As the lead for Lacoste's LATAM Category and Merchandising, I specialize in optimizing SKU strategies to enhance product mix and profitability. By guiding cross-functional teams, I drive creativity and innovation, aligning product and marketing strategies to strengthen brand coherence and execute impactful marketing communications. Through strategic brand management, content marketing, and data-driven analysis, we’ve revamped our approach to significantly boost regional market share and profitability.Previously, with global brands like Nike and Adidas, I led initiatives that pushed categories such as running and football to exceed targets. I developed and executed data-driven sales strategies that improved margins and managed high-performing teams. A highlight was the successful launch of a national federation football/soccer jersey in Brazil. My expertise in brand building, SEO, SEM, content marketing, and campaign leadership has consistently delivered tangible results, market leadership, and achievement of business KPIs.