Melbourne, Victoria, Australia
Experienced Sr. Marketing professional with a successful career in consumer goods industry. Skilled in business management & strategy, product development, marketing plans & campaigns, team leadership, ROI & sell-out culture.
Responsible to propose and define the regional business strategy and innovation roadmap for the most important cluster in Latin America (Brazil & Argentina), also seeking additional growth leverages for the mid-term (1-5 Years).
Responsible for the regional marketing strategy & implementation of BIC’s business in Latin America (including all countries from Mexico to Argentina), to drive business growth (top line and bottom line) of whole portfolio (Stationery, Lighters and Shavers), thru a clear innovation roadmap, portfolio optimization, accelerated investments implementation and KPI’s governance for next 3 years. Key results: • Stationery leadership consolidation in Latin America with +1.0p.p SOM value; • +10M EUR incremental Net Sales thru launches (on going); • Strategy consolidation across the region, with clear "where to play";
JUN/2008 – JAN/2010: Coordination of strong bonding adhesives of Henkel: Cascola, Cascorez and Monta & Fixa, that represents 50% of the total income of Consumer Division. Define and implement strategies for: products, prices, advertising, packaging, promotional actions, launches, brand activation, POP materials and monitoring of competitors. Key Results: • Enhancement of Strong Bonding Adhesives profitability in +15%. • Co-responsible for the 360º advertising campaign with Luiz Felipe Scolari. NOV/2007 – MAY/2008: Coordination of Loctite Super Bonder and Durepoxi adhesive brands. Responsible to find opportunities to increase profitability, increase the demand, advertising planning, launch of Super Bonder Flex Gel, POP materials, reports to sales team and Nielsen information.
• Development of marketing and sales strategies for Generic medication. • Creation and coordination of promotional campaigns and POP material. • Portfolio management and new products evaluation & launch. • Responsible to find new and available patented products.
• Co-participation of the global brand repositioning for Lux; • Relationship with advertising and research agencies; • Monitor the brand equity of Lux and control the budget for the area;
Planning and organization of the Agribusiness, Economy and Supply Chain Committees (forums to discuss common interest among companies executives and authorities of each segment). Also, responsible to find new prospects for Amcham.