responsible for the marketing area of the Carrefour Group Private Label, working directly with the food and non-food commercial areas;• Development of briefing together with advertising and promotion agencies;• Responsible for the development, coordination, implementation and supervision of materials for the POS and promotional actions of Carrefour Group Private Label products;• Responsible for hiring and training the promotion / demonstration team;• Support to the field supervisors, defining the visit itinerary and strategic stores;• Organization of institutional and sporting events, developing partnerships with suppliers and, publicizing the events for employees and clients;• Negotiation of budgets and budget control of the area;• Weekly visit to the point of sale to verify the implementation of the communication;• Implementation of a report to monitor the application of POS materials in stores;• Structuring of Private Label website together with corporate marketing team;• Responsible for organizing the Carrefour supermarket in Big Brother Brazil 11, choosing the assortment, setting up the planogram;• Follow-up on the development of the Carrefour Big Brother promotional sheet, which resulted in a 1% share growth in just 1 action day;• Contact with Public Relation to define guidelines and releases to be disclosed;• Support to the department of SAC in the return to manifestations of the clients;• Analysis of the billing of Private Label products compared to the market;• Follow-up of actions carried out by the competition.

São Paulo Y Alrededores, Brasil

• Reporting to the Marketing Manager, I was responsible for obtaining the partnership between P&G and Shopping for the development of Family Space;• Organization of the presentation and content of the bimonthly meetings of the Association of Shopkeepers;• Responsible for seasonal events and partnerships;• Responsible for the partnership between Shopping and Arcor Company during the Christmas events;• Hiring and training staff of promoters for seasonal actions;• Active participation in the development of promotions involving CEF (Caixa Econômica Federal) and cultural competitions;• • Development of briefings and guidelines for the newsletter of shopkeepers, Public Relation, magazines and advertising and promotion agencies;• Responsible for the training provided to retailers that aimed at their professional improvement and sales leverage;• Assistance to customers seeking the SAC Department of Shopping;• Follow-up of the development of research aimed at understanding the perception of customers about the mall and change of position;• Management of the customer relationship team, reception and family space.

São Paulo Area, Brazil

• Reporting to the Trade Marketing Coordinator, I was responsible for the actions in the Carrefour Group stores by suppliers,• Responsible for the analysis and dissemination of the promotional actions of the suppliers, as well as maintaining a relationship between the trade marketing and commercial area;• Approval of POS material and control of promotional actions;• Responsible for communicating marketing actions to stores;• Monitoring of competition actions;• Conducting a photography briefing, hiring models and developing the tabloid of the textile department.

International Certification, Digital Marketing

Master Of Business Administration - Mba, Business Management

Master Of Business Administration - Mba, Marketing

Postgraduate, Communication, Market And Information Technology

Graduate, Advertising And Marketing

Scientific article "Pan American Games - the social in the media", 2004.