Senior Marketing Manager | Brand Experiences, Partnerships, Customer Engagement

FIFA WORLD CUP Sponsorship

Brand Campaign lead

Main challenge: plan and implement an integrated Communication Strategy to "Chester Perdigão" Christmas campaign - the most consumed dish during Christmas Dinner and category leader.- Managed consumers behavior research in: Christmas current emotional value, consumption habits at holidays and the distinction of family formats around Brazil;- Led online & offline communication strategy, that involved: over 5000 TRPs in 30’’ and 15'' TVC formats; TV Merchandisings; Soccer Championship Sponsorship including Finals spot ; Social media and display ads; SEM and SEO strategy; recipe videos in partnership w/ TASTEMADE; digital influencer engagement; inside office communication; and a short film in a documentary format to account the results to consumers;- Led return of investments analysis; brand equity, ad performances and sales increase weekly to be presented to the board.

Main challenge: Lead positioning and portfolio strategy to a newly launched brand.- Led branding strategy through deep dive market and consumers researches, that aid to a long term Marketing Plan that selected DANIO as Danone Brazil’s big bet for the coming year;- Planned online & offline communication strategy based on the new positioning, that resulted in a 2000 TRPs TV investment combined with social media ads, SEO, SEM and PR strategy;- Led Brand portfolio strategy involving assortment, packages, pricing and distribution analysis and recommendation;- Managed direct team on weekly diagnosis on Top Line and Bottomline results as well as P&L analysis in order to recommend action plans;- Led multidisciplinary team on brand’s main projects.

DANONINHOMAIN CHALLENGE: Lead the brand’s character cartoon (Dino Aventuras) to be aired on Disney Channelo Led the cartoon’s strategy to make it a touchpoint that speaks in name of the brand to our consumers; o Led brand’s strategy to mirror the cartoon in the portfolio; o Together with the legal team, led the legal strategy to make sure the cartoon was following all restrictions to children's advertising;o Led media negotiation and contract w/ Disney Channel Latin America; o Validated Dino Aventuras episodes on quantitative and qualitative research with the target; o Validated DINO AVENTURAS episodes to assure every episode reached a value that was important to the brand; o Dealt daily with the producers and constant frame approvals;o Accountable for activation launch plan involving events, social media, PR and TVC. ALSO, the year before: o Accountable for brand's weekly Topline and Bottomline analyses in every Brazil’s region and bi-weekly presented action plans to the board; o Worked on weekly brand’s P&L analyses; o Managed trade marketing and in-store strategy; o Leadership of multidisciplinary team on brand’s new promo launches; o Directly collaborated in the brand’s new positioning, including new brand positioning and COMM strategyo Responsible for PROMOs strategy o Directly collaborated in KIDS OFFLINE communication strategy for innovations; o Managed ONLINE communication strategy, such as Danoninho’s website, games, social media, and online advertising planning; DANONE KIDSMain Challange: accountable for brand new licensing o Led new brand licensing strategy, partnering with Disney; o Leadership of multidisciplinary team on INNO projects; o Accountable for brand's weekly Topline and Bottomline analyses in every region and bi-weekly presented action plans to the board; o Worked on weekly brand’s P&L analyses; o Managed trade marketing and in-store strategy;

o Leadership of multidisciplinary team on INNO and RENO projects; o Worked on brand's weekly Topline and Bottomline analyses in every region; o Worked on weekly brand’s P&L analyses;