Experience

  • Innovation Director

    at Mondelez International

    January 2015 - at Present

    New York

    Identify white space opportunities driven by consumer insights and address opportunities via startup approach

  • Category Director – Eastern Europe, Middle East & Africa

    at Mondelez International

    November 2012 - December 2014

    Gauteng

    Led the Gum category strategies/priorities for Eastern Europe and MEA. Responsible for the only region which growth the business in 2013, with an overall rate of 8% on top of market share gains in the key markets, such as Russia and Ukraine (+4pp) and Turkey (1.1pp) compared with previous year; Responsible for the implementation of one single positioning/ campaign across the region, as well as reformulate brand architecture; Led key innovation initiatives across markets, including base renovation projects (new bundle for launch including communication, artwork, quality improvement and point of sale/ trade support) and brand’s expansion for new need states. Built the strategy to launch gum brands in new markets, showing an outstanding business opportunity in Middle East and West Africa. Build effective and collaborative team spirit with key stakeholders

  • Category Director

    at Mondelez International

    May 2008 - October 2012

    São Paulo

    Responsible for Gum Category in Brazil - business of ~U$600MM (Trident, Chiclets and Bubbaloo), conquered record market share for Trident, Top of Mind in the category and positioned the brand as the #2 most loved brand in it’s target (young adults); Responsible for marketing and investment plan of the category that represents a quarter of the company’s revenues and a third of its profitability; Managed pool of agencies to deliver integrated communication plan across disciplines. Special emphasis on social media initiative where Trident occupied relevant position among the Top10 most engaged brands; Run a music sponsorship program for the firs time in the company and category, where reached outstanding results leveraging sponsorship with point of sale activation and product launch (best ROI of the company); Development team: nine subordinates, three product managers and their analysts, is responsible for functional and technical development.

  • Group Product Manager

    at Kraft Foods Brasil (Mondelez International)

    September 2005 - April 2008

    São Paulo

    Executing Strategic Plan for Easter (~25% of chocolate category revenue in Brazil), being responsible for managing the marketing mix in a competitive and profitable environment; Development team : six subordinates , two product managers and their analysts ▪ Product Manager Sr - Tang and Innovation Projects - powdered drinks ( 09 /05 - 07/02 ) Responsible for monitoring brand’s P&L, making sure that its profitability meets business objectives ; Responsible for sizing the volume and value of the market as well as internal volumes and market share goals ( responsible for the record market share for the brand Tang ) ; Responsible for briefing , discussion , approval , implementation and results of the communication plan locally and participation in strategic brand guidelines regionally (Latam) and globally ; Development team : four subordinates , responsible for functional and technical development ;

  • Brand Manager

    at Sao Paulo Alpargatas SA

    November 2000 - August 2005

    São Paulo

    Brazilian company responsible for key local sportswear brands (Mizuno, Rainha, Topper and Timberland) and owner of Havaianas flip top shoes ▪ Product Manager Mid - Shoes and Balls – “Rainha” brand Led the brand’s sponsorship program, including olympic athletes, clubs and confederations Responsible for managing the product line of sport shoes and balls, from the preparation of briefing projects, monitoring in different manufacturing plants (Brazil and abroad) and its launch; Executing the Marketing Plan (targeting product, promotion / communication, pricing and distribution strategy);

  • Marketing Assistant

    at Colgate Palmolive

    April 1998 - October 2000

    São Paulo

    Trainee and assistant with experience in Sales, trade marketing and marketing

Languages

  • Spanish Negotiation

  • English Native

  • Portuguese Native

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