São Paulo, Brazil
At my core, I help brands achieve their full potential for consumers without losing sight of business objectives and the people behind the machine. Over the past 10 years, I have built a career defined by versatility and a passion for marketing. My background spans Sales, Finance, and Trade Marketing, which gives me a unique, holistic view of the business. For the last four years, I have focused on Marketing and Innovation within top-tier companies like Danone, Reckitt, and Kraft Heinz. I have transitioned from a generalist to a strategic leader with analytical rigor. Whether shaping global brands like Activia and Danone or navigating local market nuances in Brazil and Spain, my focus remains the same: developing people and delivering sustainable results. My mantra is simple: trust, grit, creativity are the pillars of the highest-performing teams, even in the toughest moments. I am always open to discussing Marketing, Innovation, team dynamics, or creativity in any field. Let’s connect
Business & Innovation for Waters in Spain
Launch of Activia Fermented Milk in Brazil, the first Activia launch worldwide in the Fermented Milk segment, 5th SKU on sales in its first year of launch (45 SKUs in total). Led the relaunch of the Activia Jug Portfolio in Brazil (+550bps in YOY Margin) +Highest Brand Penetration in the last 4 years Six Months responsible for Everyday nutrtion and Functionals (business & Inno) Responsible for Brand Strategy & Positioning, Product Launch, Market Research, Competitive Analysis, data-driven decisions, P&L accuracy , Brand growth. Innovation Pipeline creator and executor, Portfolio Reviews, Sales Support, Performance Management, project execution and cross functional team collaboration. Managed marketing budgets, updated Market Trends, and built Brand Equity through strategic movements. Lead a team fostering Creative Thinking and Problem Solving to overcome marketing challenges w/ psychological safety.
Drove +17% YoY growth and margin improvement by relaunching the Greek yogurt segment in Brazil with clear targeting and update the value proposition on the Danone Greek sub-range Achieved +4% Eq sales on the Brand by launching the butter segment for the Danone brand in Brazil, developing a clear market entry strategy.
Boosted specialist product representation by 4% in the VEJA portfolio by executing a recovery plan building bonds with the regional sales team. Responsible for developing and implementing strategies to promote products through various sales channels and analyzing market trends to optimize marketing campaigns and drive sales growth and Promotion Product pipeline Creation and Execution.
Improved operational margin by 3% and increased margin by 256 bps by rationalizing the Bom Air portfolio from 46 to 41 SKUs. Achieved +3% net sales YoY on the brand for Air Wick Pure by leading the product launch and campaign, turning a limited edition into a regular SKU.
Developed a recovery plan for Finish brand distribution, increasing coverage to +5k points of sale by focusing on the indirect channel. Established a strategic partnership between Brastemp and Finish, enhancing brand awareness by implementing a dishwasher sampling program.
Achieved 80% savings in tax recovery, recognized as the top cost-saving center, celebrated at HQ in Chicago by managing the Fees & Consulting budget. Delivered a financial performance report for LATAM to the global board, including Jorge Paulo Lehmann, Warren Buffet, and Marcel Telles, by coordinating with over 15 stakeholders. Responsible for LATAM cash flow and market reports, supporting LATAM P&L reports, assisting in KHC Brazil budget control, and overseeing trade spend management in Brazil with direct presentations to the CEO and CFO.
Working Capital LatAm
Específicamente no Brás.